TripBarometer 2015: Five Key Traveler Trends

Five important 2015 traveler behaviors, including the top five markets or motivators for each trend.

We recently released the 2015 TripBarometer infographic on the Global Travel Economy. Here are key traveler trends you need to know for this year.

1. Amenities continue to be an opportunity to win bookings.

Price, travel reviews and convenient location are most influential for travelers when booking an accommodation. However, 77% say amenities are also influential during the decision process. So, which amenities should you focus on to encourage bookings?

Amenities that travelers find most influential when booking an accommodation:

  1. Free in-room Wi-Fi – 74%
  2. Free breakfast – 60%
  3. In-room amenities – 58%
  4. Free shuttle service – 35%
  5. Staff who speak the traveler’s language – 35%

Tip: Offer two tiers of in-room Wi-Fi. While travelers continue to want a free Wi-Fi option, nearly 30% would be willing to pay extra for a super-fast connection. As music and video streaming continue to grow, offering a separate, higher-speed connection lets you satisfy guest needs and drive additional revenue.

2. International leisure trips are expected to increase by 15%

We asked travelers how many international trips they took in 2014, and how many they plan to take in 2015. Globally, the average number is set to increase by 15% this year.

Travelers from these countries are especially planning to increase their trips abroad in 2015:

  1. Turkey – up 58%
  2. India – up 45%
  3. New Zealand – up 39%
  4. South Africa – up 38%
  5. Brazil – up 37%


Tip: Make sure your marketing gets international exposure, especially to travelers from these key countries for 2015. Did you know that you can grab attention and engage with potential guests on the world’s largest travel site with TripAdvisor Business Advantage?

3. Local exploration is a main motivator for choosing destinations.

When travelers worldwide were asked why they picked a particular destination, many said that local activities, experiences and culture are highly influential.

Common reasons for visiting a specific place in 2015:

  1. It’s somewhere I’ve always wanted to go – 42%
  2. It suits the holiday activities I want – 33%
  3. There’s a particular attraction I want to visit – 33%
  4. I love exploring the area – 29%
  5. I love the local cuisine – 23%

Tip: If you manage an attraction or activity, highlight your cultural connections to your location on your website. You can also partner with a local restaurant and encourage guests to dine there when they stay with you. That way, travelers get a true-local experience and you gain a relationship with a neighboring business.

4. Twice as many travelers plan to spend more than less in 2015.

32% of travelers plan to spend more this year than they did last year, compared to 16% who plan to reduce travel spending.

Which countries have the highest percentage of travelers increasing their budgets?

  1. New Zealand – 52%
  2. Thailand – 49%
  3. South Africa – 47%
  4. Australia – 45%
  5. Argentina – 44%

Tip: Align your marketing messaging (such as Special Offers on TripAdvisor) with the personal reasons why travelers are willing to spend more in 2015. The two most popular reasons for spending more this year? Feeling like they deserve the experience or want to cross off something on their travel wish list.

5. Travelers are more likely to splurge on sightseeing.

Compared to other vacation expenses, sightseeing is the most common “special treat.” In fact, more travelers are likely to spend more on sightseeing than on shopping, souvenirs and nightlife combined.

Here are the most common things travelers are willing to spend more on as a treat:

  1. Sightseeing – 53%
  2. Special dining experiences – 41%
  3. Accommodation – 41%
  4. Activities – 35%
  5. Shopping – 24%

Tip: Encourage direct booking referrals by partnering with a local tour operator to create compelling Special Offers. For guests who don’t choose a package when booking, you can upsell them via e-mail before they arrive or in person during check-in.  

See the TripBarometer global infographic

Download Global Report

Last Updated: March 12, 2015