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As COVID-19 restrictions eased during 2022, the world reopened to tourism. The 2022 holiday season saw a rise in demand for travel bookings across the globe, and we see this trend continuing for the 2023 spring season. Bookings rose 2x the demand of the corresponding booking period in 2022. Travelers from the U.S. showed a keen interest in traveling to Asia and Europe, and a strong U.S. dollar gave them an opportunity to enjoy international travel at more cost-effective prices.
Adara’s hotel booking data illustrated that U.S. travelers shortened the length of stay of their vacations in January 2023. The pandemic years of 2020-2022 saw a shift in stay patterns where travelers preferred longer stays to maximize time in one location and avoid frequent human contact during transit. However, current trends show that travelers are reverting to shorter vacations during weekends and long weekends, which is consistent with pre-pandemic travel behavior. This begs the question – will shorter vacations lead to a higher frequency or quantity of vacations or trips?
These trends also reflect a decrease in impromptu or spontaneous travel. U.S. travelers not only began searching for flights in advance, but also booked them long before the trip dates. In contrast, the COVID-19 pandemic saw travelers booking flights closer to their travel dates because of frequent policy changes. In 2023, with more assurance and clarity on travel policies, it was easier to make bookings in advance again. The same shift was reflected on flight search activity, where travelers showed interest in planning their journey in advance.
Along with planning their travel, Americans showed an interest in deriving better value from their vacations. U.S. travelers booked more sustainable and experiential vacations, and chose to stay in rooms with higher average daily rates (ADRs). This rise in demand for rooms with a higher ADR was propelled by the desire for better services and more luxurious experiences.
Adara’s travel-intent data platform and solutions, powered by over 270 brands with more than 24 billion data elements and 1.5 billion digital identities, are used by leading airlines, hotel corporations, tourism organizations, online travel agencies (OTAs), as well as luxury retailers to better segment their audiences and drive higher return on investment (ROI) on their marketing spend.
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