According to the U.S. Travel Association, the American hospitality industry is projected to suffer more than $500 billion in lost revenue by the end of this year. However, a recent study by Destination Analysts uncovered what might be a light at the end of this long, dark tunnel.

trendspottings noise covid studyCompleted and released August 16, 2020, the study finds that U.S. consumers are hesitantly beginning to feel some optimism toward travel. For the first time since June, more than 50% of Americans polled want to have an adventure somewhere other than their backyard.

So, what does this mean for the industry and how can you use this information to your advantage?

TRAVELER’S STATE-OF-MIND. People are just starting to feel optimistic about traveling once again. Though many still have reservations about going somewhere outside of their immediate community, the tide is slowly turning.

With the lodging industry adapting to the pandemic and enforcing rules on physical distancing, masks and sanitization, consumers are slowly beginning to feel comfortable with the idea of planning a vacation. And, barring any major setbacks, travelers will grow more and more comfortable with this idea over the next few months — just in time for the holiday season.

There’s ample amount of reason why destinations, hoteliers and other travel marketers might start feeling optimistic and — if you haven’t already (and shame on you if not), ramp up communications and connections with your audiences.

WHAT ARE TRAVELERS LOOKING TO DO?  When asked what activities travelers intend on prioritizing for their next trip, respondents showed the following aspirations:

  • Getting away from crowds (57.6%)
  • Enjoying nature (53.1%)
  • New places not visited before (37.8%)
  • Excitement and energy (36.6%)
  • Bucket list travel (27.8%)
  • Luxury travel (24.4%)
  • Visiting cultural institutions (24.1%)
  • Visiting theme parks (22.1%)
  • Visiting large cities (20.9%)

Based on these dreams, there’s ample amount of reason why destinations, hoteliers and other travel marketers might start feeling optimistic and — if you haven’t already (and shame on you if not), ramp up communications and connections with your audiences.

NEAR-TERM FUTURE TRAVEL EXPECTATIONS. With the upcoming holidays in mind, Americans are also reporting increased desire to travel for these occasions, with:

  • 29.4% considering travel for Labor Day
  • 36.7% considering travel for Thanksgiving
  • 42.7% considering travel for Christmas.

On top of those numbers, a whopping 75% of Americans stated they intend on traveling sometime during 2021. If conditions stay the same or improve, as a majority of those polled believe, that light at the end of the tunnel will only burn brighter.

As we all know, the Covid crisis could turn this positivity upside down overnight. But humans love to explore, and travel will always satisfy that desire. As we all learn to navigate through these uncharted waters, let NOISE help you steer your ship into the right direction.