The ever-evolving world of travel is full of surprises and this has never been clearer than with Expedia Groups ‘Unexpected Travel Trends of 2023.’

From the rustic farm-yard getaway to travellers chasing the tales of their favourite movies, the findings show that cooped-up adventurers are looking to live the high life while revisiting the world.

To discuss the new normal of travel, we caught up with Michael Dykes, Expedia Group’s VP of market management APAC, who shed some light on the lack of ‘one-size-fits-all’ travel and how agents can utilise this to their advantage.

Travel Weekly: How is Expedia Group catering to the projected rise of travellers inspired by TV shows and movies?

Michael Dykes: When looking at the data, we’ve identified a surge in people travelling to TV and movie-inspired locations, with over two-thirds (69 per cent) of Australians have considered booking a trip to destinations after seeing them on streamed shows or movies, whilst almost a third (29 per cent) have actually booked.

Combined with our search data, it gives our partners a good indication of what is to come so they can plan accordingly.

TW: What is a city you’re surprised to see on the rise for 2023 travel trends?

MD: After nearly two years of visiting national parks and nature reserves, cities are making a comeback.

What has been interesting to see is the increased interest in travelling to cities for art and culture celebrations, such as Edinburgh Fringe in Scotland, and WorldPride in Sydney. What this suggests is that while people spent the past two years appreciating the world around them, ultimately travellers are still motivated by these factors.

TW: What do you think has spurred the rise of rustic getaways and farm-style escapes?

MD: What we found through the research is that self-care remains a non-negotiable benefit of travel.

Mental and physical well-being (49 per cent) and a change of scenery (49 per cent) are the top reasons for travel in 2022, followed closely by the desire to make up for lost time with family and friends (46 per cent). Rustic getaways and farm-style escapes offer this kind of holiday.

TW: People seem particularly drawn to high-quality hospitality experiences in the concrete jungle. How is Expedia Group selling this to travellers?

MD: Our extensive first-party data — backed by qualitative research — help our partners better understand evolving traveller expectations.

We use artificial intelligence and machine learning to translate [this] into smarter recommendations and services that help our partners be more successful.

TW: How does Expedia Group ensure it effectively shows the right hotel to a potential traveller amid the influx of high-quality accommodation options?

MD: Expedia Group brings together millions of properties, billions of bookable airline seats, and thousands of car rentals, cruises, and activities across 200 booking sites in 70 countries to ensure even the most obscure holiday plans can be met.

We also supplement our first-party data with qualitative research to better understand traveller expectations. This helps us build technology that deepens relationships with travellers while helping our partners deliver experiences that meet evolving traveller expectations.

And we have launched a reimagined marketplace that rewards partners who put travellers at the centre. We’re using the billions of traveller signals created across our platform, from guest reviews to in-stay feedback, to call propensity and relocations, to build an accurate picture of the experience we are delivering together.

Ultimately, great experiences create repeat customers; and treating our travellers well could mean our partners gain a customer for life.

And partners that consistently delight travellers will unlock higher visibility, creating more opportunities for hotel partners to create connections with guests and foster loyalty.

TW: How is Expedia Group making more travellers aware of what travel options cater towards their personal beliefs (sustainability, accessibility, inclusivity etc.)?

MD: Travellers prefer to book with providers that align with their personal values. Our research shows that people are seeking out businesses that are welcoming and accessible to all travellers: 70 per cent of people say they are more likely to choose travel options that are more inclusive, even if that comes at a higher cost.

Industry professionals acknowledge this preference, with 64 per cent indicating that they believe their customers will choose travel options that are more inclusive, even if they are more expensive.

TW:  How can travel agents best capitalise on these trends via Expedia Group?

MD: Understanding the gap between industry expectations and what people value in their travel experience could uncover accelerated growth for savvy industry professionals.

The pandemic created more discerning consumers with higher expectations for their travel experience, from booking a place to stay to a taxi ride home.

Consumers weigh a variety of factors when making booking decisions. Today, flexibility and price are top of mind, but other considerations are also at play. The ‘Traveler Value Index 2023’ examines what people value in their travel experience compared to priorities and considerations shaping decisions and investments across industry professionals.

Featured Image: Michael Dykes VP market management (supplied)