Mindsets have changed during the pandemic, making consumers more likely to choose values-driven travel experiences, according to a report.
Research from Expedia Group shows travelers, particularly those under 40 years of age, are keen to see the brands they choose have a social conscience.
The study reveals almost two-thirds of travelers are more willing to book accommodation with policies around diversity and inclusion.
Accommodation can include those owned by women or people of color as well as those welcoming the LGBTQIA community and people with disabilities.
The report adds that there is a generational gap when it comes to how far choices are influenced by a company’s inclusive policies with 77% of those aged below 40 likely to book inclusive properties versus 57% of those aged over 40.
Melissa Maher, senior vice president, marketing and engagement, Expedia Group, says: “Social injustices of last year put a spotlight on equity and inclusion, and the ongoing discourse changed people’s ideas, behaviors, and expectations when it comes to travel.
"More than ever before, people are viewing travel as a reflection of their personal views, and they are speaking with their dollars.”
The study also reveals that this is a global trend, with 82% of respondents from Mexico likely to opt for accommodation with inclusion policies while 71% of respondents from Germany say the same.
And, it's both women and men who would be likely to choose accommodation based on inclusive policies at 67% and 62% respectively.
Maher goes on to say that businesses that demonstrate efforts to be inclusive and are likely to make themselves stand out.
Recently, Orbitz, which is part of Expedia Group, unveiled search capability to help the LGBTQIA community access accommodation that has signed up to an Inclusivity Pledge.
More than 35,000 independent and brand hotels have signed up to the pledge which is against discrimination based on gender and sexual identity.
The move came on top of Orbitz launch last year of a microsite to help the LGBTQIA community find welcoming accommodation.