TripAdvisor has released its latest research report on the Psychology of Travel, examining the motivations behind travelers’ vacation choices, traveler emotions at the various stages of a vacation and the post-trip impact of travel. The report highlights country, regional and global travel trends according to more than 53,000 travelers and hoteliers, with more than 5,900 respondents from the United States.
Among the key takeaways for hoteliers: There is an opportunity to entice travelers when they are excited and to contribute to their guests’ feeling more knowledgeable throughout their stay.
As part of the study, hoteliers were asked what actions they took throughout the traveler journey to relate to their guests. A majority (52%) of global hoteliers say their main priority is to ensure a smooth and efficient process at booking, and 36% are keen to minimize any potential stress leading up to arrival.
U.S. travelers prioritize
When asked what they want out of vacation, the top priority for U.S. travelers was to have unique and interesting experiences, according to 66% of respondents.
“Travelers from Barcelona to Beijing crave unique and interesting experiences,” said Barbara Messing, chief marketing officer, TripAdvisor. “Whether they get a few days or a few weeks of vacation, they want more from their trips than time spent lounging by the pool.”
The emotions of U.S. travelers
The TripBarometer study showed the travel lifecycle is an emotional experience, as feelings ebb and flow throughout stages of the trip.
Globally, men have a higher tendency to feel “knowledgeable” (27%) at the booking stage, whereas women are more “excited” (60%). Twenty-two percent of men report feeling “in control” on departure, and 15% of men say they feel “confident” once back home — higher than the global average at both stages.
“While it’s no surprise that travelers tend to be excited when they book and prepare for a trip, hoteliers are missing an opportunity to capitalize on that excitement and begin building a lasting relationship with their guests,” said Marc Charron, president, TripAdvisor for Business. “Only a minority of hotels are currently making this a priority, but those who do also tend to receive more repeat guests.”
Post-vacation impact on U.S. travelers
When asked what a return from vacation is most likely to prompt them to do, the vast majority of travelers go about researching their next trip and also make some lifestyle changes:
1. Plan more vacations: 76% (66% globally)
2. Introduce new food into their diet: 55% (38% globally)
3. Become more open-minded and tolerant of others: 49% (45% globally)
4. Have more appreciation for their home city: 41% (34% globally)
5. Focus more on relationships with friends and family: 31% (23% globally)