Consumers willing to pay more for inclusive travel choices

Seven in 10 consumers are willing to pay more for a destination, lodging or transportation option that is more inclusive to all types of travelers, a new study finds.

According to Expedia Group Media Solutions’ Inclusive Travel Insights Report , 78% of consumers say they’ve made a travel choice based on promotions or ads they felt represented them through messaging or visuals.

For millennials, the figure is highest, with 84% reporting they’ve made travel decisions based on representation in advertising.

Ninety-two percent of consumers believe it’s important for travel providers to meet the accessibility needs of all travelers.

However, only 54% of consumers say they see options that are accessible to all abilities, and just 52% have seen options that are inclusive of all types of travelers.

When planning a trip, 43% of consumers say they would like to see information on how to best engage with local cultures and communities at or near destinations. Forty-two percent say they would like to see recommendations for destinations that support indigenous cultures and heritages in their travel planning, while 34% say they would like information on how to volunteer with or support local organizations.

The study, which surveyed 11,000 consumers in 11 global markets, also reveals that 64% of consumers are interested in learning more about travel options that support local cultures and communities, while two in five consumers have purchased from local communities and/or minority groups while traveling in the past two years.

For travel providers, being inclusive in marketing can include assembling diverse imagery around race, genders, ages, families, couples, abilities and activities.

Travel brands should also be aware of the language they use and aim for inclusive, welcoming and respectful language across marketing materials and travel listings. It’s also helpful to highlight amenities and accessibility features for travelers of all backgrounds.

“Our findings show that consumers today are paying close attention to whether travel brands are authentically demonstrating a commitment to inclusion, diversity and accessibility,” says Jenn McCarthy, senior director of brand marketing at Expedia Group Media Solutions.

“A better understanding of how people perceive and value inclusive travel will help foster more inclusive and diverse travel experiences for all.”