Comment: Travel is set for take-off in 2023

The world has changed and the industry must be prepared to change with it, says Booking.com’s Austin Sheppard

After a period of limited international travel and national lockdowns, travellers now have a full year of confidence behind them and are eager to get out and see the world in 2023.

As we move away from travel restrictions and widespread Covid testing, research undertaken by Booking.com indicates that 73% of people globally are more optimistic about travel than they were in 2022. And though we are in the midst of global economic and political uncertainty, almost three-quarters (72%) said traveling is still worth spending money on.

The world has changed, and the industry must be prepared to change with it. People will have different priorities and 2023 is likely to see a shift in why we’re looking to get away, the types of holidays we take, and how we’re booking our trips.

Budget-savvy travel

Naturally, one of the biggest concerns for many this year is the cost of living. Although people are willing to spend on a holiday, they are more likely to be hunting for bargains and cut-price offers, so travel businesses need to ensure they are making it easy for people to find the best deals. Around six in ten (59%) say they use technology to help them save money when they travel, and the way people are using platforms is evolving to incorporate more elements of their trips.

We know one in five (22%) consumers are prioritising pre-booked tickets for attractions and experiences, and one quarter (25%) are prioritising a direct journey to their destination, so it’s important to make it as easy as possible for them to find the best value options for every part of their holiday in one place.

Health and wellbeing

With many unable to travel during the pandemic, 88% agree that they are interested in nostalgic getaways as they look to recreate the joy of holidays that they’ve missed out on.

For many, holidays were a great way to relax and unwind, and they want to return to that. 42% of travellers want to go on a break that focuses on their mental and physical health. Almost half (44%) want to go on meditation or mindfulness retreats, while 40% say they would be interested in a silent retreat.

Exploring beyond the familiar

Now that most restrictions have been lifted, travellers are also keen to disconnect, with 55% wanting to spend their vacations off-grid. And people are keen to explore less familiar areas; almost three-quarters (73%) want to experience travel out of their comfort zone, with 30% keen to explore lesser-known cities to find some hidden gems.

But it doesn’t just stop at wanting to disconnect from their smartphone and go off the beaten track. With more and more people craving a back-to-basics experience, many travellers are expressing a desire to use their trips in 2023 as an opportunity to learn survival skills (58%) like learning how to source clean water, light a fire from scratch, forage for food in the wild and even how to prepare for an apocalypse.

Technology inspiring choices

But while people are looking to disconnect, it’s clear that technology will still be vital to the way we travel. Travel is one of the leading industries when it comes to digital transformation and there has been a rapid acceleration in recent years. Consumers are now routinely using digital solutions to streamline their booking and traveling process.

And it is not just the booking process where tech is influencing the choices we make. Our survey found that 43% of people will use virtual reality to inspire their choices, with 46% more likely to travel somewhere they otherwise wouldn’t have if they could experience it virtually first.

Looking ahead, over a third (35%) of people expressed an interest in a multi-day augmented reality or virtual reality travel experience. Though it may be a while before this becomes a physical reality, it indicates that technology’s role in the travel industry is only going to increase.

Putting travel back on the map

Now the industry is regaining traction, we need to make it our mission to identify customers’ concerns and implement new products, services and technology to improve and innovate within the consumer experience. The travel industry is set for take-off this year – it’s important that operators are prepared and don’t get left behind.