Market research conducted with 10,000 global consumers on the occasion of eDreams’ 25th anniversary confirms that travel will remain a priority in shoppers’ personal budgets in 2024. While travel is key for all age groups, the data also reveals that future generations of travelers have to be. new values that dictate where and how they travel. Inclusivity and social values, a priority compared to young travelers: 44% of Americans under the age of 24 emphasize the importance of social inclusivity in destinations and brand choices, with only 27% of those of more than 65 years. consideration for 35% of American consumers under the age of 24, in contrast to only 7% of those over 55. Health, safety and geopolitical considerations proved to be very important in the post-pandemic era: 50% of people in the United States ranked safety as a major consideration when traveling.
New market research commissioned by a travel subscription company eDreams ODIGEO on the occasion of the 25th anniversary of its flagship brand eDreams reveals that the vast majority of consumers (84%) prioritize travel in their personal budget in 2024.
In the United States, respondents gave similar answers with almost 8 out of 10 emphasizing the importance of travel within their family budget. Only 5% of US respondents said they didn’t think it was important to budget for travel.
The statistics come from a study of 10,000 global shoppers, including 2,000 respondents from the United States. The study was conducted by the research company OnePoll.
Changing values: future generations are redefining travel priorities
The data also reveals how travelers’ priorities and values are likely to change over the next 25 years in line with generational changes, such as the rapid development of new technologies. For example, the survey revealed that young people are much more likely than older generations to make decisions about how and where they travel based on digital connectivity or social inclusiveness, giving powerful insight into what will matter most to travelers in the coming decades.
Health and safety
are a top priority for US travelers. 50% of respondents across all age groups in the US, and 51% globally, said this was a key consideration. In particular, this was even more pronounced with the older age group (over 55 years) who ranked safety considerations (63% US) almost on a par with the cost of travel (69% US).
The cost-effectiveness remains a key concern for travelers across all age groups, with an average of 42% of priorities in the US and 55% globally. In particular, Baby Boomers show a greater inclination towards prioritizing cost in travel planning, with 69% of global respondents over the age of 45 and 64% in the US focusing on this aspect. In contrast, responses from younger generations indicate a decreased focus on cost as other considerations take precedence in line with changing generational priorities. In particular, 52% of those under 34 worldwide (32% in the United States) prioritize cost as a key factor in their travel decisions.
Social inclusiveness and values: Globally, 27% of respondents aged 18-24 highlighted brands and destinations that offer socially inclusive experiences as a top consideration when planning their trips compared to just 17% of over 65 years old. In the United States, 29% of Baby Boomers prioritize social inclusivity and values when considering their travel choices, while this increases to 44% in the case of Millennials and Gen Z.
Digital connectivity:
Similarly, 20% of Gen Z worldwide highlighted the importance of digital connectivity for communication and work while traveling as a top priority, compared to 7% of over 65s. This suggests an increased prevalence of flexible and remote work among the younger generations, as well as the importance of sharing the travel experience on social networks. Interestingly, male shoppers show a higher interest in staying connected during their travels, with 40% expressing this compared to 23% of their female counterparts. These generational traits are even more pronounced in the United States. Only 7% of over 55s noted the importance of digital connectivity, while this was a major consideration for 35% of 18 – 24 year olds.
Dana Dunne, CEO of eDreams ODIGEO said: “We are in an era where traveler values are evolving rapidly, shaped by the big issues of our time, from technology to hybrid work or a once-in-a-generation pandemic.
Since our flagship eDreams brand was founded 25 years ago, we’ve seen travelers’ priorities change significantly, especially with technology putting an almost limitless amount of choice at their fingertips. As we look to the future, this data provides fascinating insight into what will matter most to travelers as the next generation of socially inclusive and digitally native consumers reach the peak of their spending power.
“While we see a generational shift in values around these issues, we also continue to see that travel remains incredibly important to consumers of all ages. We expect demand for travel to remain strong, so this data really highlights why it’s vital that we continue to innovate and deliver new experiences that excite future generations of travelers.”
A quarter of a century of travel change
Research by eDreams ODIGEO and OnePoll indicates that the global travel sector is likely to witness significant changes in the coming decades, especially in terms of consumer preferences. However, this anticipated period of change follows directly on from a quarter of a century that has seen the travel industry evolve beyond all recognition.
Unparalleled growth:
Over the past 25 years, the travel industry has seen significant and continued growth. According to the International Civil Aviation Organization (ICAO), 1.56 billion passengers flew in airplanes worldwide in 1999. This number grew to 4.9 billion in 2023, representing an increase of 157 %. 1
The era of online travel: The biggest game changer for the global travel industry in the 21st centurySt century was the rapid evolution of technology. The founding of eDreams, Europe’s largest online travel agent, 25 years ago today marked the beginning of the universalization of online travel. According to an IATA report, only 5% of travel reservations were made online in 1999. In 2023, this figure has increased to 70%, which represents an increase of 650% in 25 years.2
Similarly, in 1999, the share of mobile bookings for travel was almost zero. Mobile internet was still in its early stages of development, and few people had access to it. In 2023, this figure has increased to 75%3.
From transaction to subscription:
The latest revolution in the travel industry is the emergence of subscription-based travel sales. Millions of travelers have shifted from a traditional transactional approach to embracing a subscription-based model for their travels. eDreams was the first company to pioneer a subscription service in the travel sector through its Prime platform, which now has more than 5.2 million members.
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Survey methodology
The statistics in this press release are based on a survey of 10,000 global consumers conducted by OnePoll. The survey was conducted in eight countries including the UK, USA, France, Germany, Italy, Portugal, Spain and Sweden.
About eDreams ODIGEO
eDreams ODIGEO is the world’s travel subscription platform and one of the largest e-commerce companies in Europe. Under its four famous online travel agency brands – eDreams, GO Voyages, Opodo, Travellink and the metasearch engine Liligo – it serves more than 20 million customers a year in 44 markets. Listed on the Spanish Stock Exchange, eDreams ODIGEO works with nearly 700 airlines. The business designed Prime, the first subscription product in the travel sector that has exceeded 5.2 million members since its launch in 2017. The brand offers the best quality products on regular flights, low-cost airlines cost, hotels, dynamic packages, cruises, car rental and travel insurance to make travel easier, more accessible and better value for consumers around the globe.
1
Global outlook for air transport, IATA, 2023, Annual Report of the Council, 1999, International Civil Aviation Organization (ICAO)2 World Air Transport Statistics, IATA, 2023
3 Digital Consumer Trends, 2023. Deloitte
See the source version on businesswire.com: https://www.businesswire.com/news/home/20240206573262/en/
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