SUMMER VACATIONS SIGNAL LONG-TERM SHIFT IN CONSUMER TRAVEL BEHAVIOR
September 14 2020 - 8:00AM
Mexico and the Jersey Shore Replace Popular US
Destinations Chicago, New Orleans, and Boston
DÜSSELDORF, GERMANY – September 14,
2020 – As the summer of 2020 comes to a close, it is
clear that modern travel has been deeply impacted and not for the
short term. From where and how we go to how long we stay and in
what type of accommodation, the industry is changing and being led
by consumer demand and behaviors driven by the pandemic.
trivago examined its search data globally and found three ways
that travel is evolving: timing, distance/type of destination and
accommodation.
“As the pandemic continues to affect every facet of our daily
lives, the trends we are seeing, like domestic travel, are not a
result of short-term reactions, but a shift in consumer behavior
that we expect to take hold and influence the future of travel for
the long-term,” said Axel Hefer, CEO trivago.
Spontaneous or Uncertain? Travelers are
planning trips in the “nearer” future indicating uncertainty about
the future. In addition, short (less than 3 night) stays are
declining, indicating that the effort needed to safely plan for
this short of a trip may simply not be worth it.
Search and click-out data indicate that travelers are planning
their stays closer to departure than ever before. They are
researching trips an average of four days earlier than last year
signaling uncertainty about anything too far in the future.
In fact, the majority of click outs (when a user clicks out to a
property from the trivago platform) are eight to 28 days before
arrival. Advance search and click outs (+41 days) have decreased
globally overall and dropped by nearly half in the EU.
Location, Location, Location!Unsurprisingly,
domestic and regional travel have seen an increase year-over-year
as a result of travel restrictions and fear of exposure to COVID-19
and becoming ill far from home as well as the potential need to
quarantine upon their return. Desired destinations have shifted
from urban and international to coastal and suburban or less
populated domestic destinations including smaller towns and coastal
or beach destinations.
This shift was most marked in the EU with preference jumping 28
percent for domestic destinations year over year. The increase was
less significant in the US with a relative increase of five
percent, as the US travelers share of click outs to domestic
destinations was already quite high last year. In general,
people are staying closer to home.
For example, the most popular destinations for US travelers are
in the US or Mexico and at the beach, while 2019 saw London but not
Mexico ranked in the top 10. In fact, two cities in Mexico, Cancun
and Playa Del Carmen are within the top five cities replacing
Chicago and New Orleans, respectively. Most surprising was the
appearance of Wildwood, New Jersey replacing Boston in the 10th
spot and Fort Lauderdale taking London’s spot at no. 9.
Preference Toward Alternative Accommodation* Continues
to GrowAs alternative accommodations have increased in
popularity over the years, 2020 has accelerated demand
significantly with the need for safe spaces as well as a change of
scenery for those in lockdown. With the freedom to learn and work
anywhere, consumer interest in alternative accommodations has
increased nearly 10 percent year over year and is expected to
continue to grow. In comparison, searches and click outs for hotels
has decreased by nearly 20 percent.** Hefer added, “We do
expect as travel begins to normalize in the near future, hotel
stays will increase again in popularity.”
To learn more, visit trivago.com.
About trivago trivago is a leading global
accommodation search platform focused on reshaping the way
travelers search for and compare hotels and alternative
accommodations. Incorporated in 2005 in Düsseldorf, Germany,
the platform allows travelers to make informed decisions by
providing them access to a deep supply of accommodation information
and options from hundreds of websites. trivago enables its
advertisers to grow their businesses by providing access to a broad
audience of travelers via its websites and apps. As
of March 31, 2020, trivago has established 54 localized
platforms connected to over 4.5 million hotels and alternative
accommodations, in over 190 countries
Media Contact: Stephanie Lowenthal
stephanie.lowenthal@trivago.com
Forward looking statements This press release
contains certain forward-looking statements. Words, and variations
of words such as "believe," "expect," "plan," "continue," "will,"
"should," and similar expressions are intended to identify our
forward-looking statements. These forward-looking statements
involve risks and uncertainties, many of which are beyond our
control, and important factors that could cause actual events and
results to differ materially from those in the forward-looking
statements. For additional information factors that could affect
our forward-looking statements, see our risk factors, as they may
be amended from time to time, set forth in our public filings with
the Securities and Exchange Commission. We disclaim and do not
undertake any obligation to update or revise any forward-looking
statement in this press release, except as required by applicable
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