Data Pack Q1 2021 TRAVEL - Criteo
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TRAVEL Data Pack Q1 2021
Executive Summary Welcome to the Travel Data Pack. Every quarter, we analyze data from our travel clients, including billions of dollars in transactions, and conduct a global survey of travelers to uncover the latest trends. Here's what we learned about the state of travel in Q1 2021: Worldwide air travel is still down, but some countries like the US and Japan are starting to recover, with domestic flights showing the most growth. Hotel bookings worldwide are getting back on track, and vacation rentals is the first travel category to surpass 2020 performance. Travelers are still worried about Covid-19, but it's not stopping them from booking short trips to see loved ones. That said, most travelers will stick to domestic trips for the next 12 months, divided almost equally between car travel and planes for their next trip. Data and survey findings point to a travel renaissance in the Fall, with longer duration trips planned and more rentals booked. Fully refundable tickets, continued social distancing, and sanitation measures will be key to earning customer trust and bookings moving forward. See the supporting data and additional insights inside!
Agenda
1 Q1 2021 Trends by Travel Category
2 Travel Sentiment and Outlook
3 Mobile and App Usage
4 Recommendations
Air Travel Q1 2021 Trends
Worldwide
Indexed Weekly Air Bookings YoY
160
145
141
Worldwide air travel
138 137
140 134 132
124
remains down 120
108 105
98
100
In Q1 2020, air bookings dropped
80
progressively as COVID-19 spread globally. 62
66 66 66 64 64
56 56 57 59
54 55 52 54 54
60
One year later, air bookings remain down
36% in April 2021, growing slowly from -48% 40 30
21
earlier in January. 20
17
0
2020 2021
Source: Indexed bookings, worldwide, compared to average in December 2019.
Same set of partners in the air category with stable sales tracking during the period.
US
Indexed Weekly Air Bookings YoY
160 149 150
147
143 142
US air travel is
138 136 138
140 132 132
recovering steadily 120
100
88 85 87
US air bookings dropped abruptly in March 77 80 82
80 73
2020, as travel restrictions increased. 62
68 66
58
60 51 53 52 53
One year later, air bookings in the US are
seeing a steady increase, in step with rising 40
28 25 25
vaccination and confidence levels.
20
0
2020 2021
Source: Indexed US bookings, compared to average in December 2019. Same
set of partners in the air category with stable sales tracking during the period.
Worldwide
Indexed Weekly Air Bookings YoY
Americas EMEA APAC
Air travel recovery differs
140
123
by global region 120
100 92
86 85 85
Air travel is improving quicker in the Americas 82 83 83 81 81
75 76
and APAC than in EMEA, as COVID-19 still 80 71
63
impacts the continent heavily, with a number 57
60 53 51 51
of lockdowns remaining in place across 50
46
42
Europe. 40 34 34
28 30
25 26
20 12 10
0
Source: Indexed bookings, compared to average in December 2019. Same set
of Air players with stable sales tracking during the period.
Worldwide
2021 Domestic v. International Flights
110
Domestic flights are 100
recovering more quickly
90
80
Domestic and international travels have both 70
been deeply impacted year over year.
60 55
International flights saw the biggest drop as
50
travelers faced more restrictions and 43
39
uncertainties. 40
28
30
As of March 2021, international flights are
20
seeing a slow recovery, while domestic flights
are recovering more rapidly. 10
Domestic International
February 2021 March 2021
Source: Index worldwide air bookings by destination compared to
the same period in 2020. Same set of travel clients with stable tracking of
bookings during the period.
Worldwide
Average Booking Values YoY, Air
Air ticket prices 120
are ticking up 100
100 95
In Q1 2021, international travels decreased as
COVID-19 was still spreading, impacting average 80
booking values in air travel. 70
67 67
Travelers have also avoided high-ticket international 60 55
flights and instead opted to stay closer to home.
40
In order to entice potential bookers,
airlines made concessions in their pricing.
20
Booking values, however, have grown 22% from
January to February in 2021 and remain flat February
0
to March. January February March
2020 2021
Source: Indexed booking values, worldwide, Compared to average in January
2020. Same set of air players with stable sales tracking during the period.
Worldwide
Conversion Rate % by Region & Travel Category
130
123
Flyers are booking 120 118
115
with confidence 110
98 97
There are less people looking to 100
travel compared to last year. However, air 90
travelers in all regions are showing more 81
80
decisiveness in their selection, with conversion 73
rates hovering near pre-pandemic levels. 70
62 62
Hotels in the Americas and EMEA show a 60
higher rate of searches prior to booking, 50
compared to last year.
40
Americas APAC EMEA
Air Car Rental Hotel
Source: Indexed worldwide conversion rate % compared to average from
January 6th to March 15th, 2020. Same set of Travel Clients with stable sales
tracking during the period. Conversion Rate = SUM(BUYERS)/SUM(Visitors)Hotel Q1 2021 Trends
Worldwide
Indexed Weekly Hotel Bookings YoY
140
Worldwide hotel bookings 120
118
114 112
107
are getting back on track 100 95 95
87
80 73
70
Hotel bookings dropped throughout Q1 last 61
59 59 58
year, globally. 60 54 53 53
50 60 49
46 47
42 41
39 39
36
40
26
19
In Q1 2021, hotel bookings surpassed 2020 20
levels near mid-March, as vaccine distribution
increased in a number of countries. 0
2020 2021
Source: Indexed worldwide bookings, Compared to average in December
2019. Same set of partners in the hotel category with stable sales tracking during
the period.US
Indexed Weekly Hotel Bookings YoY
160
US hotel rooms are 140 133
138
133
125 127
134 132
126
filling up again 120
118
99 97
100 94 93 93
85 88 88
In the US, bookings dropped dramatically in
80 73 74
March 2020. 63 63 66 69
57 60
60
40 33
After over a year in lockdowns, bookings for 26 23
hotels in the US are up in March, just in time 20
for Spring. The trend in Q1 suggests a strong
0
desire to reconnect and/or getaway.
2020 2021
Source: Indexed US hotel bookings, Compared to average in December 2019.
Same set of partners in the hotel category with stable sales tracking during the
period.Worldwide
Indexed Weekly Hotel Bookings YoY
Americas EMEA APAC
Hotel recovery differs by
140
global region 120
96
100
The latest lockdowns in Europe at the end of 82 80 82
78 78
Q1 2021 have negatively impacted the trend, 80
66 65
62 62
while hotels are improving quickly in the 58 57 56 55
60 53
Americas, particularly in the United States.
40
37 36
40 30
28 29 28
25
22 20 21 21
20 14
11 10
0
Source: Indexed bookings, compared to average in December 2019. Same set
of Hotel players with stable sales tracking during the period.Worldwide
Average Booking Values YoY, Hotel
110
Hotel rooms are seeing 100
100 99
increased demand 96
94
90
86
Average booking values saw steady growth
80
in Q1 2021, with March almost at 2020 levels. 80
This trend reflects greater demand for hotel
70
rooms, and slightly longer average stays.
60
50
January February March
2020 2021
Source: Indexed worldwide booking values, Compared to Average in January
2020. Same set of Hotel Partners with stable sales tracking during the period.Vacation Rentals Q1 2021 Trends
Worldwide
Vacation rentals are the first travel category to surpass 2020 performance
Indexed Daily Bookings YoY, Vacation Rentals
300
252
244
250 233
217
203 209 204
193
200
144
150 127
118 123
115 110 113 111 115 111
108 105 106
96 98
100 81
104 103 62
41 42
50 34
0
Source: Indexed Daily Bookings, compared to Average in December 2019. Same set of Travel Clients with stable bookings tracking during the period.US
US vacation rentals grew significantly throughout Q1 2021
Indexed Daily Bookings YoY, Vacation Rentals
160
142 140 139
140 132 133 132 132 134 133 131
128
120 113 113 111
101
94 97
100 108
88
78 80
74 73 75 75
80
65
60
48 46 48
40
40
20
0
Source: Indexed Daily Bookings, compared to Average in December 2019. Same set of Travel Clients with stable bookings tracking during the period.Worldwide
Indexed Weekly Booking YoY, Vacation Rentals
Americas EMEA APAC
133
Vacation rentals are
140
127
122
117
recovering more quickly 120
109
113
98
in EMEA 100
96
95
93
82 84
80
Europe is leading the recovery in vacation 68
rentals, as domestic and 'workation' getaways 60
49 47
are seen as suitable travel opportunities. 41 40
45 45 45
41 41 40
38 38 38
40 34
APAC remains close to March 2020 lows, with 26
improvements suspended in recent weeks. 20
16 16
0
Source: Indexed bookings, compared to average in December 2019. Same set
of Vacation Rentals players with stable sales tracking during the period.Worldwide
Average Booking Values YoY, Vacation Rentals
120
Longer, safer stay 110
109
perception of rentals keeps
104 104
100
100
average booking values 92
above 2020 levels 90
85
80
Average booking values have remained
consistently higher than last year. Travelers 70
continue to book rentals, which provide the
best long-term options and social distancing. 60
50
January February March
2020 2021
Source: Indexed worldwide booking values, Compared to Average in January
2020. Same set of Travel Clients with stable sales tracking during the period.Car Rentals Q1 2021 Trends
Worldwide
Worldwide car rentals are holding steady
Indexed Daily Bookings YoY, Car Rentals
300
252
244
250 233
217
203 209 204
193
200
144
150 127
118 123
115 110 113 111 115 111
108 105 106 104
96 98
100 81
103 62
41 42
50 34
0
Source: Indexed daily bookings, worldwide, compared to average in December 1-28 2019.
Same set of travel clients with stable bookings tracking during the period.Worldwide
US car rentals are recovering slowly
Indexed Daily Bookings YoY, Car Rentals
160
137 140 138
140 133 134
130 130
123
117
120
100
100
80 68
62 61 60 63
57
60 49
46 43 43 44
41 41 41 41 59
40 32
21 18 19
20
0
Source: Indexed daily bookings, worldwide, compared to average in December 1-28 2019.
Same set of travel clients with stable bookings tracking during the period.Worldwide
Indexed Weekly Booking YoY, Car Rentals
Americas EMEA APAC
APAC sees the quickest
140
recovery of car rentals 120
105
100
97
100
88
While EMEA and the Americas have seen a 81 79 81
very similar impact of COVID-19 on car rentals, 80 73
APAC demonstrates an early recovery for this 56 55
58
60 53 51
travel sub-category. 56 48 49 50
46 47
42
40 33 32
26
23
20 20 19
16 17
20 13
0
Source: Indexed bookings, compared to average in December 2019. Same set
of Car Rentals players with stable sales tracking during the period.Worldwide
Average Booking Values YoY, Car Rentals
110
105
Demand has stayed 100
100
98
102
100
steady, as many look to 96
drive instead of fly 90
80
Month-over-month and year-over-year,
average bookings for car rentals have
70
remained consistent worldwide.
Shortages in availability have been felt by 60
many travelers as they search for
transportation methods outside of air for their 50
getaways. January February March
2020 2021
Source: Indexed worldwide booking values, Compared to average in January
2020. Same set of travel clients with stable sales tracking during the period.Travel Sentiment and Outlook
Worldwide
Share of respondents who strongly or somewhat
agree with “I feel personally concerned about
contracting COVID-19 while traveling”
Spain 72%
Italy 68%
Travelers are still worried Japan 67%
about COVID-19... South Korea 66%
6 out of 10 US 62%
UK 61%
US and global travelers* say that they feel
personally concerned about contracting Australia 58%
COVID-19 while traveling.
France 50%
Germany 50%
Global 62%
Source: Travel survey, Q1 2021 base: All respondents Global n=11,161
*Base: US travelers are defined as respondents who plan to travel at least once
in the next 12 months.Worldwide
Share of respondents who plan to travel in the
next 6 months.
Germany 75%
...but it's not stopping Spain 75%
them from planning Australia 70%
personal trips United States 69%
Two-thirds of US and global Italy 69%
respondents plan to travel for personal United Kingdom 68%
purposes in the next 12 months.
France 67%
South Korea 66%
Japan 57%
Global 69%
Source: Travel survey, Q1 2021 base: All respondents Global n=11,161
*Base: Combined personal and business trips in the next 6 monthsWorldwide
When are you planning your next trip? (Global data)
(Applies for all travel, both short- and long-distance).
Travelers are most eager to Personal (visiting
visit family and friends family/friends)
21% 20% 19% 19% 20%
ASAP
In the next month respondents are more likely
Personal (leisure/holiday) 12% 17% 25% 26% 20%
to travel to visit their family/friends than for
leisure/holiday purposes.
60% plan to visit family/friends within
6 months. Business 14% 14% 15% 22% 35%
54% plan to travel for leisure/holiday
reasons in the next 6 months.
Within the next month In 2-3 months In 4-6 months
In more than 7 months I don't know yet
Source: Travel survey, Q1 2021, US, base: Respondents who Source: Travel survey, Q1 2021, Worldwide, base: Respondents who plan to travel
plan to travel Personal (visiting family/friends) n=10415
Personal (visiting family/friends) n=1304 Personal (leisure/holiday) n= 10508
Personal (leisure/holiday) n= 1268 Business n=5776
Business n=660Worldwide
When are you planning your next trip? (Share of
respondents “within the next month”)
(Applies for all travel, both short- and long-distance).
Country Personal visiting family/friends – Within the next month N=*
Travelers are most eager to US 21% 1304
visit family and friends France 14% 1125
ASAP Germany 26% 1156
Italy 16% 1150
In the next month US respondents are
more likely to travel to visit their family/friends Spain 26% 1147
than for leisure/holiday purposes.
UK 16% 1199
60% plan to visit family/friends within Australia 26% 1149
6 months.
Japan 21% 1064
54% plan to travel for leisure/holiday
South Korea 25% 1121
reasons in the next 6 months.
Global 21% 10,415
Source: Travel survey, Q1 2021, Worldwide, base: Respondents who plan to travelWorldwide
For how long do you plan to travel?
(Global data)
Family/friend visits will be Personal (visiting
family/friends)
32% 27% 22% 20%
shorter stays
59% plan to stay 0-4 nights with family/friends Personal (leisure/holiday) 17% 24% 32% 27%
(US: 59%).
More than half are booking longer stays for
leisure/holiday trips.
Business 37% 30% 20% 13%
0-2 nights 3-4 nights 5-7 nights 8 nights or more
Source: Travel survey, Q1 2021, Worldwide, base: Excludes respondents who
Source: Travel survey, Q1 2021, US, base: Excludes
don’t know yet
respondents who don’t know yet
Personal (visiting family/friends): n=8549
Personal (visiting family/friends): n=1064
Personal (leisure/holiday): n=8888
Personal (leisure/holiday): n=1042
Business: n= 4256
Business: n= 520Worldwide
For how long do you plan to travel?
(short stays)
Country Short stays (0-4 nights) – Personal (visiting family/friends) N=
Family/friend visits will be US 59% 1304
shorter stays France 40% 1125
Germany 60% 1156
Italy 58% 1150
59% plan to stay 0-4 nights with family/friends
(US: 59%). Spain 52% 1147
More than half are booking longer stays for UK 64% 1199
leisure/holiday trips. Australia 46% 1149
Japan 86% 1064
South Korea 66% 1121
Global 59% 10,415
Source: Travel survey, Q1 2021, Worldwide, base: Excludes respondents who
don’t know yetUS
Which transportation services do you plan to use for
your next trip?
49%
Two-thirds of US respondents Personal vehicle
44%
say that they are likely to 43%
favor car travel over planes Plane
47%
22%
60% of Boomers and Silent generation in the Car rental
17%
US plan to use their personal vehicle to limit
their exposure to others. 11%
Car share
9%
Conversely, 66% of Gen Z and Millennials and
nearly half of US travelers are more likely to fly 11%
Train
for their next trip. 24%
US Worldwide
Source: Travel survey, Q1 2021, US, base: All respondents, n=1362/ Worldwide n=
11161EMEA
Nearly half of travelers are likely to fly for their next trip
Which transportation services do you plan to use for your next trip?
52% 52%
50%
46% 46% 47% 45% 44% 44%
44%
39% 39%
29% 29%
24% 24% 23% 24%
16% 15% 17% 17%
11% 12% 11%
9% 8% 9%
5% 5%
Plane Personal vehicle Train Car rental Car share
France Germany Italy Spain UK Worldwide
Source: Travel survey, Q1 2021, base: All respondents, France n=1232/Germany n=1222/ Italy n=1214/ Spain n=1205/ UK n=1258 / Worldwide n= 11161APAC
Nearly half of travelers are likely to fly for their next trip
Which transportation services do you plan to use for your next trip?
54%
48% 47% 48%
44% 44% 43%
42%
38%
24% 24%
22%
20% 20%
16% 17% 16%
8% 9%
6%
Plane Personal vehicle Train Car rental Car share
Australia Japan South Korea Worldwide
Source: Travel survey, Q1 2021, base: All respondents, Australia n=1230/ Japan n=1200/ South Korea n=1238/ Worldwide n= 11161US
Which accommodation services do you plan
to use for your next trip?
56%
Hotel
61%
More stays will be in hotels 42%
Personal accommodation
34%
Deep discounts, flexible cancellation policies,
and more rigorous sanitation practices are 18%
Housing rental
attracting more US and global travelers, with 25%
56% and 61% declaring that they would stay 14%
Camping
at a hotel during their next trip. 13%
11%
Cruises
8%
US Worldwide
Source: Travel survey, Q1 2021, US, base: All respondents, n=1362/ Worldwide n= 11161EMEA
More stays will be in hotels
Which accommodation services do you plan to use for your next trip?
63%
61% 61% 61%
55%
45%
40%
38% 37%
36% 35% 36%
34% 35%
31%
25% 24% 25%
20%
14% 13%
10% 11%
8% 9% 8% 8%
5% 6% 6%
Hotel Personal accommodation Housing rental Camping Cruises
France Germany Italy Spain UK Worldwide
Source: Travel survey, Q1 2021, base: All respondents, France n=1232/Germany n=1222/ Italy n=1214/ Spain n=1205/ UK n=1258 / Worldwide n= 11161APAC
More stays will be in hotels
Which accommodation services do you plan to use for your next trip?
86%
63% 61%
58%
44%
34%
28% 27% 25%
20%
14% 14% 13% 13%
11% 11%
8% 5% 10% 8%
Hotel Personal accommodation Housing rental Camping Cruises
Australia Japan South Korea Worldwide
Source: Travel survey, Q1 2021, base: All respondents, Australia n=1230/ Japan n=1200/ South Korea n=1238/ Worldwide n= 11161US
What activities are you
seeking during your next trip?
Reconnecting tops
relaxation as the next Visiting family/friends
68%
trip's main activity 58%
Relaxation (spa, reading, 40%
Increased vaccination rates and eased COVID- yoga/meditation, etc.)
49%
19 restrictions have travelers excited about
finally reuniting with family and friends during 34%
Cultural activities (events, concerts,
their next trip. This is especially true for older guided tours, theme park visits, etc.)
42%
generations in the US, with 74% selecting it as
their next trip's primary activity. 22%
Outdoor sports (skiing, biking, etc.)
After being mostly stuck at home for about a 24%
year, US Gen Z and Millennials will be relaxing
(45%), planning cultural activities (40%) or 12%
Remote working
enjoying outdoor sports (30%), as well as visiting 9%
their family/friends (62%) during their next trip.
US Worldwide
Source: Travel survey, Q1 2021, US, base: All respondents, n=1362/ Worldwide n= 11161EMEA
Reconnecting tops relaxation as the next trip's main activity
What activities are you seeking during your next trip?
64% 65%
62%
58% 58% 57%
55% 55%
48% 49% 48%
45% 44%
43% 42%
42%
40%
38%
33%
27% 28%
24%
17% 17%
11%
9%
6% 6% 6% 7%
Visiting family/friends Relaxation Cultural activities Outdoor sports Remote working
France Germany Italy Spain UK Worldwide
Source: Travel survey, Q1 2021, base: All respondents, France n=1232/Germany n=1222/ Italy n=1214/ Spain n=1205/ UK n=1258 / Worldwide n= 11161APAC
Reconnecting tops relaxation as the next trip's main activity
What activities are you seeking during your next trip?
70%
62%
58%
51% 53%
49%
41% 40% 41% 41% 39% 42%
32%
22% 22% 24%
14%
8% 7% 9%
Visiting family/friends Relaxation Cultural activities Outdoor sports Remote working
Australia Japan South Korea Worldwide
Source: Travel survey, Q1 2021, base: All respondents, Australia n=1230/ Japan n=1200/ South Korea n=1238/ Worldwide n= 11161Worldwide
Indexed Bookings by Season of Travel, by
Category, YoY
110 105 103
100
90
Full recovery begins this Fall 79 79
80
71
Looking at bookings made between 70 67
63
February 1st and March 15th, 2021, vacation
60
rentals appear to be the first travel 52
48
category to fully recover, with 5% more rental 50 45
42 43
reservations made for the fall season than 40 35 36
what was recorded during the same period 33
28 29
in 2020. 30
19
20 17
14
10
Spring Summer Fall Winter
Air Car Rental Cruises Hotel Rentals
Source: Index worldwide bookings by season of check-in, for bookings made
between February 1st and March 15th, 2021, compared to the same period in
2020. Same set of Travel Clients with stable sales tracking during the entire period.Worldwide
Indexed Travel Duration by Quarter of Travel, YoY
110
105
100
89 90
Travel duration will increase 90
85
80
Compared to the average duration of travel
70
booked between February 1st and March 15th,
2020 (i.e. before first lockdowns in western 60
countries), bookings made during the same period
50
one year later show that average travel duration
will increase progressively and outperform pre- 40
COVID travel durations by Q4 2021.
30
20
10
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Source: Index Average Travel Duration by season of check-in, for bookings made
between February 1st and March 15th, 2021, compared to the same period in
2020. Same set of Travel Clients with stable sales tracking during the entire period.Worldwide
What are the destinations that you are likely to
make an online booking for (e.g., flight,
hotel / lodging, etc.)?
Travel will be mostly
Domestic International
domestic trips for the Country
Travels Travels *
next 12 months US 84% 34%
France 64% 58%
Travel restrictions and sanitation concerns are Germany 58% 67%
keeping travelers within their borders.
Italy 80% 50%
This is especially true for older generations (92%
Boomers & Silent/87% Gen X vs. 84% overall). Spain 83% 49%
Gen Z & Millennials are a bit more adventurous, with UK 67% 58%
1 in 4 planning to travel internationally in countries
Australia 86% 35%
allowing US citizens to visit, like Mexico.
Japan 89% 29%
Only 35% plan to travel internationally in the next 12
months, even if given a vaccine and COVID- South Korea 65% 54%
19 Passport, while 69% say they will favor domestic
travels due to Covid-19. Global 75% 48%
Source: Travel survey, Q1 2021, US, base domestic travels: All
respondents
*International travels: respondents who plan to travel internationally at least once in the
next 12 months. US n=1362/ Worldwide n= 11161/ France n=1232/Germany n=1222/ Italy
n=1214 / Spain n=1205/ UK n=1258/ Australia n=1230/ Japan n=1200/ South Korea n=1238Worldwide
Indexed Air Bookings by Country of
Departure & Destination
Greece +65%
Those who are traveling France
Italy +40%
Spain +31%
abroad are seeking
Domestic 23%
United States +10%
fun in the sun Croatia +76%
Greece +59%
Germany Italy +38%
Globally, there are 5 destinations with the highest Croatia +66%
Spain +32%
France +26%
increase in March 2021, showcasing a strong Puerto Rico +64%
desire to have fun in the sun again. Worldwide Greece +55%
Virgin Islands +49%
For travels departing from the US, the top Bahamas +45% Greece +35%
Thailand +25%
trending international destinations are Puerto United
United States +17%
Rico, the Bahamas, and the Virgin Islands. Kingdom Domestic +13%
India +6%
For travels departing from Germany, the top
trending international destinations are Greece
Puerto Rico +71%
and Croatia. Other European countries see the
Panama +67%
same destinations trending. United
Bahamas +63%
States Domestic +53%
Virgin Islands +50%
Indexed worldwide air bookings by destination, March 2021, compared to average in
December 2020. Global. Top trending destinations are the destinations with the highest
increase in March 2021, not the destinations with the most travels.Worldwide
Reasons not to travel are mostly pandemic-related
What are the reasons why you won’t be traveling in the next 12 months?
South
US UK France Germany Italy Spain Japan Australia Global
Korea
I don’t want to contract COVID-19 while traveling 29% 30% 25% 35% 30% 25% 40% 51% 29% 36%
I am waiting for the situation to get better 23% 33% 32% 32% 34% 32% 28% 23% 24% 28%
I have been financially impacted 24% 16% 16% 21% 11% 26% 15% 9% 24% 17%
I can’t take any vacations 19% 11% 15% 8% 24% 21% 21% 10% 18% 16%
I am waiting to receive the COVID-19 vaccine before starting to travel again 10% 12% 11% 23% 18% 10% 5% 8% 15% 10%
My country expects me to take a COVID-19 test before leaving / coming back 5% 8% 6% 8% 5% 8% 5% 11% 5% 7%
Because of quarantine/self-isolation 9% 9% 11% 7% 12% 5% 6% 10% 7%
I can’t travel in the countries I would like to (borders closed) 5% 4% 2% 7% 1% 8% 4% 6% 8% 5%
N= 293 171 208 215 91 104 609 430 134 2,255
Source: Travel survey, Q1 2021, base: Respondents who don’t plan to travel at all in the next 12 monthsWorldwide
2021 travelers care about refundable tickets
Share of travelers who are more likely to book travels if bookings are fully refundable
Country US France Germany Italy Spain UK Australia Japan South Korea Global
Share of
65% 66% 53% 64% 74% 67% 73% 51% 59% 64%
respondents
N= 1362 1232 1222 1214 1205 1258 1230 1200 1238 11,161
Source: Travel survey, Q1 2021
Base : Respondents who strongly and somewhat agree with "I am more likely to buy air / train / cruises tickets if they are fully refundable "Worldwide
Social distance and sanitation remain a must
How has COVID-19 changed the importance in the following areas when traveling? (more important)
Country US France Germany Italy Spain UK Australia Japan South Korea Global
Ability to social
77% 75% 67% 89% 87% 76% 78% 83% 79% 79%
distancing
Availability of
71% 70% 72% 86% 84% 72% 75% 77% 76% 76%
healthcare
Sanitation 79% 77% 79% 89% 89% 78% 81% 82% 78% 81%
N= 1362 1232 1222 1214 1205 1258 1230 1200 1238 11,161
3 out of 4 US travelers declared giving more importance to social distance, healthcare, and sanitation when traveling.
Source: Travel survey, Q1 2021, base: All respondents,US
Do you travel with a pet(s)?
US WW
Traveling with a pet
remains a challenge
I don't have a pet or don't intend to
43% 51%
travel with him/her
I travel with my pet, and this is not a concern to me 20% 17%
14% of travelers have troubles
flying with their pets (US: 13%), I have a pet, but traveling by car with him/her is not
14% 11%
possible or is a challenge
suggesting a significant
opportunity for airlines - especially I have a pet, but flying with him/her is not possible or is a
challenge
13% 14%
when airplanes are not flying at full
I have a pet, but finding accommodations suitable for
capacity. him/her is not possible or is a challenge
12% 12%
I have a pet, but traveling by train with him/her is not
8% 9%
possible or is a challenge
Source: Travel survey, Q1 2021, US, base: All respondents, n=1362/ Worldwide n=
11161Mobile and App Usage
Worldwide
Bookings by Device
2020
36%
47% 53% 46% 48% 46%
57%
The post-COVID world
is mobile-first 64%
53% 47% 54% 52% 54%
43%
Even with more people working from home
due to COVID-19 restrictions, eager travelers Worldwide United Japan South East France Germany United
States Asia Kingdom
increased the share of mobile web bookings,
and mobile has overtaken desktop with now
51% of transactions. 51%
40%
49% 49%
64% 56%
74%
60%
49% 51% 51% 44%
36%
26%
Desktop 2021
Mobile
Source: Share of bookings by device in travel, App Excluded, Q1 2021 vs Q1 2020. SEA
includes Indonesia, Singapore, Philippines, Vietnam, Thailand, MalaysiaWorldwide
Bookings by Site Type, Q1 2021 vs 2020
2020
15% 7% 13%
19%
App usage keeps 32% 46% 17%
51%
increasing globally 33% 61%
34% 69%
Travel players with a booking app have seen
app usage grow in all regions, particulary in Worldwide Americas EMEA APAC
APAC, where app has also stolen share from
mobile web.
12% 10%
18% 21%
Despite less mobility globally in 2020, desktop 41%
35% 13%
has decreased 10pts YoY. 35%
54%
41% 77%
44%
2021
App Desktop Mobile
Share of bookings by site type for Travel Players with a booking App, Q1 2021 vs Q1 2020.US
“I will give consent to travel apps to collect my
information to get personalized content”
Half of travel app users will
share information to get
personalized content
US 47% 24% 29%
When it comes to giving consent to travel
apps to collect their information in order to
get personalized content, younger
generations in the US are more likely to do so.
(65% of US Gen Z and Millennials, 52% of Gen
X vs 28% of Boomers & Silent). Global 52% 25% 23%
Agree Neither agree nor disagree Disagree
Source: Travel survey, Q1 2021, US, base: All respondents, n=1362
Source: Travel survey, Q1 2021, Worldwide, base: All respondents, n=11161US
How are you most likely to book flights for personal
travel during the next 12 months?
When booking a flight, airline On the website of the airline
54%
44%
websites and online travel
agency (OTA) websites are On the website of online
travel agencies
41%
47%
used almost equally
On the app of online 28%
Worldwide, slightly more will book on an OTA travel agencies 35%
website vs. directly on an airline website.
On the app of 27%
A larger majority of US travelers (54%) plan to the airline
25%
book flights on an airline website directly.
US Worldwide
Source: Travel survey, Q1 2021, US, n=584 / Worldwide n=5274
Base: Respondents who plan to book a flight for their next tripUS
How are you most likely to book
your hotel / lodging for personal travel during the
next 12 months?
63%
Hotel websites and online On the website of the hotel / lodging
50%
travel agencies (OTAs) are On the website of online travel agencies
41%
52%
also used nearly equally for 27%
booking lodging On the app of the hotel / lodging
27%
27%
On the app of online travel agencies
Again, US travelers favored booking directly on 33%
the hotel/lodging website more than using an
Physical visit to the hotel / lodging sales 16%
online travel agency website: 3 in 5 US travelers office / Phone call
plan to book their next hotel directly on the 14%
hotel/lodging website. 8%
Physical visit to travel agencies / Phone call
12%
US Worldwide
Source: Travel survey, Q1 2021, US, n=769/ Worldwide: 6730
Base: Respondents who plan to book a hotel for their next tripUS
How are you likely to book a car rental
for personal travel during the next 12 months?
63%
6 out of 10 travelers On the website of a car rental company
61%
worldwide will rent a car On the website of online car rental 32%
agencies
directly on the car rental's 37%
25%
website On the app of a car rental company
33%
22%
Older generations mostly plan to book a car On the app of online car rental agencies
27%
rental directly on the website of a car rental
Physical visit to the car rental company 19%
company. Younger generations would sales office / Phone call
21%
equally book through a website of a
15%
car rental company or an online car rental Physical visit to car rental agencies / Phone
call
16%
agency.
US Worldwide
Source: Travel survey, Q1 2021, US, n=299 / Worldwide n=1939
Base: Respondents who plan to book a car rental for their next tripRecommendations
2021: Preparing for Take-Off
Navigating the runway to recovery
Our data and survey findings show that recovery is on the
horizon and with it comes a reshaping of the travel industry.
Traveler behaviors have changed in terms of how and why they
book a trip, and what they require to feel safe and confident.
Learn how travel providers can deliver an experience that will
meet these new expectations and increase bookings, including:
• 4 things that can make or break a reservation
• Tips for ad campaigns that will drive conversions now and fill
your pipeline for the fall/winter recovery4 Ways to Increase Bookings Takeaways from our traveler survey Provide fully refundable bookings, to address travelers' fear of uncertainty regarding domestic and international travels. Continue to maintain social distancing standards and communicate sanitation procedures to put travelers at ease. Optimize your mobile web site and app user experience, now that mobile has a larger share of transactions. Amplify your pet-friendly messaging, to encourage those who have trouble traveling with their pets to consider booking with you.
Drive Bookings During the Summer “Travel Boom”
Lean into lifestyle interests, domestic travel,
key markets
Use a geo-focused strategy for your ad campaigns
to connect travelers with local destinations for the
next 6-12 months.
Prioritize domestic flights, car rental, hotel, and
vacation rental offerings.
Test ad copy that speaks to the primary goal of
visiting family and friends/reunion travel.
Get the opt-in! Deliver a great ad experience, and
then clearly explain what users will get by sharing
their information with you, so that you can get
more opt-ins and build your first-party data pool.Inspire Potential Travelers Hungry for a New Adventure Increase awareness and reach new customers with relevant cross-channel strategies Start building anticipation and relationships now, in advance of what is shaping up to be a summer into fall travel renaissance. Use engaging display ad formats, like interactive ads, or video story ads to showcase your offerings and include important messaging: • Refundable tickets, free cancellations • Social distancing and sanitation measures • Socially distant/travel bubble trips • Pet-friendly accommodations Launch Connected TV and video campaigns to reach relevant audiences while they're streaming their favorite content. Target relevant audiences like these and more using your own data and our massive commerce data set: • Family vacationers • Millennial travelers • Workationers • Beach Goers • Eco-conscious trip seekers
Appendix
APAC
Travel Bookings by Country, YoY
Indexed bookings compared to December 2019*
90 82
80 72
70
70 61
61
60 54 57
49 51
50 46
38 38 38 38
40 32
30 23 25
21
14 17
20 12 13 12
10 11
7
10
0
SOUTH EAST ASIA FRANCE SPAIN BRAZIL NETHERLANDS TURKEY SOUTH AMERICA INDIA JAPAN RUSSIAN FEDERATION NORDICS AUSTRALIA UNITED STATES
90
80
70
60
50
40 33 34 35 36
27 27 28 29 29
30 23 24 24 25
21
17 15 16
20 12 13 11 13 13 11 11
9
10 5
0
HONG KONG POLAND GERMANY TAIWAN UNITED KINGDOM ITALY NEW ZEALAND BELGIUM EASTERN EUROPE CANADA PORTUGAL MEA SOUTH KOREA
*Source: Indexed bookings by source country, domestic and international travels combined, all travel categories combined, worldwide, during 4 weeks in
2021 and 2020 (March 15th - April 11th 2021 and March 16th- April 12th 2020). Compared to average in December 2019 (pre-pandemic baseline). Same set
of 815 travel players with stable sales tracking during the period.Methodology This report combines organic data from travel players, and survey data. Organic data: 815 Travel Players who partner with Criteo in over 20 countries, accounting for 1.6B annual bookings (220 million bookings in the US). Survey data from 9 countries and 11,161 respondents: Countries Respondents Australia 1,230 France 1,232 Germany 1,222 Italy 1,214 Japan 1,200 South Korea 1,238 Spain 1,205 United Kingdom 1,258 United States 1,362
For more marketing insights, contact Criteo. About Criteo Criteo (NASDAQ: CRTO) is the global technology company powering the world’s marketers with trusted and impactful advertising. 2,700 Criteo team members partner with over 20,000 customers and thousands of publishers around the globe to deliver effective advertising across all channels, by applying advanced machine learning to unparalleled data sets. Criteo empowers companies of all sizes with the technology they need to better know and serve their customers. For more information, please visit www.criteo.com.
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