Quora Insights

Travel & Tourism Audience Insights

As the world emerges from the grips of the COVID-19 pandemic, the travel market is experiencing a remarkable recovery. This resurgence can be attributed to the widespread distribution of vaccines, the implementation of stringent health and safety protocols, and a pent-up demand for travel after prolonged periods of lockdown and isolation.

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.

#TravelTrends

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.

67%

of global consumers are planning a leisure trip in the next 12 months 

22%

of US adults list leisure travel as a top budget priority in 2023

41%

of US consumers reported giving up apparel purchases in favor of travel
#TravelMarket

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.

70%

of travel brands’ budgets will go towards digital advertising in 2023

32%

of travel sales are conducted through e-commerce, versus 20% for retail as a whole

$63 million

The amount US domestic airlines spent on advertising in Q1 2022 —up from $23.6 million in Q1 2019
Social media platforms like Quora are ideal places for travel marketers to advertise due to their vast global reach and targeting capabilities that allow marketers to reach specific demographics, interests, and behaviors. This enables marketers to create personalized ads that captivate their target audience from the early stages of research all the way through to conversion. Further, social media platforms offer eye-catching ad formats such as videos and images that can effectively showcase travel destinations and experiences.
#TravelMarketing

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.

#TravelTopics

Popular Travel and Tourism Topics on Quora

International Travel

5.5M followers

Visiting & Travel

73M Followers

Tourism

6.2M Followers

Vacations

5.2M Followers

Air Travel

4M Followers

Travel Hacks

989.6K Followers

Travel Tips

543K Followers

Adventure Travel

673.9K Followers

Visiting and Travel in India

2.3M Followers

Airlines

2.1M Followers

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%

Travel Topic and Tourism Views on Quora Worldwide

Popular travel segments worldwide and how they are trending on Quora
#TravelQuestions

Popular Travel Questions on Quora Worldwide

Quora’s Global Travel Audience Stats

#TravelUS

US Quora Users

53.3%

 are interested in travel

15.9%

resolved to travel more in 2023

29.8%

are planning to take a domestic vacation

32.1%

 purchased a domestic vacation in the last 3-6 months

15%

are planning an international vacation

10.9%

say online reviews from other travelers have the biggest impact on their decision of where to travel

54.8%

are interested in travel

22%

resolved to travel more in 2023

30.4%

are planning to take a domestic vacation

33.5%

purchased a domestic vacation in the last 3-6 months

28.5%

are planning an international vacation

13.4%

say online reviews from other travelers have the biggest impact on their decision of where to travel

45.5%

are interested in travel

22.2%

resolved to travel more in 2023

36.7%

are planning to take a domestic vacation

37.9%

purchased a domestic vacation in the last 3-6 months

29.8%

are planning an international vacation

13.3%

say online reviews from other travelers have the biggest impact on their decision of where to travel

55.3%

 are interested in travel

15%

 resolved to travel more in 2023

28.2%

are planning to take a domestic vacation

33.5%

 purchased a domestic vacation in the last 3-6 months

26.5%

are planning an international vacation

13.8%

say online reviews from other travelers have the biggest impact on their decision of where to travel

60.3%

are interested in travel

41.8%

resolved to travel more in 2023

35.1%

are planning to take a domestic vacation

82.7%

of Quora users go on a domestic vacation at least once a year

50.6%

of Quora users go on short-haul vacation abroad at least once a year

44.1%

of Quora users fly business class at least once a year

61.9%

are interested in travel

25.6%

resolved to travel more in 2023

35.7%

are planning to take a domestic vacation

75.8%

of Quora users go on a domestic vacation at least once a year

26.8%

of Quora users fly business class at least once a year

37.3%

of Quora users go on short-haul vacation abroad at least once a year

51.4%

are interested in travel

30.3%

are planning to take a domestic vacation

73.5%

of Quora users go on a domestic vacation at least once a year

51.4%

of Quora users go on short-haul vacation abroad at least once a year

31.6%

of Quora users fly business class at least once a year
#TravelStrategy

Your Travel Marketing Strategy on Quora

Promoting a travel destination must be done in a way that tells  an emotional story. We recommend breaking your marketing message down into three steps to build excitement over each touchpoint and guide the traveler towards a decision.

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.

To-do’s:
Finalize your goals and chose the landing pages that you want to drive users to
Launch a Video Ad showcasing the beauty and attraction of your destination
Make sure your campaign pixel is implemented and working
Monitor all campaigns to optimize for success

Make it easy to find things to do

Once a traveler decides on a destination, they need to figure out what they’re going to do there, and how long they will stay. This is the touchpoint where information is often overwhelming and can result in travelers feeling uneasy about their decision.

As a travel marketer, your goal is to present the information in a way that is organized and easily accessible.

To-do’s:
Retarget users who have visited your website with Image Ads and/or Text Ads
Make sure you have clear CTAs that compel people to take action
Have an additional 2-3 pieces of creatives ready to refresh your Image Ads
Brainstorm ad ideas and potential questions for a Promoted Answers campaign

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.

To-do’s:
Launch Promoted Answers campaigns written by travel influencers or industry experts 
Launch a testimonial Image Ads campaign featuring quotes from real travelers
Run any last minute promotions
Focus and scale your spend on the top performing campaigns

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