New data released by Expedia Group Media Solutions, the global travel advertising platform connecting marketers with millions of travellers across the Expedia Group brands, shows that consumers are paying attention to how inclusive current travel offerings are when searching and booking.

While the travel industry has made strides, there is a need for continued improvement across the industry. Only 54% of consumers said they have seen options that are accessible to all abilities, and just 52% have seen options that are inclusive of all types of travellers.

A travel brand’s commitment to inclusion, diversity, and accessibility is influencing consumers’ purchasing decisions, with 7 in 10 consumers saying they are willing to pay more when making a travel choice that is more inclusive to all types of travellers. Furthermore, 78% of consumers said they’ve made a travel choice based on promotions or ads that they felt represented them through messaging or visuals.

The Inclusive Travel Insights Report: Understanding Traveler Values & Opportunities for Marketers, builds on the recent findings about environmentally responsible travel highlighted in the Sustainable Travel Study, revealing that people are increasingly seeking ways to have more meaningful and conscientious travel experiences.

Jenn McCarthy, Senior Director of Brand Marketing at Expedia Group Media Solutions said: “Our findings show that consumers today are paying close attention to whether travel brands are authentically demonstrating a commitment to inclusion, diversity, and accessibility. A better understanding of how people perceive and value inclusive travel will help foster more inclusive and diverse travel experiences for all.”