Travel & Tourism Audience Insights

The post-pandemic travel landscape has undergone significant changes, with a notable shift in consumer behavior and preferences. Travelers are now more focused on safety, flexibility, and sustainability. Many are opting for domestic or regional trips, as international travel restrictions continue to ease at varying paces. Nature-based and outdoor activities have gained popularity, as tourists seek open spaces and less crowded destinations to maintain social distancing.

The travel industry has adapted to the new normal, with airlines, hotels, and tour operators emphasizing cleanliness and sanitation measures to reassure customers of their safety. Touchless technology and digital solutions have become increasingly prevalent, as contactless services like mobile check-ins, digital menus, and virtual tours help minimize physical interactions. In addition, flexible booking policies and cancellation options have become standard offerings, catering to the uncertainties that still linger in the minds of travelers.

The post-pandemic travel market presents both challenges and opportunities for businesses within the industry. Companies must remain agile and responsive to changing consumer preferences, embracing innovation and technology to meet the evolving needs of travelers.

Global Travel and Tourism Market Statistics & Trends

Despite steady inflation and the high cost of travel, consumers are ready to return to the roads, seas, and skies. According to S&P Global, global air travel in January 2023 exceeded 2019 levels for the first time since the start of the COVID-19 pandemic. 

According to NPD Omnibus Survey, almost one-third of Americans are planning more leisure travel in 2023. As a result, travel-related merchandise categories such as luggage and books have also seen recent growth. 

The shift towards digital channels has opened up new avenues for marketers to reach their target audience and drive conversions. Statista estimates that global travel and tourism revenue will surpass $854 billion in 2023. Further, 74% of total revenue will be generated through online sales by 2027.

Travel and Tourism Advertising Market Outlook & Statistics

Zenith Media’s Business Intelligence Travel report noted 36% growth in travel ad spend in 2022, and estimates that in 2023 the industry will finally recover all ground lost during the pandemic to reach $19.6 billion—with a heavy portion coming from digital.

With many people eager to resume their travel plans and explore new destinations, travel marketers can leverage this enthusiasm to promote their travel products and services online.

Of mature travel ad spend markets, the report estimates the fastest growth will come from India, China, and the United States, where 2023 travel ad spend will be 31%, 16%, and 13% above their 2019 baselines, respectively. Consumers in India, especially, are keen on traveling post-pandemic, with 57% agreeing, “Travel has become more important since the pandemic,” per a recent YouGov report.

Travel Marketing on Quora

Over 300 million global monthly unique users visit Quora to read answers from experts and travelers sharing first-hand experiences. Travel marketers can create ads targeting users interested in specific destinations or types of travel. Placing ads alongside popular travel-related answers provides social proof and implicit endorsement from the Quora community. 

The question-and-answer format also allows travel marketers to provide useful information to users researching travel options, building goodwill and brand awareness in the process.

Trending Travel Topics on Quora in 2022

The following travel and tourism Topics saw growth spurts in 2022 as Quora’s audience turned to the platform to research destinations.

• • All Inclusive Travel +32.14%
  • Culture of Iceland +71.64%
  • Rotterdam, South-Holland, Netherlands +17.99%
  • Life After Covid 19 +43.39%
  • Airbnb Hosting +20.06%
  • Summer Vacation +9.68%
  • Destination Weddings +10.5%
  • Cities of USA +48.4%
  • Location-Independent Lifestyle +11.77%
  • Everest Base Camp Trek in Nepal +35.4%
  • Visiting and Travel in Eastern Europe +14.34%
  • Air France +19.8%
  • Living in Greece +26.34%
  • United Airlines +13.34%

Quora’s Global Travel Audience Stats

APAC Quora Users

Your Travel Marketing Strategy on Quora

Showcase the beauty before the specifics

Traveling is an exciting time filled with wonder and heightened expectations. The best way to attract travelers to a specific destination is to appeal to their emotions and sense of wonder by highlighting a destination’s beauty and natural features. 

When it comes to travel, aesthetics are extremely important, so showcasing a destination’s beauty as the first touchpoint will help travelers visualize themselves being there.

Let others share their experiences

Transparency and validation are the final steps to successfully promoting a destination. Like any consumer, we often trust stories, recommendations, and reviews from real people—and this is no different for traveling.