# Journeys for All: An Expedia Group Study on Inclusion in Travel

**Publisher:** Expedia Group  
**Published:** n/a  
**Category:** Travel tech  
**Type:** Study  
**Access:** Free PDF  
**Official source:** https://partner.expediagroup.com/en-us/resources/research-insights/inclusion-in-travel-research  
**Canonical:** https://tourismintel.ai/reports/expedia-group-inclusion-in-travel-research

## At a glance
- 86% of underserved travellers prioritise finding destinations where they feel safe and welcomed.
- 70% of underserved travellers are more likely to plan trips when they see themselves reflected in travel ads.
- 68% of underserved travellers want advanced accessibility filters when booking online.
- 73% of underserved travellers book repeatedly with brands demonstrating diversity commitment.
- 42% of underserved travellers say identity limits their destination and activity choices versus 34% of general population.

## What the report covers
Expedia Group's research, conducted by APCO Insight, examines travel barriers and preferences among underserved communities in the US: Black, Latino, LGBTQIA+, and travellers with disabilities. The study comprises an online survey of 2,811 respondents, focus groups with 30 underserved travellers, and eight industry leader interviews. It explores how identity shapes destination choice, accommodation selection, research behaviour, and brand loyalty.

## Key findings
Underserved and general population travellers share identical leisure goals—relaxation, family bonding, and adventure—yet experience divergent barriers. According to the survey, 42% of underserved travellers report identity limits destination and activity choices, compared to 34% of general population. Identity influence extends across all travel decisions: 48% of underserved versus 42% of general population say it affects accommodation choice; 45% versus 37% report it shapes transit decisions.

Safety and authentic representation drive underserved travel planning. The survey finds 86% prioritise safe, welcoming destinations. Critically, 70% are more likely to plan trips when authentically represented in travel advertising, yet only 15% feel very well represented in current promotions. This gap represents significant opportunity for brands to convert underserved segments into loyal customers.

Research burden falls disproportionately on underserved travellers. The study reveals they spend 5+ hours extra researching to ensure safety, welcome, and accessibility. Additionally, 68% want advanced accessibility booking filters and 71% consider diversity training for travel staff important, signalling demand for tools and expertise currently limited.

Brand diversity commitment drives measurable business outcomes. According to the report, 73% of underserved travellers book again with diversity-promoting companies versus 62% of general population. Two-thirds engage more frequently in loyalty programmes of such brands, translating brand advocacy into repeat revenue and customer lifetime value.

Intersectional identities compound barriers. The study documents that travellers with multiple underserved identities face amplified challenges: 69% of Black travellers and 67% of Latino travellers with disabilities report identity heavily influences accommodation and destination choices. Embedding inclusive practices across products, services, and staffing positions companies to capture growing segments while enhancing experience quality for all.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Underserved travellers prioritising safe destinations | 86% | Observed from survey of 2,811 respondents; March–April 2024 |
| Underserved travellers more likely to plan trips seeing themselves in ads | 70% | Observed from survey; March–April 2024 |
| Underserved travellers wanting advanced accessibility filters | 68% | Observed from survey; March–April 2024 |
| Underserved travellers booking repeatedly with diversity-committed brands | 73% | Observed from survey; March–April 2024 |
| Underserved travellers reporting identity limits choices | 42% | Observed; compared to 34% of general population |
| Extra research hours spent by underserved travellers | 5+ hours | Observed; to ensure safety, welcome, accessibility |
| US Latino population projected by 2040 | 81.6 million | Projection based on US Census data |
| US Black population projected by 2040 | 50 million | Projection based on US Census data |

## Why it matters
**DMOs & destinations** — Underserved travellers prioritise safety and authentic representation. DMOs investing in inclusive marketing, accessibility information, and community partnerships can differentiate destinations and capture growing segments. By 2040, Latino, Black, and LGBTQIA+ populations will exceed 195 million combined—a transformative revenue opportunity for destinations addressing inclusion now.

**Hotels & hospitality** — Hotel groups unlock repeat bookings and loyalty by demonstrating public diversity commitment; 73% of underserved travellers book again with such brands versus 62% of general population. Staff diversity training is valued by 71% of underserved travellers. Properties offering accessible, well-described amenities and culturally aware service can command premium positioning.

**Travel tech & distribution** — Booking platforms addressing accessibility feature visibility capture underserved demand: 68% prioritise advanced filters. Search tools surfacing safety, inclusivity, and diversity data reduce the 5+ research hours currently required. Platforms integrating representation in imagery and staff training transparency differentiate competitively and expand market share among growing, high-value segments.

## Methodology and limits
APCO Insight conducted mixed-methods research: an online survey of 2,811 respondents (2,000 general population weighted to US Census demographics; 811 underserved travellers from Black, Latino, LGBTQIA+, and disability communities) administered March–April 2024; focus groups with 30 underserved travellers (February–March 2024); and eight in-depth interviews with travel industry leaders. Respondents were aged 18–64, US-resident, and had taken a leisure trip in the past 12 months as primary or shared decision-maker. Survey available in English and Spanish. This brief is based on the publicly available summary and PDF.

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© Expedia Group for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://partner.expediagroup.com/en-us/resources/research-insights/inclusion-in-travel-research