12/10/2021

Update 12/10/21: Ohio's Travel Industry and the Coronavirus (COVID-19)

Travel Research

SURVEY SHOWS OMICRON VARIANT IS MORE LIKELY TO AFFECT TRAVEL DECISIONS OF THE VACCINATED THAN THE UNVACCINATED

Key findings from MMGY Global conducted Dec. 3 - 5, 2021

• 45% of the respondents who are familiar with the Omicron variant are less likely to travel in the next three months because of related concerns. 
• Unvaccinated travelers' intentions appear to be far less impacted than those of the vaccinated. The survey found 39% of vaccinated adults familiar with Omicron say news of the variant has no impact on their likelihood to travel in the next three months, while the majority (71%) of those who are unvaccinated say this news does not impact their liklihood to travel. 
• As scientists learn more about how Omicron behaves, the next couple of weeks will be very important in determining how much of an impact this new variant is likely to have on travel plans. A significant percentage of Americans say it would have an effect on their likelihood to travel.
• 43% say they would be significantly less likely to travel if scientists determine Omicron is more likely to result in hospitalizations.
  
• 34% say they would be significantly less likely to travel if scientists determine Omicron is more resistant to current vaccines.
  
• 32% say they would be significantly less likely to travel if scientists determine Omicron is more easily transmitted.
• 67% of Americans support President Biden’s decision to increase testing requirements for inbound international travelers to the United States.
  
• 64% of Americans believe airlines should require all passengers to be fully vaccinated in order to fly domestically, and 67% believe this requirement should be in place for international travelers.

WHILE OMICRON IS CAUSING CONCERN FOR SOME TRAVELERS, CANCELLATIONS ARE MINIMAL DURING THE HOLIDAY SEASON

Key findings from Scott's Cheap Flights published Dec. 7, 2021

• Although nearly two-thirds of respondents are concerned about Omicron disrupting holiday plans, cancellations have been minimal. About 87% of those surveyed are continuing with their holiday plans.
• Most people are traveling to visit their families, which could be why more people are comfortable traveling during this new variant. 
• 62% of those surveyed said they are worried about Omicron disrupting their travel plans, compared to 79% that are worried the variant will disrupt their 2022 travel plans.
• Of those who were planning to travel for Christmas prior to the news of the Omicron outbreak, 87% have not changed their plans. 
• 10% have cancelled or postponed plans, while 3% changed their destination. 
• Of those who were unsure about their plans prior to the Omicron announcement, 27% have since decided not to travel, while 45% remained undecided. 
• Of those who were planning to travel for New Year's before Omicron, 85% have not changed their plans, while 11% have either cancelled or postponed, and 4% changed the intended location. 

VISITOR SATISFACTION SCORES MAY BE LOWER THIS SEASON THAN IN THE PAST

Key findings from IMPACTS Research published Nov. 24, 2021

• While visiting a major metropolitan area has historically been the leading factor influencing where people decide to travel, this is not the case during the pandemic or during the season overall. The top motivator is visiting friends and family. 
• This is different than before the pandemic, and it has possible implications for cultural organizations. 
• Visiting friends and family has notably increased as a top motivator to travel during the pandemic, and has displaced visiting a major metropolitan area as the most frequently cited leisure travel motivator. 

• This trend may impact marketing decisions and emphasize local area engagement this season. 
• Visitor satisfaction and value-for-cost may take a slight hit for your organization this season. When you cross-tabulate average visitor satisfaction among recent visitors to both exhibit and performance-based organizations by their primary leisure destination selection, people who are in the city or location primarily to visit friends and family indicate lower average satisfaction with their cultural organization visits than people visiting that area for other leisure-related reasons. 

Travel Research Round-Up

This week's latest trends and traveler sentiments in a one-page research summary, including some updates on the new Omicron variant. 

 View Research Round-Up Here