Whether they’re reuniting with loved ones or booking a once-in-a-lifetime adventure, many travellers are ready to hit the road again and are actively making plans to travel during the upcoming summer months.
To help you make the most of this important time, we’ve identified four high-value traveller segments that are rapidly growing and represent a high proportion of the demand on our platform. By understanding and catering to the needs and wants of these travellers, you can better attract them to your property.
“Once you have your foundation set up – pricing, content, availability – you can decide which high-demand segments you want to target based on your business goals,” says Matina Keramida, Group Product Marketing Manager at Booking.com. “Our range of solutions can help you tailor your listing to better match the needs of different traveller types that are searching on our platform.”
From parents holidaying with their children to extended family reunions, we’re seeing 31% of total summer searches coming from families. What’s more, recent survey results tell us that this year 54% of travellers are planning to visit destinations that can be enjoyed by both children and adults. This is great news for partners when you consider that families tend to stay longer and therefore, spend more during their stay.
“To attract families you first need to make sure your policies are set up for success,” says Keramida. “Tell us via the extranet that you accept children at your property. Occupancy configuration also plays a key role. Showing the maximum occupancy for your available rooms ensures that your property appears in search results with relevant options for families.”
Families with children often have distinct needs and tend to require more information to feel secure when choosing a place to stay. Facility information is especially important to this cohort. Be explicit and showcase relevant amenities like children-friendly activities, child safety and other practical considerations including storage, cooking areas and laundry facilities. Other essential information they look for is safety, cleanliness, location and parking. Clearly displaying this information can help you stand out.
2. Group and solo travellers
Over half (53%) of global travellers plan to travel as a couple this year, while 22% plan on vacationing with a group of friends and 17% intend to go solo. Tailoring your prices for different group sizes allows you to tap into each of these traveller types during the summer months and beyond.
In addition to tailored rates, photos play a crucial role in the decision making process for group travellers. To determine the quality of a room, group travellers judge the size, cleanliness and configuration of a space from images. How rooms are configured for privacy, as well as the property’s location, are considered essentials when choosing a stay. High-quality photographs that showcase these elements can help you engage these travellers while reassuring them that your property can accommodate their group size.
When it comes to solo travellers, a percentage of the segment typically travels for multiple short business trips. “Solo business travellers are more likely to travel mid-week and stay in hotels,” says Keramida. “They also value convenience during their trip, meaning they’re looking for services and amenities including wifi, work stations and coffee makers.”
3. Long-stay travellers
In 2021, 25% of all room nights booked on our platform were for stays of seven nights or more. Fast forward to this year and we see that stays of 3-7 days make up over half (54%) of searches for the upcoming summer months, and stays of 8+ days so far account for almost 20% of summer searches.
Gaining momentum during the pandemic, the long-stays trend seems to be here to stay. Extending beyond summer, our research tells us that 25% of global travellers plan to take a longer domestic vacation (5+ nights) in off-peak seasons this year, and 21% plan to take a longer international vacation (5+ nights) during the same period.
“The rise in long-stay demand offers partners an opportunity to attract new audiences, be it remote workers, families or business bookers who are extending for leisure,” says Keramida. “Setting up a compelling weekly or monthly rate can help you attract these guests while securing occupancy and revenue for a longer horizon.”
4. International travellers
As borders continue to open globally, guests are showing increased confidence in international travel – especially when it comes to planning their summer getaways. In fact, so far 61% of searches for summer are for international travel – up 18% from 2021.
“Unsurprisingly, we saw international demand decrease sharply at the start of the pandemic,” says Keramida. “But with restrictions having largely been lifted around the world, we’re seeing a strong return of non-domestic demand. It’s becoming more likely that partners will start to see the return of international guests. Partners can attract them in a targeted way with Payments by Booking.com, which offers locally relevant payment options, or with Country Rates.”
What are international travellers searching for? While beach and nature-based escapes are still popular among global guests, recent research tells us that this year will see demand return to urban destinations, with 30% of global travellers planning to visit a city.
“It’s important to note that demand patterns may change due to global and local conditions or market dynamics,” says Keramida. “To help you navigate these shifts, we created the demand dashboard in the extranet at the start of the pandemic. Based on customer search data over the past 14 days, the dashboard surfaces timely insights that you can use to identify traveller behaviours specific to your region. We’ve received encouraging feedback from partners about this initiative and as a result, we’re motivated to continue this effort and enrich the insights we provide moving forward.”
- Our data shows four high-value traveller types trending this summer: families, group and solo travellers, long-stay guests and international travellers
- Customising your listing to meet the needs of these high-demand travellers types can help you appeal to them and as a result, increase bookings
- To identify traveller behaviours specific to your region, the demand dashboard in the extranet provides additional timely insights based on customer search data over the past 14 days
- Discover more data-driven insights for the upcoming season in our 2022 summer guide