Domestic leisure traveler sentiment in light of coronavirus/COVID-19 · 2020-04-27 · Leisure...
Transcript of Domestic leisure traveler sentiment in light of coronavirus/COVID-19 · 2020-04-27 · Leisure...
April 17, 2020
Domestic leisure traveler sentiment in light of coronavirus/COVID-19
Regional Augment for Missouri Division of Tourism
Methodology• Initial Wave: March 5, 2020, surveyed 600 domestic leisure travelers from a national sample:
– Regularly take leisure trips of at least 50 miles from home and/or that include an overnight stay– Are leisure travel decision-makers for their households– Are 18 years or older
• Additional Waves:– March 12-13 (750 national travelers)– March 19-20 (777 national travelers)– April 16-17 (751 national travelers)
2Domestic leisure traveler sentiment in light of coronavirus/COVID-19
Timeline of Key COVID-19 Events
Tuesday, March 10
Italy locks down
country
Wednesday, March 11
WHO declares pandemic; NBA
suspends season; Tom Hanks tests positive; Trump
announces European travel ban
Thursday, March 12
NCAA cancels basketball tournament;
NHL pauses season; MLB cancels spring training & delays opening day; U.S. stocks plummet in
worst day since Oct. 19, 1987
Saturday, March 14
White House extends travel ban to UK and
Ireland
Friday, March 13
President Trump
declares national
emergency
California and many other U.S. locations
announce broad social distancing measures (school cancellations,
bars/nightclubs closing, etc.)
WAVE 2 FIELD
Italy reports 475 COVID-19 deaths, the highest single-day death toll for any country since
the outbreak began.
The U.S. death toll hits 100.
Globally, authorities report more than
240,000 confirmed cases of COVID-19.
Nearly all U.S. states declare a state of
emergency. California issues a
stay-at-home order.
The White House issues guidelines urging
Americans to avoid restaurants and bars, limit gatherings to 10 or fewer people, and work and engage in
schooling from home when possible.
WAVE 3 FIELD
Monday, March 16
Thursday, March 19
Sunday, March 15
Tuesday, March 17
3Domestic leisure traveler sentiment in light of coronavirus/COVID-19
New York, Illinois residents told to
stay at home.
Friday, March 20
Governors begin to form
regional coalitions to plan gradual
ending of stay-at-home requirements,
Stock market shows
improvement.
WAVE 4 FIELD
Thursday, April 16
Friday,April 17
More than half of travelers are delaying decisions on travel plans. Many other metrics, including cancellations, are beginning to plateau.
4Domestic leisure traveler sentiment in light of coronavirus/COVID-19
15%
18%
19%
17%
9%
NA
13%
20%
23%
21%
15%
36%
17%
25%
27%
34%
40%
41%
19%
24%
33%
35%
45%
56%
Have/wil l travel domestically instead of internationally
Have/wil l travel closer to home
Have/wil l avoid cruise ships
Have/wil l avoid air travel
Have/wil l cancel travel
I am delay ing decisions on travel plans
How has/will the coronavirus influence your leisure travel plans?
17-Apr
19-Mar
13-Mar
6-Mar
Regional visitors are a bit less likely to travel closer to home, but attitudes are similar
5Domestic leisure traveler sentiment in light of coronavirus/COVID-19
35%
33%
45%
24%
19%
56%
31%
33%
44%
18%
18%
56%
0% 10% 20% 30% 40% 50% 60%
Have/wil l avoid air travel
Have/wil l avoid cruise ships
Have/wil l cancel travel
Have/wil l travel closer to home
Have/wil l travel domestically instead ofinternationally
I am delay ing decisions on travel plans
Regional Comparison
Regional National
Leisure trips planned for April through May are being canceled. There is uncertainty about June-September trips. End-of-year travel remains largely untouched.
6Domestic leisure traveler sentiment in light of coronavirus/COVID-19
0%5%
10%15%20%25%30%35%40%45%
March 2020 April 2020 May 2020 June 2020 July 2020 August2020
September2020
October2020
November2020
December2020
AfterDecember
2020
When were the leisure trip(s) planned that you have/will cancel? (Select all that apply)
19-Mar 17-Apr
Regional audience reports more trips cancelled in July and August.
7Domestic leisure traveler sentiment in light of coronavirus/COVID-19
0%5%
10%15%20%25%30%35%40%45%
March 2020 April 2020 May 2020 June 2020 July 2020 August 2020 September2020
October2020
November2020
December2020
AfterDecember
2020
Timing of Cancelled Leisure Trips
Regional National
As with leisure travel, business travel decisions are being delayed. Cancellations and views toward air and cruise travel are beginning to show improvement.
8Domestic leisure traveler sentiment in light of coronavirus/COVID-19
5%
6%
8%
9%
13%
11%
5%
7%
9%
13%
19%
8%
5%
6%
7%
7%
11%
17%
19%
Have/wil l travel domestically instead of internationally
Have/wil l travel closer to home
Have/wil l avoid hotel stays
Have/wil l avoid cruise ships
Have/wil l avoid air travel
Have/wil l cancel travel
I am delay ing decisions on travel plans
How has/will the coronavirus influence your business/conference travel plans?
17-Apr
19-Mar
13-Mar
The range of dates for which business travelers have changed or canceled business trips looks very similar to the dates for altered leisure travel plans.
9Domestic leisure traveler sentiment in light of coronavirus/COVID-19
21%
35%32%
23% 23%
12% 12%8%
2%4% 4%
March 2020 April 2020 May 2020 June 2020 July 2020 August 2020 September2020
October 2020 November2020
December2020
AfterDecember
2020
When were the business/conference trip(s) planned that you have/will cancel?
12-month planning window• 12-month trip planning remains unchanged, and while those “already planning a trip” have leveled off at
about a fifth of consumers, the shares of those very likely to travel domestically in the next year remains largely unchanged through the period we are tracking.
10Domestic leisure traveler sentiment in light of coronavirus/COVID-19
37% 32%19% 21%
39% 40%
43% 41%
20% 22%27% 27%
2% 3% 7% 8%1% 2% 4% 3%
6-Mar 13-Mar 19-Mar 16-Apr
How likely are you to take a leisure trip in the U.S. in the next 12 months?
Not at all l ikely
Not very likely
Somewhat likely
Very likely
Already planning a trip
15% 14% 12% 11%
19% 15% 21% 17%
20% 19% 19% 19%
18% 19% 19% 24%
29% 32% 30% 29%
6-Mar 13-Mar 19-Mar 16-Apr
How likely are you to travel internationally in the next 12 months?
Not at all l ikely
Not very likely
Somewhat likely
Very likely
Already planning a trip
Regional Plans – Domestic Travel• Regional findings are not significantly different from national findings – with most people indicating they
are likely to plan a leisure trip within the next year.
11Domestic leisure traveler sentiment in light of coronavirus/COVID-19
21% 19%
41% 40%
27% 28%
8% 10%3% 3%
National Regional
Likely to Take Leisure Trip in Next 12 Months
Not at all l ikely
Not very likely
Somewhat likely
Very likely
Already planning a trip
About a fifth of consumers have changed travel plans due to concerns about the economy.
12Domestic leisure traveler sentiment in light of coronavirus/COVID-19
8%21%
18%
22%
33%
29%
27%20%
14% 9%
13-Mar 17-Apr
How likely is it that concerns about the economy will cause you to change your travel plans?
Not at all l ikely
Not very likely
Somewhat likely
Very likely
Have already changed plans
Impact of Economic Conditions on Travel
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21% 18%
22% 24%
29% 27%
20% 22%
9% 9%
National Regional
Not at all l ikely
Not very likely
Somewhat likely
Very likely
Have already changed plans
How likely is it that concerns about the economy will cause you to change your travel plans?
While views are improving, consumers remain concerned about large gatherings, both indoors and outdoors.
14Domestic leisure traveler sentiment in light of coronavirus/COVID-19
46%
63%
65%
70%
Staying in hotels
Large outdoor events
Public transportation
Crowded indoor events
Things consumers will avoid more now than before the virus
Regional audience is slightly more likely to believe that some types of destinations are safe.
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Most safe to least safe:• Mountains• Lakes• National Parks• Small towns/rural destination• Beaches • Cities
Domestic leisure traveler sentiment in light of coronavirus/COVID-19
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2%
2%
3%
4%
5%
8%
17%
23%
31%
Crime rate
Testing being done
How crowded it wi ll be
Authorities announce clearance to travel
There is a vaccine
Nothing/don't know
Number of cases there, low # of cases
That i t is safe, virus free
That all precautions being taken(cleaning, sanitizing, social distancing)
What would you need to know about a destination to make you feel safe visiting there?
Coded open-ends representing 2% or more of responses.
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46%
48%
54%
60%
63%
65%
65%
65%
67%
73%
45%
48%
55%
62%
69%
64%
69%
67%
71%
79%
Through my Window
Travel Someday
Create the destination experience at home
How we're helping the community
Find things to do here at a later date
Stay Away
"Only You" video
Relaxing scenes of destination
Virtural Tours
We'l l be here when you're ready
Reaction to Messaging Options
Regional National
Current Messaging Options
Domestic leisure traveler sentiment in light of coronavirus/COVID-19
Key Findings• This wave of research reflects the start of a more positive view of travel, while concerns about the economy remain. • Travelers’ views of leisure travel, indoor events, and hotels show signs of improvement. Travel cancellations are beginning to
taper off, with trips through May having already been canceled or rescheduled. • There is uncertainty about summer travel, and consumers are looking for guidance on how to determine if travel is safe. Year-
end leisure and business travel plans remain untouched.• Destinations can be thinking about how to communicate to travelers the steps they are taking to manage visitors to ensure
social distancing guidelines can be maintained. Consumers are open to hearing about sanitation and cleaning protocols as well.• Messaging that generates future visit interest strikes a tone of empathy and hope and expresses concern for travelers’ well-
being. The top-rated message types are:– We know it’s not safe to travel right now, but we’ll be here when you’re ready– Virtual tours and experiences– Peaceful scenes of the destination– Messaging to potential visitors that their health and safety is important
• A comparison of the attitudes among the regional audience shows few differences from the findings for the national audience.
18Domestic leisure traveler sentiment in light of coronavirus/COVID-19