In this video from Skift’s Sustainable Tourism Summit, we hear from Jennifer Andre, Expedia Group Media Solutions vice president, business development, about how understanding travelers’ motivations and actions can generate impactful sustainability results.
In this video:
- Recent research: An overview of recent research from Expedia focused on how travelers are increasingly looking for sustainable options when they travel and how attitudes have shifted to a broader focus on sustainability — including supporting local economies, local cultures and communities — above and beyond the direct environmental problems.
- Willingness to pay: A discussion about how travelers are willing to spend more on sustainable food, transportation, accommodations, and unique activities and experiences, and are willing to sacrifice comfort to make more sustainable and meaningful choices.
- Key takeaways: A look at how travelers aren’t always sure how to be ‘more sustainable’, highlighting an important knowledge gap in the field – as well as the crucial role of clarity, authenticity and value in the communication mix.
Sustainability is at the forefront of today’s world of travel – not only for business operators and brands, but also for travelers and travel consumers. Travelers are increasingly expressing a willingness to invest in sustainable choices when on the road, signaling a wider shift in mindset that operators and brands can leverage as part of their sustainability initiatives.
In this video from Skift’s Sustainable Tourism Summit, Jennifer Andre, vice president, business development for Expedia Group Media Solutions, discusses Expedia’s latest research on the sustainability motivations, behaviors and influences of today’s travelers and how first-party data around their actions , supported by third-party research, can help operators understand how to fill interest and knowledge gaps and generate stronger and more effective sustainability outcomes.
We’re always looking for actionable insights in both our first-party Expedia Group search and booking data and the custom surveys we commission. In a few weeks, we will publish the latest learnings in our upcoming Q2 2022 Traveler Insights report. Meanwhile, download our sustainable travel survey for more key takeaways or check out our new Inclusive trip information reportwhere we immerse ourselves in consumer values and opportunities to welcome all travelers.
Download the survey.
This article was co-created by Expedia Group Media Solutions and Skift’s branded content studio, SkiftX.
*Originally published by Skift in July 2022.
About Expedia Group Media Solutions
Expedia Group Media Solutions is a global travel advertising platform that connects marketers with hundreds of millions of travelers across Expedia Group brands. With our exclusive access to more than 70 petabytes of traveler search and booking data from the Expedia Group, we offer advertisers actionable insights, advanced targeting and full-funnel performance reporting. Our suite of solutions includes display, sponsored listings, audience expansion, co-op campaigns and custom creative campaigns – all designed to fulfill the objectives of our advertising partners and add value to shoppers on journeys across our branded sites globally. With a consultative approach and more than 20 years of experience in travel and media, we help our advertising partners inspire, engage and convert travelers into meaningful results. For more information, visit www.advertising.expedia.com.
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