Global travel intent is rising, search windows are lengthening and travelers are investing in meaningful trips, according to the May 2022 report by the Expedia Group. It revealed that the year began with a big appetite for travel by EMEA travelers. This rising travel intent was reflected by a 165% spike in year-over-year EMEA search volumes during the first quarter of 2022.
Quora travel insights
Many Quora users endorse these trends, with over half of Quora users in the EMEA region (54.7%) interested in travel, as surveyed by GWI.
Based on the GWI Core surveys between Q4 2021-Q3 2022 of participating Quora users in Austria, France, Germany, Ireland, Italy, Netherlands, Spain, Sweden, Switzerland, UK.
%
of Quora users in EMEA are interested in travel
While seeking travel tips, Quora users from the EMEA region are 29.3% more likely to tap into online reviews from other travelers. Demonstrating high intent, they ask about themes ranging from advice on the cost of travel and reviews and recommendations of destinations, to more specific queries that are situational or related to facilities available in particular geographies.
Popular Questions
Which is a better GDS system, Sabre, Travelport or Amadeus in the EMEA region?
Based on Internal Quora Data.
They also had clear preferences in terms of travel websites they frequent.
Quora users’ most frequented travel websites
Based on the GWI Core surveys between Q4 2021-Q3 2022 of participating Quora users in Austria, France, Germany, Ireland, Italy, Netherlands, Spain, Sweden, Switzerland, UK.
The surveys also capture the guiding criteria and priorities for Quora users when they seek to travel.
Travel influences among Quora users
Based on the GWI Core surveys between Q4 2021-Q3 2022 of participating Quora users in Austria, France, Germany, Ireland, Italy, Netherlands, Spain, Sweden, Switzerland, UK.
Interestingly, 30.4% of Quora users in the EMEA region had purchased travel tickets in the past 3-6 months and 28.3% said they were likely to consider purchasing these, going forward.
Based on the GWI Core surveys between Q4 2021-Q3 2022 of participating Quora users in Austria, France, Germany, Ireland, Italy, Netherlands, Spain, Sweden, Switzerland, UK.
Beyond these insights, Quora data offers a treasure trove of perceptions and proxies around near and medium term travel. Without even diving deep into this pool of data, it is clear, even from the surface, that travel in the EMEA region is trotting back.
Travel marketers have the opportunity to engage with Quora’s high-intent prospects on a platform they trust for answers. Connect with our team to learn how to get started unlocking net new demand for your business.
