As we cited last week, Destination Analysis released a survey that explored the sentiments of U.S. travelers toward their confidence and inclination to venture out again over the next 15 months. Based on the findings, there are pockets of optimism that destination, attraction and hospitality marketers can celebrate. Here’s a deeper dig into this somewhat positive momentum.
WHERE TO GO? According to CNTraveler.com, the airline industry is slowly pulling itself up off the tarmac, as there’s been a recent uptick in flights booked. Passengers have regained some confidence in flying and, due to this, some airlines have begun to offer more domestic flights — or have even added new routes and destinations. But regardless of transportation mode, approximately one-third of American travelers have at least tentative vacations in 2020. That’s good news.
Travelers are looking for physical, mental and emotional comfort and connection with loved ones as priority. They strongly desire peace of mind when traveling and a sense of security. Put another way, U.S. travelers want a time out.
WHAT TO DO? The study shows that travelers are resilient, too: nearly half say that Covid has changed the travel experiences they’re seeking, rather than eliminating them. What’s hot? Enjoying time with loved ones is paramount, seeking nature is desired, and avoiding crowds is a must.
In terms of the destinations that top traveler must-dos in 2020:
- 70.4% say they’re likely to return to a destination they’ve previously visited.
- 42.0% want to relax on the beach this year.
- 37.8% would go urban spelunking and visit a city.
- 34.8% would hightail it in the opposite direction to visit small towns and rural areas.
Based on these results, travelers are looking for physical, mental and emotional comfort and connection with loved ones as priority. They strongly desire peace of mind when traveling and a sense of security. Put another way, U.S. travelers want a time out. Travel brands: there are your messaging key takeaways.
SHOULD WE BRING THE KIDS? When it comes to the pandemic’s impact on in-person education and the availability of virtual education from literally anywhere, 37.2% of parents with school-age children are more likely to travel this fall — and bring the kids. So be sure your wifi is fast, readily available and consistently operational. Ideally, it would also be free.
All in all, the desire to travel continues to grow here in the country, and hopefully the course of our crisis will continue on a positive trajectory. However, we realize this positive light could go out at any moment, with darker days returning. The human desire to enjoy experiences and create memories with loved ones keeps us going, and travel is a great way to realize both. Let NOISE help you be the destination where those memories take place.