Milwaukee-based ad agency BVK has released results of its post-COVID-19 Travel Sentiment Survey based on data collected from 1,015 American adults between 14 and 17 April 2020.
Key findings:
- More than 80% of respondents said they are either planning a future trip, or thinking or dreaming about future travel.
- Most trusted source of information on when and where it's safe to travel: US Government
- Top indicators respondents will use to determine when it's safe to travel again:
- US Government lifts travel restrictions (cited by 44%)
- Number of COVID-19 cases/deaths in US has declined (43%)
- Types of future travel in which respondents said they're most interested:
- Visiting friends/family 41%
- Road trip 34%
- Family getaway 28%
- Beach getaway 27%
- Outdoor adventure 19%
- Small-town getaway 18%
- Remote/rural destination 17%
- Respondents expressed mixed feelings about advertising during the pandemic:
- 53% said they only want to see ads that address advertisers' response to COVID-19.
- 49% said they feel it's insensitive for travel companies and destinations to advertise now.
- 43% said that even now they like to see advertising for vacation destinations.
- 83% said the US travel industry had the ability to reduce the spread of COVID-19 but are split on how well this was done:
- Appropriately 42%
- Poorly 40%
- How respondents rated travel industry sectors on responding appropriately to COVID-19:
- Airlines 42%
- Destinations 42%
- Cruise 33%
- Perceptions of future safety of travel:
- Extremely safe 7%
- Safe 22%
- Somewhat safe 22%
- Neutral 17%
- Somewhat unsafe 16%
- Unsafe 11%
- Extremely unsafe 6%
- When respondents expect US travel restrictions to be lifted:
- June, July or August 42%
- September, October or November 26%
- Types of leisure travel respondents expect to engage in immediately after restrictions are lifted:
- Out-of-state 40%
- In-state 36%
- International 20%
- Places/events respondents said they will avoid post-COVID-19:
- Festivals 50%
- Cruises 46%
- Group tours 46%
- Theme/amusement parks 41%
- Large cities 35%
- Trips abroad 34%
- Beaches 235
- Road trips 18%
- National monuments and parks 16%
- Camping 16%
- None 10%
- Safest modes of transport:
- Car 78%
- Plane 44%
- Train 39%
- Bus 22%
- Cruise 17%
- Top concerns re COVID-19:
- Safety on public transportation 55%
- Spread in large groups 47%
- Cleanliness of public areas 29%
- Impact of COVID-19 in major tourist cities 28%
- Impact of COVID-19 in major tourist countries 20%
- Spread of COVID-19 by foreign groups of people 22%
Sample population:
- 28.6% aged 25-34
- 54% male
- 23% with HHI $35-50K
- 41% South
- 65% married
- 56% BA/BS degree
- 75% employed full-time
- 51% no children in household
- 84% have taken domestic leisure trip in past 2 years, 38% international leisure trip
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Comments and projections based on those survey results:
Types of US travel best positioned for post-COVID-19:
- Drive markets
- Destinations with major diasporas wanting to visit friends/family there
- Destinations away from big cities
- Destinations that can draw tourists in August-November
Types of US travel most disadvantaged by COVID-19 through the rest of 2020:
- Cruises
- Big cities, especially those portrayed in media as "pandemic hotspots"
- Festivals
- Group tours
- Theme/amusement parks
Survey results regarding advertising are difficult to interpret. But here's a trial scenario:
Most people don't want travel companies to stop advertising altogether. But they're receptive to ads that acknowledge the challenges that COVID-19 poses for them as would-be travelers, and also help them envision the wonderful trip they'll be able to take to your destination post-COVID-19.
See also these related articles:
Americans are consuming more media, don't want advertising to stop during COVID-19
Why suddenly running only COVID-19 feelgood ads is a bad idea
- David
