Travel professionals are showing their highest level of optimism since 2020, according to new research revealed by Expedia Group. The annual 2023 Travel Index Report also highlights the importance of loyalty programs, and the growing preference of travellers to book with providers that align with their personal values.

Focussing on consumer priorities, such as mental health, inclusivity, and flexibility, as well as how travel professionals respond to these needs, the just-released annual 2023 ‘Travel Value Index,’ was sourced from Expedia Group first-party data and custom research of thousands of travellers and industry professionals across 17 countries, revealing a comprehensive view of travel trends across Expedia, Hotels.com and Vrbo, and the broader travel industry in 2023.

The emerging insights show some changing priorities, including higher consumer expectations from their travel experience, as well as some consistencies, such as the continued importance of flexibility and price.

Some of the key data that underscores these trends includes:

• Flexibility remains key. For domestic travel, nearly half of consumers (47%) say they would never book non-refundable lodging, and more than half (51%) would not book transportation they could not change.

• Loyalty programs are more important than ever. More than half of consumers (53%) say that it is more important to travel with their loyalty providers than before the pandemic.

• Travel is increasingly a priority. Nearly half (46%) of consumers surveyed say travel is more important to them now than it was pre-pandemic.

• Ever-growing number of travellers booking based on values. 70% of travellers say they are more likely to choose travel options that are more inclusive, even if that comes at a higher cost.

In addition to global insights, the report presents specific data related to Canadian consumers and travel professionals, including airline and hotel employees, vacation rental hosts and more:

• Consumers in Canada, alongside Western Europe, are the most likely to travel internationally. 41% of Canadians say they are very likely to book or have already booked an international trip in the next 12 months, ranking higher than the global average (30%)

• 72% of Canadian travel professionals believe business travel will return to pre-pandemic levels within two years and 77% feel the same about leisure travel. This falls in line with what consumers are saying with 74% of Canadians planning to take a leisure trip in the next 12 months

• 65% of Canadian consumers plan to travel via an airplane in the next 12 months

• Canadians appreciate flexible policies (63%) more than average (51%)

• While optimism in Canada is high in many respects, the study also found some areas for caution. 60% of Canadians are more concerned about inflation impacting their travel plans in the next 12 months.

Globally, most travel professionals expect leisure (71%) and business (70%) travel to return to pre-2020 levels within two years.

While travellers looking for a change of scenery kept the industry afloat during the pandemic, all eyes are on the return of international and business travel. In fact, more than half (51%) in the industry say business is their organization’s highest priority in 2023.

Another insight from industry professionals shows travellers are choosing options aligned with their personal values such as sustainability, inclusivity, and accessibility. Most travel businesses (60%) made changes in the last year to ensure their services are inclusive and accessible.

In fact, sustainability is tied with marketing as the highest area of investment for 2023, with one in five industry professionals saying they plan to invest in sustainability next year.