June 8, 2023
How to prepare your hospitality business for summer travelers
June 8, 2023
Summer is here for many travelers around the world, and that means one thing: They’re ready to travel.
When we asked travelers at the beginning of the year if they planned to travel in 2023, 93% said yes. But this isn’t evenly distributed throughout the year — for travelers based in countries with summer school and bank holidays placed around warmer weather, it’s the months of June, July, and August when they’re more likely to plan a trip.
To find out more about what that means for your business, we asked 2,444 travelers from six countries — Australia, Italy, Japan, Singapore, United States, and the United Kingdom — about their plans.
Here are the top trends hospitality businesses should keep in mind:
95% of travelers plan to travel the same amount or more this summer compared to last summer. Most plan on one or two bigger trips, with 3 in 5 planning a trip that’s four nights or more.
Source: Tripadvisor Summer Travel Beats Report 4/2023, N=2,444; AU, IT, JP, SG, UK, US
Q: How many nights are you planning on going for?
While more plan to travel domestically (46%) compared to internationally (27%), a large chunk plan to do both (28%).
Type of trip varies by life stage. 42% will bring their partner and family along, while 1 in 5 have a trip with friends planned.
Compared with other age groups, Gen Zs are least likely to travel with a partner, and more likely to travel with friends and extended family than older respondents. They’re also twice as likely to plan a wellness or spa trip compared to older generations.
Source: Tripadvisor Summer Travel Beats Report 4/2023, N=2,444; AU, IT, JP, SG, UK, US
Q: What about this destination are you excited about?
The majority of travelers want to “relax and rejuvenate.” But that doesn’t mean just an escape — they want to experience local culture and activities, too. As you think about capturing their attention and driving them to choose your hotel or restaurant, emphasize how your business is the backdrop to unforgettable memories or a potential gateway to better understanding a new place.
This ramp up in travel intent comes despite a tough economic climate. High global inflation and economic uncertainty remain on travelers’ minds, but after several years of postponing trips and staying home due to COVID-19, more and more travelers prioritize experiencing the world once again. This is reflected in their spending habits: 56% plan to spend more on travel this year compared to last summer, and 93% will spend at least the same amount.
Source: Tripadvisor Summer Travel Beats Report 4/2023, N=2,444; AU, IT, JP, SG, UK, US
Q: How much do you plan to spend on travel this summer compared to last summer?
Half of travelers we surveyed will travel as planned, and 41% may change how they travel based on the economy. That change isn’t all bad, though — 1 in 5 plan to maximize their travel by staying longer, especially further from home. For hotels, offering deals on subsequent nights (say, a fifth night at half off) may entice travelers to stay a little longer.
To truly relax, the majority of respondents (64%) plan to check in to a hotel for their trip. As they return to travel, they want to be taken care of, and hotels offer the services they’re looking for. That said, vacation rentals are still popular, especially among Gen Z.
Source: Tripadvisor Summer Travel Beats Report 4/2023, N=2,444; AU, IT, JP, SG, UK, US
Q: Where will you stay while on your trip?
Now is the time to show off the amenities only hotel guests can receive — like access to pools, spas, restaurants, and cleaning services — and any other ways to ensure a relaxing experience.
When travelers think about their upcoming trip, 52% say it’s the food that they’re most excited about. In fact, travelers prioritize restaurants and food-related experiences while they’re in-destination, compared to other activities.
Source: Tripadvisor Summer Travel Beats Report 4/2023, N=2,444; AU, IT, JP, SG, UK, US
Q: Thinking about your upcoming trip, what type of trip will it be? Top 5 answers listed
61% usually dine out most of their trip, and when they do, they want to visit local, casual restaurants or cafes. If your restaurant is in a destination expecting lots of summer visitors, now is the time to consider targeting travelers specifically with your advertising and marketing.
About half of summer travel planning takes place 3-6 months beforehand. Now, more than ever, travelers look to the wisdom of the crowds when it comes to making their decisions. When they do decide to book, they turn to the more than 73 million reviews and opinions on Tripadvisor to guide their decision.
1 in 3 travelers have already used Tripadvisor to plan their summer travel. Stand out from the crowd with Tripadvisor for Business solutions that can enhance your listing, help more travelers find your business, and more. See how we can help you.
