Expedia Group commissioned new study to chart a path toward a more inclusive travel ecosystem
Aug. 28, 2024, SEATTLE — Expedia Group today released Journeys
for All: An Expedia Group Study on Inclusion in Travel — a first of its kind study that equips the
travel industry with key insights and evidence-based recommendations to improve the travel experience for
underserved groups, including Black, Latino, LGBTQIA+ and travelers with disabilities.
Underserved travelers are a large part of the global market, but their needs are often overlooked. Underserved groups
in the U.S. are projected to grow significantly, increasing their impact on the travel market. As such, the travel
industry has an obligation to meet the needs of underserved travelers and develop efforts that discourage barriers
such as bias, discrimination and lack of personal safety. Expedia Group’s new report highlights urgent
industry challenges and key insights to drive progress:
- Forty-two percent of underserved travelers feel limited by their identities when planning travel.
- 5+ hours is the extra time underserved travelers spend researching to plan trips, including to ensure services
and destinations are safe, welcoming and accessible.
- Only 16% of travelers feel that travel advertising and promotions represent them authentically.
- Seventy-one percent of underserved travelers say it is important that travel company staff be well-trained on
diversity and inclusion issues and topics.
- Nearly 3 out of 4 underserved travelers are more likely to book with companies demonstrating a commitment to
diversity and inclusion.
This study assesses the needs of underserved groups across all three stages of the travel journey — planning,
in-transit and at destination. According to the report, 20% of LGBTQIA+ travelers with disabilities say travel
advertisements do not represent them at all. More than a quarter (26%) of Latino travelers with disabilities say
they feel a need to hide their identities when traveling to and from their destination, compared to just seven
percent of the general population. This data reinforces that most travelers identify with more than one
underrepresented group and thus, have multiple reasons for concerns when traveling — from safety to
accessibility to feeling welcomed.
“Evolving business strategies to create more welcoming and inclusive travel experiences should be an industry
imperative,” says Greg Schulze, chief commercial officer and president, Travel Partnerships and Media, Expedia
Group. “It not only improves the traveler experience, but it’s also good for business. This study
invites the industry to come together and take action because everyone should be able to experience the joy of
travel and its ability to strengthen connections and broaden horizons.”
In 2022, Expedia Group launched its Open
World™ strategy to begin addressing inequities across the travel industry, as part of the
company’s larger commitment to remove barriers and open access to travel to all. Since then, the company has
launched two signature programs — its Open
World Accelerator and Made to Travel Fund to
realize this commitment.
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Research Sources:
1All demographic data presented here refers to the United States population and is based on
projections and characteristics sourced from the U.S. Census and the Human Rights Campaign.
About Expedia Group
Expedia Group, Inc. brands power travel for everyone, everywhere
through our global platform. Driven by the core belief that travel is a force for good, we help people experience
the world in new ways and build lasting connections. We provide industry-leading technology solutions to fuel
partner growth and success, while facilitating memorable experiences for travelers.
Expedia Group’s three flagship consumer brands include: Expedia®, Hotels.com®, and Vrbo®. One
Key™ is our comprehensive loyalty program that unifies Expedia, Hotels.com and Vrbo into one simple, flexible
travel rewards experience. To enroll in One Key, download Expedia, Hotels.com and Vrbo mobile apps for free on iOS
and Android devices. One Key is currently available in the U.S.
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