- Americans’ openness to travel inspiration (measuring 6.0 on a scale of 0-10)
- Those in a travel readiness state-of-mind (58.6%)
- Excitement levels about travel in 2021 (6.1 on a scale of 0-10)
- The percent of American travelers who believe the COVID-19 vaccines are safe (67.8%)
- The percent of American travelers that will be getting vaccinated against COVID-19 (61.4%)
- The proportion of American travelers who are more optimistic about being able to safely travel in the next six months due to vaccine availability (56.4%)
- The percent of American travelers saying they have begun planning and booking trips specifically in anticipation of vaccines being available (33.7%)
- The percent of American travelers who say discounts and price cuts can motivate them to take a trip they had not previously considered (43.0%)
- The percent of American travelers that said they would be happy if they saw an advertisement promoting their community as a place for tourists to come visit when it is safe (40.3%)
Advocacy
OTA members can access timely information on the latest travel sentiment and behaviors. Whether you are focused on individual leisure markets, groups or business markets, you'll find useful data on visitor trends and expectations.
Nov. 15
MILLENNIALS SEEM TO BE GUIDING THE WAY WITH OVERNIGHT TRIPS AND DAY TRIPS. ADDITIONAL INFORMATION ON WHERE GENERATIONS ARE RESEARCHING DESTINATIONS IS SHARED.
Key findings from Future Partners, published Nov. 12:
- Nearly half of Americans took an overnight trip in the past month. The majority being Millennials.
- Nearly 30% of Americans expect to travel more in the next year, again majority being Millennials.
- Over half of Americans took a day trip in the past month, however, year-over-year numbers are down.
- Interestingly, almost 30% of Americans have visited destinations featured in movies or TV.
- Instagram ranked high among Millennials (35%) and Gen Z (32%) for research on potential travel destinations last month.
- After digging deeper for generations top five places to research destinations, Future Partners found TikTok is the top choice for Gen Z travelers and Facebook is the only platform to make top five on all generational lists.
Nov. 11
MILLENNIALS SEEM TO BE GUIDING THE WAY WITH OVERNIGHT TRIPS AND DAY TRIPS. ADDITIONAL INFORMATION ON WHERE GENERATIONS ARE RESEARCHING DESTINATIONS IS SHARED.
Key findings from Future Partners, published Nov. 12:
- Nearly half of Americans took an overnight trip in the past month. The majority being Millennials.
- Nearly 30% of Americans expect to travel more in the next year, again majority being Millennials.
- Over half of Americans took a day trip in the past month, however, year-over-year numbers are down.
- Interestingly, almost 30% of Americans have visited destinations featured in movies or TV.
- Instagram ranked high among Millennials (35%) and Gen Z (32%) for research on potential travel destinations last month.
- After digging deeper for generations top five places to research destinations, Future Partners found TikTok is the top choice for Gen Z travelers and Facebook is the only platform to make top five on all generational lists.
Nov. 1
WITH THE HOLIDAY SEASON UPON US, TRAVELERS HAVE STARTED SHARING WHERE THEY ARE GOING, WHO THEY ARE SEEING, AND HOW MUCH THEY ARE SPENDING ON TRAVEL DURING THE GATHERING SEASON
Key findings from Longwoods International, fielded Oct. 9:
- American travelers were asked what the most appealing reasons are for visiting small, locally-owned business while on vacation. Their top responses included:
- Buying from and supporting small businesses (66%)
- Browsing and/or buying local products (66%)
- Enjoying the experience and environment of a local business (62%)
- Learning more about locally-made products (45%)
- As for finding information on small and local businesses, Americans said they online search (53%), learn from friends, family, and other visitors (48%), and take tips and suggestions from locals (45%).
- The holiday season is officially here. 64% of Americans said they plan to travel about the same amount as last year during the jolly season. This has increased compared to 58% in 2023.
- In preparation for holiday travel plans, Americans share who they plan to travel with this year. Most respondents said they want to travel with their significant other (49%) or immediate family (46%).
- As for activities Americans plan to participate in during this holiday season:
- 61% said visit friends/relatives
- 57% said go shopping
- 46% said see holiday lights
- 27% said visit a national park, state park, or monument
- 27% said visit a festival
- 26% said visit a museum, art gallery, or other arts/cultural institution
Oct. 18
TRAVELERS SHARE PLANS FOR THE THANKSGIVING HOLIDAY. TRAVELERS ALSO SHARE JUST HOW MUCH THEY ARE WILLING TO SPEND DURING THE THANKSGIVING HOLIDAY.
Key findings from The Vacationer, fielded Oct. 4:
- Travelers are planning to travel more for Thanksgiving (22%) than Christmas/Hanukkah/Kwanzaa (16%). However, most travelers are planning to travel for all the major holidays during the season (29%).
- Americans in New Jersey, New York, and Pennsylvania are most likely to travel for Thanksgiving this year (70%).
- Nearly 47% of adults are planning to spend over $500 to travel for a vacation or holiday gathering for Thanksgiving. When breaking it down:
- 14% plan to spend $501-$1,000.
- 16% plan to spend $1,001-$1,500.
- 11% plan to spend $1,501-$2,000,
- 6% plan to spend $2,000 or more.
TRAVELERS INCREASINGLY CHOOSE EXPERIENCES FIRST, THEN SELECT A DESTINATION. SAFETY IS A KEY FACTOR AS WELL.
Key findings from McKinsey & Company, published Sept. 17:
- Though cost and quality experiences still are high when travelers are booking their trips, safety and security at the destination is top of mind. 81% of respondents said they find safety important where as 65% said cost, and 63% said range/quality of activities.
- Experiences are important. In fact, 52% of Gen Zers said they would splurge on experiences, compared to 29% of baby boomers.
- Though we live in a very digital age, 47% of experience booking still happens over the phone or via walk-ups. Only 22% of booking occurs online.
Sept. 27
AMERICANS ARE EXCITED TO PARTICIPATE IN FALL ACTIVITIES. POLITICAL REPUTATIONS OF DESTINATIONS ARE STARTING TO HAVE AN IMPACT ON TRAVEL DECISIONS.
Key findings from Longwoods International, fielded Sept. 11:
- A steadiness remains for travelers, with 91% of Americans having travel plans in the next six months, the same as in August.
- Financial situations and transportation costs impacting travel decisions also remain the same as August with 28% of respondents saying personal financial situations would greatly impact their decision to travel in the next six months and 23% of respondents saying transportation costs would greatly impact their decision to travel in the next six months.
- Though concerns on transportation costs remain steady, 20% indicated gas prices would greatly impact their decision to travel in the next six months, down from 22% in August.
- Inflation impacting Americans decision to travel has also gone down from 30% in August to 28% in September.
- Political reputation of a destination is starting to play a role in influencing Americans decision to travel to a location:
- In September, 45% said political reputation does not influence their travel decisions, compared to 43% in July 2024.
- In September, 25% said political reputation does influence their decision but is not the main deciding factor, compared to 23% in July 2024.
- As for what fall events Americans plan to participate in, they are eager to visit friends and family (65%), take a road trip (46%), visit a nation or state park (32%), view fall foliage (29%), and attend a festival (21%).
Sept. 13
SUMMER WAS BUSY FOR TRAVELERS WITH THE HIGHEST NUMBER OF LEISURE TRIPS TAKEN IN THE LAST TWO YEARS. AMERICANS ARE EXPECTED TO SPEND MORE ON TRAVEL.
Key findings from Future Partners, fielded Aug. 2024:
- The share of Americans reporting being better off financially than a year ago remains stable at 32% in August 2024.
- Younger travelers (Gen Z and Millennials) are more likely to report positive financial conditions than older travelers (Gen X and Baby Boomers). For example, 36% of Gen Z and 42% of Millennials report being better off financially now compared to a year ago, while 28% of Gen X and 26% of Baby Boomers report the same.
- Travelers' willingness to spend money on travel has remained steady. In August 2024, 35% of Americans agreed that now is a good or very good time to spend on travel.
- A significant portion of travelers view travel as a high budget priority. In August 2024, 59% of travelers said that travel will be a high budget priority in the next three months.
- Americans are expected to spend more on leisure travel than ever before, with the maximum expected leisure travel spending in the next 12 months reaching a record-breaking $5,413 in August 2024.
- Americans enjoyed a busy summer travel season, with the highest levels of leisure trips recorded in the last two years. In August 2024, 48% of Americans took at least one overnight leisure trip.
- Many travelers have trips planned for the fall and beyond. In August 2024, 30% of American travelers had trips planned for September, and 33% had trips planned for October.
Aug. 30
USING CHATGPT OR OTHER AI SOFTWARE WHILE PLANNING A TRIP HAS INCREASED FOR TRAVELERS. AMERICANS ALSO SHARE WHAT LEVEL OF SERVICE THEY HAVE RECEIVED IN THE LAST THREE MONTHS COMPARED TO BEFORE THE PANDEMIC.
Key findings from Longwoods International, fielded Aug. 6:
- The percentage of travelers with plans in the next six months to take a trip has slightly decreased from 92% in July to 91% in August
- Inflation greatly impacting travelers to travel in the next six months has increased 6% from 24% in July to 30% in August.
- Americans continue to share what level of service they received over the last three months from a tourism and hospitality business:
- 17% said a higher level of service than before the pandemic.
- 62% Said the same level of service as before they pandemic.
- 22% said a lower level of service than before the pandemic.
- 65% also said while they are traveling in the next three months, they expect to receive the same level of service as before the pandemic.
- Using ChatGPT or other AI software during the trip planning process in the last six months has increased.
- 67% of respondents said they did not use AI in their trip planning, as compared to 64% in February.
- 19% of respondents said they did use AI in their trip planning, as compared to 14% in February.
- 14% of respondents said they do not know what AI is, as compared to 22% in February.
Aug. 16
THOUGH 39% AGREE WE WILL ENTER A RECESSION IN THE NEXT SIX MONTHS, AMERICANS ARE FEELING BETTER OFF FINANCIALLY COMPARED TO LAST YEAR, ESPECIALLY MILLENNIALS AND YOUNGER. BUSINESS TRAVEL CONTINUES TO GROW.
Key findings from Future Partners, fielded July 16-27:
- Compared to last year at this time, travelers are feeling better off financially. When asked if they were better or worse off:
- 34% said better or much better off compared to 27% in 2023.
- 37% said neither better nor worse.
- 30% said worse or much worse off.
- For the 34% who said they were better or much better off:
- 47% were millennials or younger.
- 30% were Gen X.
- 24% were boomer or older.
- Travelers also feel now is a good time to spend on leisure, with 34% saying it is a good time or a very good time.
- 39% of American travelers agree or strongly agree that we will enter a recession in the next six months. Of this 39%:
- 45% were Millennials or younger.
- 41% were Gen X.
- 30% were Boomer or older.
- As for business travel, 22% took one or more overnight business trips one month prior to July 16. This is up from about 17% in 2023.
July 31
Updates 07/31/2024: Ohio's Travel Industry and Current Travel Research
SUPPORT FOR SPORTING EVENTS SLIGHTLY INCREASES AMONG RESIDENTS, WITH ENHANCEMENT OF LOCAL QUALITY OF LIFE AS ONE REASON
Scoring Goals for Community Development: Sport Tourism, Resident Sentiment, and the Changing Sporting Event Landscape report generated by Cimarron Global Solutions and Longwoods International with support from the Greater Columbus Sports Commission.
The following are a few highlights you’ll discover in the report. The Ohio Travel Association is offering an Ohio Travel Talk online discussion with Dr. Jennifer Stoll (Cimarron Global Solutions) and Linda Logan (Greater Columbus Sports Commission) on Sept. 24 at 11 a.m. Registration for this free discussion opens soon but mark your calendars now.
- Support for sporting events slightly increased from 2022 among community residents, with 60% saying youth and amateur events are beneficial to their local economy.
- 56% agree that these events improved the quality of life within their communities.
- Respondents in the Midwest and South are slightly more supportive of sporting events hosted within their communities, and support for college and professional sporting events increased 4% in both regions over the previous year.
- Researchers recommend that communities should identify their sports assets, resources and skills, as well as work with community partners to identify opportunities and create strategy.
- Researchers also provide information and advice for pursuing sports activity at all levels, including high school playoff games, youth sports tournaments and events organized by local parks districts and departments. One does not have to host a national event to attract competitors and their families.
July 26
INTENT TO TRAVEL REMAINS STRONG, HOWEVER; POLITICAL REPUTATIONS AND A DESTINATION'S PERCEPTION AS BEING WELCOMING MAY IMPACT TRAVEL PLANS
Key findings from Longwoods International fielded July 10, 2024:
- 37% of American travelers report that the political reputation of potential destinations is a factor in their travel selections. It may not be the predominant factor in their ultimate destination choice, but it is there. In fact, 14% of travelers tell us that they avoid some destinations because of their political reputations/policies. This is significant and poses a challenge to destination marketers as it is an image factor they cannot control.
- While 72% of American travelers indicate that they have not changed their travel plans over the past year due to a city/state’s political reputation, the other 28% report ways in which they have altered their travel plans as a result including:
- Postponing travel (10%)
- Changing the destination to avoid a specific city or state (9%)
- Altering their itinerary to avoid certain areas (7%)
- Canceling their trip (6%).
- 32% of travelers say that a destination’s reputation for being welcoming and inclusive to diverse groups impacts their decision to travel to specific destinations, with 14% saying it greatly impacts their destination selection.
- Despite ongoing economic concerns, demand for travel through the summer and into fall remains at near record post-pandemic levels with 92% of American travelers saying they have plans to go somewhere in the next six months.
July 12
OVER HALF OF AMERICAN TRAVELERS HAVE A TRIP PLANNED THE NEXT TWO MONTHS. TRAVELERS ARE EXPECTED TO SPEND MORE ON TRAVEL IN THE NEXT YEAR. ROAD TRIPS ARE THE MOST POPULAR MODE OF TRANSPORTATION.
Key findings from Future Partners, fielded June 2024:
- Over half (50.7%) of American travelers have a trip planned in July or August.
- Gen X (54.5%) and Baby Boomers (53.8%) are more likely to travel in July/August than Millennials (46.9%) and Gen Z (35.9%).
- Parents with school-aged children are more likely to travel (54.1%).
- 8% of travelers expect to travel more in the next 12 months.
- 2% of travelers expect to spend more on travel in the next year.
- 3% of travelers say leisure travel will be a high budget priority in the next 3 months (down from previous month).
- Taking a road trip is the most popular mode of transportation (72.1%).
- 12.4% of travelers have hybrid vehicles, 5% have electric vehicles.
- 70.5% of EV owners would be comfortable on a 300+ mile road trip.
June 21
AAA PROJECTS 70.9 MILLION TRAVELERS WILL TRAVEL 50 MILES OR MORE FOR THE FOURTH OF JULY, INCREASING 8% FROM 2019. 60.6 MILLION OF THESE TRAVELERS WILL TAKE A ROAD TRIP TO REACH THEIR DESTINATION FOR THE BIG CELEBRATION.
Key findings from AAA Newsroom, fielded May 2024:
- AAA projects 70.9 million travelers will travel 50 miles or more for the Fourth of July. This is a 5% increase compared to 2023 and 8% increase over 2019.
- More Americans are taking extended trips due to summer vacations and remote work flexibility.
- AAA projects a record 60.6 million people will travel by car leading up to July 4 and following. This is an increase of 2.8 million travelers compared to last year and surpasses 2019 numbers.
- Gas prices are lower than last year and expected to remain stable until after Labor Day.
- AAA projects a record number of air travelers (5.74 million) for Independence Day. This is a 7% increase compared to last year and 12% increase over 2019.
- More than 4.6 million people are expected to travel by other modes of transportation (bus, cruise, train). This is a 9% increase compared to last year but lower than 2019 figures.
AMERICAN TRAVELERS SHARE THEIR INTEREST IN USING ELECTRIC VEHICLES FOR ROAD TRIPS. AMERICANS ALSO SHARE WHERE THEY PLAN TO VISIT THIS SUMMER AND THEIR PERCEPTION CUSTOMERS SERVICE.
Key findings form Longwoods International, fielded June 12:
- 23% indicated concerns about personal financial situation would greatly impact their decision to travel in the next six months, down from 29% in May.
- American travelers' interest in using Electric Vehicles (EVs) for trips has decreased:
- Only 24% used an EV in the past 6 months, down from 29%
- Only 26% are likely to use an EV on their next trip, down from 37%
- Summer travel activities for Americans include:
- Visiting friends and family (56%)
- Visiting beaches (51%)
- Taking a road trip (49%)
- Exploring cities (42%)
- Visiting a winery, brewery, or distillery (19%)
- Perception of travel customer service is improving. 68% report same service level as pre-pandemic where as 13% report lower service level, down from 22%.
June 14
MORE THAN 73% OF AMERICAN TRAVELERS ARE PLANNING TO VACATION AT LEAST ONCE OVER THE NEXT THREE MONTHS WITH NEARLY 30% PLANNING A LEISURE TRIP FOR THE FOURTH OF JULY; THIS REPORT ALSO SHARES JUST HOW MANY AMERICANS HAVE TAKEN A TRIP WITH THEIR FURRY ONE OVER THE LAST 12 MONTHS.
Key findings from Future Partners, fielded May 2024:
- More than 73% of American travelers say they plan to take at least one leisure trip over the next three months.
- Nearly 30% report a trip planned for the Fourth of July holiday alone.
- More than 60% of American travelers prioritize spending on leisure travel in the next three months.
- 73.5% of American travelers are likely to take at least one leisure trip during this period.
- 65.2% have a leisure trip planned for June, July, and/or August.
- 29.1% have a trip planned for the Fourth of July, with fewer planned for Memorial Day weekend and Labor Day.
- 21.4% of American travelers have taken a trip with a pet in the past twelve months with Millennial and Gen Z-aged travelers are driving pet travel trends.
- Usage of travel agents/advisors has declined, with just 15.6% of American travelers turning to this resource for trip planning assistance in the past year.
CONNECTED TV FORECASTS 9.5% GROWTH ANNUALLY, RAISING THE BAR FOR AD SPEND BY 2028; GLOBAL MARKETERS FEEL CONFIDENT IN THEIR ROI; SOCIAL MEDIA CONTINUES TO DOMINATE FOR ROI
Key findings from Nielsen, fielded Dec. 2023:
- Despite economic challenges, 72% of global marketers expect bigger ad budgets in 2024.
- Social media continues to be a top channel for marketers, with an average ROI 36% higher than the average ROI across all media.
- 70% of marketers plan to prioritize performance marketing over brand-building initiatives.
- Targeting accuracy for digital ads is low, averaging only 65% on-target rate in North America (64% in the US and 66% in Canada).
- Streaming services accounted for 36% of TV usage in the US by the end of 2023. This study found that campaigns dispersed across channels achieve better reach. Campaigns concentrated in a single channel (e.g., online video content) have a maximum target reach of 17%.
- GroupM, a media-based investment group, forecasts a compound annual growth of 9.5% for CTV (Connected TV) ad spend, reaching $45.8 billion by 2028.
- 84% of global marketers report being extremely or very confident in their ROI measurement capabilities (up from 69% in 2023).
- However, only 38% say they evaluate the holistic ROI of their marketing efforts by measuring traditional and digital marketing together.
May 31
AMERICAN TRAVELERS PLAN TO SPEND MORE ON TRAVEL IN THE NEXT 12 MONTHS WITH HYBRID WORKERS ANTICIPATING SPENDING THE MOST. TRAVELERS ALSO SHARE IF THEY ARE USING AD-SUPPORTED PLATFORMS
Key findings from Future Partners, fielded April 2024:
- American travelers who said their current household financial status was better or much better dropped to a seven-month low of 30.2%. Meanwhile, 45.6% of total U.S. travelers anticipate being better off financially next year.
- Gen Z (46.1%) and Millennials (40.4%) are more optimistic about their financial status compared to other generations.
- 32.3% of American travelers said the present is a good or very good time to spend money on travel. 58.6% say that travel spending will be a high priority for them in the next three months.
- Expectation to spend more on leisure travel in the next 12 months increased to 33.6% and the average maximum annual spend for leisure travel in the next 12 months reported this month was $4,826.
- You may want to start thinking about where you are sharing your television ads:
- 7% of American Travelers are using Prime Video's ad-supported tier while 28.2% are paying for the ad-free tier.
- Hulu and Prime Video are the only platforms that have a higher share of U.S. travelers who opt for the ad-supported tier.
- Gen X (37.5%), Millennial (36.9%) and Boomer+ (32.2%) travelers are much more likely to be on ad-supported Prime Video compared to Gen Z (26.4%).
- Hybrid workers have the highest annual travel budget ($6,369) and were the most likely to say they expect to travel more (36.4%) as well as spend more (38.9%) on travel in the next 12 months.
- Visiting friends and family (50.9%), relaxation (45.6%) and escaping the stress of daily life (34.2%) are the most common trip motivators.
May 24
INTENT TO TRAVEL IS HIGH, BUT CONCERNS ABOUT PERSONAL FINANCES ARE CHANGING HOW VISITORS PLAN TO TRAVEL AND WHERE THEY INTEND TO SPEND THEIR MONEY
Key findings from Longwoods International, fielded May 8:
- American travelers who plan to travel in the next six months has increased from this time last year with 93% reporting plans to travel in the next six months compared to 89% in 2023.
- Concerns about personal financial situations has also increased from this time last year - 29% say personal finances will greatly impact their decision to travel in the next six months compared to 24% in 2023.
- How are travelers adjusting travel plans given financial situations?
- 33% are reducing how much they spend on retail purchases
- 32% are choosing destinations closer to home
- 29% are reducing how much they spend on entertainment and recreation
- 27% are reducing spending on food and beverage
- Travel cost greatly impacting Americans traveling in the next six months has stayed the same since March of this year with only 23% feeling concerned over this.
- 20% of American travelers said they are very likely to travel internationally in the next 12 months. Top intentions for international travel include historic places and landmarks (38%), unique activities and adventures (37%), exotic experiences (36%), and distinctive cuisine and food experiences (34%).
May 10
LOYALTY PROGRAMS ARE IMPORTANT FOR CREDIT CARD USERS WHO TRAVEL
Key findings from iSeatz:
- Credit cards significantly influence consumer behavior and travel spending due to their link to how consumers pay for their travel.
- 49% of consumers said saving money on travel is what they value most from their loyalty programs.
- With the demand for travel increasing, credit card and banking rewards programs have a market ready to spend on travel.
- Travel rewards often have a higher reward value per dollar spent and come with additional benefits like free checked bags.
- 76% of the cards in the analysis now offer point redemption or a statement credit for tours and activities, an increase of more than 20 percentage points over 2023. Six new cards began providing this benefit, and 60% of the cards now offer this benefit for live events.
- 29% of Millennials would spend up to 5% more on travel to preserve their status or receive bonus benefits compared to just 8% of Silent Generation respondents and the 25% survey average.
- 26% of Gen Zers would spend between 6% and 10% more, while only 15% of Boomers said the same.
April 26
LONGWOODS REPORTS 7% OF AMERICANS TRAVELED AT LEAST 50 MILES FROM HOME TO SEE THE SOLAR ECLIPSE ON APRIL 8. AMERICANS SHARE THEIR FEELINGS ON WORK/LIFE BALANCE IN 2024 COMPARED TO 2023.
Key findings from Longwoods International, fielded April 10:
- Concerns on personal financial situations (25%), transportation cost (23%) and inflation (25%) remain as reasons greatly impacting Americans not to travel in the next six months.
- Longwoods reports 7% of Americans traveled at least 50 miles from their home to view the Solar Eclipse and 8% traveled less than 50 miles.
- Among those who traveled at least 50 miles to see the phenomenon:
- 44% took a day trip
- 39% stayed 1-2 nights away from home
- 9% stayed 3-5 nights away from home
- Americans also reported on their work/life balance in 2024 to compare to 2023:
- 36% reported they are less likely to work during leisure travel in 2024 compared to 28% in 2023
- 27% reported being more focused on work/life balance in 2024 compared to 25% in 2023
- 24% reported they are more likely to work on-site than remotely in 2024 compared to 20% in 2023
- 10% reported most likely including leisure activities while on a business trip in 2024. This is no change to 2023.
MEMORIAL DAY WEEKEND IS LESS THAN TWO MONTHS AWAY. AS THE UNOFFICIAL START TO SUMMER, AMERICAN TRAVELERS HAVE STARTED TO SHARE WHAT THEIR TRAVEL PLANS ARE FOR THE UPCOMING SEASON.
Key findings from The Vacationer, fielded March 27:
- 82% of American adults plan to travel at least once (40%), or more than once (42%) this upcoming summer. Those who plan to travel more than once during the warmer months make up about 108 million Americans.
- As for where they plan to travel this summer, 57% plan to travel domestically compared to only 25% who plan to travel either internationally (6%) or both domestically and internationally (18%).
- When asked if American adults plan to take a road trip this summer:
- 21% said yes, within 100 miles of home
- 21% said yes, within 250 miles of home
- 19% said yes, within 500 miles of home
- 25% said they do not plan to road trip this summer
- 75% of American adults who plan to road trip this summer account for nearly 196 million people. The age group with the most intentions to road trip this summer are American adults between the ages of 25 and 60.
- As for traveling over summer holidays, American adults do plan to travel during Memorial Day weekend (22%), Fourth of July (30%), and Labor Day weekend (20%). However, 55% of American adults do not plan to travel during any of these summer holidays.
PROFESSIONAL MARKETERS SHARE WHAT SOCIAL PLATFORMS THEY FIND TO HAVE THE HIGHEST ROI. WITH AI BECOMING A FAVORED TOOL, MARKETERS SHARE HOW THEY HAVE USED IT FOR BEST RESULTS. MEMES AND OTHER FUNNY CONTENT RESULTS IN HIGH ROI.
Key findings from HubSpot, fielded Jan. 2024:
- Professional marketers feel that YouTube (23%), Instagram (23%) and Facebook (22%) tend to have the best audience for participation on the platforms.
- As for what professional marketers find having a high ROI:
- 95% said long-form videos
- 96% said interview, podcasts and expert discussions
- 96% said temporary content like stories and polls
- With AI quickly becoming a favored tool among marketers, it is no surprise 71% reported using this new tool. They also said they use AI to create content that has performed better than made without (71%) and said using AI tools will be crucial in 2024 for successful social media strategies (87%).
- 17% of consumers have reported using AI chatbots to find what they are looking for.
- Marketers predict that consumers will search for brands on social media more than search engines in 2024 (87%). Consumers have reported they prefer to use social media to find the answers to what they are looking for (21%).
- Interestingly, 24% of marketers said that funny content has resulted in the biggest ROI this year and 94% rate memes as having average or high ROI.
April 12
TIMING AND POTENTIAL CHANGES IN DEMAND ARE KEY TO PRICING STUDIES
Key findings from Colleen Dilenschneider, published April 10:
- Understanding the price elasticity of demand is crucial to determine the right pricing strategy that the market will bear for your unique experience.
- Admission is just one method of audience access, and cultural organizations should develop targeted, affordable access to serve their audiences.
- Different pricing strategies include static pricing, differentiated pricing, variable pricing, and dynamic pricing.
- Timing is crucial when rolling out a price increase, and the best time to conduct a pricing study is in the year's second quarter.
- Organizations should not rely on just comparative/competitive price precedents, but should consider visitor research and consider the impact on membership when altering admission pricing.
- A data-informed method for carrying out a pricing study includes engaging an expert resource that values clinical, data-informed analyses, understands the total market and what their audiences value beyond price, and uses virtual modeling to save organizations from costly mistakes.
YOUNGER GENERATIONS FEEL THEY WILL LIKELY BE BETTER OFF FINANCIALLY COMPARED TO ONE YEAR AGO. TRAVEL BUDGETS AMOUNG GEN Z AVERAGES HIGH, WITH MANY PLANNING TRIPS 11 WEEKS OUT.
Key findings from Future Partners, fielded March 2024:
- 1 in 3 American travelers feel their household finances are better off now than one year ago, with younger generational cohorts likely to be in the "better off" camp.
- Younger travelers are more optimistic that their future finances will continue to improve.
- About 60% of travelers across all generations say travel will be a high priority in the next three months.
- Gen Zers report the highest maximum travel spending budget for the next 12 months, averaging $5,571.
- A one-week domestic leisure trip's average travel-planning window is 11.3 weeks.
- Spending time with loved ones tops the list of travel experiences travelers will prioritize in the next 12 months.
- More than one in three American travelers plan to travel outside the U.S. for leisure in the next 12 months.
- Family travelers skew Millennials and have an average annual household income of $107,000.
- Family travelers are showing very strong enthusiasm for traveling this year and are international-oriented travelers.
April 5
STRONG SPENDING PREDICTED IN 2024, COUPLED WITH AI-POWERED PERSONALIZATION TACTICS FOR EMPOWERED CONSUMERS
Key findings from Mastercard, published Ja. 2024:
- The Mastercard Economics Institute predicts that American consumers will continue to spend strongly in 2024 with stronger "real" spending due to easing inflation, although nominal spending growth may slow compared to the previous three years.
- In 2023, consumers fulfilled their "needs" for food and "wants" for concerts and movies, but impulse spending struggled.
- Retailers will focus on connecting with the "empowered consumer" and personalization tactics will shift from purely transactional to deeply empathetic.
- The search for just the right item is now getting a helping hand with AI, with companies exploring and testing how consumers react to specific promotions and prices while balancing their revenue targets.
- 44% of technology and business leaders at retail brands say they're already utilizing Generative AI (also known as GenAI), with another 37% planning to invest in GenAI in the next six months.
- The challenge for retailers is the right timing for new technologies that impact shopper behavior, with the big question for successful AI adoption being its ability to drive impact while balanced against a shopper's comfort level.
ONE IN FOUR AMERICAN TRAVELERS BRING ALONG PETS DURING THEIR LEISURE TRIPS; NEARLY TWO-THIRDS OF THESE PET TRAVELERS ARE BUDGETING HIGHER FOR BRINGING THEIR FURRY ONES ALONG FOR THE EXPERIENCE.
Key findings from Future Partners, published March 29:- The term "pet traveler" below refers to those traveling with their pet.
- On average, one in four American travelers are pet travelers, but in late autumn 2023, more than 30% traveled with their pets.
- Compared to overall American travelers, pet travelers are more likely to visit recreation areas or national parks on their most recent overnight leisure trip. They are also more likely to be interested in outdoor activities and camping.
- Nearly two-thirds of pet travelers say travel will be a high-budget priority for them in the next 12 months, and they are more likely to expect to travel more for leisure in the coming year.
- Pet travelers are more likely than overall travelers to be receptive to marketing on social media.
- Pet travelers are more likely to turn to Facebook, Instagram and TikTok than the non-pet traveler.
March 29
VISITORS INTEND TO TRY NEW ATTRACTIONS IN 2024 AND SKIP THE ONES THEY SAW IN 2023. ECONOMIC SITUATION MAY RESULT IN SHORTER TRIPS WITH BUDGET-FRIENDLY ACTIVITIES.
Key findings from PGAV’s Voice of the Visitor report, published March 2024:
- Visitors increasingly plan to visit attractions in 2024.
- Attractions they intend to visit include the following:
- 57% plan to visit historic sites
- 53% plan to visit national/state parks
- 50% plan to visit a zoo/animal attraction
- 50% plan to visit history museums
- 47% plan to visit theme parks
- However, intent to visit the same attraction they experienced last year fell from 69% in 2023 to 67% in 2024.
- Among those who expect the economy to improve, this is how they plan to travel:
- Will take longer trips (27%)
- Planning a bucket list trip (23%)
- Investing in annual passes/memberships (20%)
- How will they change their travel plans if the economy takes a downturn?
- Taking shorter weekend trips (29%)
- Finding budget-friendly activities (28%)
- Traveling off-peak season (27%)
- The top motivators for travelers include wanting to enjoy a relaxing environment (36%), spending time with family and friends (28%), and escaping from their daily routine (27%).
March 22
AMERICANS PLAN TO VISIT FAMILY AND FRIENDS MORE THAN IN 2023; AMERICAN TRAVELERS ALSO GIVE INSIGHT TO HOW FAR AND HOW LONG THEY PLAN TO TRAVEL FOR THE TOTAL ECLIPSE.
Key findings from Longwoods International, fielded March 6:
- As of March 6, 21% of American travelers plan to travel by car to see family and relatives within 200 miles of home. Meanwhile, 16% plan to travel more than 200 miles to do the same.
- Visiting family and friends has increased since 2024 with 54% of American travelers reporting on their next leisure trip to visit friends and family compared to 47% saying the same in 2023.
- Other activities travelers plan to do in 2024 on their next leisure trip include shopping (44%), exploring a city (44%), taking a road trip (39%), and going to the beach/waterfront (39%).
- American travelers also reported what influences greatly impact them when planning a leisure vacation:
- 36% said past visitation or personal experiences in destinations.
- 23% said recommendations from family and friends.
- 10% said television or streaming travel and food shows.
- 7% said content from travel accounts/influencer social media posts.
- With the Total Eclipse right around the corner, American travelers give input on whether they plan to travel at least 50 miles from home:
- 14% plan to travel at least 50 miles from home.
- 8% plan to travel less than 50 miles from home.
- 37% do not plan to travel and will view the Total Eclipse from home.
- 26% do not want to view the Total Eclipse.
- Among those who plan to travel at least 50 miles from their home, 43% plan to spend 1-2 nights away from home, 37% plan to return home the same day, 20% plan to spend 3-5 nights away from home, and 10% will spend more than five nights away from home.
CONVENTION AND GROUP MEETING TRAVELERS ANTICIPATE SIMILAR PARTICIPATION TO LAST YEAR. WITH MILLENNIALS BEING THE LEADER IN CONVENTION TRAVEL, THEY ALSO SAY THEY MAKE THE DECISION ON WHAT EVENTS TO ATTEND AND BELIEVE VISITING DESTINATIONS ALIGNED WITH THEIR PERSONAL/POLITICAL VIEWS IS IMPORTANT IN DECISION-MAKING.
Key findings from Future Partners (formally known as Destination Analyst), fielded Feb. 2024:
- When asking convention and group meeting travelers how organizations are currently making decisions about convention travel, 58% said they expect their company to travel about the same for business in 2024 as in 2023, and 22% expect to see more or much more business travel next year.
- Gen Z (31%) and Millennials (33%) are the most likely to travel for conventions/conferences in 2024.
- Business group travel is partly self-driven. More than half of Millennial convention travelers (50%) say they decide alone which work-related conventions/conferences they attend. In contrast, 26% of Gen Z, 20% of Millennials, 34% of Gen X, and 30% of Baby Boomers reported it is a decision for their employer.
- 57% of Millennial convention travelers agree or strongly agree that they will only travel to a convention if the destination aligns with their personal/political views.
Feb. 23
PERSONAL FINANCIAL SITUATIONS DECREASES IN INFLUENCING TRAVELERS DECISIONS TO TRAVEL IN THE NEXT SIX MONTHS; CHAT GPT AND GENERATIVE AI AS TRAVEL PLANNING TOOLS ARE GROWING SLOWER IN POPULARITY THAN SOME ORIGINALLY THOUGHT.
Key findings from Longwoods International, fielded Feb. 7:
- Concerns about personal financial situations significantly impacting American travelers' travel in the next six months have decreased. Now, only 26% of American travelers say this greatly affects their travel decision, compared to 29% in Jan. 2024.
- Inflation greatly impacts Americans' decisions to travel in the next six months, remaining the same as Jan. 2024 at 26%.
- As for the motivation for leisure travel, American travelers said relaxation (21%), a fun time (18%), spending time with immediate family/children (16%), and spending time with friends and relatives (16%) are among the top motivators for leisure travel.
- Though Generative AI and Chat GPT are growing in popularity as tools, they are growing slower as travel planning tools than some initially thought. Only 14% of American travelers reported using Chat GPT in their trip-planning process in the last six months.
Feb. 9
CONTENT MARKETERS SHARE THEIR PREDICTIONS AND GIVE A FORECAST TO BE READY FOR IN 2024
Key findings from Springboard, published Jan. 23:
- Content marketers predict AI being most effective for brainstorming and producing promotional copy assets for larger content pieces.
- As for the least effective use of AI, content marketers predict drafting large-scale content pieces and crafting design work or streamlining the design process will be least effective.
- Predictions show the most success for content will be used in social media (71%) and during in-person experiences/events (41%).
- Content marketers also had a thing or two to say about distribution channels, with 54% of content marketers saying organic, 48% saying paid social, 46% saying email, and 44% saying SEO/organic search will be most successful.
- As for goals and roadblocks:
- 35% say their top content goal is generating more qualified leads; 56% say their top content priority is telling more engaging stories..
- 29% say their top internal challenge will be competing priorities; 51% said their top external roadblock will be platform changes (updates to algorithms, search methods).
Feb. 2
FOCUSING LESS ABOUT VISITING AND MORE ABOUT LIVING THE EXPERIENCES CONTINUES TO BE A TOP RECOMMENDATION
Key observations from MMGY’s US Travel Compass: 2024 Industry Outlook released Jan. 30:
- Authentic social media content that gives potential visitors an exciting taste of what they’re missing is paramount, even if that taste is something soothing and relaxing.
- Provide themed itineraries and immersive excursions.
- Create ways to extend event-driven travel. How do you create related experiences to keep people in town longer?
- Go after niche markets where you can excel.
- Highlight experiences you can only get from touching, seeing, smelling and tasting firsthand.
- Consider partnering with a local community nonprofit that is consistent with your brand to support your community.
- Continue to highlight locally-owned and locally-produced. It’s important to visitors.
- Continue to be involved in making your community a better place to live, as well as to visit.
DEMAND FROM REVENGE TRAVEL BEING REPLACED BY DEMAND DUE TO PRIORITIZING TRAVEL AND EXPERIENCES; TARGETING MARKETING EFFORTS REMAINS KEY TO ATTRACTING BUSINESS
Key observations from Deloitte 2024 Travel Outlook:
- Travelers are shifting from making up for lost travel due to the pandemic to prioritizing travel.
- Leisure travel grew in 2023 and is anticipated to continue growth in 2024.
- Corporate travel continues to recover, but business leaders are expected to closely manage travel budgets due to the economic and political environment.
- If the economy hits a rough patch, there may be fewer lower-income households traveling; American travelers may shorten the number of trips, lengths of stay and distance traveled; younger and lower-income travelers may stay with friends and relatives versus paid lodging.
- Marketers will need to create a more targeted approach for attracting visitors.
Jan. 26
LONGWOODS INTERNATIONAL STUDY SHOWS CAUTIOUS OPTIMISM FOR THE NEW YEAR
Key findings from Longwoods International, fielded Jan. 10:
- According to the latest Longwoods International Tracking study, 92% of American travelers plan to travel in the next six months. This number is close to record highs of the last twelve months.
- Although Americans are looking to travel, inflation weighs heavy on their minds. 29% of travelers reported concerns about their personal financial situation would greatly impact their travel in the next six months. This percentage is the highest number in a year.
- Similarly, the percentage of travelers that reported their future travel would be greatly impacted by transportation costs increased 10%, up to 29%, from November to January.
- It is important to understand how inflation and financial situations affect potential travelers so you can better cater to the audience that is highly willing to travel, but wary of what it means for their pocketbooks.
Jan. 19
SOJERN SHARES TOP THREE TRENDS ON UNDERSTANDING AND REACHING YOUR AUDIENCE IN 2024
Key findings from The Drum, published Jan. 16:
- 2023 had both optimism and obstacles, with new challenges like inflation, global conflict, and the massive technology shift of generative artificial intelligence (AI).
- It is important for marketers to understand their traveling’ audiences and identify the best places to reach them.
- Though consumers want personalization, they also want privacy. In 2024, Google cookies will disappear, leaving marketers without a key tool used to understand how users react to ads, yet, 71% of consumers expect personalization.
- Sustainability is no longer a trend but a must, and companies will need to go deeper to meet greater consumer demand and government regulations. ‘Slow travel’ is gaining steam, emphasizing the importance of connecting travel experiences with local communities and the environment.
- Experiences matter more than mass consumption, with Millennials and Gen Z spending 80% on services and 20% on goods. The experiences market in travel is valued at $320 Billion.
Dec. 22
AAA PROVIDES PROJECTIONS TO JUST HOW MANY TRAVELERS PLAN TO HIT THE ROAD THIS HOLIDAY SEASON; THOUGH 2019 REMAINS THE BUSIEST FOR HOLIDAY TRAVEL, 2023 NUMBERS ARE CREEPING UP TO THE RECORD-HIGH
Key findings from AAA, fielded Oct. 9:
- AAA projects 115.2 million travelers will head 50 miles or more from home over the 10-day year-end holiday travel period. However, 2019 remains the busiest Christmas and New Year’s travel period, with 119 million travelers.
- This year’s total number of domestic travelers is a 2.2% increase over last year and the second-highest year-end travel forecast since 2000.
- AAA expects nearly 104 million people will drive to their holiday destinations, increasing from 1.8% compared to 2022.
- This year’s projected number of drivers hitting the road this holiday season is the second highest on record after 2019 when 108 million drove to their destination.
- Drivers can expect to pay about the same or less for a gallon of gas than they did last holiday season.
- The number of people traveling by other modes, like bus and train, is projected to surpass 2019.
- AAA expects more than 4 million Americans will take alternative transportation over Christmas and New Year’s compared to 3.66 million in 2022 and 3.89 million in 2019.
Dec. 8
THE 2023 DELOITTE HOLIDAY TRAVEL SURVEY SHOWS INCREASE IN SPENDING FOR TRIPS DURING THE JOLLY SEASON AND WHY GEN Z PLANS TO SPEND MORE THAN EVER; LAPTOP LUGGERS ARE MORE LIKELY TO PARTICIPATE IN IN-DESTINATION ACTIVITES COMPARED TO THOSE WHO COMPLETELY DISCONNECT.
Key findings from Deloitte, fielded Sept. 2023:
- Americans’ financial situation has improved slightly since 2022 and health concerns continue to subside. When ask which (if any) travel products or activities they planned to partake in:
- 56% said they plan to use a hotel and stay with family or friends.
- 15% said they plan to use a private rental.
- 33% plan to fly domestically.
- 53% plan to road trip.
- Participation is up across most travel activities. Activities that have increased since 2022 include visiting a major attraction (43%), adventure or outdoor activities (40%), and guided trip or sightseeing tour (29%). The only activity that has decreased since 2022 is small groups or one-on-one classes (9%).
- With financial situations improving, budgeting for trips has also increased. Specifically, Gen Z is top of list for spending the most money for the 2023 holiday season. But why are their trips more expensive this year than 2022?
- 45% said they are doing better financially.
- 20% said they work remote which give more flexibility.
- 16% said it is because of higher travel prices.
- One in three travelers are ‘laptop luggers’ (travelers who work on vacation). About half of laptop luggers say they work on vacation because they are concerned about separating work from leisure when working on their holiday trip.
- Despite the fact that laptop luggers plan to work on vacation, they show greater interest in participating in activities while in a destination, compared to those who don't plan to keep connected to work:
- 43% of laptop luggers are visiting a major attraction compared to 39% of those who disconnect.
- 28% of laptop luggers are taking a guided tour compared to 25% of those who disconnect.
- 32% of laptop luggers are attending a public event compared to 26% of those who disconnect.
- 43% of laptop luggers are participating in an outdoor activity compared to 37% of those who disconnect.
INFLATION STILL GREATLY IMPACTS TRAVELERS DECISIONS OVER THE NEXT SIX MONTHS. HOLIDAY TRAVELERS GIVE INSIGHT TO WHERE AND HOW THEY PLAN TO TRAVEL DURING THE SEASON.
Key findings from Longwoods International, fielded Nov. 15:
- Inflation greatly impacting decisions to travel in the next six months has increased only slightly since Oct. from 20% to 22%
- When thinking about travel plans for the holiday season in 2023 compared to 2022, visiting friends and family continues to stay as top priority while also increasing. In 2022, 70% of people’s plans were to visit friends and family while now 74% plan to do so.
- Other activities travelers plan to participate in during the holiday season include:
- Going shopping (59%).
- Seeing holiday lights (47%)
- Visiting a national or state park, or monument (26%)
- Attending a festival/fair (24%).
- Traveling by car for Christmas, Hanukkah, Kwanzaa, New Year’s Eve and any other holiday celebrations will happen by car. In fact, 63% plan to travel by care compared to only 27% by plane.
Dec. 1, 2023
HOLIDAY TRAVEL PREDICTED TO INCREASE. ONLINE BOOKING, SUSTAINABILITY, AND LATE AND CONTACTLESS LODGING CHECK-INS AMONG WHAT TRAVELERS MAY BE SEEKING
Key findings from PwC:
- Nearly 40% of consumers will spend more this holiday compared to last year. In fact, consumers will spend 7% more than they did in 2022, averaging $1,530 on gifts, entertainment, and travel during the holiday season.
- Travel is predicted to be a big winner when it comes to holiday spending, with an estimated increase of 12% in holiday travel expenditures this year over last year.
- Though millennials are still at the top of spending this holiday season, Gen Z is looking to spend 15% more in 2023 than 2022, making this generation the widest percentage increase.
- 58% of Gen Z will travel this holiday vs. 47% of all consumers.
- For 2023, travelers are looking for tech-enabled convenience. They want online booking (77%), the ability to bypass human agents (63%), and sustainable travel options (57%).
- When staying at hotels, travelers are seeking:
- Late check-in (77%)
- Mobile key access (74%)
- Contactless hotel check-in (64%)
- Though 80% of consumers are spending the same or more than 2022, inflation remains a concern. Consumers are looking for deals to counteract price increases (77%) and they expect all items to be priced higher (73%).
Nov. 17, 2023
AAA NEWSROOM SHARES THANKSGIVING TRAVEL FORECAST
Key findings from AAA Newsroom, published Nov. 13:
- AAA projects 55 million travelers will head 50 miles or more from home between Nov. 22 and 26 for the Thanksgiving holiday.
- Compared to 2022, the travel forecast has increased 2%.
- It is forecasted that 49 million travelers plan to travel by automobile. This makes road travel the most popular way of travel for Thanksgiving in 2023, growing almost 2% from 2022-23.
MOST COMMON USES OF AI IN CREATING VIDEO CONTENT, HOW VIDEOS ARE USED AND WHERE THEY ARE POSTED
Key findings from Content Marketing Institute, published Nov. 8:
- Video has continued to be an important piece of marketing. In fact, in the last year alone 67% of marketers say video has become more important in their business.
- 77% of respondents said they use videos mostly for social media. Other uses included were:
- Branded stories like short films (61%).
- How-to videos (54%).
- Interviews with influencers (54%).
- As for which type is most effective, 54% of marketers say social media videos deliver some of their best results. But where are they posting these videos?
- 79% post to YouTube most often.
- 76% post to LinkedIn most often.
- 72% post to Facebook most often.
- 71% post to Instagram most often.
- 38% post for X (formally Twitter) most often.
- 28% post for TikTok most often.
- 69% of marketers say they produce videos in-house vs 21% who are outsourcing.
- Though AI is on top of most marketers’ minds, only one in five (or 18%) of marketers use AI to assist with video creation and one in three plan to use AI for video content in the next year.
- However, among those marketers who are using AI, they primarily use it for making video scripts (69%). Marketers report doing this because of its time saving abilities (84%).
Nov. 10, 2023
AMERICANS TRAVEL PLANS OVER THE NEXT SIX MONTHS STAY CONSISTENT SINCE JULY OF THIS YEAR. THOUGH COVID-19 DOES RAISE SOME CONCERNS FOR TRAVEL, ITS INFLUENCE ON TRAVEL PLANS HAS DECREASED SINCE 2021. HOLIDAY TRAVEL MORE APT TO BE WITH PARTNER AND FAMILY.
Key findings from Longwoods International fielded Oct. 11:
- Since July 2023, travelers have been consistent with their travel plans in the next six months with 89%-92% of Americans saying they have travel plans in the next six months.
- Though intention of travel planning in the next six months has been consistent, financial concerns have grown since September with 21% of American travelers saying their personal financial situation would greatly impact their decision to travel in the next six months.
- Concerns of COVID-19 while travelers plan upcoming trips (33%) has increased by 1% since September. But concerns year-over-year has decreased:
- In October 2021, 46% of Americans planned to change upcoming travel plans due to COVID-19.
- In October 2022, 39% of Americans planned to change upcoming travel plans due to COVID-19.
- How COVID-19 concerns changes travel plans in the next six months include American travelers planning to travel in the U.S. instead of internationally (16%), reducing the number of trips they take (14%), and choosing destinations they can drive to as opposed to fly (14%).
- Though concerns of COVID-19 are noted, 61% of America travelers say COVID-19 is not influencing their travel plans.
- Those planning to travel over the holidays anticipate traveling with spouse or partner (49%), immediate family/children (43%), close friends (19%), extended family (17%) or solo (15%).
- Only 12% of American travelers surveyed said they used Chat GPT to plan their trips. This is 2% less than reported in June.
Oct. 27, 2023
DEMAND FOR WELLNESS, FOOD AND CULTURAL IMMERSION FORECASTED TO CONTINUE. ONLINE BOOKING IMPORTANT. GENERATIONS GENERALLY SEEKING SIMILAR TRAVEL EXPERIENCES.
Key findings from Hilton's 2024 Trend Report :
- Regardless of generation, personal wellness is the number one reason people want to travel in 2024. Travelers are looking to rest and recharge on vacation.
- Travelers will also seek out consistent and seamless experiences - 80% of travelers feel it is important to be able to book their trip entirely online. Millennials feel most strongly about being able to book online (86%), but a majority (66%) of Baby Boomers feel the same way.
- Cultural experiences will highly impact travelers leisure decisions - 64% of global travelers say they aim to reduce other areas of personal spending to prioritize travel in 2024.
- Cultural experiences include learning about and immersing oneself in what makes a place special - its food, landscape, heritage, art, music, etc.
- As travelers plan their budget, half say their top focus is on culinary experiences.
- Nearly half of travelers will prioritize exploration and adventure with both Gen Z and Millennials (52%) dedicating a larger budget for this type of experience.
- Approximately 45% of each generation will be looking to build better connections as they are planning to travel to reconnect with friends and family in 2024.
- Business and leisure travel will continue to grow in 2024. 46% of global, full-time and self-employed plan to travel for business, but also incorporate a vacation as well on their trip.
- More than a third of Gen Z and Millennial business travelers said they plan to extend their business trip in 2024.
Oct. 20, 2023
MOST AMERICANS REPORT THEY PLAN TO TRAVEL IN THE NEXT SIX MONTHS; PERSONAL FINANCIAL SITUATIONS IMPACTING DECISIONS TO TRAVEL IS DECLINING; WITH THE HOLIDAY SEASON ON THE HORIZON, AMERICAN TRAVELERS GIVE A FIRST LOOK INTO THEIR HOLIDAY PLANS.
Key findings from Longwoods International, fielded Sept. 13, 2023:
- 92% of American travelers have travel plans in the next six months compared to 89% in August.
- Most Americans who have travel plans have plans within the next 1-5 months.
- 25% plan to travel in the next month to two months.
- 23% plan to travel in the next 3-5 months.
- Concerns for personal financial situation impacting Americans motivation to travel have lowered with only 19% saying this would greatly impact their decision to travel in the next six months.
- Inflation remains steady, and 26% of American travelers reported this will greatly impact their decision to travel in the next six months.
- Regarding the holidays, 57% of American travelers plan to travel about the same amount as last year, with 31% saying they plan to travel more.
- As for how much they plan to spend on holiday travel, 52% plan to spend about the same amount compared to 48% the previous year. 33% plan to spend more compared to 24% in 2022.
Sept. 8, 2023
VISITING FRIENDS AND RELATIVES, TAKING A ROAD TRIP, VISITING A PARK AND GOING TO A CULTURAL/ARTS VENUE TOP THE LIST OF FALL TRIP ITINERARIES. A CLOSER LOOK AT HOW VISITS TO WINERIES, BREWERIES AND DISTILLERIES DRIVE VISITATION.
Key findings from Longwoods International, fielded Aug. 16:
- Americans planning to travel in the next six months remains high, 89% of Americans say they plan to travel in the next six months.
- With those planning to travel in the next six months:
- 22% say they will travel within 200 miles by car to see family and friends.
- 16% say they will travel more than 200 miles by car to see family and friends.
- 13% say they will travel by car within 200 miles just for a getaway.
- Top activities Americans plan to do on their fall trip include visiting family and friends (66%), taking a road trip (53%), visiting a national park, state park, or monument (39%) and visiting arts/cultural institutions (32%).
- Fears of inflation continue to impact decisions to travel, with 26% of Americans saying inflation will greatly impact their decision to travel in the next six months, moving up from 23% in July.
- Americans were asked to think back to an overnight trip where they went to at least one winery, distillery, or brewery tour in the last 12 months. Respondents said:
- Going to a winery, distillery or brewery tour was just one of many parts of my trip (36%).
- Going to a restaurant or bar that specialized in wine, beer or spirits was just one of many parts of my trip (34%).
- The main purpose of my trip was to go to more than one winery, distillery, or brewery tour (16%).
- The main purpose of my trip was to go to one specific winery, distillery, or brewery tour (14%).
Aug. 25, 2023
Key findings from Destination Analyst, fielded July 2023:
- 50% of American travelers anticipate being better off financially next year compared to now.
- Excitement for travel remains high with 83% of American travelers reporting they are taking a trip in the next 12 months.
- In January of this year, American travelers reported they were expected to spend $4,677 on leisure travel over the next 12 months. Since then, travel budgets have declined to $3,505 – the lowest average since October 2021.
- 43% of American travelers say that high prices deterred them from traveling in July.
- As of August, 36% of the population say it is a bad time to spend on travel compared to 30% saying it is a good time.
- Yet, fears of a recession continue to decline with only 49% reporting their fear.
- How popular is TikTok when planning a trip? When asked how travel destinations could best reach American travelers, 15% cited TikTok.
- However, TikTok is not the only tool American travelers are using. One-third of American travelers now say they regularly listen to podcasts, up from 28% just six months ago.
Aug. 18, 2023
MEETING PLANNERS AND ATTENDEES SAY IN-PERSON EVENTS AND CONFERENCES ARE CRUCIAL FOR SUCCESS
Key findings from Bizzabo, fielded June 2023:
- 52% of surveyed planners reported increased attendance at in-person business conferences in the past year, showing a growing preference for in-person events.
- 77% of planners said in-person conferences are critical for their organization’s overall success.
- Furthermore, 80% of planners also identified in-person events to be the most impactful marketing channel, increasing from 72% in 2022.
- 83% of planners also believe in-person conferences provide an ideal networking environment – citing conferences as the best place to learn about new services (70%).
GLOBAL BUSINESS TRAVEL ASSOCIATION SAYS GLOBAL BUSINESS TRAVEL IS EXPECTED TO SURPASS PRE-PANDEMIC LEVELS IN 2024; BUSINESS TRAVELERS CONTINUE TO BLEND BUSINESS AND PERSONAL TRAVEL
Key findings from Global Business Travel Association, published Aug. 14:
- Global business travel is expected to surpass pre-pandemic spending level of $1.4 trillion in 2024. In 2022, global business travel spending increased 47% and is continuing 32% growth in 2023.
- The two biggest stabilizers over the last 6 months for global business travel have been the return of in-person meetings and events and the recovery of some international business.
- Resilience of the global economy was a key factor in the rebound. Numerous challenges including the war in Ukraine, persistent inflation, tighter global financial conditions and deterioration in the manufacturing sector still remain.
- As for current estimation of business travel spending:
- Lodging averages $391,
- Food and beverage averages $189,
- Air transportation averages $182 while ground transportation averages $136,
- Bringing the total average to $1,018 per person per trip.
- 62% of business travelers are blending business and personal travel. 42% tend to add additional leisure days to their business trips.
Aug. 4, 2023
THOSE MOVING TO A NEW AREA VISIT AS A LEISURE TRAVELER FIRST, IMPACT OF INFLATION ON TRAVEL SHOWING IMPROVEMENT, PANDEMIC CONCERNS STILL LINGERING
Key findings from Longwoods International, fielded July 19:
- 17% of American travelers say they either have or have planned to boycott a destination due to current issues (government, societal, etc.).
- Among those travelers who moved to a new location in the past three years, 67% of them reported they had visited their new hometowns as a leisure visitor prior to moving there.
- Key economic sentiment indicators are showing some improvement since the beginning of the year with the percentage of American travelers that say inflation is greatly impacting their travel decisions in the next six months dropping to 23%, down from a peak of 32% in March.
- Demand to travel is still holding steady with 89% having plans in the next six months, despite economic concerns among travelers.
- While much of the world has moved on from the pandemic, its impact still lingers in travel. While only 11% of American travelers continue to report that COVID-19 will greatly impact their decision to travel in the next six months, only 59% indicate that it has zero influence upon their travel plans moving forward. In fact, 32% of travelers still say they are changing their travel plans in some way due to COVID-19:
- 16% still travelling domestic vs. international;
- 14% still choosing destinations they can drive to over flying;
- 10% still choosing rural over urban destinations;
- Only 4% choose not to travel.
July 21, 2023
NEW RESEARCH EXPLORES THE VALUE IN STUDENT GROUP TOURS; 60% OF THOSE WHO HAVE TRAVELED SHOW A WILLINGINESS TO KNOW, LEARN AND EXPLORE
Key findings from Groups Today, published July 11:
- The Student & Youth Travel Association (SYTA) recently shared research indicating that 60% of students who have traveled showed an increased willingness to know, learn and explore.
- The research reported that students traveling domestically and abroad rose from 113,000 in 2021 to 414,000 in 2022. This sector has recovered 44% of its volume from 2019.
- Tour operators share that educational tours continue to be a favorite, but interest in sports and music tours are growing quickly and showing promise.
- Inflation is having a ripple effect on student tours. When comparing 2019 to 2022, tour costs for accommodations, meals and attractions are 10-15% higher. Transportation costs in 2022 increased more than 15%.
- Overall, this research found the U.S. student travel market has bounced back at an impressive rate.
July 14, 2023
IMPACT OF GAS PRICES AND INFLATION ON TRAVEL LESSENING; CHATGPT IS MAKING ITS WAY INTO THE TRAVEL INDUSTRY
Key findings from Longwoods International, fielded June 21:
- The impact of gas prices for travelers planning a trip in the next six months has decreased. Only 21% reported this would greatly impact their decision to travel in the next six months, compared to 23% in May.
- The impact of inflation for travelers planning trips in the next six months has also decreased, with only 24% saying inflation greatly impacts their decision to travel, compared to 28% in May.
- The level of customer service travelers have received in the last three months has increased with 57% of travelers reporting the same level of customer service as before the pandemic, increasing from 53% in January 2023.
- 58% of travelers reported they expect to receive the same level of service as before the pandemic in the next three months.
- 14% of travelers said they used ChatGPT in their planning process, 57% said they did not use ChatGPT and 30% said they don’t know ChatGPT.
AMERICANS ARE COMMITTED TO TRAVEL, WITH BUDGETING FOR TRAVEL BEING A HIGH PRIORITY; TIGHTER BUDGETS MEAN TRAVELERS MAY COMPROMISE ON DINING, SHOPPING, DAYS SPENT TRAVELING AND LODGING.
Key findings from Destination Analyst, fielded June 2023:
- Even with the ups and downs of recent recession concerns, gas prices and high travel costs, Americans have continued to stay committed to travel as a budget priority. In June, 55% of Americans said budgeting for leisure travel is somewhat high, high or extremely high.
- Though Americans feel travel is high on their budgeting priority, their travel budgets for 2024 are currently averaging $3,787.
- With tighter budgets, Americans have reported they are willing to compromise on a few things while traveling:
- 49% said they will compromise on dining and food experiences.
- 42% said they will compromise on shopping or souvenirs.
- 36% said they will compromise by taking fewer days away from home.
- 30% said they will compromise on lodging quality or amenities.
- 15% said they will not compromise on anything.
July 7, 2023
THE TRAVELER SEARCH WINDOW CONTINUES TO INCREASE YEAR-OVER-YEAR; PLANNING TO TRAVEL MORE OR THE SAME AS LAST YEAR
Key findings from Expedia Group Media Solutions, fielded Q2, 2023:
- Travelers are planning earlier. The 91- to 180-day search window has increased by 60% quarter-over-quarter.
- In the Q4 2022 report, searches for mid-year travel (June to September) in 2023 were up 70%. This trend continued in Q1 2023 with a 50% year-over-year increase in search demand for mid-year travel.
- A survey done with Wakefield research indicates:
- 72% of travelers are planning to travel to make up for lost travel opportunities.
- 83% are planning to travel more or the same amount as last year.
- 81% intend to spend more or keep their budgets at the same for a single trip compared to last year.
MEETING PLANNERS CONTINUE TO FEEL OPTIMISTIC AND ARE BOOKING NEW BUSINESS; THEY EXPECT RFP RESPONSES IN THREE OR FOUR DAYS
Key findings from Northstar Meetings Group, June 14 – July 1:
- Overall, planners’ outlook remains optimistic with 55% of planners say they are more optimistic than six weeks ago. However, this percentage has decreased 2% from March 2023.
- When asked the same question regarding optimism, 30% responded they have no change from March 2023.
- 41% of planners said their current primary focus is booking new in-person events in June 2023.
- When asked how far out they are planning events:
- 45% said they are booking between 4 – 6 months out.
- 33% said they are booking between 7 – 9 months out.
- 42% said they are booking between 9 – 12 months out.
- With more meetings being booked, 44% of planners anticipate new job opportunities within their events team.
- Most planners want responses to RFPs in three or four days.
June 30, 2023
GEN Z PRIORITIZES BUSINESS TRAVEL AND THEY'RE MORE LIKELY TO TAKE A BLEISURE TRIP.
Key findings from CTV News, fielded May 12 -15:
- According to a survey by American Express Canada, professionals born between the late 1990’s and mid-2000’s are more likely to take the lead in reviving business travel.
- 64% of Gen Z feel like business travel is a top or high priority for them compared to 39% of millennials.
- This survey also found 39% of Gen Z professionals travel domestically most often for business travel. Over 50% of these respondents said ‘meeting with clients’ was the primary reason for their business travel.
- 43% of Gen Z professionals reported cost being their primary concern for business travel. Followed by 36% reporting airport delays and 29% reporting environmental impact.
- As for incorporating personal vacation or personal time off into their business travel:
- 88% of Gen Z respondents expressed their willingness to incorporate personal time off into their business travel.
- 75% of Millennial respondents expressed their willingness to incorporate personal time off into their business travel.
- 62% of Gen X respondents expressed their willingness to incorporate personal time off into their business travel.
June 23, 2023
U.S. TRAVEL ASSOCIATION RELEASES NEW TRAVEL FORECAST
Key findings from U.S. Travel Association, released June 14:
- The U.S. Travel Association released its biannual forecast for domestic leisure travel, showing a normalized rate of growth through 2026.
- Domestic leisure travel is expected to grow around 2% in 2023 and 2024. The volume is expected to grow faster year-over-year than inflation.
- Domestic business travel is expected to grow as well, but slower than leisure travel due to economic conditions. The forecast shows business travel is not expected to recover to pre-pandemic levels until 2025.
- International inbound travel has been upgraded due to the strong demand from the Canadian market. Inbound travel volume is projected to grow 31% in 2023 and 18% in 2024.
- The U.S. Travel Association also has cited four key federal policy areas to accelerate growth across travel sectors, which include:
- Improving overall air travel experience through the FAA reauthorization bill.
- Increase federal prioritization and focus on travel industry growth as other countries have done.
AMERICANS REPORT ON THEIR PLANS FOR TRAVEL OVER THE FOURTH OF JULY; DESPITE INFLATION, AMERICANS STILL PLAN TO ROAD TRIP OVER THE HOLIDAY WEEKEND
Key findings from The Vacationer, updated June 20:
- Nearly 219 million American adults say they plan to travel this summer. With an uptick on Memorial Day weekend travel, we can expect to see this increase again over the Fourth of July.
- Whether it be to visit friends or relatives, a vacation, day trip, or any other reason, more than 60% of American adults are planning to travel for the Fourth of July.
- Inflation is still top of mind for Americans. When asked if inflation would affect Americans Fourth of July plans, respondents said:
- Yes, because I want to drive (18%).
- Yes, because of increased airfare prices (10%).
- Yes, because everyday items continue to be more expensive (36%).
- No (36%).
- Though 18% of American adults said inflation will affect their Fourth of July plans because they want to drive, nearly 55% of Americans will still road trip for the holiday weekend.
- This year, Americans will enjoy a parade (16%), BBQ or cookout (59%), fireworks (49%), beach (22%), or lake (18%) during the Fourth of July weekend.
June 16, 2023
AMERICAN TRAVELERS REPORT ON COSTS THAT ARE IMPACTING THEIR DECISION TO TRAVEL; RESPONDENTS ARE ASKED TO THINK BACK ON THEIR TRAVEL BEHAVIOR
Key findings from Longwoods International, fielded May 24:
- 20% of American travelers say transportation costs will greatly impact their decision to travel in the next six months. The specific types of transportation greatly impacting their decision include gas prices (23%) and airfare prices (25%).
- Inflation continues to be a concern for travelers with 28% saying this will greatly impact their decision to travel in the next six months.
- As for the next trip travelers are planning to take:
- 18% will travel within 200 miles to see friends and relatives.
- 15% will travel within 200 miles for a vacation/getaway.
- 15% will travel by plane to see friends and relatives in the U.S.
- 11% will travel by plane for a vacation/getaway in the U.S.
- Activities travelers plan to do during their next leisure trip include visiting family and friends (48%), going shopping (41%), exploring a city (37%) and taking a road trip (37%).
- American travelers also gave insight to how likely they are to stay in a short-term rental (Airbnb, Vrbo, etc.). 47% said somewhat or very likely, 17% said neither likely nor unlikely and 36% said somewhat or very unlikely.
- During this study, American travelers were asked to think back on their travel behavior on their most recent trip and report on the following:
- I ensured I left the destination as it was when I arrived (55%).
- I limited my impact on the local environment by practicing responsible travel (33%).
- I researched the local culture/traditional in the destination before traveling (32%).
- I chose to visit less traveled parts of the destination to avoid overcrowding (25%).
June 9, 2023
EXECUTIVE LEADERSHIP, SENIOR MANAGEMENT AND ALL OTHER EMPLOYEES SHARE THEIR HAPPINESS WHILE WORKING FOR A CULTURAL ORGANIZATION
Key findings from IMPACTS, published June 7:
The research done to share how employees feel working at cultural organizations contemplates a sample size of 1,778 full-time employees working in the cultural industry from 42 organizations that welcome over 500,000 visitors annually. Of these 42 organizations, 27 are exhibit-based and 15 or performing arts organizations.
- When executive leadership, senior management and all other employees serving greater than 500,000 onsite annual visitors were asked to share their overall work experience:
- 96% of executive leadership said their overall experience was somewhat or very favorable.
- 81% of senior management said their overall experience was somewhat or very favorable.
- 73% of all other employees said their overall experience was somewhat or very favorable.
- As for an overall favorable work-life balance of full-time employees, executive leadership (85%), senior management (82%) and all other employees (83%) said their work life balance was overall favorable.
- Professional development and its perception that staff are growing, learning and developing new skills shows its importance.
- 71% of executive directors are overall favorable of their career and professional development experience.
- 81% of senior management are overall favorable of their career and professional development experience.
- 75% of all other employees are overall favorable of their career and professional development experience.
- Executive leadership (86%), senior management (65%) and all other employees (51%) all feel overall favorable of their diversity and equity experience with the organization they are employed with. However, there is a discrepancy among respondents based on their position. Executive leadership may be dramatically more favorable to this because they tend to be less diverse compared to senior management and all other employees.
June 2, 2023
THE UNOFFICIAL START TO SUMMER, MEMORIAL DAY WEEKEND, HAS COME AND GONE. STUDIES GIVE INSIGHT TO HOW MUCH AND IN WHAT WAY AMERICAN ADULTS PLAN TO TRAVEL THIS SUMMER
Key findings from The Vacationer, fielded March 2023:
- 85% of Americans say they plan to travel once or more than once over the summer of 2023. Of the 85%, 90% are between the ages of 30 and 44.
- When ask where they plan to travel this summer, 62% of American adults said they plan to travel domestically only.
- American adults were also asked how often they plan to travel this summer compared to last summer:
- 42% said more than last summer.
- 45% said the same as last summer.
- 13% said less than last summer.
- 43% of women said they intend to travel more than last summer compared to 40% of men.
- As for how Americans plan to travel this summer, 46% said they do not plan to travel by plane. 60% of Americans respondents said they do plan to drive anywhere between 100 – 500 miles from their home.
May 26, 2023
STUDIES SHARE THE IMPACT RETAIL SHOPS CAN HAVE ON MUSEUM EXPERIENCES (AS WELL AS OTHER EXHIBIT-BASED ORGANIZATIONS)
Key findings from IMPACTS, published May 25:
- Though the retail experience makes up 3% of total guest satisfaction, it also influences several other perception areas like entertainment experience (21%) and employee courtesy (11%).
- Why is that overall percentage so low? Remember, not everyone visits your retail shop. In fact, only 27% of recent guests at an exhibit-based organization report spending time in the gift shop.
- Of the 27% who recently visited a museum or attraction's gift shop, 82% said it positively contributed to their onsite experience. It boosted their overall satisfaction scores.
- And this is important because higher customer satisfaction scores are linked to additional visits and supporting the organization's mission.
- Studies also suggest when visitors experience a ‘peak-end’, they are even more likely to leave the museum with a positive view of their entire visit.
MASTERCARAD SHARES INSIGHT ON YEAR-OVER-YEAR GROWTH IN DISCRETIONARY SPENDING, WITH SPENDING ON EXPERIENCES AT THE TOP
Key findings from Mastercard Newsroom, fielded February 2023 :
- According to Mastercard SpendingPulse, U.S. retails sales (excluding automotive) were up 6.9% year-over-year (YOY) in February 2023.
- At a national level, top spending trends for February included:
- E-commerce, with sales continuing to climb up 13% YOY and in-store sales up 5% YOY.
- Experiences, remaining at top priority. Spending at restaurants (+14%), airlines (+16%) and lodging (+43%) experienced growth YOY. This reflects a suppressed growth in 2022 and continued demand for travel ahead of spring break season.
- Apparel and department stores, showing moderate growth. Apparel (+3.9%) and department store (+5.6%) sectors experienced modest year-over-year growth in February. Consumers have shown emphasis on pricing and value.
May 19, 2023
AAA REPORTS ON MEMORIAL DAY WEEKEND TRAVEL; OHIO DESTINATION ON LIST OF TOP U.S. CITIES AMERICANS PLAN TO TRAVEL TO OVER THE HOLIDAY WEEKEND
Key findings from AAA Newsroom, fielded April 2023:
- According to a recent study, AAA projects more than 42 million Americans to travel 50 miles or more from home on Memorial Day weekend. That is a 7% increase from 2022.
- As for how Americans plan to travel this Memorial Day weekend:
- Nearly 3.4 million travelers are expected to fly to their destinations, increasing 11% from 2022.
- More than 37 million Americans plan to drive to their destination this year, increasing 6% from 2022.
- Orlando, New York City and Las Vegas are the top destinations Americans are planning to travel to over the holiday weekend, Canton, Ohio is on the list for most popular U.S city to visit over Memorial Day weekend this year.
REPORTS OVER THE LAST THREE YEARS SHOW JUST HOW COMFORTABLE AMERICANS ARE DOING ACTIVITIES THAT MAY INVOLVE CROWDED SPACES
Key findings from Morning Consult, fielded between May 2020 and May 2023:
- Morning Consult has tracked how comfortable Americans are attending activities that may involve crowded spaces since the COVID-19 pandemic started in 2020.
- Going out to eat has seen the biggest jump in comfortability. In May 2020 only 23% of Americans felt comfortable going out to eat, increasing to 77% in May of 2023.
- Though the pandemic altered how we order food (contactless, delivery), the National Restaurant Association’s State of the Restaurant Industry report shows that the food service industry will reach $997 billion in sales.
- As for summer music festivals, 3 in 5 Americans said they feel comfortable attending a concert. Millennials are feeling the most comfortable out of all generations with 65% saying they feel comfortable attending a music festival.
- Americans still feel more comfortable flying domestically (57%) than internationally (48%).
- Fans in the sports world feel comfortable cheering on their team in person. For the NFL, crowds hit more than 69,000 attendees last year, increasing 3% year over year.
May 12, 2023
AMERICAN TRAVELERS REPORT ON RV LEISURE TRIPS, IF THEY WOULD USE CHAT GPT AND PERCEPTION OF TRAVEL
Key Findings from Longwoods International, fielded April 26:
- When asked if in the last 12 months American adults took an RV on a leisure trip:
- 48% of respondents said yes, they have taken a road trip but not with an RV.
- 12% of respondents said yes, they have taken my own RV on a road trip.
- 8% of respondents said they rented an RV to go on a road trip.
- 28% of respondents said they have not taken a road trip in the last 12 months.
- American adults were also asked what they have done on a road trip in the last 12 months. Responses included worked remotely (35%), attended a conference (25%), attended a business meeting in person (24%) and none of these listed (47%).
- With Chat GPT, an artificial intelligence chatbot technology developed by research company Open AI, on the rise, American adults were asked how likely they are to use Chat GPT during the planning process for their next trip:
- 14% said they are very likely to use Chat GPT during their trip planning process.
- 18% said they are somewhat likely to use Chat GPT during their trip planning process.
- 15% said they are neither likely nor unlikely to use Chat GPT during their trip planning process.
- 8% said they are somewhat unlikely to use Chat GPT during their trip planning process.
- 18% said they are unlikely to use Chat GPT during their trip planning process.
- 27% said they do not know what Chat GPT is.
- As for perception of travel, American travelers reported that traveling with friends and family brings them closer together (79%). They also appreciate travel more after living through COVID-19 travel limitations and restrictions (65%).
FINANCIAL CONCERNS CONTINUE TO BE A DECIDING FACTOR FOR TRAVELERS. AMERICAN TRAVELERS REPORT ON FEELINGS OF ENJOYMENT WHILE TRAVELING PRE-PANDEMIC TO NOW
Key findings from Destination Analyst, fielded April 16-21:
- Financial concerns have continued to be the biggest factor when planning a trip over the last 13 months. When asked for their predictions on how they will feel financially a year from now, American travelers:
- 46% said much better or better off.
- 39% said just about the same – neither better off nor worse off.
- 14% said much worse or worse off.
- Though inflation continues to stay in traveler’s minds, Americans’ have continued to maintain their devotion to traveling. More than 37% of Americans have researched travel ideas online and 17% have booked in the last week.
- American travelers were asked to compare their feelings of enjoyment immediately before the pandemic to now.
- 25% said they feel traveling is much more or more enjoyable.
- 39% said they feel travel is neither more nor less enjoyable.
- 34% said they feel travel is less or much less enjoyable.
May 5, 2023
MEMORIAL DAY WEEKEND IS APPROACHING QUICKLY. AMERICAN ADULTS SHARE WHAT THEIR TRAVEL AND ACTIVITY PLANS ARE FOR THE HOLIDAY WEEKEND
Key findings from The Vacationer, fielded May 1:
- The Vacationer’s 2023 Summer Travel Survey revealed about 85% of American Adults intend to travel this summer, which is 5% more than 2022.
- Of the 1,021 adult Americans asked if they plan to take a trip for Memorial Day or Memorial Day weekend:
- 21% said yes, for a relative or friend’s party.
- 18% said yes, for a vacation.
- 17% said yes, for a day trip such as the beach or lake.
- 36% said no.
- Overall, 64% of American adults plan to travel for Memorial Day, 5% more than people who planned to travel Memorial Day 2022.
- Of those who said they do not plan to travel for Memorial Day, nearly 44% were over the age of 60. The youngest generation of American adults (18-29) are most likely to travel for Memorial Day.
- Inflation continues to affect Memorial Day weekend travel plans:
- 22% said yes, it will affect their plans because they want to drive.
- 13% said yes, it will affect their plans because of increased airfare.
- 31% said yes, because everyday items continue to be more expensive.
- 34% said no, it does not affect their plans.
- As for plans to take a road trip:
- 15% said they plan to take a road trip within 250 miles of their home.
- 36% said they plan to take a road trip within 100 miles of their home.
- 39% said they do not plan to take a road trip.
- Overall, nearly 5% more American adults plan to take a road trip this Memorial Day weekend than in 2022.
- As for what American adults plan to do, every age group had BBQ or cookout as their most likely activity over the holiday weekend (60%). Other activities included:
- Go to a beach (27%).
- See fireworks (26%).
- Watch the parade (15%).
- Visit a lake (20%).
April 21, 2023
WITH EARTH DAY UPON US, AMERICAN ADULTS RESPOND TO HOW IMPORTANT SUSTAINABLE TRAVEL IS TO THEM AND HOW MUCH THEY ARE WILLING TO SPEND TO LOWER THEIR CARBON FOOTPRINT
Key findings from The Vacationer, fielded March 2023:
- When asked how important sustainable travel is, 82% of travelers said somewhat or very important. Of this 82%, 30% of women said sustainable travel is very important while only 27% of men did.
- Travelers were asked if they intend to make more sustainable decisions when planning to travel:
- 23% said yes, even if it inconveniences me.
- 52% said yes, but only if it does not inconvenience me.
- 26% said no.
- From these answers, 38% of people over the age of 60 said no. However, as age decreased, so did the percentage of people who said no. 28% of people ages 45-60 said no, 23% of people ages 30-44 said no and lastly 13% of people 18-29 said no.
- Only 5% of American adults reported sustainability and carbon footprint being most important to them when booking travel accommodations, following time and convenience (36%) and cost (60%).
- Respondents also gave insight to how much more they would be willing to spend on a vacation to lower their carbon footprint:
- 29% said $0.
- 29% said less than $50.
- 27% said between $50 and $250.
April 28, 2023
STUDIES SHOW A STRONGER TRAVELER INTENT WITH LONGER-LEAD PLANNING; CONSUMERS SHARE WHAT THEY VALUE MOST FROM TRAVEL LOYALTY PROGRAMS
Key findings from Expedia Group Media Solutions, a look at Q1:
- Travel confidence overall has increased and people are starting to plan earlier for traveling in 2023. During the Q4 of 2022, 35% of overall searchers were for travel in 2023. This has increased 55% year-over-year.
- Flexcation, a mix of remote work and travel, has continued to rise since Q4 2022, with 28% of consumers reported they are looking to take a flexcation over the next 12 months. In fact, more people are searching for ‘business-friendly’ stays.
- According to Global Business Travel Association (GBTA), flexcation has a value of $497.8 billion and is expected to grow.
- Price and value rises as importance for travelers. When asked what consumers value most from travel loyalty programs:
- 52% said special discounted pricing
- 46% said collecting points and redeeming them for future purchases
- 42% said receiving complementary upgrades, add-ons or other perks
- 32% said receiving an overall better experience
- 26% said prioritized customer service
- In Q4 of 2022, the year-over-year increase for mid-year getaways (June-September) increased nearly 70% for those searching for travel during this period. This indicates a stronger traveler intent and longer-lead planning.
April 14, 2023
VIDEO CONTENT CONTINUES TO BE IMPORTANT TO TRIP-PLANNING. INTEREST IN EXPERIENCING LOCALY-OWNED BUSINESSES WHILE TRAVELING GROWS.
Key findings from Longwoods International, fielded March 29:
- American travelers share the most appealing reasons for them to visit a small, locally-owned business while on vacation in 2023 compared to 2022:
- In 2023, 70% said enjoying the unique environment of a local business, up from 59% in 2022.
- In 2023 and 2022, 62% said buying from and supporting small, locally-owned businesses.
- In 2023, 48% said to learn more about locally made products, up from 41% in 2022.
- In 2023, 35% said supporting women and/or minority-owned businesses, up from 32% in 2022.
- When asked where American travelers typically find information about small, locally-owned businesses, respondents said Google (55%), advice from friends/family/other visitors (51%), tips and suggestions from locals (49%) and visitor information centers (29%).
- American travelers also responded to what type of video content (Facebook, Instagram, Twitter, TikTok, Snapchat, etc.) they have used in the past 12 months to inspire, inform, or plan a trip:
- 36% of respondents in 2023 said they use video content in 2023 compared to only 17% in 2021.
- 34% of respondents said they did not use video content in 2023 compared to 55% in 2021.
- As for what is greatly impacting travelers to travel in the next six months:
- 26% said inflation would greatly impact their decision to travel in the next six months. This is down from 32% on March 1, 2023.
- 21% said gas prices would greatly impact their decision to travel in the next six months. This is down from 24% on March 1, 2023.
A NEW STUDY SHARES WHAT DONORS WITH A NET WORTH GREATER THAN $50 MILLION CONSIDER BEFORE DONATING TO A CULTURAL ORGANIZATION
Key findings from IMPACTS, published April 12:
- Americans with an individual net worth greater than $50 million consider several things before making a significant gift donation to a cultural organization.
- This current research, from 102 Ultra High Net Worth individuals, identifies their most important considerations before making a gift greater than $1 million to cultural organizations in comparison to research from 2016:
- Identify donors and consider the composition of your board. IMPACTS suggests having a connected board that cares about its mission and that has the personal connections to high net worth individuals.
- Personal relationships with donors, board members and executive leaders are newly labeled as necessary compared to 2016. IMPACTS says you have to be more than good at your mission; big donors want to support organizations that have demonstrated that their mission is worthy of significant investment and that they are singular in their ability to deliver mission-related outcomes.
- Also knew to the mix is identifying various financial structure of gift options. IMPACTS shares it is more common for major gifts to be paid over a period and with certain performance-related conditions attached.
- Creating personal connections to your organization is more important than ever. MPACTS suggests though it may not be that the organization’s mission matters less, but that the personal relevance and connection to potential donors now count more as we emerge from the pandemic.
April 7, 2023
OVERALL SATISFACTION FOR CUSTOMER SERVICE IS LOW; RESEARCH SHOWS DIVERSITY IN TOURISM IS IMPORTANT
Key findings from PGAV, published April 5:
- New research shares overall satisfaction for customer service has decreased from 49% in 2021, to 41% in 2022.
- Researchers share that 79% of travelers experience a problem while traveling. This could contribute to why their overall satisfaction is lower from 2021.
- Some visitors report a preference for attendance caps at attractions or events, as less crowds make them feel more comfortable during their visit.
- Respondents share that diversity in tourism really matters. In fact, travelers reported feeling unincluded creates a less comfortable environment.
THOUGH BUDGETS REMAIN LOW, BUSINESSES TRAVELERS PLAN TO TAKE AT LEAST ONE BUSINESS TRIP IN THE NEXT SIX MONTHS
Key finding from Tourism Economics, fielded Nov. and Dec. 2023:
- Though a greater share of business travelers in Q4 of 2022 said they expect to take at least one business trip in the next six months, budgets remain lower than 2019.
- More than two-thirds of corporate executives expect to spend less on business travel to attend internal meetings.
- 35% of respondents say they expect to spend the same or greater on group business travel to attend conferences, conventions and trade shows compared to 2019.
- 69% of corporate executives agree the amount of employee business travel has been limited due to customers, suppliers and other stakeholders working remotely.
- 42% of respondents say developing relationships is considered a critical component of business travel for business travelers. 68% of respondents agree for corporate executives as well.
AMERICANS ARE READY TO TRAVEL DESPITE ECONOMIC CHALLENGES, PREFER HOTELS OVER SHORT-TERM RENTALS
Key findings from MMGY, fielded Feb. 2023:
- A new study from MMGY reveals 70% U.S. adults plan to take a vacation in the next 12 months. Though this number is strong, it is down from 83% a year ago.
- Though there is a decrease in adults planning to take a vacation, they have intentions of spending more while traveling with an average spend of $4,339 compared to $2,581 from one year ago.
- Interest in staying at hotels rather than short-term rentals and camping has increased as well. 70% of leisure travelers planning to take a vacation in the next 6 months will be staying in hotels/resorts, up from 60% one year ago. It is important to note that 6 in 10 respondents are willing to pay more for travel services prioritizing sustainability.
March 31, 2023
ORGANIZATIONS ARE TRUSTED MORE NOW THAN BEFORE THE PANDEMIC. WHY SHOULD CURATION AND MARKETING WORK HAND-IN-HAND?
Key findings from IMPACTS, published March 29:
- Engaging audiences both on and offsite is critical to any organization, particularly among museums, zoos, theatres and other cultural attractions. By looking at marketing and curation as equally important activities (versus an either/or approach) organizations can build engagement that carries out their mission.
- Importance and relevancy are key to building engagement with any organization.
- Researchers say the onsite experience, or curation, dictates importance to an organization. The subject matter and scholarship matters. Beyond preserving artifacts and stories, museums and others should also consider operations such as parking, crowding perceptions and customer service.
- Offsite experience, which researchers label marketing and communications, are important for relevancy. It's these activities that help a visitor to decide if the organization is relevant to them and if they should visit.
- With museums being trusted now more than before the pandemic (see research from March 3, 2023) it is important for curation and marketing to work together as partners.
- "These departments are important collaborators. When they are viewed as competitors or one is undervalued, an organization jeopardizes its success. The partnership between the onsite and offsite experience is how museums can show relevance within their four walls – and beyond," said researchers.
March 24, 2023
BUSINESS TRAVEL EXPECTED TO RETURN WITH PRE-PANDEMIC LEVELS IN 2024
Key findings from Spotnana, fielded December 2022 and January 2023:
- Business travel managers anticipate a return to pre-pandemic levels by the end of 2024 including business travel (74% of travel managers anticipate recovery), external meetings (77%), conference/group travel (76%) and internal meetings (69%).
- Yet, one in ten U.S. travel managers say they expect business travel volumes will not return fully until 2025. This could be due to inflation and rising costs.
- Rising costs and inflation are the issue now:
- 19% of U.S. travel managers report their companies have started to implement a plan to limit business travel.
- 28% of travel managers said they are unlikely to limit business travel.
- 36% of travel manager said they are monitoring the situation but not actively considering limiting business travel.
AMERICAN TRAVELERS REPORT RECORD LEVELS OF EXCITEMENT FOR TRAVEL IN 2023; GENERATIONS PREFERENCES FOR LEARNING ABOUT NEW DESTINATIONS
Key findings from Destination Analyst, fielded February 2023:
- American travelers report record levels of excitement for travel in 2023. Americans say they will continue to prioritize leisure travel over home improvements, clothing, entertainment, and dining, bringing their annual spend on travel to $4,677.
- When asked about their feelings on different destination types, Americans reported:
- 60% reported excitement for visiting beaches.
- 48% reported excitement for cities.
- 45% reported excitement for small towns.
- The average American travelers say they plan to take 2.9 leisure trips to cities in 2023. This is up from 1.4 reported in 2019.
- As for planning resources most commonly used by each generation:
- 20% of Millennial or younger, 8.4 of Gen X and 1% of Boomer or older used TikTok.
- 11% of Millennial or younger, 4% of Gen X and .8% of Boomer and older used digital influences.
- 26% of Millennial or younger, 22% of Gen X and 12% of Boomer or older used streaming video services (YouTube, Hulu, etc.)
March 17, 2023
NEW RESEARCH SHARES WHAT MAKES CUSTOMERS DISSATISFIED AT EXHIBIT- AND PERFORMANCE-BASED ORGANIZATIONS POST PANDEMIC
Key findings from IMPACTS, published March 15:
- For exhibit-based organizations, poor customer service, parking issues and access issues topped the fast-growing reasons for dissatisfaction in 2022 compared to 2019.
- For performance-based organizations, other rude patrons or guests, poor customer service and parking issues grew the fastest during the same time period.
- Researchers suggest that the growing competition for out-of-home leisure activities may be contributing to increased sensitivities among people who have had a negative guest experience.
- Poor customer service is high on the charts for both exhibit-based and performance-based organizations. One positive experience can turn the scales the other direction, so researchers emphasize the need to continue staff training.
THOUGH ECONOMIC CONCERNS CONTINUES, THE AMERICAN TRAVELER FEELS TRAVEL IS A HIGH PRIORITY IN HOUSEHOLD SPENDING THIS YEAR
Key findings from Destination Analyst, fielded Feb. 2023:
- On a scale of “extremely high priority” to “no priority”, Americans share how they expect to spend their income in the next 12 months.
- 35% of American travels say domestic travel is a high or extremely high priority in their household spending for 2023.
- 32% say the same for food and dining
- 18% say the same for entertainment, while 14% of American travelers reported they will be prioritizing luxury travel in their household spending.
- The American traveler reports they will have 15.9 days available to leisure travel in 2023.
- Though Americans are prioritizing travel in 2023, financial concerns are still impacting their decisions, with 39% of American travelers saying travel prices are too high right now and 36% say gas is too expensive.
- Though economic concern continues, American travels show they feel somewhat better off financially than they did a year ago.
SPRING BREAK SEASON IS HERE. FIND WHERE AMERICANS PLAN TO TRAVEL THIS SEASON; WHILE OVER A MAJORITY SAY COVID NO LONGER IMPACTS PLANS, 30% CONTINUE TO CHANGE PLANS DUE TO PANDEMIC
Key findings from Longwoods International, published March 7:
- With spring break season underway, intent to travel has heightened, with 26% of Americans reporting their next trip will be in the next 60 days.
- Visiting friends and family continues to be at the top for why Americans are traveling.
- 45% of Americans say their next trip will be to visit friends and family.
- 37% report their next trip will be a domestic leisure trip, without friends and family.
- American travelers report what they plan to do on their next trip:
- 41% said shopping.
- 38% said visit a city.
- 38% said visit a beach.
- 36% said take a road trip
- 29% said to visit a national/state park.
- 57% of Americans now say COVID-19 no longer has an influence on making travel plans. However, 30% do continue to change their plans due to the pandemic.
March 3, 2023
VISITORS TRUST EXHIBIT-BASED ORGANIZATION NOW EVEN MORE THAN PRE-PANDEMIC
Key findings from IMPACTS, published March 1, 2023:
- A recent study finds museums and other exhibit-based cultural organizations are trusted more than they were in 2019.
- In 2019, 68% of people said they trusted exhibit-based attractions. That percentage has grown to 73%.
- Researchers suggest that when people spent more time online during the pandemic, organizations met the needs of their audiences through articles, virtual talks, emails and social media which led to greater connectedness with museums and other exhibit-based attractions.
ATTRACTION VISITATION EXPECTED TO GROW
Key findings from PGAV’s Voice of the Visitor, published Feb. 22, 2023:
- According to Voice of the Visitor, the forecast for 2023 shows 15% increase in attraction visitation over 2022.
- Repeat visitors continue to be important. Research indicates that visitors intending to return to the same attraction visited in 2022 is only down slightly at 69% versus 74% last year. Theme parks, water parks, zoos and aquariums were among the attractions most likely to attract repeat visitors.
- Visitation was up 28% in 2022 and is expected to exceed 2019 levels by 7% in 2023, which is great news!
- Among the top attractions people visited last year were the following:
- 30% visited a historic landmark
- 28% visited a national or state park
- 28% visited a zoo or animal attraction
- 26% visited a theme park
- 24% visited a theater
- 24% visited a family entertainment center
- 21% visited a history museum
- Sustainability remains something to consider, particularly if you hope to attract Gen Z. Sustainability is not just about the environment, it includes protecting cultural heritage and social sustainability (social inequality and racial injustice).
February 3, 2023
SPORTS TOURISM SHOWS A LARGE INCREASE OVER THE LAST TWO YEARS
Key findings from Longwoods International and Sports ETA:
- Sports tourism is one of the fastest growing sectors in the tourism industry. In 2021, sports tourism nationally accounted for $39.7B in direct spending, $12.9B in tax revenue, and $91.8B total for economic impact.
- Public perception of sporting events show to be stronger than the last survey conducted by Longwoods International in 2020:
- 60% of respondents agree that youth and amateur sporting events benefit their local economy. This an increase of seven percentage points from 2020.
- 54% of respondents reported these events improved their quality of life within their respective community.
- 57% of respondents reported they support hosting college and professional sporting events; 58% said they support hosting outdoor sporting events in their community.
- Generation Z has made the largest jump in understanding the importance of sporting events:
- 50% said they realize the economic benefits of youth/amateur sporting events. This is up 19 percentage points from 2020.
- 44% said they realize the community quality of life related to youth/amateur events. This is up 12 percentage points from 2020.
- 45% said they support hosting collegiate and professional sporting events. This is up 15 percentage points from 2020.
- 49% said they support hosting outdoor sporting events. This is up 21 percentage points form 2020.
AMERICANS CONTINUE TO PREFER SOME CULTURAL ORGANIZATIONS OVER OTHERS WHEN COMPARED TO PRE-PANDEMIC LIFE
Key findings from IMPACTS, published Feb. 1:
- Outdoor recreation, parks, zoos, aquariums, and gardens continue to outperform other types of cultural activities.
- Interest in visiting museums is showing an increase over 2019, but researchers caution that museum-goers also have many options for their spare time. There's more competition out there, so marketing is important.
- There appears to be greater interest in art and history museums than for science and children's museums right now.
- There is a renewed interest in some people becoming regular visitors to museums again.
- These redistributions of demand may be the “new normal” for the next few years.
January 20, 2023
VISITORS WHO FEEL WELCOMED ARE WILLING TO PAY HIGHER ADMISSIONS
Key findings from IMPACTS, published Jan. 18:
- Exhibit-based organizations like zoos, aquariums, museums, historic sites, etc., are not currently reaching new audiences fast enough to sustain long-term audience growth.
- Though welcoming perceptions are increasing, many are still not reaching racially diverse audiences at representative rates.
- People are willing to pay higher admission fees when they feel the experience is welcoming.
- On a welcoming perception scale from 0-100, people who rate their attraction experience as an 80 on this scale were willing to pay a higher admission price.
- What exactly does feeling welcome mean to audiences?
- Seeing themselves represented by staff members in terms of race, age, etc.
- Seeing their language represented
- Special programs or exhibits representing diverse experts or stories
- Having a positive, personal interaction with a kind staff member
- Specifically looking at those who self-identify as BIPOC (Black, Indigenous, People of Color) compared to those who self-identify as white or non-Hispanic, the trend still shows the higher the welcoming perception, the more each group is willing to pay in admission.
January 13, 2023
TRAVELERS CONTINUE TO REPORT ON WHAT IS IMPACTING THEIR DECISION TO TRAVEL; ALSO SEE WHAT LEVEL OF SERVICE TRAVELERS ARE EXPECTING IN THE NEXT THREE MONTHS
Key findings from Longwoods International, fielded Jan. 4:
- Factors influencing Americans decision to travel in the next six months remain somewhat the same since Oct. 2022:
- 15% of travelers said COVID-19 greatly impacts their decision to travel compared to 14% in Oct. 2022
- 30% of travelers said their personal financial situation impacts their decision to travel compared to 27% in Oct. 2022
- 27% of travelers said transportation costs would greatly impact their decision to travel compared to 26% in Oct. 2022
- Due to the impact of inflation, travelers also share what they plan to reduce spending on while traveling:
- 36% said they are reducing how much they spend on retail
- 34% said they are reducing how much they spend on entertainment and recreation
- 32% said they are reducing how much they spend on food and beverage
- 30% are choosing destinations closer to home
- 24% are looking to drive instead of fly
- Travelers were also asked to compare the level of service they received from tourism and hospitality businesses compared to Aug. 2022:
- 53% said the same level of service as before the pandemic compared to 56% in Aug. 2022
- 27% said a lower level of service than before the pandemic compared to 22% in Aug. 2022
- 20% said a higher level of service than before the pandemic compared to 22% in Aug. 2022
- 61% if travelers reported they expect the same level of service as before the pandemic in the next three months
January 6, 2023
IMPACTS GIVES INSIGHTS TO PROJECTED ATTENDANCE FOR CULTRAL ENTITIES
Key findings from IMPACTS, publish Jan 1. 2023:
- For exhibit-based entities (museums, historic sites, aquariums, zoos, etc):
- The attendance to these cultural entities averaged 96% of their 2019 attendance levels in 2022
- The current market potential for exhibit-based organization for 2023 is 98.6% if their 2019 attendance. Meaning, an exhibit-based organization that welcomed 100,000 visitors in 2019 should expect to engage with 98,600 in 2023
- Though some exhibit-based entities did great in 2022, some did not. It is worth noting some organizations perform better than others in general. For example, zoos dramatically outpace children’s museums, surpassing 2019 attendance levels
- For performance-based entities (symphonies, theaters, ballets, etc.):
- The attendance to these cultural entities averaged 81% of 2019 attendance in 2022
- The current market potential for performance-based organizations for the year 2023 is 82.7% of their attendance in 2019
- Actual attendance may be lower if performance-based organizations continued to reduce their programming. If there are fewer opportunities to attend performance-based entities, then attendance will be down.
- Overall market potential hasn’t exceeded 2019 for several reasons:
- Some performance-based entities have comparatively older patrons perhaps most impacted by the pandemic. Some are also facing challenges surrounding diversity and inclusion
- One may think that those who attended the theater or zoos pre-pandemic will come back, but that is not the case. The demand for onsite cultural engagement remains redistributed for some organization types
- Though people are looking to travel in 2023, it is hard to get them to visit cultural organizations. A solution to this is special consideration to marketing as we live in an increasingly targeted world
- For every one person who did not go to a cultural entity in a day, the organization loses 1.25 people over the year. This to due also losing the additional social media posts, word-of-mouth endorsements, and stories shared by those who went for a visit
December 1, 2022
PERSONAL TRAVEL BUDGETS MAY INCREASE, “FLEXCATION” BECOMING MORE POPULAR AMONG TRAVELERS, SUSTAINABILITY IS IMPORTANT
Key findings from Expedia Media Solutions, published Nov. 10:
- Not being able to travel reminded people of its importance in their lives. Nearly 46% say travel is more important now that it was pre-pandemic.
- While 31% of people say their travel budget will remain the same as last year, 43% are upping their budget for the coming year.
- When asked what makes travel more important since the beginning of the pandemic:
- 49% said a change of scenery
- 49% said the physical and/or mental health benefits
- 46% said making up for lost time with friends and family
- 43% said having new experiences
- According to this research, 90% of people said they are looking for sustainable options when traveling.
- When asked about business travel, 76% of business travelers said they plan to extend their work trip for leisure purposes in the next 12 months. While 28% said they plan to take a “flexcation”, combing a leisure travel and remote work, in the next 12 months.
- There are still factors impacting consumers’ travel plans in the next 12 months.
- Consumers said their number one factor impacting travel for them is inflation
- Industry professionals said their number one factor impacting travel for them is ongoing health and safety concerns due to the pandemic.
BUSINESS TRAVEL REACHING HIGH EXPECTATIONS FOR 2023; REMOTE WORK LIKELY TO RESULT IN SAME NUMBER OR INCREASE IN BUSINESS TRIPS
Key findings from Smart Brief, fielded Oct. 2022:
- Though business travel has not reached pre-pandemic levels, this study shows an expectation of rebound in 2023, with 78% of travel managers anticipating their companies will take more business trips.
- COVID-19 is becoming less of a factor preventing business travel, while economic conditions are the new set back. However, 75% of travel buyers say there are no plans to limit travel due to the economy.
- With most respondents in this survey being fully remote or hybrid:
- 72% said remote work would not change the number of business trips taken by employees
- 14% believe that remote work arrangements would increase the number of business trips taken
November 11, 2022
NEW STUDIES SHOW THE VALUE OF SOCIAL MEDIA AMONG TRAVELERS, PLANS FOR HOLIDAY TRAVEL, AND AN OUTLOOK ON BUSINESS TRAVEL
Key findings from Expedia Group Media Solutions, a look at Q3:
- According to this new report, 46% of respondents say travel is more important to them now compared to pre-pandemic.
- This study of 11,000 consumers also found travel demand is on the rise and expected to return to pre-pandemic levels soon.
- Notably, this study showed nearly 8 in 10 consumers will take a leisure trip in the next 12 months, and more than half will take at least two trips.
- Social media is playing a big role for younger travelers:
- 53% of Gen Z travels say social media is a popular source of travel inspiration.
- 48% of Millennial travelers say social media is a popular source of travel inspiration.
- Following a similar trend to Q3 2021, travelers are planning for the 2022 holiday season.
- For global searches in Q3 during the holiday season, searches were up more than 60% year-to-year.
- Though enthusiasm for travel is steady, consumers are paying attention to cost, still being the top concern of travel.
- Optimism and eagerness for business travel continues to improve, yet is still down compared to 2019.
- According to US Travel Association, most respondents plan to travel in the next 6 months for business, with 80% expecting to travel for business meetings and 78% for conferences.
IMPACTS RELEASES A STUDY ON FREE VS. PAID ADMISSION: DOES THIS BRING A MORE DIVERSE AUDIENCE?
Key findings from IMPACTS, published Nov. 9:
- Overall satisfaction is generally lower when admission is offered free vs. paid.
- Studies show visitors willingness to recommend an organization where admission is free vs. one that requires payment also is not higher and suggests people generally value their time over their money.
- Having free admission also does not generally stream new people through your door, however it does encourage the same people to visit more often.
- This study also found offering free admission does not bring greater diversity to your organization.
FAMILY INTENT TO TRAVEL IS ON THE RISE; RESPONDENTS GIVE INSIGHT TO WHERE THEY FIND TRAVEL INSPIRATION
Key findings from NYU School of Professional Studies, with responses collected between June 22 and July 23, 2022:
- The intent to travel remains high with 85% of parents likely or very likely to travel with children in the next 12 months. Travel intent in 2022 is higher than it was in 2019, with just 70% of parents reporting their intent to travel with children.
- Almost half of the respondents reported they are planning to take a family vacation:
- 47% reported they are planning a multi-generational trip
- 46% reported they are planning a trip with family members beyond in-laws.
- 44% reported they are planning a trip with people not related to them.
- Though families still feel divided over the pandemic, its impact on decision making of travel is declining. 57% of respondents feel the pandemic is mostly contained and feel comfortable to travel. While 43% reported the pandemic is not contained and remain cautious when making travel decisions.
- Pre-pandemic travel behaviors are making a comeback:
- The percent of families planning a city vacation is up from 34% in 2021 to 65% in 2022.
- The percent of families traveling for an event has doubled with 23% reporting they were traveling for an event in 2021, to 46% in 2022.
- The percent of families planning to visit a museum or cultural attraction is also up from 36% in 2021, to 48% in 2022.
- This study shares respondents’ sources of inspiration to travel:
- 81% say movies inspired them to travel.
- 73% say TV shows inspired them to travel.
- 71% say Pinterest inspired them to travel.
- 49% say travel bloggers inspired them to travel.
- Social media has continued to play a role in inspiration as well for those looking to travel. 68% say they found inspiration from Instagram, 61% said Facebook and 58% said TikTok.
November 4, 2022
THOUGH SPECIFIC FACTORS STILL IMPACT TRAVEL, AMERICANS ARE MAKING PLANS TO TRAVEL THIS HOLIDAY SEASON
Key findings from Longwoods International, fielded Oct. 26:
- Americans with travel plans in the next six months is up 2% from August. 92% of travelers say they plan to travel in the next six months.
- There are still three factors that will greatly determine decisions for travel in the next six months:
- 14% say COVID-19 greatly impacts their decision to travel.
- 27% say their financial situation greatly impacts their decision to travel.
- 26% say the cost of transportation greatly impacts they decision to travel.
- For those influenced by fuel prices:
- 32% say they are reducing the number of trips they are taking. Whereas in September, 27% reported this.
- 31% say they are choosing destinations closer to home. Whereas in September, 29% reported this.
- With holiday travel around the corner, American travelers reported what they plan to participate in:
- 70% plan to visit friend/relatives.
- 60% plan to go shopping.
- 47% plan to see holiday lights.
- 25% plan to attend and festival/fair.
- As for remote work and travel plans over the next 12 – 24 months:
- 10% said they plan to work remotely, away from home, in another U.S location. This percent is up 2% from September.
- 9% said they plan to work remotely in various locations. This percent is up 2% from September.
- However, 57% said they do not plan to work remotely, away from home.
NEW FINDINGS FROM DELOITTE HOLIDAY TRAVEL SURVEY – WILL AMERICANS TRAVEL THIS HOLIDAY SEASON?
Findings from Deloitte Insights, with the survey taking place Sept. 6 – 14:
- 31% reported they plan to take at least one trip during the 2022 holiday season. Within that 31%:
- Americans reported they want to reconnect with family and friends.
- Were looking to rest and relaxation.
- Need a getaway.
- Are doing regular holiday travels.
- Plan to spend time with their significant other.
- However, in 2021, 42% of Americans were traveling over the holidays (between Thanksgiving – mid January). Reasons for this decrease include:
- 37% say financial concerns.
- 30% say they prefer to spend on other things.
- 24% have no destination in mind.
- 18% are concerned about COVID-19 and other diseases.
- Older Americans are more likely to avoid travel due to health reasons whereas younger Americans are unable to travel due to difficulty taking time off work and are holding off for a bigger trip in 2023.
- For ages 18-34, 41% say they are traveling during the holiday season.
- For ages 35-54, 32% say they are traveling during the holiday season.
- For ages 55+, 22% say they are traveling during the holiday season.
- About 1 in 4 travelers intend to lug the laptop and work remotely during the holiday season.
- Travelers under 55 are 306x more likely to plan to work over their trips.
- As for percent of ages who plan to work remotely over their trips:
- 37% of Americans 18-34 say they plan to work remotely during their trip.
- 27% of Americans ages 35-54 say they plan to work remotely during their trip.
- 9% of Americans 55+ say they plan to work remotely during their trip.
October 28, 2022
NEW STUDIES SHOW CULTURAL ORGANIZATIONS MIGHT WANT TO RECONSIDER AGE FOR SENIOR DISCOUNTS
Key findings from Impacts, published Oct. 26:
- With an increase of Americans living longer and staying productive past traditional retirement ages, new data shows optimal price points for admission to museums and performing arts organizations.
- Many cultural organizations offer admission fees structured around different age ranges. However, these ranges are often calculated without using actual data or market research.
- Impacts Research studied 81 cultural organizations with an adult admission greater than $20 over the third quarter of 2022. Admission value is a measure of how much personal value was derived from the experience given at the time and cost of admission.
- The research presents a chart indicating that a respondent's belief that a cultural organization's perceived value is good or excellent at $20 or more stays relatively stable until age 70.
- Overall, there is generally no market-driven demand offering a discount to people younger than 70 years of age. In fact, visitors 65 – 69 in the United States have no statistically greater demand for a discount.
- Offering a senior discount before age 70 also discourages potential membership opportunities.
October 7, 2022
SPECIFIC FACTORS STILL IMPACT THOSE PLANNING TO TRAVEL IN THE NEXT SIX MONTHS; TAKE A LOOK AT HOLIDAY TRAVEL AND FEELINGS TOWARDS WORKING AND TRAVELING
Key findings from Longwoods International, fielded Sept. 28:
- COVID-19, financial situations and cost of transportation are still impacting travels decisions to travel in the next six months.
- 34% said COVID-19 will impact their decision.
- 46% said concerns with their financial situation will impact their decision.
- 46% said transportation costs will impact their decision.
- With the holiday season right around the corner, travelers were asked how much they plan to spend on travel this holiday season:
- 31% said more spending.
- 51% said same amount as last year.
- 19% said less spending.
- 11% said they do not have holiday travel plans.
- When looking at the travelers’ feelings toward leisure and work as compared to last year, several interesting things were learned:
- 58% of American travelers said they are less likely to work during a leisure trip.
- 66% said they are more focused on having a work/life balance.
- 41% said they are more likely to include leisure travel on their business trips.
THOUGH A RESSCESSION MAY BE IN THE FUTURE, AMERICANS ARE STILL COMMITTED TO SPENDING MONEY ON TRAVEL
Key findings from Destination Analyst, collected Sept. 2022:
- Many Americans still view travel as essential and remain committed to spending even with the economic downturn.
- Nearly 64% if travelers expect an economic reason this year.
- Of this, 66% say they plan to be careful with money.
- 61% still feel travel is a good investment.
- 75% said travel will be a worthwhile investment during a recession.
- 39% of people consider spending money on travel right now to be essential. This sentiment is strongest among Millennials, those who reside in the south, and parents of school-aged children.
September 30, 2022
EXPLORING THE VALUE AND SATISFACTION OF BUNDLING EXPERIENCES FOR ORGANIZATIONS
Key findings from Impacts, published Sept. 28:
- Research generally shows that price for admission cost is not a primary barrier for guests visiting museums or performing arts entities.
- Questions arise often at cultural entities whether they should bundle tickets at a single selling point or offer admission with add-ons available for purchase (bundle purchases coasting more).
- Over 18 U.S. exhibit-based organizations for adult admission, guest paid on average 21% more for the bundled experience.
- Of these 18 organizations, 73% of guests bought the bundled experience on average. However, only 68% redeemed the total bundle experience.
- Bundling experiences is not cheaper than purchasing a ticket a la carte. However, visitors who purchase a la carte usually have a lower value for cost perceptions:
- 73% of those who purchased a bundled experience felt there was value.
- 69% of those who purchased a la carte felt there was value.
- Guests who buy a bundle usually have a higher overall satisfaction and find a greater value in their experiences.
- 74% of those people who purchased a bundle experience had an overall satisfaction.
- 70% of those people who purchased a la carte had an overall satisfaction.
- When a visitor purchases a la carte, the value of the experiences is generally assessed independently.
- Visitors sometimes have a fear of missing out and are willing to pay premium to have the option to do everything regardless of if they get to everything.
September 16, 2022
TRANSACTION-MOTIVATED VS. MISSION-MOTIVATED MEMBERS: WHICH GROUP YOU MAY WANT TO FOCUS ON
Key findings from Impacts Research published Aug. 21, 2022:
- For cultural organizations, members are typically placed into one category. However, research suggests there are two types of members:
- Transaction-motivated member are primarily motivated to join for benefits like free admission and discounts.
- Mission-motivated members purchase memberships for reason related to the organization’s mission.
- When looking at a price point of $250 for a family membership:
- In Q2 2022, 75% of mission-motivated people will purchase a membership starting at $250.
- In Q2 2022, 47% of transaction-motivated people will purchase a membership starting at $250.
- Though there may be other driving motivators for guests to join, IMPACTS found that $250 us usually a good starting price where members begin to regard themselves as donors to the organization.
- Now looking at a price point of $500 for a family membership:
- In Q2 2022, 56% of mission-motivated people will purchase a membership starting at $500.
- In Q2 2022, 29% of transaction-motivated people will purchase a membership starting at $500.
- The research suggests that transaction-based benefits (like free admission or discounts) may only go so far in motivating people to level up in membership.
- There is a clear history of visitor-serving organization primarily promoting transaction-based benefits to potential members and that free admission, discounts, and other benefits are why members join. IMPACTS suggested this may be why older generations are less mission-driven in general.
- As of 2022, select marketing leaders have 20-35% of mission-motivated members. However, transaction-motivated members still make up most of the membership across the U.S.
RECOVERY IS UP 85% FOR AUGUST 2022 MEETINGS
Findings from Northstar Meetings Group, published Sept. 8, 2022:
- In August 2022, U.S. meetings were up 136% compared to August 2021.
- Though meetings tend to slow down after July, researchers found August of this year outperformed July by 7%. This brought overall recovery of the industry to 85% of August 2019 levels.
- Of these meetings:
- 64% were corporate meetings.
- 15% were SMERF meetings.
- 12% were association meetings.
- 7% were weddings.
- 2% were government meetings.
September 9, 2022
CONSUMER CONFIDENCE CONTINUES TO RISE AS GAS PRICES FALL
Key findings from Longwoods International fielded Aug. 31, 2022:
- As gas prices continue to improve, consumer confidence toward travel grows. Only 27% of travelers said gas prices would greatly impact their decision to travel in the next six months, down dramatically from the 43% of travelers who expressed the same sentiment two months ago.
- More than half of travelers plan to visit friends and relatives on their fall trips, and 43% are planning to take a fall road trip. Other top fall trip activities include visiting state and national parks, and going to museums, art galleries and other cultural institutions, as well as fall color tours, visiting a farmers market, attending a festival and hiking/bicycling.
CUSTOMER SERVICE STILL AN ISSUE AND COULD IMPACT FUTURE TRIPS. INTENT TO TRAVEL IN THE NEXT YEAR INCREASES. TRAVELERS SEEKING NEW PLACES AND 'ACTIVE' TIME.
Key findings from Destination Analysts fielded August 2022:
- 62% of American travelers have taken at least one overnight trip since mid-May.
- 40% of these travelers experienced at least one customer service issue, with staffing shortages topping the list of problems. Gen X travelers expressed the highest level of frustration, while Boomer travelers appeared more patient.
- Bad experiences with service could impact future travel plans – 31% of those reporting moderate to extreme levels of frustration with service issues in recent trips are reconsidering their fall plans.
- Lots of people isn’t always a good thing, as 17% of travelers say crowds are why they didn’t travel this summer.
- Nearly two-thirds of travelers expect to take at least one overnight leisure trip in the next three months, and nearly half play to specifically visit friends or family.
- 30% say COVID is negatively impacting their travel experiences – this is down 17 points from early 2022.
- The top reasons why people are not traveling remains financial – cost of gas, cost of travel and their own personal financial situation. The situation appears to be improving, however, as 31% of travelers saying they’d be taking more trips in the next 12 months, up from 28% in July.
- Top priorities include spending time with loved ones, visiting new places, having fun, relaxing and being happy.
- 53% are seeking new places to visit, 45% want “active” time, and 37% report wanting luxury travel experiences.
- Looking more deeply into American attitudes toward travel messaging, one-third (34%) say they do not see themselves represented in travel advertisements. There is an opportunity to diversify travel messaging to ensure all travelers feel welcomed to the destination.
- In terms of planning windows for marketers to bear in mind, American travelers are planning their domestic leisure trips about 11.4 weeks in advance on average for trips with a length of stay of one week or longer.
- As for where marketers can best reach travelers, Americans are most receptive to learning about new destinations through websites found via search engine (32%), followed by Facebook (23%), review websites (23%) and online content (22%). TikTok was by far the most popular channel for Gen Z travelers to learn about new destinations (44%), while Millennials were most likely to select Facebook (31%). Websites found via search engine were the top choice for Gen X (35%) and Baby Boomers (36%).
August 30, 2022
COST OF TRAVEL AND SCHEDULING CONFLICTS ARE ADDED TO TOP REASONS WHY PEOPLE AREN’T VISITING ATTRACTIONS
Key findings from Impacts Research using date gathered end of Q2 2022:
This study focuses on exhibit-based attractions (such as museums, zoos, aquariums, historic sites, science centers and botanic gardens) as well as performance-based attractions (theatres, ballets, orchestras, etc.)
- Reasons why visitors don’t visit attractions are changing.
- Pre-pandemic, the top reasons were 1) they preferred to do another activity, 2) perceived access challenges, such as being too far away and 3) they’d already “been there and done that,” so there was nothing new to see and do.
- Throughout 2020 and even through early 2022, pandemic and safety concerns still ranked among the top reasons why people did not visit attractions.
- As of 2Q 2022, the sands are shifting yet again! Potential visitors are again saying they prefer to do something else, access challenge and “been there done that,” but cost of travel (lodging, gas, etc.) and scheduling conflicts are now ranked among the top reasons.
- Impacts Research reminds us that cost of admission is typically not the barrier. Previous OTA updates have addressed this in detail. Cost of travel is likely associated with the economic climate and the rising price of gas at the time of the survey.
- Is your attraction open when your visitors are seeking to visit? Do you have to make adjustments to days and hours? With people going back to the office, Impacts Research hints that previous flexibility when many were working from home may make outings more difficult, plus as people feel more comfortable picking up activities they’d dropped during the pandemic, there is more competition for free time competing for their attention.
- If we’ve learned anything the last few years, it’s that people’s thoughts and behaviors change quickly given new circumstances. Whether these two barriers to visitation are lasting is yet to be determined.
OHIO TRAVEL SPENDING DIPS SLIGHTLY IN JULY. INDUSTRY RECOVERY REMAINS UNEVEN AND INFLUENCED BY ECONOMY, PANDEMIC AND CORPORATE POLICIES
Key findings from U.S. Travel Association
- July travel spending in Ohio fell just shy of 2019 levels, declining to 2.3% below 2019 levels after recording a 1% growth in spending in June compared to 2019. Local and state tax revenues in July 2022 are 1.7% less than generated in July 2019.
- Pennsylvania, New York and West Virginia also recorded less spending in July when compared to 2019, -4.2% (PA), -6.3% (MI) and -8.4% (WV). Michigan was up .9%, Indiana was up 1.8% and Kentucky was up 1.7%. Nationally, travel spending was up just .3% over 2019.
- Business travel recovery continues to be uneven. According to STR, company policy is limiting corporate business travel demand – not employee desire. Corporate booking is down 17.6% from 2019 at the same time.
- U.S. hotel demand is expected to recover to 2019 levels in 2023 based on an updated forecast released in August by Tourism Economics. Hotel average daily rate (ADR) is expected to recover to 16.1% ahead of 2019 levels in 2023, but when adjusted for inflation, real ADR will be 1.7% below 2019. RevPAR is expected to improve 29.5% in 2022, followed by a 5.7% increase in 2023.
August 10, 2022
DROPPING GAS PRICES IMPACTING INTENT TO TRAVEL AND CHANGES IN TRAVEL SPENDING
Key findings from Longwoods International fielded Aug. 3, 2022:
- The recent decline in gas prices is having a positive impact on intent to travel.
- While close to a third of travelers (31%) say higher gas prices will greatly impact their decision to travel in the next six months, this is a big difference from the 43% who reported the same in July.
- Still representing close to a third of travelers, those altering travel plans by traveling close to home; reducing the number of trips they will take; and spending less on retail, entertainment and food is dropping.
- Nineteen percent (19%) say that rising gas prices will not impact travel plans, up from 12% in July.
- Travelers who’ve taken a trip in the last three months report a mixed-bag of customer service. While 56% say they experienced the same level of service as before the pandemic, 22% report a lower level of service and another 22% say they experienced a higher level of service.
ADMISSION PRICING NOT SEEN AS A BARRIER TO VISITATION GIVEN BROAD ECONOMIC CONDITIONS
Key findings from Impacts Research published August, 2022 using Q2 data:
IMPACTS Research analyzes those interested and visiting different types of attractions, including museums, zoos, aquariums, science centers, parks, performing arts venues, etc.
- Many attractions report favorable attendance trends as visitation gradually returns to pre-pandemic levels.
- Economic conditions have raised the issue on whether admission prices should be lowered to prevent being a barrier to engagement and visitation.
- As of the end of June, there was a dip in projected travel spending by those visiting an attraction – a decrease of 13% for exhibit-based and attractions and 29% for performance-based attractions. This may be seen in a decline in gift shop and food purchases at attractions.
- Researchers note that admission pricing is a core component of a visitor’s experience. Just like travelers intend to still travel, but may “downgrade” their purchases for lodging or meals, researchers suggest that this is what’s happening with site-based visitation as well. A visitor can adjust spending in the gift shop or snacks.
- When researchers asked attraction attendees about barriers to visitation, the following were identified:
- inflation
- general concern about the economy
- travel costs, including fuel and airline tickets
- concern about financial markets
- Admission pricing – which is one of the only cost-related factors within our control – did not emerge as a barrier. Researchers suggest that tampering with ticket prices in reaction to broad economic issues risks doing more harm than good.
- Instead, they suggest continuing to engage with your customers digitally and to create fantastic content. Now is not the time to reduce promotional spending.
ACCESSIBILITY REMAINS A PRIORITY. TIPS FOR DESTINATIONS SEEKING TO ATTRACT TRAVELERS WITH DISABILITIES.
Key findings from MGMY Global’s Portrait of Travelers with Disabilities ™: Mobility and Accessibility fielded June 2022:
- Nearly all travelers with mobility aids encounter accommodations problems (96%) and 86% encounter flight issues.
- As travelers with mobility disabilities with nearly the same frequency as those without mobility issues, researchers call on the industry to provide the same experiences for these travelers as those without accessibility issues.
- Top issues reported for flights include lost or damaged mobility aids (4 in 10), and extended wait times for assistance before or after flights (6 in 10).
- Regarding lodging, 54% say they’ve been given rooms not matching what they booked, 81% have dealt with inaccessible showers or tubs and 52% have had beds too high to access.
- When asked what travel destinations could do to better attract these travelers, the following recommendations top the list:
- Provide more information on accessibility prior to visiting (84%)
- Make sure sidewalks, ramps and mobile lifts are available and operational (81%)
- Promote accessible lodging options (81%)
- Make more images or virtual tours of places available so a potential traveler can identify any obstacles.
July 27, 2022
45% OF AMERICAN ADULTS PLAN TO TRAVEL MORE THAN LAST SUMMER; 85% OF TRAVELERS IN THE EAST SOUTH CENTRAL REGION ARE MORE LIKELY TO TRAVEL
Key findings from The Vacationer, July 20:
- 65% of Americans say they are willing to pay more for a flight, endure layovers, and other inconveniences to travel.
- When American travelers were asked if they plan on traveling this summer:
- 36% said yes, one time
- 45% yes, more than once
- 19% said no
- 85% of American adults in the East South Central region states said they will be traveling this summer. American adults in the Mountain region are less likely to travel this summer, with only 74% saying they will.
- When asked where American Adults were planning to travel this summer:
- 20% said they will not travel this summer
- 60% said they will travel, but only domestically
- 7% said they will travel, but internationally only
- 14% said they will travel both domestically and internationally
- When asked how they plan to travel:
- 23% of travelers said they plan to travel by plane, more than once
- 28% of travelers said they plan to travel by plane, only once
- 19% of travelers said they plan to take a road trip within 100 miles of home
- 21% of travelers said they plan to take a road trip within 250 miles of home
- 22% of travelers said they plan to take a road trip within 500 miles of home
July 21, 2022
INSTAGRAM TENDS TO BE THE TOP SOURCE OF INFORMATION FOR VISITORS ATTENDING CULTURAL ENTITIES
Key findings from IMPACTS Research, fielded July 20:
- Researchers found visitors who want to know something tend to use a device. This research contemplates 2,882 likely visitors to exhibit-based organization and 1,770 likely visitors to performance-based organizations.
- For exhibit-based:
- Visitors are 14% more likely to visit the mobile web than social media
- Visitors are 3% more likely to visit social media than the web
- For performance-based:
- Visitors are 8% more likely to visit the mobile web than social media
- Visitors are 3% less likely to visit social media than the web
- For exhibit-based:
- In the last study, we saw Instagram was the top social media channel for engagement. The question that now arises is, what are specific audiences using?
- For exhibit-based:
- Visitors are 3.2 times more likely to visit Instagram than Facebook
- Visitors are 1.04 times more likely to visit Facebook than TikTok
- Visitors are 1.8 times more likely to visit TikTok than Twitter
- For performance-based:
- Visitors are 2.2 times more likely to visit Instagram than Facebook
- Visitors are 1.4 times more likely to visit Facebook than TikTok
- Visitors are 1.2 times more likely to visit TikTok than Twitter
- For exhibit-based:
- There are age differences for Instagram users that need to be identified.
- For exhibit-based:
- 14% more adults ages 18-34 are using Instagram than adults ages 35-54
- 68% more adults ages 35-54 are using Instagram than adults ages 55+
- For performance-based:
- 14% more adults ages 18-34 are using Instagram than adults ages 35-54
- 60% more adults ages 35-54 are using Instagram than adults ages 55+
- For exhibit-based:
- Social media is crucial for engaging audiences, maintaining relevance, and inspiring visitors to exhibit-based and performance-based organizations. Instagram specifically is inspiring the most engagement.
July 14, 2022
RISING FUEL PRICES CONTINUE TO IMPACT TRAVELERS DECISIONS; TRAVELERS GIVE FEEDBACK OF EXPECTATIONS OF SERVICES
Key findings from Longwoods International, fielded July 6:
- Travelers with travel plans went up 3% from 89% as of May 11 to 92% as of July 6.
- When asked what factors were impacting travelers’ decisions to travel in the next six months:
- 19% said COVID -19
- 31% said concerns regarding personal financial situation
- 34% said transportation costs
- 43% said the rising gas prices are greatly impacting their decision to travel in the next six months.
- 44% said they are reducing the number of trips they take
- 44% said they are choosing destinations closer to home
- 38% said they are reducing the amount they spend on retail
- 36% said they are reducing the amount they spend on food and beverage
- Though the ongoing workforce shortage, when asked what type of service travelers expect to receive from hospitality businesses
- 52% said the same level of service as before the pandemic
- 28% said a higher level of service than before the pandemic
- 20% said a lower level of service than before the pandemic
- American travelers begin to shift away from remote work:
- 60% say they do not plan to work remotely, away from home, in the next 12-24 months
- 16% said they are undecided
July 8, 2022
THOUGH RISING COST STILL CONCERNS AMERICAN TRAVELERS, CRIME-RELATED ISSUES ARE ALSO BEING ELEVATED
Key findings from Destination Analyst, fielded June 2022:
- American travelers continue to show mixed signals for sense of financial well-being.
- Half of travelers say the high travel prices have impacted their travel plans in the past month.
- 93% of travelers who said they planned to take a trip in the next 12 months has dropped to 86%.
- Americans still plan to travel during the fall with 25% planning to travel in September, and 21% in October.
- 43% of American travelers said they have elevated concerns about their safety when thinking of domestic travel:
- These concerns are most strong between Millennial and Gen Z travelers.
- When asked what these travelers top concerns were, 37% said theft and 34% said mass shootings.
- With negative COVID-19 test no longer being required to travel internationally, the likelihood of Americans traveling international jumped from 28% to 34% in the month of June.
INSTAGRAM OUTPACES OTHER PLATFORMS FOR ENGAGMENT AND CALLS TO ACTION FOR MUSEUMS, ZOO, ETC.
Key findings from IMPACTS Research, fielded July 6:
IMPACTS Research defines cultural organizations broadly, including museums, performance venues, zoos, aquariums, historic sites, etc.
- More people are engaging with cultural organizations online than before the pandemic. In comparison to 2019, when asked the question of what they have done in the past year in relation to a cultural organization:
- In 2019, 21% said they visited the website; in 2022, 30% said they visited the website
- In 2019, 15% followed social media; in 2022, 21% said they followed social media
- In 2019, 12% liked a social media post; in 2022, 19% liked a social media post
- In 2019, 16% noticed a news story; in 2022, 15% noticed a news story
- In 2019, 16% made a visit; in 2022, 14% made a visit
- In order of how visitors are engaging with cultural organizations as of Q2 of 2022:
- Instagram is 2.76 more times useful than Facebook
- Facebook is 1.2 times more useful than TikTok
- Tiktok is 1.5 times more useful than Twitter
- When asked what social media platforms sparked most people to buy a ticket, register for a lecture, join a group, or sign up for a newsletter, Instagram led once again.
June 30, 2022
AS PEOPLE RETURN TO MORE OF THEIR “NORMAL” PRE-PANDEMIC BEHAVIORS, THERE IS A GROWING COMPETITION FOR OUT-OF-HOME LEISURE ACTIVITES
Key findings from IMPACTS Research fielded June 2022:
- Top-of-mind is a measurement that shows how readily people recall and consider visiting a specific organization.
- When asking top-of-mind questions, you should ask “what do you plan to do during your upcoming trip to [place]?”
- Organizations that have higher top-of-mind values are more successful in meeting their market potential.
- Time is precious to travel and can be a top deciding factor on how people engage in out-of-home leisure activities.
- What influences a visitor’s decision?
- Schedule
- Reputation
- Travel distance
- Ease of access
- Ease of planning
- Weather
- Special events
- A specific activity or attraction
- The influence of being part of a travel loyalty program
- Nightlife
- Fine dining
- Cost
- With whether a visit fits with their schedule being the visitor’s top decision, opening hours will have an impact on whether someone visits.
- When asked in June of 2022 what activities motivated where travels spend time:
- 41% said visiting a historic location
- 5% said visiting an aquarium, science center or zoo
- 8% said visit a museum
LOCAL ABORTION LAWS MAY IMPACT PLANNERS’ CONFERENCE AND SITE-SELECTIONS
Key findings from Northstar Meetings Group updated June 29:
- According to Northstar, those states who ban abortion are at a much higher risk of losing meeting planners business.
- In a survey done in May, planners were asked how state-by-state abortion laws will impact their organization’s future site-selection:
- 54% said they will not meet in states with anti-abortion laws
- 29% said they will favor states that allow abortion, but will not be the deciding factor
- 4% said they will not meet in states that allow abortion
- 4% said they will favor states that do not allow abortion, but will not be the deciding factor
- Though intentions vary by planner type, half of corporate planners and a third of trade show organizers said the laws will have an impact on their destination decision
June 22, 2022
UPDATED FORECAST SHOWS IMPACT OF PANDEMIC ON LOST DOMESTIC TRAVEL, BUSINESS TRAVEL AND INBOUND TRAVEL
Key findings from Tourism Economics and US Travel released June 2022:
-
Domestic leisure travel spending has already surpassed pre-pandemic levels, even when adjusted for inflation—though it is projected to remain $46 billion below where it should have been in 2022 if not for the pandemic.
-
Domestic business travel is finally picking up and volume is expected to reach 81% of pre-pandemic levels in 2022 and 96% in 2023. Nevertheless, spending, when adjusted for inflation, will not fully recover to pre-pandemic levels within the range of the forecast.
-
International inbound travel is making a big comeback, aided by the recent drop of pre-departure testing. It is projected to grow rapidly through the rest of 2022, and then grow at a slower pace in 2023-2026. A full recovery to pre-pandemic levels (volume and spending) is not expected until 2025.
WITH INDEPENDENCE DAY AROUND THE CORNER AND RISING GAS PRICES, AMERICAN TRAVELERS STILL PLAN TO TAKE A TRIP OVER THE LONG WEEKEND
Key findings from AAA prepared May 23, 2022:
- A record number of Ohioans are expected to travel this Independence Day which is outpacing the U.S. While national travel numbers are expected to fall just shy of 2019, AAA expects Ohio travel will build on the record travel numbers set in 2021 to reach a new high this Independence Day.
- Though gas prices are historically high, 42 million Americans , nearly 2.1 million Ohioans, are planning a road trip for the holiday weekend.
- AAA predicts air travel will grow 1.5% nationally. However, with just over 70,000 Ohioans flying during the long weekend, Ohio air travel will fall 1.2% compared to last Independence Day.
- With a large number of Americans traveling and high demand for accommodations, availability may be limited which will impact pricing:
- AAA found airfare is 14% more than last year
- Mid-range hotel rates have increased about 23%
- Daily car rental rate have decreased 34% compared to last year
DESTINATION MARKETERS SAY USER EXPERIENCE, DESIGN, TECHNOLOGY, INTEGRATION AND CONTENT ARE BIGGEST STRUGGLES WITH WEBSITES
Key findings from MMGY completed June 2022:
Survey respondents were more than 155 destination marketers.
- 60% said their primary focus of their website is to inspire.
- Only 50% say they are somewhat satisfied with their website.
- As for what makes them unsatisfied:
- About 56% say technical performance make them unsatisfied
- About 27% say performance of site objectives
- About 41% say content unsatisfied them
- 81% say both user experience and design make them feel unsatisfied
- When asked what changes were needed to improve user experience, a high of 46% said navigation and information architecture and low of 20% said technical performance.
- An equal 8% said they plan to spend both more and less time on their website.
- Why do destination marketers plan to spend more time on their website?
- 51% said they are integrating new technology
- 44% said they are increasing web content production
- 44% said they are building a new website
- 37% said they are refreshing their existing website
- Why do destination marketers plan to spend less time on their website?
- 38% said they are shifting budget to other than advertising
- 31% said they recently launched a new website
- 31% said they recently refreshed their existing website
- 23% said they are decreasing web content production
- As for monetizing their organizations website, 38% said they are not monetizing their website.
- When asked how satisfied destination marketers are with existing email marketing platform:
- 20% are extremely satisfied
- 43% are somewhat satisfied
- 25% are neutral
- 1% are not satisfied at all
- When asked if destination marketers are using their platform’s automation capabilities to deliver automated email messages, 59% said yes and 41% said no.
June 17, 2022
TRAVELERS ARE PLANNING A TRIP WITHIN THE NEXT SIX MONTHS DESPITE INFLATION PRESSURES
Key findings from Longwoods International fielded June 8:
- 91% of travelers say they plan to travel in the next six months, up 2% from May 11.
- On their next leisure trip, travelers plan to:
- Visit friends and family (53%)
- Go to the beach or waterfront (48%)
- Take a road trip (45%)
- Go shopping (44%)
- Explore a city (37%)
- Visit National Park, State Park, or Monument (34%)
- As for factors impacting decisions to travel in the next six months, 16% say COVID-19, 25% say concerns of their final situation, and 33% say transportation costs will impact their decisions on travel.
- A survey record-high 41% of American travelers now say rising gas prices will greatly impact their decision to travel in the next six months. up from 32% on May 11.
- The impact of rising gas prices has impacted traveler plans:
- 39% say they are choosing destinations closer to home
- 39% say they are reducing the number of trips they take
- 34% are reducing the amount they spend on retail purchases
- 30% say they are reducing the amount they spend on entertainment and recreation
- 27% say they are reducing the amount they spend on food and beverage
- 15% say rising gas prices are not impacting their travel plans
- Despite all these inflationary pressures and concerns, demand for travel is still at record highs with 91% of American travelers still indicating plans to take a trip within the next six months.
AMERICANS STILL PRIORITIZE VACATIONS AMONG RISING ECONOMIC CONCERNS
Key findings from MMGY Travel Intelligence released this week:
- According to Portrait of American Travel research from MMGY Travel Intelligence, with data collected from more than 4,500 respondents, 65% of travelers still intend to take a leisure trip in the next six months even with obstacles in today’s travel environment.
- Nearly 8 in 10 leisure travels say the cost of travel is more significant than COVID-19 concerns for the first time.
- Though the travel costs rise, travels do not plan to cancel their trips:
- 48% say they are more likely to travel closer to home
- 35% say they will decrease spending money on entertainment or shopping
- 30% plan to make meals instead of eating out
- Perception of safety continues to improve for domestic travel (up 7 points from one year ago) and international travel (up 12 points from one year ago).
- With travelers feeling safer, the likelihood of travelers taking an international trip has increased to pre-pandemic levels.
June 9, 2022
AMERICAN TRAVELERS SEEKING INFORMATION ON INSPIRING NEW DESTINATIONS, YET DON'T "SEE THEMSELVES" IN ADS. PANDEMIC INFLUENCE CONTINUES TO BE MIXED BAG.
Key findings from Destination Analysts fielded May 2022:
- American travelers (86%) expect to travel in the next 12 months and the typical traveler expects to take three leisure trips before May 2023.
- More than 63% say they have a strong degree of openness to learning about new travel experiences and destinations to visit.
- However, more people are feeling unrepresented in the travel marketing they see. This month, 37% agreed with the statement “I’ve noticed that travel advertisements usually do not reflect people like myself”– up 5-points in the last four-weeks.
- When asked which destination images they’d find most appealing, American travelers replied:
- Beautiful scenery and landscapes (41%)
- Sunsets (26%)
- Families enjoy the beach (25%)
- Wildlife (24%)
- Friends enjoying the beach (24%)
- Iconic attractions (22%)
- Museums or cultural attractions (21%)
- Scenes from a fun road trip (19%)
- People dining in a restaurant (19%)
- People having fun at theme parks (18%)
- The least appealing images were theatrical performances, solo travelers in nature and scenes at sporting events.
- A third of Americans agree it’s a good time to spend money on travel. Additionally, 62% percent say leisure travel will be a high spending priority – the highest level it’s been since July 2021.
- Travelers remain considered about rising prices. Sixty-one percent (61%) of American travelers say they’ll take fewer road trips if gas prices don’t come down this summer and/or stay closer to home (63%), both increased 3 percentage points.
- Thirty percent (30%) say they have cancelled a trip they had planned or considered because of high prices. When asked to rate how much a deterrent specific travel costs are, the two most commonly seen as “deal breakers” are gas (23%) and airfare (12%)
- Feelings about the pandemic and its impact on travel continue to be a mixed bag. More feel that the virus is impacting their ability to have meaningful travel experiences (up 5-points in the last month to 38%).
- In addition, amongst those who have taken an overnight trip in the last 3 months, 27% said they had more than moderate anxiety on their most recent trip (up over 8-points in the last month).
- Despite relaxed mask requirements on commercial aircrafts, a majority of travelers (59%) would still prefer that all passengers wear masks while onboard the plane. However, 34% say relaxed masking requirements increases their interest in traveling by air, compared to about 25% who disagree with this sentiment.
NEARLY THREE-QUARTERS OF TRAVELERS WANT TO USE THEIR PHONES TO MANAGE THEIR HOTEL STAY AND OTHER "HIGH-TECH AND LOW-TOUCH" TRENDS THAT ARE CHANGING THE FUTURE OF TRAVEL
Key findings from Oracle Hospitality and Skift published on HospitalityNet June 2022:
- Nearly three-quarters (73%) of travelers want to use their mobile device to manage their hotel experience, including checking in and out, paying, ordering food, and more.
- Personalizing a stay is important, such as picking their exact room and floor and paying for only the amenities they want. Nearly 40% of hotel executives see this ‘unbundled’ model as the future of hotel revenue management.
- 73% agree that they’re more likely to stay at a hotel that offers self-service technology to minimize contact with the staff and other guests.
- 38% want a fully self-service model, with staff only available upon request.
- 39% want to order room service from their phone or a chatbot.
- 49% are also looking for contactless payments (only 5% want to pay in crypto).
- 65% of hoteliers said incorporating new technologies for staff best describes their strategy to weather labor shortages and attract new talent.
- 54% added that their highest priority is to adopt tech that improves or eliminates the need for the front desk experience between now and 2025.
- 39% said they want a fully contactless experience for all basic hotel transactions (check-in/out, food & beverage, room keys, etc.).
- 34% said a staff shortage, and resulting slow service, would be their #1 deterrent to rebooking a hotel. However, just 23% noted that a lack of daily room cleaning is an issue, showing consumers have accepted (and 17% welcomed!) that this pre-pandemic mainstay is never coming back.
- 45% said on-demand entertainment access that seamlessly connects to their personal streaming or gaming accounts is their #1 must-have during their stay. Likewise, 45% of hotel executives said this in-room entertainment set-up is what they’re most likely to implement by 2025.
- 77% of travelers are interested in using automated messaging or chatbots for customer service requests at hotels.
- 43% want voice-activated controls for all amenities in their rooms (lights, curtains, door locks, etc.).
- 25% want room controls that auto-adjust temperature, lighting, and even digital art based on pre-shared preferences.
OUR WORKPLACE BENEFITS AND PROGRAMS, AS WELL AS OUR BOARD GOVERNANCE STRUCTURE, MAY INFLUENCE FUNDING DECISIONS
Key findings from Bayes Business School published in Tourism Economics, May 2, 2022:
- This study examined how (or if!) four aspects of corporate social responsibility impact financial investments and capital support in the hospitality and tourism industry. The four dimensions are social, corporate governance, product/service performance and environmental.
- Why is this important? It gives us a better idea of what metrics may be important to share if you are seeking funding and support. While many of us have no problem sharing information about how an investment will create additional revenue or why the tasks we do make a difference, talking about our stellar social and governance performance might give us the edge. You should consider talking about these, as they seem to influence decisions.
- Social and corporate governance dimensions seem to have the greatest influence on investment retention and attraction.
- Tourism-related businesses and organizations who scored high in the social dimension also had high levels of investment and support. This includes strong employee relations, workplace diversity and a sense of community. Metrics included:
- programs and efforts to ensure employees’ health and safety
- providing retirement benefits
- favorable union relations
- integrates diversity into its management and operations
- company’s efforts to benefit human rights, including indigenous peoples’ relations, labor and other human rights policies.
- company’s support of community through education, charity and volunteerism
- Those with strong corporate governance also showed stronger support of capital investments. This dimension includes who makes up the board, decision-making structure, and business ethics.
- While the environmental dimension had little impact in this study, this could be due to several reasons – 1. The study focused primarily on large-scale projects that may not be as dependent on natural resources as a draw and 2. The authors state that the demand for sustainability and environment-friendly policies is not new, and there may be underlying assumptions that tourism businesses have these in place.
- The authors said that while most companies lump corporate social responsibility into one “single collection,” this study allows you to see how four different elements of corporate social responsibility attraction “different reactions from different stakeholders.”
- Author Pawal Bilinski, says "Rather than trying to be good at everything to increase their image, companies seeking funding should conceptualize the dimensions of CSR, exploring what it is their investors care about and focus on that. Our research shows strong reactions to performance in both social awareness—by maintaining healthy relations with staff, strong employee engagement and community spirit—and corporate governance, through defined board structures, strong sense of business ethics and accountability."
June 3, 2022
OHIO HAS LOST $10.7 BILLION IN TRAVELER SPENDING SINCE JANUARY 2020, BUT EXPERIENCED GROWTH OVER 2019 FOR THE FIRST TIME LAST MONTH. RECOVERY IS HIGHLY UNEVEN.
Key findings from US Travel released June 2, 2022:
- Ohio has lost $10.7 billion in traveler spending since January 2020.
- Loss in traveler spending means fewer tax dollars - $319 million loss in local taxes, $615 million loss in state taxes and $1.1 billion loss in federal tax dollars.
- For the first time since March 2020, Ohio experienced a growth over 2019 traveler spending, as April showed a 1% growth. May reported a -7% spending compared to 2019.
- While Ohio is trending toward recovery overall, we must remember that recovery is highly uneven and is being propelled primarily in the leisure market and car travel.
- Business travel is not anticipated to recover until 2024. Transient business travel is anticipated to be at 81% relative to 2019 in 2022, while group business (meetings, conferences, etc.) is predicted to be at 70% of 2019 levels in 2022.
GROWTH OF IN-PERSON MEETINGS PREDICTED, WITH NETWORKING THE KEY REASON
Key findings from MPI Spring Outlook:
- While 10% of meeting planners surveyed say their business is already back to levels they’ve not seen since 2019, a majority - 64% of respondents -- don’t expect business to reach that level until 2023 or later.
- Planners are optimistic that more will attend in-person events, with 85% of meeting planners predicting growth versus only 75% who said the same thing this winter.
- When asked which elements will impact attendance most, respondents cited networking receptions (65%) and “ability to have spontaneous conversations” (63%).
FLEXIBILITY STILL IMPORTANT WHEN WORKING WITH MEETING PLANNERS, OPTIMISM GROWS, TEMPERED BY BUDGET CONCERNS
Key findings from PCMA published May 9, 2022:
Convene monitors expectations of meeting planners and suppliers for PCMA. This study compared February 2022 results with April 2022 results.
- More in-person events are being planned. Less than half the planners in February were planning in-person-only events through June 2022, while nearly 7 out of 10 planners in April were in the midst of planning in-person events for Q2-3.
- There’s a slight increase in those predicting pre-pandemic attendance or better, with 18% (April) versus 10% (February) believing attendance will bounce back up to those pre-pandemic numbers; and 11% versus 6% anticipating they will have up to 50% or more attendees than before COVID.
- There’s a growing concern among planners on the costs of in-person events. Forty-one percent (41%) cited budgeting as a major challenge in April versus 33% who said the same thing in February.
- Growing expectations to elevate the in-person experience could be creating further budget challenges. The demand for unique and special in-person experiences comes at a cost, and this is difficult for planners to deliver given increased overall costs and fewer paid attendees.
- Uncertainty is still a factor. More than one-third — the same percentage as in February — said they will be unable to estimate numbers until they get closer to their event date. Flexibility from supplier is still needed.
ATTRACTION GIFT SHOPS HAVE A ROLE IN GETTING PEOPLE THROUGH YOUR DOORS
Key findings from IMPACTS Research published May 25, 2022
IMPACTS Research analyzes those interested and visiting different types of attractions, including museums, zoos, aquariums, science centers, parks, performing arts venues, etc. In this study they focused on 16 types of exhibit-based attractions that charge admission and serve more than one million visitors a year.
- Members have been important to attractions even before the pandemic, as members have a 4.5x greater monetary value.
- The mission of your organization motivates members, even more so now. Mission-motivated members (versus those who just want the discounts) buy higher level membership, renew more frequently and are important for word-of-mouth.
- Trust in museum has increased.
- The top reason (63%) why expired members haven’t renewed yet is simply because they intend to renew when they next visit, and they haven’t done so yet. Getting them through your doors has never been more important.
- This is where your gift shop plays a part, as 20% of members cite the gift shop as a reason why they decide to visit the attraction in the first place, compared to 5% of non-members.
- The quality of items and capacity of your gift shop may play a part, as researchers found diminishing importance of visiting gift shops as a key motivator when they looked beyond the 16 key exhibit-based attraction types. If you aren’t carrying quality and unique items they can’t find elsewhere, then the desire to shop doesn’t have as much punch.
May 27, 2022
INTENT TO TRAVEL MEMORIAL DAY WEEKEND RISES, STILL NOT AT 2019 LEVEL
Key findings from AAA released May 17, 2022:
- Those planning to travel over Memorial Day increased 8.3% over 2021, bringing travel volumes almost in line with those in 2017.
- Still 8.2% under 2019
- Air travel continues to rebound, up 25% over last year, the second-largest increase since 2010.
- “Memorial Day is always a good predictor of what’s to come for summer travel,” said Paula Twidale, senior vice president, AAA Travel.
- Despite historic gas prices, breaching the $4 mark in early March, 34.9 million people plan to travel by car, up 4.6% over last year. A greater portion of travelers are opting for air and other modes of travel than in previous years. Share of car travel fell from 92.1% last year to 88.9%
MORE THAN HALF INTEND TRAVEL MEMORIAL DAY WEEKEND
Key findings from The Vacationer fielded May 1, 2022:
- Nearly 60% of American adults will travel for Memorial Day or Memorial Day weekend this year. Car travel ranked highest at 50%, followed by plan travel at 7%.
- More than half of American adults say high gas prices will affect their Memorial Day or Memorial Day weekend travel plans.
- Men are more likely than women to say they will take a road trip for Memorial Day or Memorial Day weekend this year. 59.03% of men said they will. On the other hand, only 54.69% of women said they will be taking a road trip. Interestingly, the women who say they will road trip for Memorial Day weekend will likely go longer distances than the men
TRAVELERS SEEKING WELLNESS ACTIVITIES AND PET-FRIENDLY
Key findings from Hilton survey released April 2022:
- More than three in four (76%) respondents experience negative feelings when they go too long without a vacation, with burnout (41%) and boredom (36%) being among the top emotions.
- More than half of survey respondents who are pet owners (55%) are planning to travel with their pets this summer. In fact, 58% would prefer to travel with their pet rather than a friend or family member.
- 98% of survey respondents acknowledged they prioritize wellness activities while on vacation.
- More than a quarter (28%) of employed Americans disclosed that, since 2019, they have failed to use all their paid vacation days, with 51% of those respondents admitting it’s because they feel guilty about taking time off.
PETS ARE IMPORTANT TRAVEL COMPANIONS
Key findings from Harvest Hosts survey of RV members released May 3, 2022:
- More than half of all travelers (52%) admittedly base their travel plans on accommodating their pets – with Millennials being most likely to be swayed by their pets (56%).
- Meanwhile, over one-third of travelers (37%) deemed pet-friendly accommodations a "must-have."
- Millennials are most likely to bring their pets on vacation, with 39% saying pet-friendly accommodations are a "must-have."
- Gen Zers are slightly less tied to their furry friends, with about one-third saying pet-friendly accommodations are "nice to have, but not necessary."
- Boomers are not traveling with pets as much, and 34% say pet-friendly accommodations are "not necessary."
May 20, 2022
REDISTRIBUTION OF ATTRACTION DEMAND LINGERS
Key findings from IMPACT Research released May 10, 2022:
IMPACTS Research analyzes those interested and visiting different types of attractions, including museums, zoos, aquariums, science centers, parks, performing arts venues, etc. This report draws from data collected for Q1 2022 and compares it to previous years.
- Demand continues to be high for outdoor activities and those that allow freedom of movement, such as parks, gardens, beaches, and some museums
- Zoos, gardens and aquariums continued to draw attendees throughout the pandemic, including some who attracted higher numbers than before the pandemic.
- Science museums and centers have reached historic levels of demand.
- While people are indeed attending performing arts activities, their intentions to attend remain lower than 2019, even among those who consider themselves regular patrons of the performing arts.
- IMPACT Research notes that “this redistribution of demand may be the “new normal,” at least for the near term,” quoting research that shows new habits are formed in an average of 66 days. They predict the return to previous visitation behaviors will happen slowly.
- Digitization played a likely role with increased online viewing and listening experiences. Researchers said people remain interested in entertainment, but that perhaps expectations of delivery has shifted from place-based access to online and streaming delivery.
GAS AND PLANE TICKET PRICES IMPACTING TRAVEL MORE THAN COVID-19
Key findings from Longwoods International fielded May 11, 2022.
- A record low 19% of American travelers now say that fear of COVID-19 will greatly impact their decision to travel in the next six months
- 27% of American travelers say the rising cost of air travel will greatly impact their decision to travel in next six months
- Those indicating rising gas prices will greatly impact their decision to travel is down five points in the past month to 32%, perhaps suggesting that some are getting used to the higher prices. Those indicating gas prices will impact or greatly impact their travel decision is 59%, down from 63%. This represents nearly two-thirds of travelers.
- Staying closer to home, reducing the number of trips, and reallocating spend on retail, food, and accommodations, etc continue to lead the way travelers are changing plans due to inflation
- Only 6% of American travelers indicate they are cancelling trips due to rising gas prices
- A strong summer travel season is anticipated, as 89% of American travelers have plans to travel in next six months
- Some travelers aren’t changing plans at all, as 18% of American travelers say rising gas prices are not impacting their travel plans, and 39% say the pandemic has no influence on their travel plans at this point
May 13, 2022
OHIO TOURISM 2021 ECONOMIC IMPACT STUDY RELEASED
Key findings from TourismOhio released May 12, 2022:
- Ohio's tourism industry captured $46.9 billion in visitor spending in 2021 and welcomed 219 million visitors into and within the state.
- The industry supported 411,000 Ohio jobs (full time, part time and seasonal).
- These are major increases over 2020 and near 2019's record tourism numbers when Ohio generated $48 billion in sales and 226 million visits, while supporting 429,000 Ohio jobs.
- TourismOhio also reported the return on investment from marketing efforts in 2021. Every $1 invested in the 2021 Ohio. Find It Here. marketing campaign generated $83 in direct visitor spending and $6 in taxes inside the state.
- Download a hi-res economic impact infographic of the 2021 Tourism Economic Impact here.
May 6, 2022
GAS PRICES AND INFLATION IMPACTING TRAVEL PLANS, YET AMERICAN TRAVELERS ARE STILL PRIORITIZING LEISURE TRAVEL
Key findings from Destination Analysts fielded April 2022.
- Inflation in consumer prices has led 23% of American travelers to cancel an upcoming trip, while 38% of American travelers agree that high prices have kept them from traveling in the past month.
- If gasoline prices don’t come down, 58% of American travelers predict they will be taking fewer road trips this spring and summer, and 60% predict they will be staying closer to home on their road trips.
- Fewer American travelers are now saying that luxury travel experiences are important to their leisure trips (36% down from 40% last month).
- Americans are still prioritizing their leisure travel. Nearly 90% have trips planned—3.0 on average. And despite the economic concerns, 61% continue to say their leisure travel is a high priority in their budget for the next three months.
- More than 80% did some trip dreaming and planning just in the last week alone.
- Only one-third of American travelers feel COVID will have a meaningful impact on their travel experiences, and fewer than one-in-five recent travelers felt pandemic anxiety on their last trip.
- Nearly two-thirds of American travelers feel it’s likely companies will require more employees to return to the office in the remainder of the year. However, only 37% of American travelers expect that business travel will return to pre-pandemic levels in 2022, as 65% believe that virtual meetings will continue to replace many in-person meetings.
- More than half of business travelers will take a business trip in the next three months.
April 28, 2022
FEWER TRIPS, SHORTER DISTANCES AND LESS EXPENSIVE ACTIVITES ARE HOW TRAVELERS ARE ADJUSTING TO RISING FUEL COSTS AND INFLATION
Key findings from Bankrate fielded March 2022
- 69 percent of those planning summer vacations this year say they are changing their plans due to higher gas prices and inflation
- Taking fewer trips (25%), traveling shorter distances (25%), engaging in cheaper activities (23%), booking less expensive accommodations (22%), shortening the trip (19%), driving instead of flying (16%) and flying instead of driving (13%) were how they were changing their trips due to inflation and higher gas prices.
- Household income plays role, with 56% of households who earn less than $50,000 planning a vacation versus 75% of those with households with incomes of $100,000 or more.
- Parents with children under 18 are more likely to take a summer vacation (75%) versus adults with no children (56%)
- Among those not planning a summer trip, 48% said they can’t afford it, 27% are not interested and 20% said they’re concerned about the ongoing pandemic.
OHIO TRAVELER SPENDING STILL DOWN. GROUP DEMAND RISING SLOWLY.
Key findings from US Travel accessed April 29, 2022
- Ohio travel spending in March was down 7% from 2019. This is an improvement from last March when spending was down 31% from March 2019. Although Ohio gained 24 percentage points, this is below the national average.
- Across the nation, traveler spending was down 5% in March 2022 compared to 2019. This is a gain of 29 percentage points from last year.
- To date, Ohio has experienced a loss of $10.7 billion in traveler spending since January 2020.
- National hotel demand recovered to 3% under its 2019 benchmark in March, but is less than its peak in December 2021.
- Group demand rose to 23% below its 2019 levels, reaching a new peak.
- In March 2022, 31% of art museum visitors were from out-of-town compared to 28% last year.
April 22, 2022
TRAVELERS’ COVID-FEARS CONTINUE TO RECEDE
Key findings from Longwoods International fielded April 13, 2022
- A record low 19% of American travelers now say that fear of COVID-19 will greatly impact their decision to travel in the next six months.
- Only 43% report that the pandemic will cause any changes to their travel plans in the next six months.
- Four out of ten (38%) American travelers now say the pandemic has no impact whatsoever on their upcoming travel plans.
- 37% of American travelers still say rising gas prices will greatly impact their decision to travel in the next six months. This is unchanged from last month.
- Of the ways travelers are adjusting their travels due to rising gas prices, we saw an uptick in those saying they are planning trips closer to home, up three points in the past two weeks to 36%. We also saw a slight increase in those saying there are reducing their spend on entertainment and recreation, up four points in the past two weeks to 26%
- About one in five (19%) still indicate that rising gas prices are not impacting their travel plans.
CONSUMERS WANT TO SEE SUSTAINABILITY PRACTICES ARE IN PLACE
Key findings from Expedia in partnership with Wakefield Research fielded Feb. 11 through march 6, 2022
- Nearly 70% of consumers are willing to sacrifice some element of convenience in order to travel more sustainably.
- Nearly 3 in 4 travelers would choose a destination, lodging, or transportation option that supports the local community and culture, even if it was more expensive.
- Half of travelers want to see more sustainability information from destinations, tourism boards, or visitor resource groups.
- Recommendations for locally owned businesses and restaurants and transportation options that have lower environmental impact is the leading type of sustainable travel information consumers want to see when planning a trip.
- Travel brands should make sustainable travel information easier to understand and show the value and impact of responsible travel choices.
- Travelers want to know that travel brands are committed to sustainability, not just checking a box.
WILLINGNESS TO DONATE TO MUSEUMS, ZOOS, PERFORMING ARTS, AQUARIUMS AND OTHERS AT HIGHEST LEVEL IN SEVEN YEARS
Key findings from IMPACTS Research published April 2022.
- Both recent visitors and members are willing to make charitable gifts to both exhibit-based and performance-based organizations.
- These organizations, however, must make the case for their missions and ask for donations in a thoughtful way
- Members or subscribers of these organizations are more likely to give than recent visitors, but recent visitors also show a greater propensity to donate.
- Members are also more likely to give higher donations or gifts
April 14, 2022
WATERPARK INVESTMENT PROJECTED TO INCREASE. GROWTH ANTICIPATED ACROSS THE BOARD, ALTHOUGH MANY STILL CONTENDING WITH WAGE INCREASES, LABOR SHORTAGES, ADDED EMPLOYEE BENEFITS, INFLATION AND HIGHER TICKET PRICES
Findings from a report published by Hotel & Leisure Advisors shared April 2022
As an OTA member, H&LA is making Waterparks: Riding a Recovery Wave available to you. This report focuses on the current status of outdoor waterparks, indoor waterpark resorts, standalone indoor waterparks and resorts with outdoor waterparks.
- Attendance at waterparks in 2021 was down overall due to COVID-19 concerns that imposed capacity constraints at many waterparks. However, most waterparks were able to increase their prices, and they expect to maintain these higher prices in 2022. Consequently, as attendance returns to pre-pandemic levels, we expect increases in total revenues at many properties.
- Higher wages and prices, inflation and lingering pandemic effects will impact the industry in 2022.
- In 2021, 10 indoor waterpark additions or expansions nationwide included two Ohio indoor waterparks in Ashland and Brecksville. Eighteen standalone outdoor waterparks opened in 2021, including one in Napoleon.
- As seen across many industries throughout 2021, the national labor shortage affected and will continue to affect the waterpark industry throughout the country in 2022. As industries reopened, waterparks and leisure properties were forced to staff quickly. This, combined with the many former workers still reluctant to get back into the roles they once had, caused shortages across all segments.
- In part due to the labor shortage, wages and salaries grew by 4.7 percent in 2021. However, hospitality and leisure industry wages and salaries grew by 6.8 percent, an increase from 4.1 percent in 2020, according to the Bureau of Labor Statistics. Labor shortages have forced many waterpark and leisure properties to increase wages as they compete for workers. As an example, Schlitterbahn waterparks in Texas are advertising positions starting as high as $17 per hour, a substantial increase from pre-COVID-19 levels.
- The cost of nearly everything went up in 2021, which poses concerns for waterpark operators. As of January 2022, the U.S. inflation rate clocked in at 7.5 percent, a substantial increase from previous years. As the costs of food and beverage, labor, energy and materials continues to increase, waterparks have to either absorb those costs and risk profits or pass those costs on to consumers in the form of higher admission rates.
- With labor tight, operators are looking for new ways to retain employees by adding benefits. Herschend Family Entertainment, the nation’s largest privately-owned themed attraction corporation, is offering to cover the cost of tuition, fees and books for employees who wish to further their education. These types of benefits could help properties by encouraging employees to remain on the job longer term as they work through their classes.
- Most waterparks increased their prices in 2021 due to inflationary pressures, higher wage rates and reduced capacity due to COVID-related concerns. Managers we have interviewed indicated that they expect higher prices to continue into 2022, which should allow for higher per capita spending and total revenue at most waterparks.
- For 2022, we will see growth across all segments of the waterpark industry with projected openings of 20 facilities. We also anticipate expansions of more than 31 existing facilities.
BUSINESS TRAVEL EXPECTED TO RESUME AT PRE-PANDEMIC REQUENCY LEVEL. REMOTE WORKERS ENCOURAGED TO TRAVEL MORE TO MEET WITH COLLEAGUES AND CUSTOMERS.
Key findings from Tourism Economics “Business Travel Tracker – 2022 Q1” report in collaboration with US Travel and JD Power.
- Business travelers expect to resume traveling at a similar frequency as pre-pandemic, averaging about 1.6 trips per month (compared to 1.7 pre-pandemic)
- The share of expected business trips accounted for by trips for external purposes, such as meeting primarily with people from outside their organization, remained approximately stable with the pre-pandemic share at 50%, with the remainder accounted for by trips for internal purposes. Of external business travelers, 88% expect to take at least one trip in the next six months.
- One-third of business travelers are unsure or expect to travel less to attend conferences/ conventions/tradeshows in the next 6 months than before COVID-19.
- Nearly one-quarter (24%) of business travelers plan to take more trips to attend conferences/conventions/tradeshows than they did pre-pandemic and 28% expect to travel more to visit customers and suppliers, while just 17% and 13% expect to travel less for both purposes, respectively.
- Many business travelers expect to make more – rather than fewer - trips to meet with customers, suppliers and other external stakeholders than they did pre-pandemic (15% net positive), and more trips for the purpose of internal team or department meetings (10% net positive).
- Business travelers report developing relationships is the most important aspect of their business trips, followed by closing sales and building awareness of their organization’s products or services.
- One-third of business travelers work fully remote and four in five work remotely at least some of the time. Many business travelers who work partially or fully remote report that their employer encourages them to travel to engage with other team members in person (38%), to attend training sessions in person (32%), or to attend in-person company or team celebrations (29%). Fewer than one-in-five partially or fully remote business travelers report they are not encouraged to travel.
- About 6% of business travelers report they are not sure if they will take a business trip over the next six months. The most frequently cited reason was that meetings and conferences are not occurring (16%), or that their company is currently restricting business travel (13%). Just 12% of respondents who are unsure if they will take a business trip over the next six months referenced video conferencing as a reason.
GENERATIONAL DIFFERENCES EXPLORED
Key findings from Avail fielded March 1-2, 2022
- Gen-Zers anticipate spending big on travel this year- more than any other generation-with 72% saying they plan to spend more, or the same, in 2022 than pre-COVID-19 times
- Gen-Zers (71%) and Millennials (71%) lead the way when it comes to making plans to travel more, or the same amount, in 2022 than pre-pandemic
- 69% of all Americans plan to travel more, or the same amount, in 2022 than prior to the pandemic
- 60% of all Americans traveled less during COVID-19 than they did before the pandemic began
- Boomers were revealed to be the most spontaneous travelers, with 64% saying they anticipate booking trips one month or less in advance
- Gen-Zers, Millennials, Gen-Xers, and Boomers all agree that staying within budget is the most challenging part of travel planning
- 72% of Gen-Zers plan to or will consider splurging on a huge trip in 2022, followed by Millennials (68%), Gen-Xers (60%), and Boomers (51%)
- All Americans agree that money is the biggest limiting factor with regard to traveling for leisure in 2022 - more than two times more limiting than safety and health concerns
- 76% of all Americans either feel neutral or agree that the availability of vaccinations has increased their level of comfort with travel - Millennials (77%) and Baby Boomers (77%) are most comfortable because of vaccines
- Just 31% of all Americans say that COVID-19 fears would scare them away from traveling for leisure in 2022 - Baby Boomers (27%) and Gen-Xers (28%) are the least deterred by COVID-19 issues
- 69% of all Americans say that the current state of war between Russia and Ukraine will be a major reason they avoid international travel in 2022
April 5, 2022
GAS PRICES INFLUENCING SPEND, BUT TRAVEL INTENTIONS REMAIN HIGH
Key findings from Longwoods International fielded March 30, 2022:
- 65% of American travelers now say rising gas prices will either impact or greatly impact their decision to travel in the next six months (up 6 points in the past month)
- 38% of American travelers still say rising gas prices will GREATLY impact their decision to travel in the next six months (unchanged from two weeks ago)
- Of the ways travelers are adjusting their travels due to rising gas prices, we saw more travelers indicating plans to reduce spending in the areas of retail (30% - up three points in two weeks), and food and beverage (23% - up four points). The biggest areas of change: reducing the number of trips planned (35%) and choosing destinations closer to home (33%) remain basically unchanged from two weeks ago.
- Silver Lining: Despite all of this, only 6% indicate that they are cancelling trips and 6% indicate they are choosing not to travel at all. Almost one in five (18%) still indicate that rising gas prices are not impacting their travel plans.
- Travel Demand remains at pandemic high levels with 91% of American travelers still indicating plans to travel in the next six months, with 25% indicating they’ll travel before June 1
- A pandemic-low 20% indicate that COVID-19 will greatly impact their decision to travel at this point with another pandemic low of only 41% indicating that the pandemic is causing them to change their upcoming travel plans.
- A record 40% of American travelers now say that COVID-19 no longer has any influence on their travel plans (Up six points in just one month.)
- A pandemic high of 74% of American Travelers now feel safe travelling outside their community
EXCITEMENT TO TRAVEL IS HIGH, MORE WILLING TO ATTEND CONFERENCES AND CONVENTIONS
Key findings from Destination Analysts fielded March 15-23, 2022.
Americans Eager to Travel
- 87.6% have current trip plans.
- The months of May, June and July show 2-point increases in the percent of Americans reporting trip plans in them since last month.
- 81.0% of American travelers report strong excitement for their travel this year and 86.2% are in a ready-to-travel state-of-mind.
- Americans perceived impact of COVID on their ability to have meaningful travel experiences is at a record low (35.9%).
- Avoidance of conventions and conferences reached a record low (40.9%).
- 71.8% of Americans did some trip dreaming and planning in the last week.
Financial Sentiment
- 24.7% said that recent inflation in consumer prices has led them to cancel an upcoming trip.
- 55.8% agree that recent inflation in consumer prices will likely cause them to rethink the budgets for upcoming travel.
- 55.8% say that if gasoline prices don’t come down, they will be taking fewer road trips this spring/summer.
- 59.8% agree that if gasoline prices don’t come down, they will be staying closer to home on road trips this spring/summer.
- 61.3% still say travel is a high budget priority for them.
- 40% still say luxury travel experiences are an important part of their trips.
Changes to Traveler Characteristics
- Americans will be seeking out new experiences for travel. 55.7% prefer places they have not been to before—up over 8 points since February.
- Compared to pre-pandemic:
- 23.2% take trips shorter in length, 17.0% take trips longer in length
- 32.0% take trips closer to home, 13.7% take trips further from home
- 56.5% more carefully plan trip details, 3.1% are less careful in planning
- 46.9% are more motivated to travel, 17.1% are less motivated
- 24.2% are more interested in visiting cities, 20.0% are less interested
- 42.2% are more interested in outdoor destinations, 6.3% are less interested
- 64.2% more sympathetic to frontline travel/hospitality staff
March 25, 2022
THOSE PLANNING A VACATION ARE HAPPIER THAN THOSE WHO ARE NOT, TRAVELERS WANT TO STAY CONNECTED TO THEIR FAVORITE DESTINATIONS
Key findings from The University of Alabama’s Public Opinion Lab published March, 2022.
- People who are planning a vacation are significantly happier than those who aren't," said Dr. Jameson Hayes, Associate Professor and Director of The University of Alabama’s Public Opinion Lab. "Reflecting back on your last vacation doesn't necessarily make you happier, but looking forward to your next trip certainly does."
- One’s happiness increases regardless of the type of destination.
- The more you travel, the happier you are – but only up to a point. Respondents who traveled for pleasure 15-21 days per year reported the highest levels of happiness. Those traveling less than 2 weeks per year or more than 3 weeks per year, reported being less happy.
- Vacation souvenirs increase happiness. People who surround themselves with 2-3 physical reminders of their favorite vacation destination reported higher levels of happiness when compared to those who don't.
- Travelers use technology to stay connected with their favorite destinations. Every week, 50% of respondents viewed social media posts that reminded them of their favorite destination. Following a destination on social media, adding it to their weather app, and having a related wallpaper on their phone or computer were the most commonly used reminders.
- Post-pandemic travel is expected to increase. Pre-pandemic, 58% of respondents said they normally spent less than five days per year on vacation. Medium Travelers (6 to 14 vacation nights per year) comprised 29%, while Heavy Travelers (15 days or more) made up 13% of respondents. Light Travelers reported that they plan to travel significantly more as the pandemic wanes, with the group of Medium Travelers expected to increase by 15%.
March 22, 2022
WHILE INTENT TO TRAVEL REMAINS HIGH, RISING GAS PRICES IMPACTING HOW THEY SPEND TRAVEL DOLLARS
Key findings from Longwoods International fielded March 16, 2022.
- 38% of American travelers now say that rising gas prices will greatly impact their decision to travel in the next six months. (Up nine points from 29% in just the past two weeks).
- A total of 63% of American travelers now say that rising gas prices will either impact or greatly impact their decision to travel in the next six months. (Up three points in two weeks).
- Despite this concern, pent up demand to travel remains near pandemic-high levels, with 90% of American travelers saying they have plans to go somewhere in the next six months.
- When asked how gas prices were impacting their travel plans, it is clear that Americans still very much intend to travel and would rather readjust their planned spending in to meet their budget, rather than cancel the trips they have already planned. In fact, only 7% indicate that they are cancelling trips. This is a pattern we have seen during previous surges in the price of gas.
- How will they adjust their travel spend? 34% will reduce the overall number of trips they will take; 33% will choose destinations closer to home; 27% will reduce the amount they spend on retail purchases; 26% will reduce the amount they spend on entertainment and recreation; 19% will reduce the amount they spend on food and beverage; 16% will reduce the amount they spend on lodging; and 16% will choose to drive instead of fly. This is also a similar pattern of behavior seen in past gas spikes.
- One in five (21%) say gas prices are not currently impacting their travel plans!
- As for COVID-19, we continue on the path to shift from pandemic to endemic travel as 38% of American travelers now say the pandemic no longer impacts their travel plans.
- Road trips continue to remain popular, with 95% of those with travel plans over the next year including a road trip.
- The most important factors in deciding where to visit on a road trip include: Destinations with friends and family (62%), places near the water (40%), and the availability of local and unique places to eat and shop (35%).
March 18, 2022
FINANCIAL STRAIN EMERGING AMONG TRAVELERS
Key findings from Destination Analysts fielded Feb. 23-25, 2022 and released March 15, 2022:
- The percent of American travelers with at least one leisure trip planned in the next 12 months dropped six points in the last month to 87%
- American travelers who feel that they/their household will be financially better off a year from now has dropped to 39% from 45% at the end of January
- Expectations to travel more (36%) and spend more on travel (37%) this year compared to last year have both dipped.
- The amount that Americans estimate they will spend on their travel this year fell to $3,788 from $4,283 reported the week of February 14th.
- 59% of American travelers say travel prices are too high right now.
- One-third of American travelers (34%) report that high travel prices have kept them from traveling in the past month.
March 11, 2022
CONCERN OVER GAS PRICES MAY CHANGE SPENDING PATTERNS, PANDEMIC-HIGH REACHED ON INTENT TO TRAVEL, DON’T PUT SAFETY PROTOCOLS ASIDE IF YOU ARE HOSTING AN EVENT OR FESTIVAL
Key Findings from Longwoods International fielded March 2, 2022:
- Almost six in ten American travelers (59%) say that the current rise in gas prices will either impact (30%) or greatly impact (29%) their decision to travel in the next six months.
- Researchers suggest that travelers may adjust to rising costs by lowering what they spend on accommodations, food, and other categories in order to make sure they are able to take the trips they desire. For example, a family may choose to stay at a limited service property instead of a full-service one because it is a lower price point and also typically saves them an expense on one meal as they usually include breakfast in the rate.
- Regional drive markets have also traditionally fared better than longer-haul markets during such spikes.
- A pandemic-high 92% indicate plans to travel in the next six months. This is a good indicator that the higher volume of travel will continue, but with certain accommodations for the extra costs as noted above.
- A pandemic-low 21% of American travelers indicate that COVID-19 will greatly impact their decision to travel at this point, further pointing to the shift in mindset from pandemic to endemic travel.
- Leisure travel activities continue to recover. In addition to the two leading activities: Visiting friends and relatives (47%) and road trips (42%), Americans planning to travel this spring continue to show increased interest in the great outdoors. There is also strong growth in intent to explore cities, visiting theme parks, and attending festivals & events, which signals a broader recovery across the leisure sector of travel.
- That being said, 43% of American travelers planning to attend festivals and events in the next three to four months say that they have at least some level of concern about health risks related to COVID-19. Event organizers should note this concern and can improve the experience with making sure there is clarity in protocols and visible assistance for those who may be concerned (visible sanitizer stations, availability of masks, some eating or rest areas with a little more space between tables, etc.).
MORE VACATION TIME MAY BE TAKEN, PARTICULARLY AMONG BOOMERS
Key findings from The Harris Poll and the Out of Home Advertising Association of America fielded Feb. 9-14, 2022
- Of the 1,000 Americans polled, 85% plan to travel this summer. Most (79%) will travel by car.
- Americans plan to take more vacation time than last summer. Nearly half (48%) who plan to vacation this summer will take two weeks or more, up from (41%) in summer 2021. Boomers are the most likely to take the time off, with (60%) planning to take two weeks or more.
- Being outdoors is still high on the list of what they’re seeking, with (76%) likely to visit a beach or lake this summer and (57%) likely to visit national or state parks.
- Younger generations may be more likely to stick closer to home (13% of Gen Zs and 14% of Millennials versus 3% Boomers), while those in living in suburban areas are likely to travel the farthest.
- Three-quarters of Gen Z travelers will be staying at a hotel this summer, while 37% of millennial men will camp.
March 3, 2022
FAMILY, ROMANTIC, GIRLFRIEND, SOLO AND REUNION TRAVEL TOP THE LIST OF PREFERENCES
Key findings from Destination Analysts fielded Feb. 23-25, 2022:
- COVID is losing its effect on Americans’ perceived ability to have meaningful travel experiences, now down to 44% from 47% in January.
- The perception of service has improved. Those reporting that travel businesses were having trouble providing adequate service on their most recent overnight trip declined from 40 in January to 31 this week.
- 82% are saying they have strong excitement for travel
- 70% did some trip dreaming and planning in the last week
- 62% say travel is a high budget priority for them.
- The planning window for trips remains relatively shortened—more than 40% of Americans say they would plan a week-long trip in less than two months
- Family trips and romantic getaways are the travel Americans are currently most enthusiastic about, however, more than a third of American travelers say they have high levels of excitement for girlfriend trips, solo trips and reunion trips this year.
- Americans say they are looking to travel most for fun, relaxation, finding happiness and escaping stress
- 54% prefer visiting places they have never been to over places they have visited before
- 54% usually make an effort to limit their personal impact on the environment when traveling
- 48% tend to prefer “active time” to “down time” on vacations
WITHOUT CONTINUED FOCUS ON WELCOMING DIVERSE VISITORS, LOSS OF VISITATION TO MUSEUMS, ZOOS, ORCHESTRAS, ETC. IS LIKELY
Key findings from IMPACTS Research published 3/02/22:
- Organizations that focus on meeting the needs of the type of people who already visit are risking long-term attendance.
- Negative substitution takes place because the market is growing more diverse, while the perceptions of cultural organizations as being places where nontraditional audiences feel welcomed isn’t growing as quickly.
- Negative substitution rates for exhibit-based organizations (zoos, museums, historic sites, etc.) show that each visitor who leaves the market (through death, relocation or migration) is only being replaced by .968 of a person (through birth, relocation or immigration). This loss is not sustainable over years.
- Performance-based organizations are at higher risk, as their lost active visitors are being replaced by only .904 people.
- While focusing on members and current audiences is still important, especially for pandemic recovery, research predicts that without focusing on new types of audiences, loss of overall visitors is inevitable.
- While research shows that more diverse audiences have experienced cultural organizations over the last few years, conversion to faithful and engaged visitors is a long-game and isn’t known. Organizations should work toward understanding the needs and wants of new audience types to keep them coming.
- Click on the article to see specific analysis for zoos, museums, aquariums, science centers and others.
February 17, 2022
FIRST-TIME AND NON-RECENT VISITORS INCREASED FOR EXHIBIT-BASED ATTRACTIONS IN 2020, DECREASED IN 2021 BUT STILL ABOVE PRE-PANDEMIC LEVELS
Key findings from IMPACTS Research published 2/16:
This study focused on exhibit-based attractions, such as museums, zoos, aquariums, historic sites, science centers and botanic gardens. Researchers used data from 2016 through 2021, and used a sample of 9,334 adult visitors. It does not include performance-based organizations, as they have experienced more disruption during the same time period.
- First-time and non-recent (having not visited in the last three years) visitors increased 59% from 2019 through 2020. The percentage of these visitors was decreasing prior to the pandemic.
- The percentage of new and non-recent visitors dropped 20% in 2021 from 2020, but is still 27% above 2019.
- The percentage of new and non-recent visitors who self-identify as non-White increased 52% from 2019 to 2020.
- Expanding audiences depends on two types of research – 1. visitor and membership research and 2. market research to reach those who are currently not visiting
ONLINE RESERVATIONS, FOOD DELIVERY, CURBSIDE AND VIRTUAL QUEUING ENHANCE THE VISITOR EXPERIENCE AND ARE LIKELY TO STAY
Key findings from PGAV published Feb. 16, 2022:
- Top motivations for choosing attractions include places to unplug and relax (20%), safety (20%), allows people to have fun together (20%), is unique and out of the ordinary (18%), entertaining for both adults and children (17%), provides experiences not encountered during everyday life (17%), and is a getaway for significant others to reconnect (17%).
- Communication of COVID-19 safety protocols is still important for some guests.
- Ability to make online reservations, food delivery services, using mobile apps to order food while visiting an attraction, curbside pickup, working from home, “fast passes” and virtual queuing apps are expected to be around post pandemic as they enhance the visitor experience.
- Visitor satisfaction with attractions has increased relative to historical averages, up .09 points on average. The highest increases were seen in satisfaction with food experiences, enjoyment for children, and variety of things to do.
AMERICAN TRAVELERS ARE PLANNING TRIPS, CONCERNED ABOUT FINANCES, FEEL SAFE TRAVELING OUTSIDE THEIR COMMUNITIES
Key findings from Longwoods International fielded Feb. 16. 2022
- 90% of American travelers report plans to travel in the next six months, with 23% planning in the next two months and 29% in the next three to five months
- 27% of American Travelers indicate that their concern for their personal financial situation would greatly impact their decision to travel in the next six months. This may be a cause for concern as the impact of rising inflation continues to grow.
- 34% of American travelers say that the pandemic no longer has any influence on their decision to travel - an increase of 10 points in the past six weeks
- A pandemic high of 71% of American Travelers now feel safe travelling outside of their communities
- Supporting small, locally owned business and enjoying their unique experiences top the reasons as to why travelers choose to shop local on vacation
- After online searches, word of mouth from friends, family, and locals still top the sources of information on shopping local while traveling
TRAVEL EXCITEMENT AT RECORD HIGH, SPRING AND SUMMER PLANS BEING MADE, FAMILY AND OUTDOOR TRAVEL INTENTIONS TOP THE LIST
Key findings from Destination Analysts fielded Feb. 9-11, 2022
- Excitement to travel in the next 12 months is the highest it’s been since the pandemic began (80%)
- 93% plan to take at least one leisure trip in the next 12 months
- Despite feeling better about the course of the pandemic and reporting less fear about contracting the virus, more than 70% of travelers say it’s important to maintain safety protocols
- Americans are open to travel information
- More than 20% have trips planned for April and May, while 30% have July trip plans
- Travelers are looking for undiscovered places, with 53% reporting they’d like to visit places “they hadn’t been to before.” One in three travelers prefer to places they’ve been to before.
- Enjoying the outdoors remains a high priority, with more than half (56%) saying enjoying nature would be essential or a high priority for them. More than half (52%) said “being outside and reconnecting with nature motivates me to travel.”
- 76% said family experiences are a high priority.
- The political climate is still having an impact on destination decisions, with 25% of American travelers saying they won’t vacation in places with the local political culture is sharply different than mine. However, 49% agree that they’re open to “travel to open my mind to new cultures and experiences.”
February 14, 2022
VISITORS SPENT MORE LAST YEAR THAN IN PREVIOUS YEARS. THIS TREND LIKELY TO CONTINUE IN NEAR-TERM.
Key findings from PGAV shared Feb. 9, 2022
- Visitors report spending more in 2021, particularly when visiting museums, theme parks, zoos and aquariums. Thirty percent (30%) reported spending more than in previous years versus only 11% who said they spent less.
- Pent-up demand, desire to splurge and wanting to spend time with others are among the top reasons why they spent more.
- 81% tired of being cooped up at home and ready to get out again
- 77% want to treat self and family more, resulting in a desire to splurge on leisure
- 72% heighted sense of the need to saver moments spent together
- 64% help support recovery of businesses hurt by the pandemic
- 64% increased savings due to less discretionary spending and steady incomes
- 62% federal government stimulus funds
- Almost two-thirds (64%) say they’ll likely to continue to spend more in 2022
- Whether or not this trend for increased spending continues is unknown. While household incomes are anticipated to be high, the lack of continued stimulus money was identified as a reason for increased spending by 62% of respondents.
February 8, 2022
INTEREST IN TRAVEL INCREASING AS COVID CASES CONTINUE TO DECLINE
Key findings from Longwoods International fielded Feb. 2, 2022:
- News of the significant decline in new Omicron variant cases are clearly impacting sentiment as only 24% of American travelers indicate that COVID-19 would greatly impact their decision to travel in the next six months. That’s a decrease of eight points in just one month.
- 49% of American travelers indicate that the pandemic is causing them to change travel plans in some form or fashion, a decrease of nine points in just one month.
- Possibly continuing this shift in mindset among travelers from pandemic to endemic, we see that 31% of American travelers now say the pandemic has no influence on their travel plans.
- About half (52%) of American travelers have plans to travel internationally for leisure over the next two years with Europe (36%) and the Caribbean (33%) leading the way as top destinations of choice.
- 30% of those Americans planning to travel abroad say they plan to spend more than they did on their international trips than they did pre-pandemic.
- Pent up travel demand remains very high with 87% of American travelers indicating plans to travel somewhere in the next six months.
February 3, 2022
ATTRACTIONS PERCEIVED AS BEING MORE WELCOMING
Key findings from Impacts Research end-of-year survey.
- Great news! History museums and sites, science centers, zoos, aquariums, performance-based cultural venues, art museums and other cultural venues rank higher when asked if these venues are welcoming to “people like me” than they did five years ago.
- Exhibit-based venues increased nearly 6% in the perception of being welcoming, while performance-based venues increased 2%.
- History museums and historic sites increased 8%, while art museums increased 9%.
- Authors say there is a growing effort to engage more diverse audiences, which may have influenced these results. The willingness of many of these organizations to tell difficult stories that may have been ignored could also mean audiences feel better connected. As many of these venues prioritized online engagement through the pandemic, this may have reached and appealed to broader audiences.
TRAVEL SPENDING ANTICIPATED TO RISE; SPECIAL OFFERS CAN BOOST SPENNDIING MORE
Key findings from Expedia Group Traveler Value Index: 2022 Outlook.
- 80% of American travelers are planning to take at least one leisure trip in the next six months.
- 54% expect to spend more money than they did pre-pandemic.
- Special offers may lure those who anticipate spending more to upgrade, while those who anticipate spending less may be influenced by the discount
- 36% are searching for a sense of contentment and wellbeing on their next trip
- 38% of American travelers want to relax and do nothing
- Car travel continues to be the leading transportation choice, with 77% American travelers surveyed planning to take a roadtrip
- Marketers should target regional areas an easy drive away, promote deals and discounts for quick trips and long weekends.
- 54% say they pick a destination with COVID-19 safety protocols in place, and 49% would choose a less crowded destination.
- 62% of travelers say they follow COVID-19 guidelines during their travels
January 27, 2022
AMERICAN TRAVELERS SURVEYED HOPEFUL THAT THE END OF THE PANDEMIC IS NEAR; DELIBERATE EFFORTS MADE TO SHOP LOCAL
Key findings from Longwoods International fielded Jan. 19, 2022
- Despite the Omicron surge, 25% of American travelers surveyed still say the pandemic no longer impacts their travel decisions. This possibly could be an indicator that there is a shift in the travelers' mindsets from pandemic to endemic.
- 36% expect a higher level of service compared to pre-pandemic times during their upcoming travel (with 45% expecting it to be at least the same as before). A relevant question is how does our industry meet or exceed these expectations given the current challenge of filling workforce needs?
- Those surveyed seem to be making a deliberate effort to support local businesses during dining and shopping activities.
- Timely health and safety information (25%) as well as timely information on business operations (20%) top the list of what American travelers surveyed find most helpful to them in shopping local.
- There still is record pent-up demand for travel, with 91% of travelers planning a trip in the next six months.
- One out of four travelers indicate that their financial situation or the cost of transportation would greatly impact their decision to travel in the next six months.
January 20, 2022
OMICRON CONTINUES TO IMPACT DECISION-MAKING ON TRIPS; HOWEVER, OPTIMISM THAT THE PANDEMIC WILL IMPROVE IN THE NEXT MONTH SOARS; NEARLY 80% OF AMERICAN TRAVELERS HAVE TRIPS CURRENTLY PLANNED IN 2022
Key findings from Destination Analysts fielded Jan. 12 - 14, 2022
- With Omicron-fueled COVID case records continuing to disrupt life in the U.S.—from staffing shortages to full hospitals—Americans concerned about personally contracting the virus rose over 7-points in the last two weeks to 65.4%. This exceeds levels during the Delta-variant and is the highest it has been since February 2021.
- 71.9% report that at least one person in their personal circle has contracted COVID just in the last month alone (2.9 friends, relatives and/or coworkers on average).
- Omicron also continues to impact trips, with 40.8% of American travelers reporting either a cancellation or postponement specifically due to the variant—an 8-point gain from the start of the month.
- Nearly 30% have said that the challenges procuring COVID tests have stopped them from traveling in the past month.
- About 30% of recent trip-takers reported a high-degree of COVID anxiety and three-quarters of all American travelers say they are or will be more careful when traveling because of Omicron.
- Nevertheless, while 44.6% of American travelers have frequently worried that people are giving up on COVID safety when they shouldn’t, 30% admit to frequently feeling exhausted in the past month from having to deal with the COVID-19 situation and 35% say they have frequently had the thought that “life should go back to normal” despite the pandemic.
- Optimism that the pandemic will improve in the next month has soared 10-points in the last two weeks to 30.6%.
- Nearly 80% of American travelers have trips currently planned in 2022. Over 70% have engaged in travel planning and/or dreaming in the past week alone—a 7-point increase over the past month. Excitement for an unplanned getaway (70.0%) and openness to travel inspiration (66.2%) both increased 5-points in the past two weeks.
- This week, 72.8% of Americans expressed higher levels of excitement for their prospective travel future—reaching the highest level it’s been since the Omicron wave began. In fact, when asked for the one word that describes how they feel about travel right now, “excited” is the top response. The average number of anticipated leisure trips Americans plan to take over the next 12 months has hit its highest peak during the pandemic era at 3.1.
- In addition, more Americans now say that travel will be a spending priority in the next 3 months (58.2%—a 3-month high).
- It appears the typical American traveler has used a wide array of travel planning resources recently. Digital channels naturally dominate destination marketing receptivity. When asked about the channels they’d be most receptive to learning about new travel destinations to visit, website found via a search engine (29.9%), email (24.0%), Facebook (21.3%), streaming video services such as YouTube or Hulu (19.3%) and online content such as articles and blogs (18.0%) topped the list. Instagram is also a top resource for Millennials, while printed travel and lifestyle magazines are key for inspiring Baby Boomers.
- When it comes to travel planning, Americans are commonly using Facebook (27.0%), YouTube (26.0%) and Instagram (20.9%), online travel agencies (24.6%), online content such as articles and blogs (22.4%), printed travel or lifestyle magazines (16.7%) and television programming (14.4%). American travelers are also looking to official resources such as the official destination website (21.9%) and an online visitor guide (14.7%) or printed visitor guide (11.8%) to plan their travel.
- By far the types of trips Americans are most excited about taking in the next year include family trips and romantic getaways. Millennial and Gen Z-aged travelers exhibit much higher levels of excitement for many different trip types compared to older travelers. In terms of interest in specific activities in the next 12 months, Americans are most interested in enjoying scenic beauty, warm weather outdoor activities, road trips, dining in regional restaurants, visiting historical sites and enjoying street food during their travels.
DESTINATIONS THAT HAVE LOW COVID CASE NUMBERS ARE IMPORTANT IN TRAVEL PLAN DECISION MAKING; TRAVELERS LOOKING FOR AUTHENTIC AND NEW EXPERIENCES IN 2022; CLEANLINESS AND SAFETY PROTOCOLS A MUST FOR MANY TRAVELERS
Key findings from Tripadvisor fielded November 2021
- 78% of Americans surveyed said they were likely to travel in 2022.
- In the United States, intent for leisure travel abroad is up 6 percentage points compared to 2019, while domestic leisure travel plans for 2022 are up 8 percentage points against 2019.
- Approximately 7 in 10 respondents surveyed said that destinations that have a low number of COVID-19 cases are important when making a decision on where to travel next.
- A whopping 75% of Americans say it’s important they “see new places” when thinking about their future travel plans.
- More than a third to nearly half of all travelers surveyed by Ipsos MORI in the United States said that traveling to a destination they’ve never been to before would be more important to them now, compared to trips they took in 2019, when choosing where to travel.
- About a third of respondents also said they are now more open to exploring new travel destinations than before the pandemic. This appetite for the “new” provides the perfect opportunity for businesses to capture a new customer, so they should bear this in mind when planning marketing strategies for the year ahead.
- The top three most important considerations in future travel plans to visit a destination was to get immersive by seeing new places, having new experiences, and learning about history and culture.
- When planning future trips, 34% of American travelers said that it’s more important now than before the pandemic that they choose a destination where they can immerse themselves in “authentic local experiences.”
- 30% of travelers surveyed say it’s more important now that they “pack as many activities” into their holiday travel as possible.
- Roughly 3 in 10 Americans who traveled for leisure in 2019 say it’s more important now than before the pandemic to splurge on a big trip.
- According to the survey, in addition to spending time in nature and relaxing and dining out, one of the main areas where travelers seem to have an interest in 2022 is in self-guided cultural activities. On the other side of the coin, looking at guided cultural activities — those activities and tours, where subject matter experts and professional guides allow for travelers to sit back, learn, relax, and see all that an area has to offer — about 2 in 10 travelers surveyed said they will do more of this when planning trips in 2022 or beyond than before the pandemic.
- 22% of travelers said that they plan to experience more guided cultural activities than they had pre-pandemic.
- One-third of the Americans who aren’t traveling next year said they’ve decided against it because of uncertainty surrounding possible travel restrictions.
- Seventy-percent of Americans who responded to Ipsos MORI’s survey agree that an establishment’s cleanliness will be an important factor in their travel decision making.
- 63% percent of Americans surveyed agree that they would like to see safety measures (e.g. hand sanitizer, perspex sneeze screens, track and trace, etc.) in place at hospitality businesses, even after COVID-19 cases have dropped worldwide.
- American travelers are spending 29% more on their average booking in 2022 than they did in 2019.
VISITORS TO CULTURAL ENTITIES WANT TO SEE PROOF OF VACCINATION
Key findings from IMPACTS Research published January 19, 2022
- New research this month says 56.8% of adult Americans and 71.1% of likely visitors (people who actually attend these organizations) now believe US cultural entities should require visitors to show proof of vaccination.
- In September, only 48% of likely visitors believed that proof of vaccination should be an admission requirement.
- There is significant variance in sentiments across the US, and things aren't even consistent within states, let alone regions. Consider, for example, major cities within the state of Ohio: Among high-propensity visitors residing within metro Cleveland, 64.8% believe that organizations should require proof of vaccination. Travel two hours down the highway to Columbus, and this belief among high-propensity visitors increases to 71.9%. Keep heading a few more hours south on the same highway to Cincinnati, and the belief that proof of vaccinations should be required by organizations decreases to 54.5%.
- Even with regional variance, however, a majority of Americans increasingly feel safe visiting both exhibit and performance-based entities when vaccinations are required, and the trendline is important to note regardless of where your cultural entity is located.
- Even if your organization is not able to make this a requirement by law or if yours is a particularly red county, trends in overall sentiment and behaviors for the rest of the United States may impact tourism, strategic planning, and market potential considerations.
- As of the start of 2022, requiring proof of vaccination is now the second biggest factor for making potential visitors to exhibit-based entities feel comfortable, and the third for performance-based entities. In both cases, over 64% of respondents said that requiring proof of vaccination would make them feel safe and comfortable.
- More than half of all Americans think exhibit-based entities should require proof of vaccination, and this has risen notably since September. Not only that, nearly 69% of likely visitors believe that these entities should require proof of vaccination. From a research perceptive on a divided topic, that is a high percentage of likely visitors.
January 13, 2022
OMICRON VARIANT IMPACTING TRAVEL INTENTIONS AND PERCEPTIONS OF HEALTH AND SAFETY DURING THE START OF 2022
Key findings from Longwoods International fielded Jan. 5, 2022
- 34% of American travelers surveyed indicate they are postponing travel as a direct result of the Omicron variant.
- Overall, 58% of travelers are changing their plans due to the pandemic, which is up 7 points alone in the past month.
- Visiting friends and relatives via car dominate the first travel plans American travelers have for 2022. With that said, air travel is starting to rise.
- Only 53% support opening communities to visitors, which is down 8 points in the past month.
- 62% feel safe dining and shopping locally, which is down 7 points in the past month.
- Despite all of this, pent up demand is still at a record high as 89% of American travelers still indicate plans to travel in the next six months.
- American travelers are accepting and adapting to circumstances, but not giving up on travel.
January 7, 2022
REVIEW OF HOW OMICRON IMPACTED HOLIDAY TRAVEL; DESPITE RECORD COVID CASES IN U.S., TRAVEL SENTIMENT HAS IMPROVED; WHAT'S IN STORE FOR TRAVEL IN 2022
Key findings from Destination Analysts fielded Dec. 26 - 28, 2021
- First, let's review what happened over the holidays, and what can we learn about what the future may hold. Omicron did impact holiday and other future travel. The number of American travelers reporting that that the situation with the Omicron variant has impacted their travel continued to grow—to 32.9%, up from 30.9% two weeks prior. Of the group of travelers who were impacted, 50.7% say they have postponed one or more trips and 43.5% say they have flat-out cancelled a trip(s).
- When asked the week of December 13th, 29.8% of American travelers said they planned to travel over the Christmas holiday. However, when asked if they had in fact traveled over the holiday, only 23.3% actually did. While one-in-five (20.7%) continued to report that they would travel over the New Year’s holiday, there was still a 5-point decline in the percent of American travelers who said they would take leisure trips in January (to 15.1% from 20.7% two weeks ago).
- Nevertheless, leisure travel appeared robust in the last quarter of the year overall, with over one-third of American travelers taking at least one overnight leisure trip during this period and 33.6% reporting taking an overnight trip to visit friends or relatives.
- What's in store for 2022? Unfortunately, COVID still looms large. Currently, 25% of travelers are experiencing stronger levels of anxiety, the highest rate we've seen since October 27. Nearing half (46.3%) feel that the pandemic in America will get worse or much worse in the next month, which is up over 20 points since last fall.
- Firm confidence in travel safety has also declined. 38.2% say they are confident or very confident in their ability to travel safety in the current environment, down 10 points from November 12. Americans feeling higher degrees of normalcy in their ability to travel as they like dropped to 31%, which is the lowest it has been since September 29. Plus, 27.5% say it's likely that Omicron will impact their travel over the next 6 months.
- Despite record COVID cases in the US and a holiday period of massive flight cancellations, Americans' overall travel sentiment has actually improved. Those in a ready-to-travel state of mind rose to 77.9%, up from 76% December 13 and among the highest levels since the start of the pandemic. The proportions avoiding conferences/conventions and international travel have both declined (now at 50.5% and 60.6% respectively).
- Just 38.2% say they don't want tourists in their own communities right now - meaning Omicron did not impact local sentiment towards tourism to the same degree that Delta or the original virus strain did.
- While Omicron has and will impact travel, thus far it has not quelled Americans' interest in travel in the ways previous COVID surges did. In fact, fewer now say that news about Omicron cases make them less interested in traveling (50.1%, down from 54.3%).
- Strong excitement for leisure travel grew to 69.2%. Americans are also increasingly enthusiastic to learn about new travel experiences (61.1%). They are also willing to make the financial commitment for travel - 35.5% feel that now is a good time to spend on travel and 57.7% will prioritize spending on travel in the next three months.
- More than 30% of American travelers expect to take more leisure trips in 2022 than 2021 and the average American traveler plans to spend $3,912 on their travel this year. In Q1 of 2022 alone, 46% say they will take at least one leisure trip and 11.1% say they will take at least one business trip.
- American travelers will have a firm focus on fun. When asked about their travel in 2022, Americans' most say they will prioritize having fun (75.8%), followed by relaxing (69.2%), finding happiness (64.1%) and escaping stress (60.9%).
- For the majority of American travelers, the travel experiences they will highly prioritize are spending time with loved ones, enjoying nature, going to new places they have not been before and getting away from the crowds.
PREDICTED MARKET POTENTIAL FOR CULTURAL ENTITIES IN 2022
Key findings from IMPACTS Research published Jan. 5, 2022
- Exhibit-based cultural organizations include entities such as museums, historic sites, aquariums, zoos, botanic gardens, and science centers. The actual attendance to these types of cultural entities in the United States averaged 79.7% of 2019 attendance in 2021 (up from 40.5% of 2019 attendance in 2020). As of January 2022, the current market potential for exhibit-based organizations for the calendar year 2022 is 95.5% of their 2019 attendance.
- In other words, a generic exhibit-based organization that welcomed 100,000 visitors onside in 2019 should expect to similarly engage 95,500 visitors in 2022.
- Current projections have exhibit-based organizations achieving 2019 quarterly numbers in the second and third quarters of 2023.
- Market potential is based upon potential attendance. While it contemplates known limiting constraints such as they may exist today (including variant infection information, vaccination uptake, predictions of how long conditions will last, back-to-work schedules, etc.), it is unable to contemplate with certainty previously unknown factions or conditions.
December 16, 2021
AMERICAN TRAVELERS MORE ANXIOUS ABOUT NEAR-TERM TRAVEL DUE TO OMICRON VARIANT
Key findings from Destination Analysts fielded Dec. 8 - 10, 2021
- With the Omicron variant front and center in the news while the holidays approach, American travelers are feeling more anxious and less optimistic about the near-term. Those that expect the pandemic situation to get worse in the U.S. over the next month rose nearly 10 percentage points in the last two weeks to 42.6%, and about two-thirds now say that another significant wave is likely to occur in the next three months (another ~10-point increase). Belief in COVID’s long-term presence jumped to over 70%.
- While 76% of American travelers remain in a ready-to-travel state of mind, this is down from 82% October 15th, when this metric recovered from the Delta variant. In fact, well over half of American travelers say the recent news about the Omicron variant make them less interested in traveling right now.
- High excitement levels about a potential getaway in the next month has declined 3 percentage points in the last two weeks to 65.7%. Similarly, those highly excited as they look out over their leisure travel in the next year has fallen 4.1 percentage points to 67.2%.
- Openness to travel inspiration is at 59.7%, falling from 64.0% November 26th. In Destination Analysts’ Travel Marketing Sentiment Index, the impact of the Omicron variant is now apparent, although the declines have not dipped to the lows of the Delta-variant period.
- Right now, 30.9% of American travelers say that the Omicron variant has impacted their travel in some way—37.2% of this group saying they have cancelled an upcoming trip and 47.3% saying they have postponed–and among those that have not been impacted, 26.8% say it’s likely that they will be eventually.
- American travelers’ expected number of overnight trips in the next 3 months year has fallen from 2.7 to 2.0 since November 26th, while expected day trips has declined to 1.9 from 2.7. Fewer Americans report dreaming and planning travel recently, dropping from 70.8% two weeks ago to 64.2%. Nevertheless, about 30% of American travelers say they plan to take a trip over the Christmas holiday (similar to Thanksgiving 2021), up from 17.4% who reported they would take a Christmas trip back in 2020.
- American travelers report a decreasing sense of normalcy this week and those highly concerned about contracting COVID-19 has increased over 5 percentage points to 61.8%. The course the Omicron variant takes could also potentially weaken confidence in vaccine protection against COVID-19. Amongst vaccinated American travelers, 60.5% report feeling confident in their vaccination’s protection against COVID, down slightly from 62.0% the week of November 29th.
- The average safety perceptions of travel and leisure activities is down from 47.5% to 44.6%, with taking a cruise, staying in a hotel, and going shopping showing some declines in safety perceptions.
- This week 33.9% say that their ability to travel is returning to or completely normal, compared to 37.8% the week of November 29th. Nearly 70% of American travelers say they will be more careful during their upcoming trips because of the Omicron variant.
- The average American traveler continues to report a sense of financial wellness. Nearly half say that travel will be a high priority in their budget over the next 3 months and the mean reported annual travel budget is $3,746.
- Over a quarter of American travelers (26.1%) have used a Visitor Information Center in the past 12 months. 61.5% feel that it is “important” or “very important” for a destination to have a Visitor Information Center and another 48.9% report that they are likely to use this resource in the next 12 months.
UNCERTAINTY OVER NEW COVID-19 VARIANTS AND RISE IN CASES HITS HOLIDAY TRAVEL PLANS
Key findings from Longwoods International published Dec. 14, 2021
- 27% of American travelers report postponing some of their trips due to the Omicron variant.
- A 5% spike in those American travelers report COVID as a factor that greatly impacts their travels.
- Financial concerns have increased by 5% in two months.
- Changing travel plans due to the pandemic are up in 5% in two months.
- On the bright side, only 10% of American travelers say that they are cancelling trips.
- 68% of holiday season travelers plan to visit friends and relatives, while 60% plan to go shopping.
- 35% of travelers surveyed have remote work plans within the next 12 to 24 months. In May of 2021, this figure was 29%.
YEAR-END HOLIDAY TRAVEL TO REBOUND
Key findings from AAA published Dec. 14, 2021
- AAA predicts the largest year-end holiday travel increase on record with more than 109 million Americans (4.4 million Ohioans) expected to travel 50 miles or more between Dec. 23 and Jan. 2.
- These numbers are 34% higher (33% in Ohio) than last year and the fourth highest year-end holiday travel volume on record (behind 2019, 2018 and 2017 respectively).
- Road trips remain the top mode of travel during the holidays, with 91% of travelers (92% of Ohio travelers) planning to drive to their destinations, despite elevated gas prices.
- As for air travel, AAA expects it to jump 184% nationally (181% in Ohio) from last year, with 6.4 million Americans (nearly 232,000 Ohioans), planning to fly this holiday season. This nearly tripled 2020 year-end holiday air travel numbers and within 87% of 2019's pre-pandemic numbers (90% in Ohio).
December 15, 2021
DOMESTIC LEISURE TRAVEL LEADS RECOVERY FORECAST; DOMESTIC BUSINESS TRAVEL AWAITS 2024 FOR FULL RECOVERY
Driven by Tourism Economics' travel forecasting model, the Fall 2021 travel forecast projects that domestic leisure travel will surpass pre-pandemic levels in 2022 and beyond. Domestic business travel spending is expected to reach 76% of 2019 levels in 2022, while the segment is not expected to fully recover until 2024. International inbound travel spending is forecasted to reach 72% of 2019 levels in 2022, and to fully recover only in 2024 or 2025.
View US Travel forecast here.
December 10, 2021
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.
December 3, 2021
TRAVEL BUSINESSES SCORE WELL ON CUSTOMER SATISFACTION
Key findings from Longwoods International fielded Nov. 24, 2021
(Please note this survey was fielded prior to widespread news of the Omicron variant and the enactment of travel bans.)
- Intent to travel within the next six months remains relatively stable at 88%, down from a high of 91% reported beginning of the month.
- Those delaying trips to three months out or more increased slightly, while those with no plans to travel increased 4% from end of October.
- Concerns over personal finances and transportation costs are slightly higher than pandemic concerns.
- Close to a third of travelers are not altering plans due to the pandemic, while reducing the number of trips, choosing to drive versus flying and traveling domestically remain the top ways plans are being altered.
- Comfort levels of feeling safe dining in local restaurants and shopping, as well as opening up communities to travelers, rose mid-October, but have plateaued since.
- Most travelers experienced service levels as good as or better than prior to the pandemic on their trips this fall, with about half reporting service comparable to pre-pandemic travel and a quarter rating their service experience as better than before pandemic. About a fifth of travelers judged service on their fall trips as below pre-pandemic levels.
WHILE INTENT TO TRAVEL REMAINS HIGH, PESSIMISM ABOUT THE PANDEMIC GROWS; GIVING THE GIFT OF TRAVEL WOULD MAKE LOVED ONES HAPPY
(Please note this survey was fielded prior to widespread news of the Omicron variant and the enactment of travel bans.)
Key findings from Destination Analysts fielded Nov. 24-26, 2021
- With 80% of American travelers reporting they have travel plans in place, 33% say they’ll take more leisure trips in the next year and 33% say they’ll spend more money while on these trips.
- Beaches, rural towns and national/state parks destinations will still be where a majority of American travelers head, with more than 70% reporting plans for these types of destinations.
- Interest in urban travel continues to grow, with 66% of these travelers saying they plan to visit cities. In fact, 29% report they will increase their urban travel in 2022.
- American travelers continue to take trips to make up for time missed out on with loved ones during the pandemic: 39% say they will increase family travel next year and 33% will increase travel with friends.
- More than 70% of American travelers did some travel dreaming or planning in the past week alone, particularly discussing potential or upcoming trips with others.
- Optimism about the pandemic dropped nearly 12 percentage points in the last two weeks (27%), while pessimism grew 10 percentage points. One-third expect the situation to get worse soon.
- COVID-19-related topped the list of factors that could influence travel plans. Financial concerns are also weighing more heavily on travelers’ minds. Gas prices, concerns that travel is too expensive right now, and personal financial reasons are all among the top 5 issues deterring Americans from traveling more right now.
- The gift of travel is high on many lists, with 65% of those surveyed saying they’d be happy to receive a travel-related gift for the holidays.
November 18, 2021
VACCINATION STATUS OF CHILDREN COMPLICATES TRAVEL OUTLOOK FOR AMERICANS
Key findings from Longwoods International released Nov. 16, 2021
- Heading into the holiday travel season, one third (33%) of American travelers now say that COVID-19 no longer has any influence of their travel plans, which is a pandemic high.
- Overall, demand is still very strong with 89% of American travelers indicating that they have plans to travel in the next six months.
- 70% of American travelers now feel safe traveling outside of their communities.
- More than one third of American travelers with children under the age of 18 report that they have unvaccinated children and no hesitations about having them travel, as opposed to one quarter (27%) who say they also have unvaccinated children but do have hesitations to travel.
- 49% of American travelers report that they are either unlikely or definitely not traveling internationally in the next 12 months, while 29% say they are likely or definitely will travel abroad in the same time period. This means that US destinations still have plenty of opportunity to capture these "high value" travelers, who may still be looking for domestic alternatives this year.
November 15, 2021
CONSUMERS PREFER TRAVEL ADS DO NOT FEATURE CROWDS, SAFETY PROTOCOLS STILL IMPORTANT, PLANS FOR THANKSGIVING TRAVEL EXCEED 2019 INTENT
Key findings from Destination Analysts fielded Nov. 10-12, 2021
- The Thanksgiving holiday looks to be a busy one—possibly even exceeding 2019 travel levels. The percent of American travelers who say they plan to travel over the Thanksgiving holiday has more than doubled compared to 2020—31% currently say they will versus 13% last year. This rate is even higher than in 2019, when 23% of American travelers reported taking a Thanksgiving holiday trip.
- COVID remains a travel impediment, with 17% saying they have cancelled a Thanksgiving trip this year due to the ongoing pandemic.
- Taking a road trip, visiting friends and family, and shopping continue to have the strongest safety perceptions among travelers.
- Americans’ sense of normalcy around leisure activities has dropped 2 percentage points over the past two weeks. Now 30% of American travelers feel that the U.S. is “normal” or “close to normal.”
- With 54% of Americans anticipating another significant wave of COVID-19 in the next three months, nearly three quarters say it’s important that destinations they visit continue to maintain safety protocols. While this feeling is even stronger amongst older travelers (77%), 68% of Millennials or younger travelers also deem public pandemic safety measures important in where they choose to travel.
- While 30% are comfortable with seeing maskless people in travel ads, 37% are uncomfortable, while 34% are neutral.
- Large crowds of people in travel ads are likely to draw even more scrutiny. While 21% of Americans are comfortable seeing large groups of people in travel ads now, 42% would be uncomfortable (37% are neutral).
- When asked about the lifting of international travel restrictions at this point in time, the majority of American travelers (54%) said that it was good or very good news. However, this development was relatively more positively received amongst travelers in the West (62%) than in the Midwest (47%).
November 11, 2021
OHIO THANKSGIVING TRAVEL TO REBOUND ALMOST TO PRE-PANDEMIC LEVELS
Key findings from AAA published Nov. 9, 2021
- AAA predicts 53.4 million Americans (nearly 2.2 million Ohioans) will travel between Nov. 24 and Nov. 28 for Thanksgiving, up 13% from 2020.
- The This brings travel volumes within 5% of pre-pandemic levels in 2019 (6.5% in Ohio), and makes the fourth highest Thanksgiving travel volume on record.
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Airports will be busy this Thanksgiving. AAA expects air travel to almost completely recover from its dramatic fall during the pandemic, up 80% over last year (81.5% in Ohio).
- Despite gas costing over a dollar more per gallon than this time last year, 90% of American travelers (89% of Ohio travelers) will drive to their destination this Thanksgiving.
- With 8.4% more Americans (7.5% more Ohioans) on the roads this Thanksgiving, motorists can expect more traffic congestion, especially heading into the holiday weekend. INRIX, in collaboration with AAA, predicts the heaviest traffic will occur Wednesday afternoon and evening as commuters leave work early and mix with holiday travelers. Sunday afternoon will also be busy on the roads as travelers return home.
MEDIAN INCOME OF CULTURAL ATTENDEES; ANOTHER REASON NOT TO JUDGE VISITORS BY APPEARANCE
Key findings from IMPACTS Experience released Nov. 10, 2021
- The average person who has visited a museum in the last three years has a 20.8% higher household income that the average American, regardless of race or ethnicity.
- For Asian visitors, the median household income is 10% higher than the median household income among all self-identified Asians.
- Median household income levels are 12% higher for White non-Hispanic cultural visitors when compared to the broader self-identified White non-Hispanic population. Hispanic visitors have a notable 39% higher median household income than the overall US median for Hispanic individuals.
- Black and African American visitors indicate a 65% higher than the median household income for others self-identified within this cohort.
- Racial and ethnic diversity onsite is not the same as income diversity onsite. While it's true that certain cohorts may generally report lower household incomes than others, the individuals onsite at a museum or performing arts organization are people who have chosen to spend their time at these places. This decision aligns with certain psychographic and behavioral findings - not only demographic findings.
- There is an observed gap in the household incomes of visitors based on self-identified race and ethnicity. BIPOC individuals represent a notably underserved audience for cultural organizations. As entities work to become more representative of the US population (and if household income isn't able to swiftly become more equitably balanced), then it's likely that the median income for cultural entities would more closely approximate the national numbers. As of right now, cultural organization visitors are not representative of the US population (yet).
- If leaders operate as if museum visitors represent the full spectrum of the US population before it's true, we jeopardize our ability to create programs that may actually help achieve this goal. We want to engage audiences who are representative of our community at appropriate rates.
- Target programs specifically to affordable access audiences - not races of ethnicities. Cultural entities may maintain two ongoing initiatives at the same time: to engage more BIPOC individuals at representative rates within their communities, and also to engage more lower-income individuals at representative rates within their communities. These initiatives may overlap, but they are not the same.
November 5, 2021
AMERICAN TRAVELERS CONTINUE TO REGAIN NORMALCY LOST TO THE DELTA VARIANT; NEAR-TERM OUTLOOK FOR TRAVEL IS POSITIVE; BUSINESS AND CONVENTION/GROUP MEETINGS IS REBOUNDING
Key findings from Destination Analysts fielded Oct. 27 - 29, 2021
- Many Americans are looking at lifestyle changes, primarily centered on transforming their relationships with themselves, their family and work. Although change is less likely for Baby Boomer-aged travelers, one-third of those Millennial-age say they intend to change their lifestyle going forward (with another 20% uncertain if they will).
- The relationship with travel will also change—more trips, using travel as a means to deeply connect with their friends and family, traveling more sustainably and with a greater environmental consciousness, and a greater focus on outdoor activities. And while nearly half of those that intend to change the way they travel going forward say they will travel more internationally, 48.5% say that the pandemic did open their mind to domestic travel opportunities. In addition, over 60% of Millennial age and younger travelers say they are interested in trying a digital nomad lifestyle.
- Americans continue to regain normalcy lost to the Delta-variant surge. This week saw another 3 percentage point gain in those feeling that the U.S is largely normal for leisure activities (31.3%). Now 38.5% feel that the COVID situation will improve in the U.S. over the next month.
- The majority feel confident in their ability to travel safely and sentiment towards tourism in their own communities has improved (39.6% don’t want tourists in town, down from 48.6% at the end of August).
- The proportion of recent travelers who say that travel businesses were having trouble providing adequate service has declined over 5 percentage points in the last two weeks to 41.0%. Nevertheless, two-thirds of American travelers feel COVID will be with us for the long-term and thus it continues to impact travel.
- Over 38% still feel that COVID-19 has impacted their ability to have meaningful travel experiences (up from 34.4% two weeks ago) and 20.7% of recent travelers reported high levels of COVID anxiety on their last trip.
- The near-term outlook for travel is positive. This week, 83.8% of American travelers currently have trip plans, with 53.0% traveling at least once in the next three months. More than 7-in-10 American travelers did some travel dreaming and planning in the past week alone. Nearly 70% have high degrees of excitement about a potential getaway they had not previously considered (a good predictor of upcoming hotel performance).
- Business and convention/group meetings travel is rebounding. When asked about the overnight trips American travelers expect to take in the next 3 months, 15.5% reported business travel (up from 11.8% October 1st) and 12.1% reported convention, conference or group meetings (up from 8.8%).
- Similarly, day trips for these types of travel are also up with 15.3% reporting a day trip for business (up from 10.7%) and 11.4% for convention, conference or group meetings (up from 8.5%).
- Despite the strong desire for travel, Americans are more conscious about their spending. Right now, 52.5% say they will prioritize travel in their budgets—down from 59.8% just two weeks ago. Those that feel that it is a good time to spend on travel has declined from 45.1% to 38.9%. Three-in-five American travelers feel that travel prices are too high right now and 42.7% say that these high prices have kept them from traveling in the past month.
- Travel advertising has a significant opportunity to be more inclusionary. Just 36.1% say they see people they identify with commonly featured in travel advertising and only 38.1% feel travel advertising is designed with people like them in mind. In fact, 15.0% feel that they have recently seen a travel ad that felt exclusionary and 19.4% saw an ad that felt inauthentic.
AMERICAN TRAVELERS PLAN TO CATIOUSLY SPEND TIME WITH FRIENDS AND FAMILY THIS HOLIDAY SEASON
Key findings from Longwoods International released Nov. 2, 2021
- 70% of American travelers this holiday season plan to visit friends and relatives, showing the great desire to reconnect as we move through the course of this pandemic.
- 40% of travelers who plan to visit family this holiday season intend to do so without any COVID precautions, while 35% indicate they will take some precautions, and another 32% say they will limit the size of their family gatherings this year.
- 45% of American travelers indicate other plans to travel before the end of this year (within the next 60 days), which shows a growing desire to travel this season now that the Delta variant appears to be subsiding.
- As we close out the year and look into early 2022, the desire to travel has reached a tracking survey high of 91% of American travelers saying they have plans to travel within the next six months.
- Almost one in three American travelers (30%) now say that COVID-19 is not influencing their travel plans, which is also a survey high.
October 29, 2021
HOLIDAY TRAVEL RAMPING BACK UP AFTER 2020
Key findings from Nerdwallet released 10/26/2021
- This year, more than 2 in 5 Americans (43%) plan to spend money on flights or hotel stays during the holiday season, spending $1,814, on average.
- Close to 3 in 10 Americans who say they didn’t travel during the 2020 holiday season (29%) plan to spend money on flights/hotel stays during the 2021 holiday season, according to the survey.
- The survey shows that of Americans who plan to put 2021 holiday travel expenses on a credit card, the average they plan to charge is $1,471. That’s more than $116 billion in total credit card spending on holiday travel this year.
- Approximately 9 in 10 holiday travelers (89%) — defined as those who plan to spend money on flights/hotel stays for the holidays this year — are taking action to save money on holiday-related travel expenses.
- Nearly a quarter of holiday travelers (24%) say they’re using a different means of transportation to travel for the holidays than they normally would because of COVID-19, according to the survey.
- More than three-quarters of Americans who are unsure if they will be spending money on flights/hotels this holiday season (77%) say their reasons are COVID-related, the survey shows. The same goes for more than half of Americans who don’t plan to spend on flights/hotels for the holidays this year (57%).
WILLINGNESS TO DONATE TO CULTURAL ORGANIZATIONS IS UP THIS YEAR
Key findings from IMPACTS Experience released 10/27/2021
- Compared to 2020, willingness to make a charitable gift to museums, zoos aquariums, gardens, historic sites, etc. is up 8.3% in 2021.
- Willingness to make a charitable gift to theaters, symphonies and ballets is up about 7%.
- People surveyed considered making higher-value gifts to a cultural organization, specifically, compared to years past.
- People are feeling more financially stable this year compared to last year.
- Trust in cultural entities has also increased during the pandemic, and museums and performing arts organizations were generally missed by their visitors and patrons when they had to shut their doors.
October 21, 2021
NORMALCY CONTINUES TO RETURN AS DELTA VARIANT WANES; ENTHUSIAM FOR TRAVEL IS REBOUNDING IN TIME FOR HOLIDAY SEASON; AMERICAN WORKERS EAGER TO RESUME IN-PERSON MEETINGS
Key findings from Destination Analysts fielded Oct. 13 - 15, 2021
- Normalcy continues to return, as the impact of the Delta variant wanes. In terms of resuming leisure activities, fully 28% of Americans feel that the U.S. has a significant degree of normalcy, up from 24.7% the week of October 4th.
- Enthusiasm for travel is rebounding, just in time for the Holiday season. Strong feelings of excitement for travel are up to 75.7% from 64.4% the week of October 4th. In addition, researching travel ideas and making travel bookings have both increased in the past week, fueled by improving expectations for the coronavirus situation (39.1% now feel things will get better in the next month, up from 26.9% just two weeks ago).
- While not recovered to 2019 levels– when 52.8% of American travelers embarked on holiday-related trips—44.9% currently report having at least tentative plans to hit the road this season. This represents a nearly 17 percentage point gain from 2020 (fear of COVID and not wanting to risk the health and safety of loved ones remain the top deterrents to Holiday travel).
- Leisure and business travel expectations for the remainder of the year have increased. Compared to two weeks ago, more Americans are planning overnight trips in the next 3 months—both for leisure (57.7%, up from 49.3%) and business (14.7%, up from 11.8%). December appears to be the peak month for overnight trips in the remainder of 2021 (32.4%). Leisure (47.2%) and business (12.4%) day trip expectations for the next 3 months have also increased.
- American workers are eager to take a break from the screen and get back to in-person meetings. Amongst employed American travelers, 44.3% said they regularly use web conferences to conduct business. Of these regular web-conference users 68.7% say they have felt the effects of “Zoom fatigue” and 62.8% agree that they are tired of web conferencing and are eager to get back to the in-person meeting experience.
- Vaccination support continues to grow. This week, 77.4% of American travelers report being vaccinated against COVID-19. Vaccinated American travelers are feeling more confident in the safety provided by their vaccine (62.1% up from 52.3%). In addition, Americans are showing increased support for vaccine requirements on airlines and “no fly” lists for problematic passengers. Right now, 66.5% agree that airline passengers should be fully vaccinated or present a negative COVID-19 test (up from 60.3% two weeks ago). Meanwhile, 66.3% of American travelers support a national “no fly” list to protect airline employees and 49.8% say that establishing a national “no fly” list would make them more interested in traveling. Meanwhile, 56.9% say they would support an indoor vaccine mandate in their own community.
AS DELTA VARIANT RECEDES, TRAVELER CONFIDENCE IMPROVES
Key findings from Longwoods International fielded Oct. 19, 2021
- More than one in four (27%) of American travelers now say that COVID-19 will greatly impact their decision to travel in the next six months (a decrease of nine points in the past six weeks).
- 48% of American travelers are changing their plans due to the pandemic (down five points in two weeks).
- 58% now support welcoming visitors back into their communities.
- 67% now feel safe travelling outside their communities.
- 70% now feel safe shopping and dining locally which is up 12 points in the past two weeks.
- When asked about hesitations that are preventing them from traveling: 31% of American travelers report that it is fear of COVID-19; 27% point to uncertainty about their financial situation; while 22% say they have no hesitations about traveling.
- Two-thirds of American travelers are fully or partially vaccinated. However, they are evenly split about holiday travel. Half of these travelers surveyed have no hesitations about traveling this holiday season, while the other half does.
- Meanwhile, a third of travelers aren’t vaccinated. Among them, two-thirds have no hesitancy about holiday travel, while a third do have hesitancies.
- Over the past eighteen months, there has been a solid growth in travelers indicating they consume and interact with travel content via online and streaming sources.
October 13, 2021
U.S. WILL LIFT TRAVEL RESTRICTIONS WITH CANADA AND MEXICO
The Biden administration announced it will lift travel restrictions at the land borders with Canada and Mexico for vaccinated individuals in November. Our friends at U.S. Travel have long urged a reopening of the U.S. borders. The administration has indicated the reopening timeline will align with its previous decision to lift air travel restrictions for additional vaccinated international travelers in “early November.
FALL AND WINTER TRAVEL OUTLOOK MIXED
Key findings from Longwoods International fielded Sept. 29, 2021
- A third of travelers expect to take even fewer trips than they did during the coronavirus-dominated 2020 fall and holiday season, while another quarter will take more fall and holiday leisure trips than last year.
- Four out of ten said that they would take the same number of leisure trips as in 2020.
- Intent to travel still remains high, as nine out of ten travelers indicate plans to travel during the next six months.
- However, about half of travelers report they have changed upcoming travel plans because of COVID-19, including driving versus flying (32%) and domestically versus international travel (29%).
- Thirty-nine percent report watching television shows online streaming platforms more than seven times per week, while 31% say they watch on these platforms 3-7 times per week.
- These shows influence travel destinations choices for some, with 29% saying they’d like to visit a destination because of something they’ve viewed on a streaming platform, but they aren’t sure when. Another 20% say they’re planning to visit a destination in the next few years, and 12% said they’ve already traveled to that destination.
FINANCIAL STRESS FELT AMONG TRAVELERS, A LOOK AT WHICH ACTIVITIES TRAVELERS FEEL ARE SAFE
Key findings from Destination Analysts fielded Sept. 29-Oct. 1
- Travel marketability continues to slowly improve from the drop it took at the height of the Delta variant. Intent to travel has stabilized at a point lower than where it was this summer. This could be due to a combination of seasonal demand plus concerns about the pandemic.
- Americans are feeling financially stressed, however, with 34% saying it’s a good time to spend on travel, down from 41% just two weeks ago.
- Confidence in being able to stay safe while traveling is at an average of 42%, with the following representing those activities where travelers feel the safest, all tracking higher than the 42% average:
- Taking a road trip (69%)
- Visiting friends and relatives (65%)
- Non-team outdoor activities, such as biking and hiking (60%)
- Going shopping (58%)
- Staying in a hotel (56%)
- Dining in a restaurant (54%)
- Visiting an amusement park, zoo, garden, park or other outdoor venue (48%)
- Visiting a museum, aquarium, or other indoor attraction (46%)
- More than 30% of American travelers and nearly 57% of those who travel internationally say the reopening of the US Border to vaccinated international visitors is generating excitement.
- Nearly 19% of American travelers say there are places in the US where they don’t feel welcomed as visitors – 51% of these travelers say political differences as the reason.
ATTRACTION MEMBERSHIPS DOWN, BUT INTENT TO RENEW UPON VISITING IS AT HIGH LEVEL
Key findings from IMPACTS Experience released 10/13/2021
- Museums, zoos, theatres and other attractions dependent on membership subscribers are experiencing renewal rates at about 25% less compared to 2019, according to IMPACTS Experience research.
- Even more than before the pandemic (60% in Q3 2021 versus 44% in 2019), non-renewing members intend to renew when they next visit. Being able to have free admission is still a top benefit of membership. Early in the pandemic, the choice of whether to visit (and therefore renew) was taken away from many by mandated closures and restrictions. As organizations open up more reliably, the ability to gain free admission is once again on the table. Also perhaps causing the increase in intent to renew at their next visit is confidence in being able to visit safely soon given pending child vaccinations and booster shots.
- Members and subscribers tend to be older and educated than general admission visitors. Educational attainment correlates with the belief in coronavirus safety protocols. These folks are impacted by – and are a group that has largely changed behaviors because of – the coronavirus.
- The authors caution that discounting membership can have negative long-term consequences, and that the top reasons why members aren’t renewing isn’t due to internal or programmatic features, but the external realities of the pandemic.
- Of those planning to renew during their next visit, 24% are planning to visit in the next six months, 42% are planning to visit six months to a year from now, and 34% intend to visit more than a year from now.
October 1, 2021
KEEP YOUR ONLINE ENGAGEMENT STRATEGIES IN PLACE DESPITE BEING OPEN FOR VISITATION
Key findings from IMPACTS Experience fielded in September 2021
Impact Research studies visitors to exhibit-based organizations (museums zoos, aquariums, gardens, historic sites, science centers, etc.) as well as performance-based organizations (theaters, symphonies, dance companies, etc.)
More people are engaged with attractions online now than before or during the height of the pandemic.
- Since 2019, there was a 31%% increase in the percentage of people who visited an exhibit-based organization’s website, and a 25% increase for performance-based.
- Since 2019, there was a 43% increase in people following an exhibit-based organization on social media and a 35% increase in the percentage of people following a performance-based entity.
- During the same time period, there was a 38% increase in people liking an exhibit-based organization’s social media post and a 33% increase for performance-based entities.
- During the same time period, there was a 15% increase in the percentage of people opening an email from an exhibit-based organization and a 35% increase in opening an email from a performance-based entity.
Visitors have higher expectations now, as difficulty purchasing tickets online is increasing as a barrier to attendance, as well as lack of response on social media.
Engagement with paid online strategies dropped, but that could be due to fewer investments by attractions because of budgetary constraints.
While website content pre-pandemic may have focused on why and how to visit in person, during the pandemic, content shifted to mission-focused content and activities to position attractions as “more than just attractions.” The authors recommend that future online content should serve both purposes and that organizations develop engagement plans for both onsite and online visitors.
HOTEL BOOKING FLEXIBILITY REPLACES PRICE AS TOP PRIORITY
Key findings from SiteMinder fielded Sept. 2021:
- There has been an increasing appreciation for travel as well as the sentiment from more than a third of travelers surveyed that they plan to travel more.
- According to the report, 52% say they have higher expectations from hotels including flexibility, value for the money and security. These elements have the greatest impact on booking behavior.
- Of the 14 factors that are likely to influence booking, free cancellations and amendments is in the top two priorities for almost a third of travelers.
September 24, 2021
TRAVEL PLANS CONTINUE TO SHIFT DUE TO PANDEMIC CONCERNS, MORE THAN A THIRD STILL PLANNING TO TRAVEL THIS CALENDAR YEAR, CUSTOMER SERVICE EXPECTATIONS REMAIN
Key findings from Longwoods International fielded Sept. 15, 2021:
- Most American travelers have plans to travel in the next six months (89%), dropping only one percentage report in the last two weeks.
- The pandemic is altering these travel plans for 54% of travelers, while concern over personal finances (48%) and transportation costs (48%) are also factors.
- While 25% say the pandemic is not influencing their planning, 32% are choosing drive destinations over flying, 30% are traveling domestically versus internationally, 29% are reducing the number of trips they’ll take, 17% are choosing rural destinations, 10% are choosing not to travel at all and 8% are canceling pre-existing plans.
- More than a third (37%) are planning to travel this calendar year, an increase from 30% two weeks ago. Another 20% postponed fall trips to later, and 16% have shifted their plans to 2022.
- Most Americans (57%) feel safe dining in local restaurants and shopping in retail stores, but 20% are not in support of opening up their communities to outside visitors.
- Most travelers expect the same level of service or higher from businesses as they experienced pre-pandemic.
MOST TRAVELERS SUPPORT MASKING AND OTHER REGULATIONS TO KEEP THEM SAFE, OPEN TO TRAVEL INSPIRATION, FALL TRIPS SHIFTING TO LATER IN THE YEAR
Key findings from Destination Analysts fielded Sept. 15-17, 2021
- There’s a slight increase of optimism, with 24% of American travelers saying they feel the US has a degree of normalcy right now, up from 22% the week of Sept 6. Optimism increased to 30% from 24% the same time period, while pessimism dropped from 51% to 49%. This feeling is most prevalent Gen X travelers.
- Most Americans want to hear about travel ideas. Those open to travel inspiration grew to 65% from 58% in the last two weeks.
- More than 40% say COVID-19 impacts their ability to have meaningful travel experiences. Travelers report that safety concerns, restrictions, decisions to avoid travel, and anxiety levels later their experiences.
- Fall trips are being postponed to later in the year, as those travelers with planned fall trips dropped from 28% to 10%, while plans to travel in December increased from 21% to 24%.
- Mask requirements are preferred by 68% of American travelers. Far more travelers support masking requirements than those who oppose it – in fact, the survey reports a 4 to 1 ratio.
- Nearly 60% of travelers support vaccine mandates, while 25% oppose. They feel even stronger when it comes to airline mandates, with 67% supporting airline vaccine or negative testing compared to 18% who oppose.
September 15, 2021
FACE COVERINGS, ABILITY TO BE OUTDOORS, SEEING OTHERS VISIT AND PROOF OF VACCINATION IDENTIFIED AS IMPORTANT BY THOSE LIKELY TO VISIT MUSEUMS, THEATERS, ETC.
Key findings from Impacts Research fielded Sept. 9, 2021
The findings are shown for exhibit-based organizations (museums, zoos, aquariums, botanic gardens, historic sites, etc.) as well as performance-based organizations (symphonies, theaters, ballets, etc.)
- Mandatory face coverings, ability to be outdoors, seeing others visit and requiring proof of vaccination are among the top things that will make people feel safer visiting exhibit-based and performance-based attractions right now.
- Mandatory face coverings were identified by 72% of those likely to attend performance-based venues, while 67% said so for exhibit-based venues.
- Ability to be outdoors is important to 68% of those likely to visit performance-based attractions, with 59% saying the same for exhibit-based.
- Seeing others visit was also important to performance-based visits (42%) versus exhibit based (49%)
- More than 56% of visitors to performance-based organizations said proof of vaccination will make them feel safer, compared to 48% of those likely to visit exhibit-based organizations.
- Those survey respondents coming from households with children younger than 13 years of age feel stronger about proof of vaccination – 59% versus 44%.
- The author emphasizes that this research is conducted with potential visitors, not just recent visitors. Those who don’t feel safe visiting are not taking your onsite surveys, as they are staying home.
- Those saying that no significant changes are needed, and that they feel safe and comfortable were reported for both those likely to visit performance-based attractions (29%) and exhibit-based attractions (34%)
September 13, 2021
Late last week, President Biden announced several measures to protect public safety that will likely impact some in our industry. Details on most of these are being ironed out and will be released soon.
- A forthcoming Occupational Safety and Health Administration (OSHA) rule requiring all employers with more than 100 employees to mandate vaccinations or weekly testing. It is likely that fines will be levied per employee for non-compliance. Employers will also be required to provide paid time off for workers to get vaccinated.
- A call for large venues to require proof of vaccination or negative test results from patrons. At this time, it is unclear if the administration will require or simply encourage large venues to comply with this policy.
- Extended TSA mask mandate in airports, airplanes and public transportation through January 18th, 2022 and doubled fines for those who are not in compliance.
- Mask and physical distancing requirements on federal land, in federal buildings and on military bases will remain in place.
September 9, 2021
MILLENNIALS AND GEN Z SUPPORT SAFETY PROTOCOLS AND SHOW INTENT TO TRAVEL, CONCERNS WITH SAFETY INCREASING IN RECENT WEEKS
Key findings from Destination Analysts fielded Sept. 1-3, 2021:
- Nearly a quarter of Americans said they would be traveling during the Labor Day holiday weekend, up from 13% last year. Among those who did not travel on the holiday weekend, 13% said they cancelled planned trips due to concerns about the Delta variant.
- Millennial and Gen Z age travelers are likeliest to be in a ready-to-travel mindset right now (77%). They are also likelier to be supportive of pandemic protocols like indoor mask requirements right now (72%)
- Perceptions of air travel, indoor attractions and indoor dining as safe have fallen. Travelers viewing indoor attractions as safe is 44%, while 53% view restaurant dining as safe.
- Even though 71% say they are excited to travel in the next 12 months, fewer Americans are reporting planned overnight leisure trips (53% compared to 47% two weeks ago) and leisure day trips (43%, down from 51%).
- Employed travelers say they would be happy to take an out-of-state business trip in the next six months (46%), indicating an increase since early this year.
- Also on the rise since April is the appeal of attending in-person group meetings. Now 40% would be happy to do so, up from 38% the week of April 12. In fact, one-in-five employed American travelers now plans to attend a convention, conference or other group meeting sometime in the remainder of 2021, with October appearing to be the peak month for this trip type.
OUTDOOR ACTIVITIES AND ROADTRIPS STAY AT TOP OF TRAVEL INTENTIONS, CONFIDENCE IS SLIPPING, MIXED DESIRE FOR SAFETY PROTOCOLS
Key findings from Longwoods International fielded Sept. 1, 2021
- 90% of American travelers have plans to travel in the next six months. However, 58% say the pandemic will impact their travel decisions, while 22% say it won’t. Those saying coronavirus would greatly impact their decisions to travel rose to 36% from holding steady at 34% since early August.
- When asked specifically about how the Delta variant impacts their travel intentions, 30% say they are still planning to travel between October and December, 20% have postponed travel to later this year, and another 15% have postponed travel till 2022.
- Of those planning to change travel plans due to COVID (55%), here is how these plans may change:
- Driving versus flying – 33%
- Reducing the number of trips – 33%
- Traveling domestically instead of internationally – 28%
- Rural destinations over urban areas – 16%
- Not traveling at all – 11%
- Canceling trips – 10%
- Activities for fall travelers include intent to visit friends and relatives (66%), take a road trip (58%), visit a park (33%), go on a hike or bike ride (28%), visit a farmer’s market (27%), view fall foliage (30%), visit a museum, art gallery or other arts/cultural institution (22%), visit a theme park (19%), visit a farm to experience fall harvest activities (22%), go to a winery, brewery or distillery (19%), attend a festival (17%), participate in a sporting event (12%), go fruit or berry picking (15%).
- 42% are concerned with personal financial situations compared to 36% who say that financial concerns won’t impact their decisions to travel.
- While concerns over COVID-19 continue to be top of mind for many American travelers during travel planning, they are split when it comes to the implementation of health and safety protocols at destinations. Half of travelers cite having clear health and safety protocols as being important when deciding where to travel. However, 44% says that having no travel restrictions at potential destinations is important to them when making these plans.
- Consumer confidence in staying safe is dropping, with 60% say they feel safe dining in local restaurants and shopping in retail stores in their communities compared to a high of 74% in late June. 57% say they feel safe traveling outside their communities, down from 72% in early June.
- Support for opening up their communities to visitors has dropped to 45% from a high of 67% in early June.
September 2, 2021
STAYING INFORMED AND BEING AGILE CAN HELP INDUSTRY ADAPT LONG-TERM
Cornell University hosted a webinar this week entitled Managing and Navigating the Pandemic. Panelists included two infectious disease experts from John Hopkins Hospital, along with industry representation from Four Seasons Hotel and Resorts and a luxury restaurant chain in Texas.
“The Delta variant isn’t the last rodeo,” said Dr. Jonathan Zenilman. He and Dr. Clare Rock both said the pandemic will likely and flow for years.
They reinforced what OTA has forecasted from some time now - recovery will not be linear. “It won’t be a straight path,” Zenilman said, “and we will learn to live with it.” While the doctors were referring to public health, we’ve seen corresponding drops in confidence to travel with every virus surge. Controlling the spread is among the best ways to boost our industry.
The visitation numbers show people still want to go out. They still want experiences. In-person meetings are still out-performing virtual gatherings in terms of learning, sales and satisfaction. So we need to create ways to adapt, and continue to prioritize the safety of our employees and guests.
That means we all have to design experiences differently, with safety in mind. We need to amp up listening to our guests and their needs and expectations. We need to share ideas.
Being agile has never been more important. Chrissy Gamble with Four Seasons Hotel and Results said they have reenacted masks for all employees in response to recent outbreaks. They continue to encourage physical distancing and have begun promoting employee safety “vigilance outside of work.”
Rock said other businesses can learn from hospital operations, and reminded all that one doesn’t have to be symptomatic to spread the virus. As the virus is airborne, she said the focus should be on wearing masks, having proper ventilation, physical distancing and isolating symptomatic people.
She reminded all that what is known right now is still evolving. “What we know now may not be what we’ll do in two weeks.”
Some of the recommendations offered during the webinar include the following:
- Meeting planners should ask venues about efficacy of their venue ventilation systems
- Cross-room ventilation isn’t the answer; look for floor to ceiling ventilation.
- Consider using carbon dioxide monitors to measure air flow. If the readings are high, it indicates that air is not circulating
- Rapid COVID tests are becoming more affordable, and they are being recommended for large events
- Meeting venues should offer indoor and outdoor spaces, as planners are increasingly going to demand reimagined spaces
- New builds should consider putting meeting rooms along exterior walls so windows are available
- Restaurants should continue to space out tables. This means you may have to raise the average check.
- Continue to look after the wellbeing of your employees by increasing communications. You don’t have to have all the answers.
- Consider hiring a “hygiene officer,” someone who implements policies, researches best practices, and educates staff. This will be seen as less top-down driven.
- If a lodging property, consider having a dedicated isolation room near an entrance in the event a guest becomes symptomatic.
- Be cautious of vendors trying to sell you solutions. Do your homework to avoid scams.
Above all, be kind and patient with your employees and guests. And with yourself, as we continue to navigate the pandemic.
ADVANCE TICKETING, MULTI-ATTRACTION PASSES AND A FOCUS ON CREATING EXPERIENCES AMONG RECOMMENDATIONS FOR ATTRACTIONS
Fielded by Arival among 1,000 active travelers in June 2021
Arival in partnership with GoCity released “How Visitor Attractions Can Adapt to the New Traveler Path to Purchase” August 2021. Survey respondents are those who have taken at least one overnight trip since January 2019 and intend to travel between July 2021 and June 2022. This is important, as this survey looks at those who are actively traveling already.
- Intent to visit to natural attractions, amusement parks, zoos, aquariums and observatories is growing 2021-22 versus 2019. Intent to visit museums is about the same.
- While overall attraction visitation remains below 2019, guests are spending more – 6% more on trips and 31% more on an attraction visit.
- They’re less likely to seek the advice from friends and family than in 2019
- They are more likely to use online searches (42%), online travel intermediaries (38%), attraction websites (37%), social media (25%), in-destination awareness (22%) and guidebooks (21%).
- The fastest growing method of conducting research about attractions is through muli-attraction passes, which has more than doubled to 16%
- Guests are planning attraction visits before they arrive. More than three in four travelers plan their attraction visits before they arrive in a destination
- They’re also buying tickets in advance. Intent to purchase tickets on the same day of visit fell from 38% in 2019 to 14% in 2021. Nearly half are purchasing attraction tickets online.
- Travelers aren’t fond of timed entry, stating flexibility is important. Cancellation flexibility is also key.
The report offers several recommendations, including the following:
- Attractions should focus on the guest experience – price is a secondary consideration in 2021.
- Offer online and advance ticketing
- Look for ways to upsell or cross-sell, particularly with nearby businesses and other attractions
- Consider multi-attraction passes
MAJORITY OF AMERICAN TRAVELERS SUPPORT VACCINE MANDATES
Key findings from Destination Analysts fielded Aug. 18-20, 2021
Destination Analysts gives a deeper dive into support of indoor vaccine mandates among American travelers.
- 60% support indoor vaccine mandates in their communities, 18% are neutral and 25% are opposed
- Vaccine mandates have the strongest support among the vaccinated, as well as urban dwellers, those with household incomes higher than $80,000, and parents of children under age 18.
- The greatest opposition can be found among the unvaccinated, those residing in rural areas and those with household incomes below $80,000.
- Compared to Millennials and GenZ, opposition is stronger among older travelers (although the majority across generations is in support).
- Vaccine mandates enjoy greater support among male-identifying travelers.
- The highest concentration of support (65%) is among travelers in the Northeast. In the Midwest, 58% support vaccine mandates, 20% are neutral and 21% are opposed.
August 27, 2021
MAJORITY OF AMERICAN TRAVELERS SUPPORT BOTH INDOOR MASKING REQUIREMENTS, AS WELL AS VACCINE MANDATES FOR CERTAIN INDOOR ACTIVITIES
Key findings from Destination Analysts fielded the week of August 23, 2021
- Even with high vaccination rates among travelers, the Delta variant situation is casting a heavy shadow. Despite 72.2% of American travelers reporting they have received a COVID vaccine, 63.2% have a high degree of concern about personally contracting the coronavirus right now. In fact, the proportion who are unconcerned about personally contracting COVID has decreased by half since May, dropping from 40.0% to 21.4%.
- A sense of pre-pandemic normalcy has also been cut nearly in half, falling to 22.3% from 42.7% six weeks ago.
- About 60% of American travelers say what’s happening with the Delta variant is making them less interested in travel right now (up from 54.3% the week of August 9).
- Meanwhile, an increasing number of travelers are saying they have postponed an upcoming trip specifically due to the Delta variant (32.7% up from 27.0% two weeks ago); those who say they have cancelled a trip due to Delta variant concerns remains at 27.5%.
- Given what’s happening with the pandemic, the majority of American travelers support both indoor masking requirements right now, as well as vaccine mandates for certain indoor activities. This week, 73.6% of American travelers support the reinstatement of indoor masking policies, growing nearly 9 percentage points since August 9.
- Using San Francisco’s current COVID-19 vaccine mandate for entry to bars, restaurants and gyms as an example, 61.2% of American travelers say they support this (20.6% oppose) and 47.4% even agree it makes the city a more attractive place to visit (25.1% disagree). About 60% of American travelers say they would support such indoor COVID-19 vaccine mandates in their own community, (17.8% would be neutral and 22.5% would be opposed).
- A small gain in optimism about where the pandemic is headed in the next months hints at slight rebounds in travel sentiment. With an increase in the number of unvaccinated travelers who say they will get vaccinated this year (32.1% up from 24.7% August 9) and a record 58.8% of traveling parents of school-age children saying they will have their kids inoculated from COVID-19, the proportion of American travelers who feel the pandemic situation will improve in the next month has gained 6 percentage points in the last two weeks to 26.3%.
- Those in a ready-to-travel mindset improved back to 76.4% from 71.6% and excitement for incremental near-term travel returned to 67.0%, up from 60.7% two weeks ago. Firm confidence in travel’s present safety improved to 42.8% from 36.6%.
- American travelers open to travel inspiration also returned to 58.6% from 52.1% two weeks ago. Unfortunately, sentiment towards convention-related and international travel did not make similar rebounds.
- Perceptions of high travel prices are butting up against growing financial anxiety. American travelers with concerns about their personal finances continued to rise, hitting 55.0% from 47.7% 2 weeks ago, and nearly 45% report they are feeling a lot of financial stress lately. This financial related anxiety likely contributes to almost 60% agreeing that travel prices are too high right now — most particularly hotel rates and gasoline. More than 43% now say high travel prices have deterred them from traveling in the past month, up from 34.6% in just two weeks. On a positive note, despite these affordability perceptions, 54.7% say leisure travel will remain a high priority in their budgets and 41.4% agree that the present is a good time to spend on travel.
- 80% of American travelers still have trip plans. In fact, 24.4% report having travel planned in September, and 23.4% report having travel planned in October. Both November and December are currently above 20%, as well.
- Three-quarters of American travelers did some travel dreaming or planning in the last week alone. Using ski as an example about travelers’ confidence in the future, nearly two-thirds of traveling skiers who have a regular ski destination they travel to say they are likely to visit that destination this season.
- Polarization is present but not overwhelming. Not surprisingly, travelers would like to know that they are welcomed at their destinations—70.2% say that they are unlikely to travel to a destination that has a reputation of being unwelcoming. Interestingly, this week the number of American travelers who said they can think of a U.S. destination where they would expect to be an unwelcoming atmosphere jumped over 7 percentage points to 20.3%. When asked in an open-ended question which domestic destinations come to mind as possibly being unwelcoming, New York, California, Texas and Florida topped the list. Nevertheless—and despite these destinations’ pandemic-related associations —Florida, New York, California, Las Vegas and Texas remain dominant in where Americans name as the places they most want to travel to in the next year.
COVID-19'S NEGATIVE IMPACT ON TRAVEL IS RISING AGAIN
Key findings from Longwoods International fielded August 24, 2021
- Almost two-thirds (59%) of American travelers now indicate they are changing travel plans due to the pandemic, which is up 16 points in just two months and back to levels not seen since the beginning of March 2021.
- While the Delta variant has directly caused more than one-third of American travelers to postpone travel (35%), it has not completely deterred Americans from planning travel, as 88% still report having travel plans in the next six months. This is a consistent level that has been recorded this summer.
- As kids return back to school and the prevalence of Delta rises, there is a small decline in travel plans in less than 30 days (3%), countered by a similar increase in longer term travel plans within the next three to six months.
- There still is a small spike in just the past two weeks of travelers indicating that concerns about either financial security (+3%) and transportation costs (+5%) are impacting their travel plans. At 26% and 23% respectively, these are still relatively low numbers, but represent the highest levels of concern that have been seen this year on these two factors. The fact that many have spent their stimulus checks may be key factors for this.
- Overall, visitors are less inclined to take guidance from their state government that it is safe to travel than they are from federal leadership and agency sources.
- Destinations should adjust marketing strategies to the fluctuations in traveler sentiment to support a safe and profitable fall travel season.
August 20, 2021
THE DELTA VARIANT IS HERE. IS IT TIME FOR CULTURAL ENTITIES TO REQUIRE MASKS AGAIN?
Key findings from Colleen Dilenschneider published August 18, 2021:
- 61% of US visitors to museums and performing arts entities believe that these entities should again mandate masks for all visitors.
- At the last published masking data update (July 2), IMPACTS Experience found that 43% of high-propensity visitors to cultural entities in the United States believed that organizations should require all visitors to wear a mask. That was down from 53% on June 18, 62% on June 4, and 67% on May 2. People were feeling more comfortable going maskless.
- As of August 13, 61% of high-propensity visitors to museums and performing arts organizations in the US believe these entities should mandate masks when indoors for all visitors again.
- People with kids under 13 in the household, as a group, were never okay with discarding the masks. In fact, they remained reliably uncomfortable about the shedding of indoor mask requirements over the last few months. Remember, children still aren’t able to be vaccinated in the US.
August 13, 2021
DELTA VARIANT SETTING OFF ALARM BELLS FOR TRAVEL INDUSTRY
Key findings from Longwoods International fielded August 10, 2021
- About a third of travelers have postponed travel specifically because of the delta variant, up from a quarter of travelers two weeks ago.
- The percentage of travelers who say that coronavirus will greatly impact their travel decisions in the next six months jumped from 21% a month ago to 34% in the latest survey.
- Support among travelers for opening up their local communities to visitors has plunged from 67% two months ago to 47% in the latest survey.
- And the percentage of travelers who feel safe eating in local restaurants and shopping at local retailers has also declined, from 74% in late June to 60% in early August.
BACKSLIDE IN TRAVEL SENTIMENT CONTINUES DUE TO DELTA VARIANT; HOWEVER, MORE THAN HALF OF TRAVELERS SURVEYED ARE EXPECTING TO TAKE AT LEAST ONE OVERNIGHT TRIP IN THE NEXT THREE MONTHS
Key findings from Destination Analysts fielded the week of August 9, 2021
- Optimism about the pandemic has receded to a level last seen during the Winter COVID-19 surge. Since June 8, optimism has fallen over 40 percentage points, reaching a year-to-date low of 20.4%. Instead, more than half of American travelers now expect the pandemic to get worse in the U.S. over the next month. Americans feeling pre-pandemic normalcy has tumbled another 7 percentage points to 25.3%, after reaching 42.7% a month ago.
- After months of steady recovery, confidence in travel’s safety now continues to decline. After hitting a high of 52.9% just six weeks ago, the percent of American travelers who feel “confident” or “very confident” they can travel safely in the current environment fell to 36.6%.
- Nearly half (48.0%) agree that media coverage of the COVID-19 situation has them doubting that it is safe to travel.
- Fortunately, the majority of American travelers still feel road tripping, dining in restaurants, staying in a hotel, visiting amusement parks and other outdoor attractions, shopping and outdoor recreational activities are safe; however, it’s notable that less than half now consider flying on an airplane, visiting a museum or indoor attraction, and riding in an Uber/taxi is safe.
- Delta variant-related concerns are disrupting trip plans and making it more difficult to market travel right now. This week, a notable number of American travelers continued to say the Delta variant had caused trip postponements (27.0%, up from 25.4% July 26) and even cancellations 23.0%, up from 18.9%). Travel enthusiasm overall has certainly been impacted.
- More than 54% say that the Delta variant has made them less interested in traveling right now. Those with high levels of excitement to travel now is down to 60.7% from 68.2% two weeks ago, while openness to travel inspiration fell to 54.1% from 64.4%. Travelers reporting a “not ready” mindset has climbed to 28.4% from 19.3% one month ago. These concerns extend to their home communities, as well. Those saying they don’t want tourists in town right now hit 41.9%, the highest it has been since Memorial Day.
- Male travelers are feeling more positive. In this week's survey, those who identify as men report lower stress levels and a stronger sense of normalcy in their lives. Relative to women, they are more confident they can travel safely and exhibit greater optimism and commitment to their travel future. A key factor may be vaccination status. This week, 74.2% of male travelers report receiving a COVID-19 vaccine, compared to 58.9% of women.
- More vaccinations will come. Nearly a quarter of unvaccinated American travelers say they will get a COVID-19 vaccine this year. Another 29.4% of these unvaccinated travelers say they are open to getting the COVID vaccine but need more information about it.
- As we head out of the summer peak —and despite diminished enthusiasm right now —many Americans are still planning autumn travel. With the peak summer travel weeks in the rearview mirror and COVID concerns up, the percentage of travelers expecting to take one or more overnight leisure trips in the next three months has fallen to 51.5% from 63.0% July 26.
- Meanwhile just 34.4% say now is a good time to spend money on travel, down from 42.4% two weeks ago, and Americans reporting travel as a budget priority dropped to 51.3% from 62.2%. And yet 75% of American travelers still did some travel dreaming or planning in the last week alone, with 23.9% reporting trip plans for September, and 26.1% for October.
- Financial sentiment is steady. More than 44% of American travelers feel that their household will be better off financially a year from now. Just 11.3% anticipate that they will be worse off. Meanwhile, recent spending on leisure travel was strong, with the typical American traveler reporting spending $995.94 on their last overnight trip within the past month.
August 6, 2021
THE STATE OF BUSINESS TRAVEL INCREASING; 7 IN 10 SUPPLIERS SEE FUTURE BOOKINGS INCREASE
Key findings from Global Business Travel Association published July 19, 2021:
- 63% of companies plan to resume domestic business travel in the near future (one to three months).
- 27% plan to resume international business travel in the near future (one to three months).
- Bookings from corporate customers has increased 70%.
- Almost three quarters of buyers say their company's travel spend increased in June.
TRAVEL NUMBERS TO CONTINUE INCREASING FOR REMAINDER OF 2021
Key findings from Oliver Wyman published July 2021:
- Airports in the U.S. will match or exceed the passenger traffic rate of pre-pandemic travel sometime in early 2022.
- Leisure travel will continue increasing through the end of the year, with a massive spike expected during Thanksgiving and winter holiday periods.
- As for business travel, about 75% of corporate respondents expect to travel the same as or more than they did pre-pandemic, with nearly 80% of U.S. business travelers planning to book a work trip in the next three months.
- Another 66 percent of global travelers ranked price as one of their top three factors when purchasing flight tickets, while cleanliness has become a less important factor in travel decisions than it was at the height of the pandemic.
MARKET POTENTIAL AND WHAT CULTURAL ENTITIES NEED TO KNOW ABOUT ATTENDANCE PROJECTIONS
Key findings from Colleen Dilenschneider published August 4, 2021:
- Exhibit-based organizations (zoos, aquariums, museums, gardens, historic sites, etc.) in the U.S. are currently predicted to secure 77.2% of 2019 attendance in 2021.
- For performance-based organizations (theaters, symphonies, ballets, etc.), 2021 projected attendance is currently predicted to be at 56.9% of 2019 attendance.
July 29, 2021
FEAR OF DELTA VARIANT IMPACTING SOME TRAVEL PLANS; TRAVELERS EXPRESS STRONG SUPPORT FOR VACCINES
Key findings from Longwoods International fielded July 27, 2021
- With coronavirus case numbers, hospitalizations, and deaths on the rise again, support among travelers for opening their communities to visitors also has dropped from a peak of 67% in early June to 57% as of July 27.
- Confidence in the safety of eating in local restaurants and shopping in local retail locations has suffered a similar decline, from three-fourths to only two-thirds of travelers.
- More than half of travelers surveyed would require vaccinations for all international travelers to the U.S. and another 14% would make that a requirement for visitors arriving from “high-risk” countries.
OPTIMISM ABOUT THE CORONAVIRUS SITUATION IN THE U.S. HAS PLUMMETED; DELTA VARIANT DISRUPTING TRAVEL PLANS; ON A BRIGHTER NOTE, METROPOLITAN AREAS CONTINUE TO MAKE GAINS IN RECOVERY
Key findings from Destination Analysts fielded the week of July 25, 2021
- American travelers’ expectation that the coronavirus situation will get worse in the next month has made a significant jump from 19.6% the week of July 12th to 43.0% this week—surpassing expectations that the situation will get better (32.0%) for the first time since the week of February 1st. This worsening expectation has impacted Americans’ excitement to travel right now (68.2%, down from 72.6%), personal health concerns (56.6%, up from 49.5%) and their confidence in the ability to travel safely right now (49.3%, down from 52.9%).
- When asked to give one word that best describes how they feel about travel right now, Americans’ top response was “exciting” the week of July 12th. Now, they mostly feel “good” about travel; however, the number of people citing “unsafe,” “nervous,” “worried,” or “anxious” is growing.
- Due to recent media coverage of the COVID-19 situation, 44.8% are now doubting that it is safe to go out and about and 45.0% doubt that it is safe to travel now. These decreased feelings of safety have led to a drop in perceptions of normalcy. This week, less than one-in-three (32.3%) American travelers feel that the U.S. is close to “normal” in terms of resuming leisure activities—down 10 percentage points from 42.7% the week of July 12th.
- Recent news about increasing Delta variant cases have made half of American travelers less interested in traveling right now (53.6%, up from 51.0% the week of July 12th). In fact, a quarter (25.4%) have postponed an upcoming trip and 18.9% have cancelled a trip specifically due to the Delta variant. In addition, overnight trips appear to be in decline—this week 43.8% of Americans said they took at least one such trip in the past month which is down from 49.6% who said the same the week of July 12th.
- Among those who took an overnight trip in the past month, cities/metro areas were the top destination type visited (39.3%), followed by small towns (30.9%) and beach destinations (26.9%). Due to recent COVID outbreaks, some cities have reinstated indoor mask requirements and while 15.7% of American travelers are opposed, 68.2% support this requirement.
July 26, 2021
LEARN MORE ABOUT THE OHIO INDUSTRY TOURISM GRANTS AND APPLY TODAY
If you suffered revenue or occupancy losses in 2020, take the time to learn more about the Investing in Ohio’s Future grants. Non-repayable grants are available for entertainment venues, lodging, food and beverage, and new businesses.
The Ohio Travel Association and the Ohio Hotel & Lodging Association hosted a webinar this past week with John Werkman, chief of Business Services Division at the Ohio Department of Development. Below is a link to the recording, as well as the slides. He answered a lot of the most common questions regarding these grants, such as the following:
Q: I’ve never written a grant before. How difficult is this?
A: These are not competitive grants, so grant-writing experience or expertise is not needed. If you are eligible (based on the definitions in the guidance) and can show losses, you will receive up to $30,000.
Q: What if I’ve already received PPP, EIDL or other funding?
A: It doesn’t matter. These are state grants given to help those who suffered the greatest losses.
Q: What if I’m not certain if I’m eligible?
A: Read the information about each grant. It’s very thorough and explains a lot. If you are still uncertain because you don’t see your exact type of business listed, apply anyway and add a sheet explaining why you feel you are eligible.
Q: Is there a deadline? Is money still available?
A: There is plenty of money to go around as of today and there is no cut-off deadline for applications.
Webinar Recording
PowerPoint Slides
July 23, 2021
2021 ANNUAL ATTENDANCE PROJECTIONS HAVE IMPROVED FOR SOME ORGANIZATIONS
Key findings from Colleen Dilenschneider published July 21, 2021:
- Market potential for 2021 for exhibit-based organizations (museums, zoos, aquariums, historic sites, botanic gardens, etc.) has increased from 72.2% of 2019 attendance levels as projected in early January 2021 to 77.2% of 2019 attendance levels as of mid-July 2021.
- The vaccination rate for eligible people has massively increased, and this has fundamentally changed the US public’s perceptions and behaviors concerning their leisure activities.
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Increasing home values and low interest rates have given Americans who are likely to visit cultural organizations more access to capital to support their preferred leisure activities.
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Government-funded stimulus programs have effectively subsidized leisure activities for many high-propensity visitors.
- As the year progressed through Q2 2021, people interested in cultural activities – but not necessarily a specific cultural activity – were able to “scratch their cultural itch” at a museum (or zoo, aquarium, etc.) at the likely expense of other activities perceived as being less safe or which simply had not yet resumed the same level of programming as in past years.
ABTA SURVEY REVEALS CONTINUED CONFIDENCE IN TRAVEL PROFESSIONALS
Key findings from ABTA fielded July 22, 2021
- New research from ABTA reinforces an ongoing trend seen throughout the pandemic for people seeking the security and reassurance of booking a package holiday with a travel professional.
- The research, conducted at the beginning of July, shows holidaymakers are 25% more likely to book a holiday with a travel professional now than before the pandemic, with half citing the security of a package holiday as their main reason.
- This was followed by trusting travel companies to look after them (48 per cent), and the travel professional’s up-to-date advice (42%).
- The findings also show that consumer confidence in and awareness of the ABTA brand remains consistent with pre-pandemic levels, with almost three-quarters of respondents associating the brand most strongly with reassuring (74%), experts (74%), confidence (73%) and safe (73%).
July 22, 2021
EDA RELEASE MORE INFORMATION ABOUT TRAVEL, TOURISM AND OUTDOOR RECREATION FUNDS
Guidelines for the U.S. Economic Development Administration's (EDA) Travel, Tourism and Outdoor Recreation funding programs were released late yesterday. Details about a national webinar outlining the programs will be announced soon. The Ohio Travel Association has also reached out the Ohio EDA representative regarding additional information and assistance. We will keep you posted as more details are known.
Through the Travel, Tourism & Outdoor Recreation program, EDA is focused on accelerating the recovery of communities that rely on the travel, tourism and outdoor recreation sectors. $750 million of EDA’s American Rescue Plan funds are allocated to support the following efforts:
- State Tourism Grants: $510 million in non-competitive awards to help states quickly invest in marketing, infrastructure, workforce and other projects to rejuvenate safe leisure, business and international travel.
- Competitive Grants: $240 million to help communities that have been hardest hit by challenges facing the travel, tourism and outdoor recreation sectors to invest in infrastructure, workforce or other projects to support the recovery of the industry and economic resilience of the community in the future.
Access the EDA packet here.
OHIO TRAVEL ASSOCIATION AND OHIO HOTEL AND LODGING ASSOCIATION HOSTING WEBINAR ON NON-REPAYABLE STATE GRANT PROGRAMS
The Ohio Travel Association and Ohio Hotel and Lodging Association are hosting acomplimentary webinar next Monday, July 26 at 10 a.m. ET. John Werkman from the Ohio Development Services Agency will be joining us to discuss and answer your questions about the non-repayable industry grant programs.
Please join us and learn how you can take advantage of non-repayable funding to eligible entertainment venues, hotels and other lodging businesses, food and beverage establishments, and new businesses who experienced losses in 2020 due to the pandemic.
Register for the webinar here. Please note: You must register in advance in order to receive the Zoom link, which will be sent out the morning of the webinar.
July 16, 2021
PERCENTAGE OF VACCINATED TRAVELERS CONTINUES TO BUILD; VACCINATIONS STILL PLAY A KEY ROLE IN TRAVELERS' DESTINATION CHOICES
Key findings from Longwoods International fielded July 13, 2021
- The majority of American travelers have some level of vaccination with 57% now fully vaccinated, up from 24% on March 17 and 42% on April 14.
- 6% of travelers have received one of two doses.
- 19% say they have no intention of getting a vaccine, while nine percent intend to be vaccinated soon and another 10% are unsure if they will or not.
- A combined 53% say the rate of vaccinations will have some influence or will strongly influence their destination choices.
OVERNIGHT TRIPS ARE ON THE RISE; AMERICANS FEEL THAT NOW IS A GOOD TIME TO SPEND MONEY ON LEISURE TRAVEL
Key findings from Destination Analysts fielded the week of July 12, 2021
- More than half of American travelers took an overnight trip in the past three months (52.2%, up from 44.6% the week of June 28th). These overnight travelers were overwhelmingly satisfied with their trips, despite some reporting less satisfactory experiences with restaurants not being fully open (22.1%) and travel prices being high (20.5%). Still though, one-in-three of these recent overnight travelers report that their recent travel experiences have made them more enthusiastic to travel (32.2%).
- There is hope for increased vaccinations amongst travelers. Of those who remain unvaccinated, 34.2% say they will get inoculated soon or at some point this year, while 23.8% are open to the vaccine but need more time or information. Unfortunately, 36.7% of this group say they will not take the COVID-19 vaccine.
- Americans feel that now is a good time to spend money on leisure travel. With more than two-thirds (67.9%) of American travelers reporting having been able to save at least some money this month and 42.1% saying their household is “better off” financially compared to one year ago, 44.6% of travelers feel that now is a good time to spend their money on leisure travel—a sentiment that is much more strongly held amongst younger travelers (57.8% for Millennials or younger, 45.7% for Gen X vs. 30.9% for Boomers or older).
- Despite increased savings, travelers are still feeling price conscious. 50.6% of Americans say that travel rewards programs will continue to be important to how they generally plan their leisure travels and 69.8% agree that getting the lowest possible prices while traveling is important to them. Still though, travelers are feeling the sting of increased travel costs, with 59.2% agreeing that travel prices are generally too high right now, particularly hotel rates, gasoline, airline tickets and car rental fees. When asked if high travel prices have kept them from traveling in the past month, 36.9% agree that it has.
- Travelers’ increasing environmental conscientiousness should not be discounted. 52.3% feel that the environmental impact of travel is “important” or “very important” when planning their trips and 38.1% “usually” or “always” make their travel plans specifically thinking about the impact of travel on the environment.
July 9, 2021
AMERICAN TRAVELERS FEELING THE PANG OF INDUSTRY'S LABOR SHORTAGES; SUMMER TRAVEL PLANS STILL HOLDING STRONG DESPITE THIS
Key findings from Destination Analysts fielded the week of June 28, 2021
- Optimism about the virus’ course in America declines: Now, 16.2% expect the coronavirus situation to get worse or much worse in this country in the next month (up from 10.9%). This may also be causing a downturn in their openness to travel inspiration (now 70.9% from 73.1% last week) and confidence in their ability to travel safely in this environment (47.8% from 52.2%).
- Concerns about the safety of others and ourselves as well as worries about COVID-19 variants are the most important considerations that keep Americans from traveling more right now: In fact, more than 40% of travelers say these three aspects are important or extremely important considerations that keep them from taking more trips.
- Nevertheless, summer travel plans hold strong: More than 77% of Americans plan to travel for leisure in the next 3 months—averaging 1.9 trips in this timeframe. 90% of these summer travelers expect to take at least one overnight trip. For these overnight trips, the most likely accommodation types will be the private home of a friend/relative (34.6%), 3-4 star hotels (32.7%) and budget hotels/motels (18.5%).
- Despite unsatisfactory travel experiences in recent months, some Americans are feeling more enthusiastic about travel: A look back at the past 3 months shows that 44.6% of Americans have taken a overnight trip. Nearly 70% of these travelers participated in at least one leisure activity with the most “close to normal” experience being dining in restaurants (53.2% rating it as very normal or mostly normal and 60.3% were satisfied or very satisfied with their restaurant experience). In contrast, well below half of these travelers felt their experience in hotels, at events, in attractions, onboard commercial airlines and in airport businesses were normal or satisfactory. Still, though 28.2% of travelers said their most recent travel experience has made them more enthusiastic to travel and 22.9% say their experiences have made them sympathetic to the travel industry.
- Americans are feeling the pangs of the travel industry’s labor shortages: 43.4% of recent overnight travelers agree that on their most recent trip it seemed as though travel industry businesses were having trouble providing adequate service to travelers. This has impacted future travel for some Americans, with 17.3% saying their recent travel experiences have led them to do more research, 14.9% will not plan as much travel and 11.8% say they have changed the destination or attraction for an upcoming trip.
- Travel, tourism and recreation are among the top industries Americans are most interested in working in: Presented with a list of 15 different industries and asked to assume a job opportunity matched their skills and experience, 12.9% of all Americans surveyed said they would be interested in working in the travel, tourism and recreation industry. The same percentage selected arts and entertainment (12.9%), while 11.7% selected information technology.
MASKS AND SAFETY PROTOCOLS REMAIN AN IMPORTANT REQUIREMENT FOR TRAVELERS TO FEEL COMFORTABLE
Key findings from Colleen Dilenschneider published July 7:
- Parents of young children generally still prefer mask mandates.
- Changes in masking policies are impacting their intentions to visit cultural entities.
- With that said, audiences have been divided: desires for mask requirements remain generally unchanged for people with children under 13 in the household, while desires to ditch the masks rapidly increase for others.
- Potential attendees to cultural entities tend to be more educated, and also more wary of the coronavirus. This makes the stark contrast between potential attendees with and without young children even more notable.
- As of July 2nd, approximately 43% of high-propensity visitors to cultural entities in the United States believe that organizations should require all visitors to wear a mask. That’s down from 53% on June 18th, 62% on June 4th, and 67% on May 21st.
- The decrease in the percentage of likely visitors requiring masks to visit is almost entirely driven by people who do not have children under 13 in the household.
- This research doesn’t mean that entities without mask requirements should expect to see no children on site. After all, nearly 32% of US adults with children in the household do not think an entity should require all visitors to wear a mask.
- People with young children in the house have notably decreased intentions to visit cultural entities for the next few months.
July 2, 2021
CUSTOMER SERVICE STRUGGLES BEGINNING TO ALTER TRAVELERS FUTURE PLANS, CONCERN OVER NEW PANDEMIC WAVE MAY BE LOWERING CONFIDENCE TO TRAVEL SAFELY
Key findings from Destination Analysts fielded June 23-25, 2021
- Based on personal experience, overnight travelers (43%) say travel industry businesses appear to have trouble providing adequate services. This is causing travelers to re-think future trips, with 17% saying they’ll do more research on future trips, 15% reporting they won’t travel as much and 12% reporting that they changed the destination or attraction for an upcoming trip based on this experience.
- Concern about the spread of the virus is rising (up 6% in the last month). This may also be causing a downturn to their openness to travel inspiration (at 71% this week versus 73% last week) and confidence in their ability to travel safely (48% versus 52% last week).
- Safety of others, personal safety and worries about the COVID-19 variants are what 40% of travelers say are considerations that keep them from taking more trips.
- More than 77% of American travelers still plan to take a leisure trip in the next three months, averaging 1.9 trips.
DOMESTIC LEISURE SPENDING NEARLY RECOVERED, BUSINESS TRAVEL FORECASTED TO BE A LITTLE LESS THAN HALF OF 2019
Key findings from US Travel released July 1, 2021:
- Domestic leisure spending has already nearly recovered. It is estimated to have reached 92% of 2019 levels in Q2 of this year. The latest forecast projects that it will be 99% recovered (relative to 2019 levels) next year and 102% in 2023
- Domestic business travel spending is still lagging far behind leisure and is expected to reach just 43% of 2019 levels in 2021 and 71% of 2019 levels in 2022 before fully recovering in 2024
- International inbound travel is not expected to fully recover until 2024. International spending is projected to reach just 67% of 2019 levels in 2022 and 87% in 2023. International leisure travel is expected to recover slightly faster than international business travel
- According to Zartico and Predict HQ, festivals are driving leisure event rebound and July 2021 is 80% of July 2019 attendance levels while concerts are just 25% of 2019 levels and performing arts 15% of 2019 levels
- Sport event attendance is gaining momentum and July 2021 sport event attendance is now at 60% of 2019 levels
June 30, 2021
CONSUMER CONFIDENCE IN TRAVEL CONTINUES TO SOAR, SITTING ABOVE PRE-PANDEMIC HIGHS
Key findings from Longwoods International fielded June 27, 2021
- Three-quarters of American travelers now feel safe traveling outside their local communities, and shopping in local stores and dining in local restaurants.
- Even with cautions from public health officials about more contagious coronavirus variants, two thirds of travelers support opening their communities to visitors.
- Traveler's with travel plans in the next six weeks has increased significantly (now up to 83% as of June 23).
- Activities travelers are planning to do in the next six months includes visiting friends and family (53%), taking a road trip (46%), going shopping (44%) and going to a beach or waterfront (43%) as the top activities.
- COVID-19's impact on travelers' decision-making is at 26%.
June 28, 2021
OHIO POSTS GUIDELINES FOR TRAVEL ECONOMY RELIEF GRANTS; APPLICATION PORTAL OPENS TOMORROW
Guidelines are posted for four grant programs providing $155 million in non-repayable funding to entertainment venues, hotels and other lodging businesses, food and beverage establishments, and businesses that opened in 2020. The funds were established through bills passed in May.
All four programs will be administered by the Ohio Development Services Agency. Guidelines, terms and conditions, and required documentation for all four programs are available now at BusinessHelp.Ohio.Gov. Applications can be submitted beginning Tuesday, June 29.
Limited amounts of grants are available per county. Unused county funds will then be available for those left out of the first round of funding. It is very important that you apply as early as possible.
The Food and Beverage Establishment Grant will provide grants of $10,000, $20,000, or $30,000 to restaurants, bars, coffee shops, and other food and drink businesses. The amount of individual grants to eligible businesses will be determined by the business’s loss of revenue in 2020. The total funding available for this program is $100 million. PLEASE NOTE: Eligibility is being expanded to wineries, breweries and distilleries who did not qualify based on their NAICS code on the original guidelines. Those guidelines are being revised to make sure wineries, distilleries and breweries with tasting rooms and food service are eligible.
The Entertainment Venue Grant will provide grants of $10,000, $20,000, or $30,000 to zoos, aquariums, theaters, music venues, spectator sports venues, museums, historical sites and other entertainment venues. The amount of individual grants to eligible businesses will be determined by the business’s loss of revenue in 2020. The total funding available for this program is $20 million.
The Lodging Grant will provide grants of $10,000, $20,000, or $30,000 to hotels, motels, and bed and breakfast operations. The amount of individual grants to eligible businesses will be determined by the business’s decline in occupancy rate in 2020. The total funding available for this program is $25 million.
The New Small Business Grant will provide grants of $10,000 to small businesses that were established between Jan. 1, 2020 and Dec. 31, 2020. The total funding available is $10 million.
Access Guidelines and More Information Here
June 25, 2021
LEISURE TRAVEL OUTLOOK CONTINUES TO IMPROVE, SLIGHT DIP IN THOSE WANTING TO SEE ADS ABOUT THEIR COMMUNITIES
Key findings from Destinations Analysts fielded June 16-18:
- Three-quarters of American travelers plan to take at least one leisure trip in the next three months, 15% plan to take a business trip and 8% will travel for a conference or convention.
- American travelers want to be inspired to travel, with the desire for travel content up to 73%.
- Eight in 10 travelers dreamed or planned their trip this week.
- Online content/search engine marketing, social media, emails and travel & lifestyle magazines continue to be where Americans say they are most receptive to travel messaging.
- 58% said they’d be happy to see an ad promoting tourism in their own community. There was a 7% increase in those saying they don’t want tourists in town (to 40.6% from 33.6%). Those who respond this way skew male, are employed, urban-dwelling, Millennial-aged, and parents of children under 18.
- More than 40% of American travelers report having high interest in each of these passions and hobbies – food travel, international travel, concerts, theme parks, health and wellness and performing arts.
- Places these travelers said they are likely to visit this year include the following:
- 51% beach destinations
- 47% small towns, rural areas
- 46% cities and urban areas
- 43% parks
PARENTS ARE STILL REQUESTING MASK MANDATES, LITTLE CHANGE IN COMFORT LEVEL OVER THE LAST FEW MONTHS
Key findings from Impacts Research fielded June 18:
- Of those likely to visit museums, zoos, aquariums, performing arts organizations and other cultural attractions, 53% believe that these attractions should require all visitors to wear a mask. But data suggests you need to look deeper at this issue and your visitor types before making decisions.
- There remains a big difference in opinion based on whether visitors have children younger than 13 years of age at home.
- While 44% of households without children say organizations should require masks, 70% of households with children said the same.
- Among those households without children, there has been a large drop (from 64% in April to 44% on June 18) of those who feel masks should be required.
- Households with children barely nudged when it came to comfort level of visiting if masks aren’t required. Those saying masks should be required went from 72% in April to 70% in June.
- Parents are just as concerned now about mask-wearing as they were before the CDC mask guidelines were revised. Children under 12 are not eligible for vaccinations, and their parents are looking to keep their families safe regardless of whether or not they themselves are vaccinated.
JULY 4 HOLIDAY TRAVEL FORECAST EXPECTS TRAVEL TO RESUME CLOSE TO 2019 LEVELS
Key findings from AAA and IHS Markit Forecast released June 2021
- Independence Day holiday weekend travel is expected to rebound to nearly pre-pandemic levels with 47.7 million travelers. Total travelers are anticipated to be 97% of 2019 levels.
- This is 40% more travelers than 2020.
- Ohio travelers planning to take a holiday trip is 21% higher than in 2020, with 95% planning to travel by car.
- Road trips continue, with a record number of travelers anticipated to travel by car (5% more than the previous record set in 2019).
- Air travel is forecasted to reach 90% of the 2019 volume and 164% above last year.
June 22, 2021
FEDERAL RELIEF OPENS FOR PASSENGER VESSELS, PILOT VESSELS AND MOTORCOACH COMPANIES
Established by the Consolidated Appropriations Act, 2021, the Coronavirus Economic Relief for Transportation Services (CERTS) Program was created to support transportation service providers affected by the COVID-19 pandemic, including motorcoach, school bus, passenger vessel, and pilot vessel companies.
Under the program, Treasury will provide up to $2 billion in grants to eligible companies that certify they have experienced an annual revenue loss of 25 percent or more as a direct or indirect result of COVID-19. CERTS grant funds are primarily to cover payroll costs, but may also be used to cover the acquisition of services, equipment, including PPE and protection measures from COVID-19 for workers and customers; continued operations and maintenance of existing equipment and facilities; rent, leases, insurance, and interest on regular debt service.
Application Deadline: The CERTS portal will be open for applications through July 19, 2021.
Learn More and Apply Here
June 17, 2021
DESPITE OUR CHALLENGES IN FINDING ENOUGH WORKERS, AMERICAN TRAVELERS EXPECT AS GOOD - OR BETTER - SERVICE; VACCINATION RATES IN DESTINATIONS INFLUENCING CHOICES
Key findings from Longwoods International fielded June 9, 2021
- 84% of American travelers expect the travel and tourism industry to provide as good as (47%) or even better service (37%) than they did prior to the pandemic. Despite all the news reports about labor shortages, only 16% expect lower levels of service. This is a concern as these labor shortages in the hospitality and tourism sectors will likely impact the level of service travelers receive at destinations.
- The number of American travelers with plans to travel in the next six months is holding steady at 87%
- 52% of American travelers say the vaccination rate in a specific city or state will either have some influence (26%) or strongly influence (26%) their destination choice for travel.
- Conversely, only 37% say the vaccination rate in a specific city or state will have no influence on their destination choice.
- American Resident Sentiment towards travel is continuing to improve at pandemic high levels with 67% now ready to welcome visitors back into their communities (up 12 points in the past two months alone!), 70% feeling safe to travel outside their own community (up 11 points in the past two months), and 71% feeling safe dining and shopping locally (up 10 points during the same period).
DOMESTIC BUSINESS TRAVEL OUTLOOK BRIGHTENS
Key findings from Global Business Travel Association (GBTA) fielded June 7-12, 2021
- Two-fifths (40%) of respondents say their company’s plan to resume non-essential domestic business travel has “already happened” in the country where they are based – compared with last month’s 34% allowing “some” domestic travel.
- An additional one-third (33%) say their company has finalized a date (8%) — or is working to finalize a date (25%) — to resume domestic business travel. Only one-quarter are “waiting to see what happens” (18%) or are “not sure” (6%).
- The outlook for international business travel is less positive, with 62% say their company is waiting to see what happens or is no sure about resuming non-essential international business travel.
- Employee willingness to travel continues to grow. Three in four (77%) GBTA buyer and procurement members feel their employees are ‘somewhat willing’ or ‘very willing’ to travel for business in the current environment. This is 12 percentage points higher than in the last poll (May 2021).
- Most travel buyers report an increase in business travel spend. When asked how their company travel spend changed in May 2021 compared to the prior month, six in ten (60%) report their company’s spending increased ‘somewhat’ to ‘a lot,’ whereas one in four report spending remained ‘the same.’ Only 15% report travel spend decreased (13%) or are unsure (2%). Respondents based in the United States (68%) are more likely than those based in Europe (54%) to say their company’s travel spend has increased from the previous month.
- Business travel professionals expect sales/account management trips and blue-collar service trips to lead the recovery. More than half expect the number of these trips will return to the pre-pandemic level within a year. However, expectations regarding other types of trips—such as internal collaboration and education/professional development trips—will take longer to recover. One-fifth (19%) expect the number of internal collaboration trips will never recover to the pre-pandemic level.
- Regarding new work from home policies, 65% expect the change will not affect business travel, while 30% expect increased flexibility will lead to less business travel and 5% expect it will lead to more business travel.
June 11, 2021
REGISTER NOW IF YOU ANTICIPATE APPLYING FOR STATE RELIEF MONIES
Details about the industry grants programs announced earlier, including when applications will open, will be available soon. Before the Development Services Agency launches the programs, more details will be posted under Investing in Ohio’s Future at BusinessHelp.Ohio.Gov.
Each program will require applicants to have an OH|ID, and businesses that plan to apply can get an OH|ID now, if they don't already have one. Register in OH|ID (https://ohid.ohio.gov) by creating an account with a username/password. Click on Create OH|ID Account to set up an account in OH|ID. For help with the process, click here.
The programs are:
- Food and Beverage Establishment Grant: This program will provide grants of $10,000, $20,000, or $30,000 to restaurants, bars, coffee shops, and other food and drinking businesses. The amount of individual grants to eligible businesses will be determined by the loss of revenue in 2020.
- Entertainment Venues Grant: This program will provide grants of $10,000. $20,000, or $30,000 theaters, music venues, spectator sports venues, museums, and other entertainment venues. The amount of individual grants to eligible businesses will be determined by the loss of revenue in 2020.
- Lodging Grant: This program will provide grants of $10,000, $20,000, or $30,000 to hotels, motels, and bed and breakfast operations. The amount of individual grants to eligible businesses will be determined by the business' decline in occupancy rate in 2020.
- New Small Business Grant: This program will provide grants of $10,000 to small businesses that were established after Jan. 1, 2020, through Dec. 31, 2020.
PROTOCOLS STILL IMPORTANT (PARTICULARLY AMONG YOUNG FAMILIES), BUT ONLINE TICKETING, NO INDOOR DINING AND OUTDOOR MASK WEARING APPEAR TO BE PROTOCOLS YOU CAN SAFELY DROP WITHOUT LOSING BUSINESS
Key findings from Impacts Research fielded June 4
- As of June 4, approximately 62% of high-propensity visitors to cultural entities in the United States believe that organizations should require all visitors to wear a mask.
- Households with children under 13 feel the strongest at 70%, while households without children who said masks should be mandatory is 55%.
- Researchers predict visitors will be divided like this for a while, as the rate at which travelers want businesses to operate “normal” has slowed.
- Indoor face coverings and special hours for those with health considerations are the top two health requirements visitors feel are important for safe visitor experiences, followed by social distancing.
- Wearing masks outdoors, waiting outside until there is enough capacity, purchasing tickets for time slots, and not eating or drinking while indoors are those visitors least believe are important for protecting their safety and the ones they may find irritating.
CUSTOMER SATISFACTION DIPS AMONG HOLIDAY TRAVELERS
Key findings from Destination Analysts fielded June 2-4, 2021
- Over the Memorial Day holiday, nearly a quarter of American travelers took a trip.
- Among these travelers, 65% said they had a negative-leaning experience—most commonly restaurants not being fully open (19%), crowding (19%) and poor COVID-19 safety standards (18%).
- That being said, nearly half (54%) said their Memorial Day trip helped them feel more comfortable with being out and traveling again.
- Given that households with families are still cautious due to vaccination rates, it’s good news that more American traveling parents say they’ll have their children vaccinated (60% versus 45% last week).
- Most Americans (roughly 80%) say they are ready to travel.
- The expected number of leisure trips in the next 3 months grew this week to 3.0 trips on average. While small towns and rural destinations are the likeliest types of destinations that travelers will visit, urban destinations are returning, with approximately 40% saying they anticipate visiting a city in the next 3 months. Average leisure trip spending during this time period is anticipated to be $1,810, higher than $1,691 reported last week.
- More Americans than ever during the pandemic recall seeing travel-related advertising, with 46% reporting seeing advertisements for travel destinations in the past month. Broadcast television (43%) and online advertisements (42%) were the top mediums in which Americans recall travel ads, while ads for hotels (44%) and theme parks (42%) were the types of ads most widely recalled.
- Travel ads are also bringing joy to Americans as well as influencing destination decisions. When asked to consider the most recent travel ad they saw, over half said these ads made them feel happy (53%). Importantly though, a third of American travelers say that they have indeed decided to visit a destination as a result of having seen an advertisement (32%).
- American travelers want ads that are honest, friendly and fun.
- Websites found via search engine, broadcast television, Facebook, streaming video, print magazines and email campaigns are the best ways to reach Americans with travel messaging.
- Younger travelers in particular (Millennials or younger and Gen X) are especially likely to turn to Facebook to learn about new destinations to visit.
- A significant rise compared to one year ago, the desire for a fun/entertaining tone in travel ads has increased 30 percentage points, from 22% to now 47%.
June 4, 2021
BUSINESS TRAVELERS READY TO TRAVEL IN 2021, BUSINESS TRAVEL IMPORTANT TO GENERATING SALES FOR THEIR COMPANIES
Key findings from SAP (R) Concur (R) fielded worldwide April 15 to May 10, 2021:
- Among business travelers, 92% are motivated to travel for business in 2021. Top reasons include making personal connections with customers and colleagues (54%), experiencing new places (52%), and taking a break from their everyday lives (41%).
- Four in five business travelers worry that unless they increase business travel this year, their personal (80%) and professional lives (80%) will suffer.
- Respondents are most concerned about developing and maintaining business connections (45%), making less money (38%), and not advancing in their careers (33%). One in five are worried they could lose their jobs if they are unable to increase their business travel.
- Those surveyed said that if business travel does not increase, it will be more difficult for their company to build new relationships (38%), and it would result in fewer new deals signed (37%) and fewer contract renewals with existing clients (34%).
- Heavy workloads and unused vacation days also mean workers want to make the most of any upcoming business travel — 89% percent say they will add personal vacation time to their business trips in the next 12 months.
- Almost a third say they would ask to limit travel if their company does not implement policies or measures to help protect their health and safety, while 20% said they’d look for a different position if safety protocols aren’t in place.
- Flexibility, such as choosing preferred transportation, lodging and travel dates, is now the most pressing need for business travelers). In contrast, in 2020, ensuring personal health and safety while traveling was the most important consideration for business travelers.
June 3, 2021
AMERICAN TRAVELERS PLANNING TO HIT THE ROAD, EXPRESSING MORE CONFIDENCE
Key findings from Longwoods International fielded May 26, 2021
- American travelers with plans to travel in the next six months continues to rise (now at 90%) - 22% have a trip planned within the next month and 25% have one planned in one to two months.
- While 30% of U.S. travelers are saying COVID is not impacting their travel plans, 31% of U.S. travelers are choosing to drive instead of flying to their destination, 23% say they’re reducing the number of trips, and 30% are choosing to travel domestically instead of internationally.
- Just over one-quarter (26%) of travelers indicate that coronavirus will greatly impact their travel plans, showing a steady decline in this number for more than a month.
- Only 46% of travelers plan to change upcoming travel plans due to COVID-19, down 10 points from one month ago.
- Since mid-April, the percent of Americans waiting to travel until they receive the vaccine declined by 10 points, reaching a low of 23% this wave. 17% plan to wait until the majority of Americans are vaccinated while 15% will wait until their friends and family are vaccinated to travel. 44% indicated that the COVID-19 vaccine has no impact on their travel plans.
- As Americans continue to become more confident in their perceptions of travel and safety, 67% feel safe traveling outside of their own community, up seven points from two weeks ago. 61% are in support of welcoming visitors back to their communities and 66% indicate they feel safe dining in local restaurants and shopping in retail stores.
- Less than half of U.S. travelers indicated COVID-19 would have some impact on travel decisions in the next six months, and one-quarter (26%) indicated that COVID-19 will greatly impact their travel plans. 23% of travelers said concerns about their personal financial position would greatly impact their travel plans while 21% said the same in regards to transportation costs.
CONFIDENCE GROWS WEEKLY, BUT SAFETY PROTOCOLS STILL EXPECTED (ESPECIALLY AMONG YOUNGER TRAVELERS)
Key findings from Destination Analysts fielded May 26-28, 2021
- Confidence to travel safely continues to improve. At 26%, those who believe travel and leisure activities are unsafe is less than half of what it was at the start of the year.
- Avoidance of convention related travel again reaches a record low (45%).
- Those who booked a sporting event ticket doubled in the last week from 8% to 16%.
- Approximately 77% of American travelers report that they are taking leisure trips in the next 3 months. These travelers will take an average of 2.1 overnight trips this summer. Average leisure trip spending during this period is anticipated to be $1,691.
- Visitation to cities continues to return, with 42% reporting they will visit an urban destination during their summer travels, up from 38% last week.
- More than 70% of American travelers, however, still want to see destinations enforcing at least one pandemic safety protocol, such as masks (38%), social distancing (36%), and capacity limits (34%). They will be researching whether their intended destinations have these in place.
- The expectations for safety protocols are based on age and hometown. More than 80% of millennial and GenZ travelers want some COVID mitigations in place, while Boomers are split – 60% want them and 40% say none are needed. Read last week's update on why this may be a result of unvaccinated children in their households.
- Outdoor versus indoors activities is still a factor. This week, 71% of American travelers describe their mindset around large outdoor events as ready. When it comes to large indoor events however, readiness is at 58%. Even though there’s growing readiness to attend large events, 80% desire pandemic protocols in place at these functions, including attendance limitations and social distancing.
- Those seeking urban destinations are less interested in relaxation and more interested in great good experiences.
- Those looking for entertainment and parties may head to beaches, theme parks and mountains, while those seeking new places and things are likely to choose rural areas and small towns.
- Those seeking adventure and exploration are more likely choosing parks and mountains. Interestingly enough, those choosing to visit a national park are seeking beauty over relaxation.
- Those comfortable enjoying leisure activities in their home community is at a pandemic-high (67%).
May 28, 2021
TOURS REBOUNDING QUICKLY, BUT AT UNEVEN RATES
Key findings from Arival fielded March and April, 2021.
- More than one in four U.S. tour operators expect 2021 bookings to be at least 80% of 2019 levels
- Depending on the type of tour or experience offered, where their customers live, and the customer segment serviced, tour operator recovery will vary widely.
- Based on what has happened in other areas as restrictions have loosened, recovery could happen very fast.
- Masks, providing hand sanitizer and social distancing are still in effect for most attractions and tour operators. Tour operators are less likely to mandate these than the attractions, themselves. (Remember, however, that this is a national survey with states loosening mandates at different speeds.)
- Those offering outdoor experiences are following CDC guidelines and are less likely to enforce masks outdoors.
- Few operators are thinking about requiring proof of vaccination (14%) or negative COVID tests (13%).
May 27, 2021
AS STATE MANDATES ARE LIFTED, CONSUMER DATA ON EXPECTATIONS SHARED
In an industry where customer service is important, here is a link to consumer expectations for safety protocols at your business or organization. As comfort levels are changing quickly, we'll continue to keep you updated on what customers expect. Pay careful attention to new research showing how families with children living at home feel.
How Travelers Feel About Safety Protocols May 27 2021
INTEREST IN URBAN AREAS JUST AS HIGH AS RURAL AREAS, GROWING CONFIDENCE IN ATTENDING CONVENTIONS AND CONFERENCES, MARKETING CHANNELS STARTING TO RETURN TO PRE-PANDEMIC NORM
Key findings from Destination Analysts fielded May 20-22:
- Consumers are feeling less anxious attending conventions and conferences. Those who are avoiding these has reached a pandemic-low of 52%, and 23% disagree that they will avoid.
- Great news for urban areas! Those travelers surveyed seeking to visit cities and urban areas is tracking similar to those who are interested in rural and beach destinations at 37%.
- In the last week, 78% dreamt and/or planned traveled, up nearly 5 percentage points. One-third report that they researched travel ideas online. Nearly 77% of American travelers say they are in a ready-to-travel mindset.
- Last week, 19% of American travelers booked a trip including hotels (57%) and airline tickets (44%). This is up 33% from the week prior.
- Americans report they will take an average of 2.3 leisure trips over the next 3 months.
- Instagram appeared in the top five channels travelers say they are most receptive to learning about destinations, and online travel agencies (such as Expedia) are among most frequent resources used to plan travel.
- Although 25% of those surveyed agree that gas price increases and shortages have led them to change or cancel Memorial Day travel, nearly a quarter (23%) of American travelers say they will take a trip for the holiday this year, averaging 3.5 days.
- When asked to evaluate their customer service experiences on their most recent trip, those surveyed had greatest concern with service in restaurants, with 24% saying a restaurant experiences diminished enjoyment of their trip. Hotels, motels and inns performed better, with only 8% of travelers saying they had encountered customer service problems. More than 40% of travelers agreed that, due to the pandemic, businesses in the travel industry appeared to be having trouble providing adequate service to travelers.
May 26, 2021
MASKS ARE STILL IMPORTANT IF YOUR CUSTOMER BASE INCLUDES HOUSEHOLDS WITH CHILDREN UNDER 13
Key findings from Impacts Research fielded May 21, 2021.
- Those likely to visit museums and cultural entities are more likely to have been vaccinated.
- Masks are still important, particularly if your customers are adults with children in the household. Approximately 67% of those likely to visit a museum, zoo, cultural attraction, etc. believe businesses should still require all visitors to wear face coverings.
- 70% of those with children under the age of 13 feel businesses should require face coverings, while 59% of those without children in their household feel the same way.
- When looking at those travelers who already have plans in place to visit these attractions (about half of those surveyed), about 50% of this subsegment say they are ready for things to return to normal, and 32% are willing to abide by modest safety protocols, such as face masks. As this group has either been traveling throughout the pandemic or is likely to be vaccinated, the greater desire for thing to get back to normal shouldn’t be surprising.
- When asked how important the following are when considering a visit to a cultural attractions, business, zoo, aquarium, etc., the following ranked highest in an index of 1 to 10:
- wearing a mask or face covering when indoors
- wearing a mask or face covering at all times (indoors and outdoors)
- staff and volunteers enforcing mask and face covering guidelines
- having exclusive hours for guest with special health considerations
- having hand sanitizer available for guests to use
- Those households with children under 13 scored higher than those without on all of the above.
- The speed with which attitudes regarding safety are changing is rapid.
May 20, 2021
GROWING CONFIDENCE TO TRAVEL SAFELY, GAS PRICES EMERGING AS A CONCERN, SPLIT BETWEEN CLOSE-TO-HOME AND LONGER TRIPS
Key findings from Destination Analysts fielded May 13-15
- Consumer confidence in being able to travel safely continues to rise, with just under 35% American travelers avoiding travel (a 20% improvement in three months).
- Concern about travel prices and personal finances are increasing.
- While nearly 31% report concern about gas prices, 16% say they are reconsidering or canceling travel plans because of volatility in the gasoline market.
- More than 70% of American travelers are excited and open to new trips in the near-term. They are seeking travel inspiration.
- Search engine, email campaigns and social remain the top channels cited in this survey.
- July (33%) and August (32%) remain the top months when American travelers are planning to take leisure trips. A quarter of American travelers report planning to take a trip in September or October.
- While 46% say they are planning trips closer to home, 41% report interest in longer and more involved destinations this summer.
BUSINESS TRAVEL BOOKINGS INCREASING, MORE EXPECT TO TAKE DOMESTIC BUSINESS TRIP WITHIN NEXT THREE MONTHS
Key findings from Global Business Travel Association fielded May 10-15, 2021 among corporate travel managers and business travel suppliers.
- While there is growing optimism for recovery, 66% have cancelled or suspended most or some domestic business trips.
- A growing number, however, plan to return to domestic business travel in the next three months.
- Hotels and airlines echo these findings, with 54% seeing a growth in corporate bookings. Those reporting unchanged bookings are 36%, while only 10% reported a decrease in bookings.
- Employees may be more willing to travel for business, with 75% of corporate managers saying their employees seem willing to travel versus 10% they suspect are unwilling. Safety (79%) and vaccination status (74%) are the top reasons for hesitancy.
- Many corporate managers (46%) say they will resume travel regardless of vaccination status of their employees.
- A majority (56%) of business travelers report they're as likely to extend a business trip for leisure as before the pandemic. Nineteen percent (19%) are more likely to take a "bleisure" trip, while 17% are less likely.
May 18, 2021
SEVERAL KEY TRAVEL SENTIMENT INDICATORS CONTINUE TO TREND AT PANDEMIC-HIGH POSITIVE LEVELS, MANY AMERICANS STILL CONCERNED ABOUT SAFTEY AND NOW THE COST OF TRAVEL; DIVIDED ON NOTION OF PROOF OF VACCINATION REQUIRMENTS FOR TRAVEL
Key findings from Longwoods International fielded May 18, 2021
- The percent of American travelers with plans to do so in the next six months is at a pandemic record high of 89%.
- Despite the ongoing easing of restrictions and protocols across the country, 50% say that a destination having protocols in place will impact their destination choice this summer.
- As gas prices and inflation rise at the same time there growing concern regarding the cost of accommodations and transportation - 39% say that the cost of transportation and 39% say the cost of accommodations will impact their destination choice this summer.
- American travelers are divided on the notion of proof of vaccination requirements and their impact on their travel decisions as to which destination they select and travel companies they use.
- 33% saying they are more likely to visit a destination/use a travel company that requires proof and 31% saying it has no influence on their plans/decisions. 19% are likely to only visit a destination/use a travel company that requires proof of vaccination, while only about 17% will not or are less likely to visit a destination/use a travel company that requires some sort of proof.
- American Resident Sentiment towards travel is at a pandemic high with 57% now ready to welcome visitors back into their communities (up 13 points in the past 2 ½ months) and 65% feeling safe dining and shopping locally.
May 17, 2021
GRANTS FOR HOTELS, ENTERTAINMENT VENUES, RESTAURANTS, SMALL BUSINESSES, FAIRS AND OTHERS SIGNED INTO LAW.
This afternoon, Governor DeWine signed two bills into effect that will provide much-needed relief for many in the Ohio travel economy. OTA thanks the Administration and members of the General Assembly for helping our industry recover from the pandemic.
Details about how to apply for these programs are not yet available. OTA is working with the state agencies responsible for administering the grants to offer a webinar and more details as they are known.
Funding approved includes the following:
Local Fairs – $4.7 million in grants through the Ohio Department of Agriculture
Entertainment Venues - $20 million in grants to entertainment venues impacted by the pandemic. This funding is not restricted for indoor venues only. Development Services Agency will provide grants in amounts of $10,000, $20,000 and $30,000 based on demonstrated loss of revenue due to canceled events or performances.
New Business Relief Grants - $10 million in grants of $10,000 for new businesses in this state opening after Jan. 1, 2020. These businesses were not eligible for the small business grants issued last year.
Small Business Grant - $150 million in grants of $10,000 to all eligible businesses who applied for grants on or before Dec. 11, 2020 under the Small Business Grant Relief program last year, but whose requests were not funded.
Bar and Restaurant Assistance - $100 million to provide relief to bars and restaurants. Ohio Development Services Agency will provide grants in amounts of $10,000, $20,000 and $30,000 based on such factors as demonstrated loss of revenue and the number of employees eligible bars and restaurants employ.
Lodging Industry Grants - $25 million to provide relief for lodging industry businesses. Ohio Development Services Agency will provide grants in amounts of $10,000, $20,000 and $30,000 based on such factors as demonstrated loss of revenue and occupancy rates.
GOVERNOR DEWINE WILL REVISE MASK ORDER TO REFLECT NEW GUIDANCE FROM CDC
- Ohio will update its masks mandate for fully vaccinated residents to reflect new guidance from the Centers for Disease Control and Prevention (CDC).
- The updated order will state that vaccinated Ohioans no longer need to wear a mask unless they are in a healthcare setting (includes nursing homes), traveling on public transportation or are in a business or workplace the requires masks.
- The actual order will be released Monday. It will be in place until June 2, when most remaining health orders will be lifted.
- Those who are not vaccinated still should wear a mask/socially distance.
- Governor DeWine stated, “If a business chooses to require masking for employees and customers, that is permitted under the CDC guidance and our order. If a business chooses not to require masks and leave that choice to customers and employees, that is also in line with the CDC guidance and our order.”
- If the numbers rise again, Gov. DeWine would have a discussion with the general assembly about how to address this.
May 14, 2021
WHILE INTEREST IN TRAVEL GROWS, DON'T FORGET THAT TRAVELERS ARE MORE BUDGET AND SAFETY CONSCIOUS
Key findings from Destination Analysts fielded May 6-8, 2021
- Coronavirus anxiety remains lower than any other period since March.
- Three-quarters of American travelers believe they can travel safe right now. More than 70% of American travelers are excited for near-term travel and open to travel inspiration. Nearly 35% of American travelers have researched travel online in the last week.
- This sentiment is converting to action, as more than 90% of American travelers have trip plans right now, with more than 75% with plans to take a trip within the next 3 months.
- Consumers expect to spend more. The proportion who believe travel prices will be low this summer declined, and is now outweighed by the proportion who feel this will not be the case.
- Many travelers report that the pandemic has changed them, leaving them more budget and safety conscious, and generally more on their guard.
- Interest in outdoor activities continues to grow.
- More American travelers report trust in travel information sources (38%) versus those who distrust (24%).
- Willingness to attend meetings and conventions continues to grow, with a record low (53%) saying they will avoid completely.
MUSEUM VISITATION EXPECTED TO INCREASE - SAFETY PROTOCOLS STILL IMPORTANT
Findings from Wilkening Consulting fielded during a spring online panel of museum visitors and ongoing surveys:
- Optimism continues among museum-goers as vaccinations increase, but general worries continue such as vaccine resistence, variants overconfidence, pandemic fatigue and the inability for some children to get vaccinated.
- Those with children express greatest concern.
- Older or childless museum-goers express a greater sense of freedom; however, continue to be cautious. Even those who are vaccinated are not jumping back into their former routines right away.
- Museum visitation should increase over the coming months, but for many, that return continues to be conditional on local infection rates and safety protocols.
INTEREST IN URBAN TRAVELING RISING, THOSE WHO TRAVELED LAST YEAR ARE KEY MARKETS, LENGTH OF STAY EXPECTED TO GROW
Findings from The Future of Travel, a joint study with TripAdvisor and Accenture among those U.S. travelers planning to travel domestically in 2021.
- Confidence to travel is returning among all age groups. Of those who did not take a trip in 2020, 61% say they are comfortable traveling in 2021.
- Marketing to last year’s customers is important! Those who traveled in 2020 are more likely to have booked trips already for this year (41%) compared to (13%) of those who didn’t travel last year.
- Those with incomes more than $100,000 are leading the way, with 34% having already booked.
- Those earning more than $50,000 are considering domestic air travel for their next trip.
- Are you packaging? Travelers may stay longer, as 87% who have already booked travel have booked trips of three nights or more, while 77% of those yet to book are considering trips of three nights or more.
- Beach visits remain top choice for most age and income segments (30% overall).
- Urban travel is on the comeback. One in four say city destinations is their preferred option, second only to beaches and ahead of outdoors.
- Urban travel is particularly of interest to younger, less affluent travelers. They are twice as likely to visit a city than to visit a nature destination.
- Those who live in urban areas are particularly interested in visiting other cities.
- Nearly half (45%) of all respondents saying relaxation is what they are seeking on their next trip.
GOVERNOR STOPPING $300 PER WEEK UNEMPLOYMENT STIPEND JUNE 26
Governor DeWine today announced that the administration will inform the U.S. Department of Labor that Ohio intends to stop participation in the Federal Pandemic Unemployment Compensation (FPUC) program on June 26, 2021. The FPUC program gave states funding to offer enhanced unemployment benefits, including an additional $600, and now an additional $300.
May 12, 2021
PUBLIC HEALTH ORDERS TO BE LIFTED JUNE 2, 2021
Gov. Mike DeWine announced that all health orders will be lifted June 2, except for those dealing with long-term care facilities.
He reminded Ohioans that each Ohioan and Ohio business is responsible for actions to protect themselves, employees and customers. Based on what he has seen in other states, and on the research OTA has shared with you all over the last few months, many businesses may choose to keep safety protocols in place in order to meet the expectations of customers and guests.
He also asked businesses to provide incentives to those who are vaccinated in order to increase vaccination rates in Ohio. Major league and some minor league baseball teams are providing ticket incentives with proof of vaccinations, and several restaurants have committed to joining the cause.
In a few days, OTA will send out a survey to determine how many of you will offer vaccination incentives so that we can share this information with the Governor's office.
May 7, 2021
ENTHUSIASM FOR TRAVEL INCREASES, URBAN LEISURE TRAVEL RECOVERY CONTINUES TO CLIMB
Key findings from Destination Analysts fielded April 30 through May 3.
- The outlook for summer travel grew even stronger this week with 87% of American travelers expecting to be taking trips this summer, be it a vacation, visiting friends or relatives, business trip or meeting at a conference.
- More than half of travelers surveyed agree that discounts and deals could motivate bookings this summer.
- Intent to visit urban areas continue to climb, with 41% of those traveling for leisure in the next three months intending to visit cities. This is up from 36% last week.
- Top motivations for travel this year include chilling out/decompressing, experiencing beautiful places and doing new things/visiting new places.
- American travelers continue to report being open to travel inspiration, with 71% saying they were excited to learn about new destinations and travel experiences. Nearly a quarter of all travelers—and well over a third of Millennial and younger travelers—report using digital influencers as part of their travel process, primarily those who are honest, provide new ideas and specialize.
May 4, 2021
SUPPORTING LOCAL BUSINESSES SHOULD BE TOP PRIORITY OF LOCAL GOVERNMENTS AND DMOS, TRAVELERS REPORT GROWING CONFIDENCE IN TRAVELING AND ARE MAKING PLANS
Key findings from Longwoods International fielded April 28, 2021
66% of American travelers plan to take a trip within the next six months.
Although travelers report feeling more comfortable and ready to travel, the pandemic remains the top factor influencing the decision to travel, with 53% saying it will impact their decisions. With a majority of travelers still paying attention to the pandemic, now is perhaps not the time to ease up on safety protocols and messaging.
Concerns about personal finances will impact decisions for 37%, while transportation costs are impacting decisions for 38%. The affordability and roadtrip opportunities in Ohio remain well positioned for travelers concerned with price.
- 31% are choosing destination they can drive to as opposed to fly
- 26% are reducing the number of trips they’re taking
- 16% are choosing rural destinations over city destinations
- 11% are choosing not to travel at all
- 10% are canceling trips
- 26% say COVID-19 is not influencing travel plans
Travelers continue to report feeling more comfortable.
- 53% support opening up their communities to visitors
- 60% feel safe traveling outside their community (a record percentage since early May)
- 59% feel safe dining in restaurants and shopping in retail stores
Vaccinations continue to influence travel plans.
- 27% of travelers say they’ll wait to travel till vaccinated
- 21% say they’ll wait to travel till a majority of Americans are vaccinated
- 18% say they’ll travel when the majority of people in their destination of interest are vaccinated
- 18% will wait to travel until friends and family are vaccinated
- 16% will wait to travel until majority of those in their community are vaccinated
- 39% say the vaccine has no impact on travel plans
When asked what should be the priority of local government (and DMOs) right now, supporting businesses was the top response.
- Helping businesses hit hardest by the pandemic to reopen and recover (48%)
- Supporting the growth of locally-owned businesses (44%)
- Creating reasons to visit during off-season, creating economic opportunities for local businesses year-round (22%)
- Investing in community project that locals and visitors can enjoy, such as trails and cultural projects (20%)
- Engaging with and helping minority-owned businesses (19%)
- Investing in community programs for tourism and hospitality workers (19%)
- Investing in the natural environment (18%)
- Investing in reducing, offsetting or mitigating tourism’s carbon footprint through things like renewable energy, public transportation (17%)
April 29, 2021
MASKS AND SAFETY PROTOCOLS REMAIN AN IMPORTANT REQUIREMENT FOR TRAVELERS TO FEEL COMFORTABLE
Key findings from Colleen Dilenschneider published Apr. 28:
- Visitation among exhibit-based and performance-based organizations are anticipated to increase as more Americans are vaccinated.
- Mandatory face coverings, availability of the vaccine and the ability to be outdoors are the top things American travelers in this survey said would make them comfortable visiting a museum or other exhibit-based venue:
- 79.3% said mandatory face coverings would make them feel safe.
- 77.8% said the availability of the COVID-19 vaccine.
- 57.7% said the ability to be outside.
- 49.7% said seeing others visit.
- 40.5% said no significant changes are necessary and they feel safe.
- About the same numbers said these things would also make them comfortable visiting a performance-based venue, with slightly more saying the ability to be outdoors would make them feel safer.
- 79.9% said mandatory face coverings would make them feel most safe.
- 77.0% said availability to COVID-19 vaccine.
- 64.3% said the ability to be outside.
- 39.8% said seeing others visit.
- 34.2% said no significant changes are necessary and they feel safe.
- When asked whether mandatory face coverings are essential or non-essential when considering a visit, travelers in the Ohio region are still prioritizing mandatory masks. According to the research requiring face coverings for all staff, volunteers, and guests can make the difference on whether someone will visit an
- Research suggested not requiring masks will have a much greater negative impact on attendance than requiring them for the vast majority of organizations.
- The top issue reason for customer dissatisfaction among those who are visiting cultural organizations now remains staff members neglecting to enforce mask mandates and social distancing rules.
April 28, 2021
RESTAURANT REVIALIZATION FUND WILL BEGIN REGISTRATIONS ON FRIDAY, APRIL 30 AND APPLICATIONS WILL OPEN MONDAY, MAY 3
SBA Administrator Isabella Casillas Guzman announced the U.S. Small Business Administration will begin registrations on Friday, April 30, 2021, at 9 a.m. EDT and open applications on Monday, May 3, 2021, at noon EDT for the Restaurant Revitalization Fund. The online application will remain open to any eligible establishment until all funds are exhausted.
“Restaurants are the core of our neighborhoods and propel economic activity on main streets across the nation. They are among the businesses that have been hardest hit and need support to survive this pandemic. We want restaurants to know that help is here,” said Administrator Guzman. “The SBA has focused on the marketplace realities of our food and beverage businesses in designing the Restaurant Revitalization Fund to meet businesses where they are. And we are committed to equity to ensure our smaller and underserved businesses, which have suffered the most, can access this critical relief, recover, and grow more resilient.”
Established under the American Rescue Plan, and signed into law by President Joe Biden on March 11, 2021, the Restaurant Revitalization Fund provides a total of $28.6 billion in direct relief funds to restaurants and other hard-hit food establishments that have experienced economic distress and significant operational losses due to the COVID-19 pandemic. This program will provide restaurants with funding equal to their pandemic-related revenue loss up to $10 million per business and no more than $5 million per physical location. Funds must be used for allowable expenses by March 11, 2023.
“Recognizing the great urgency to help restaurants keep their doors open – and with a clear mandate from Congress – the SBA worked at a breakneck speed and is excited to launch this program,” said Patrick Kelley, SBA Associate Administrator, Office of Capital Access. “From day one, we engaged with diverse stakeholders in the food industry community to make sure we built and delivered the program equitably, quickly, and efficiently.”
In preparation, the SBA recommends qualifying applicants familiarize themselves with the application process in advance to ensure a smooth and efficient application experience, specifically by:
- Registering for an account in advance at restaurants.sba.gov starting Friday, April 30, 2021, at 9 a.m. EDT.
- Reviewing the official guidance, including program guide, frequently asked questions, and application sample.
- Preparing the required documentation.
- Working with a point-of-sale vendor or visiting restaurants.sba.gov to submit an application when the application portal opens. [Note: If an applicant is working with a point-of-sale vendor, they do not need to register beforehand on the site.]
- Attending a live recorded virtual training webinar.
- Tuesday, April 27 | 2:30 p.m. EDT | Register here
- Wednesday, April 28 | 1 p.m. EDT | Register here
- Wednesday, April 28 | 2:30 p.m. EDT | Register here
For the first 21 days that the program is open, the SBA will prioritize funding applications from businesses owned and controlled by women, veterans, and socially and economically disadvantaged individuals. All eligible applicants are encouraged to submit applications as soon as the portal opens. Following the 21 days, all eligible applications will be funded on a first-come, first-served basis.
Consistent with the legislation and the intent of Congress, the SBA continues to take steps to ensure the equitable distribution of relief, particularly for the smallest businesses, by creating a $9.5 billion set-aside: $5 billion for applicants with 2019 gross receipts of not more than $500,000; $4 billion is set aside for applicants with 2019 gross receipts from $500,001 to $1,500,000; and $500 million for applicants with 2019 gross receipts not more than $50,000.
For more information, visit sba.gov/restaurants or in Spanish at sba.gov/restaurantes.
April 27, 2021
GOVERNOR DEWINE ANNOUNCES CHANGE TO QUARANTINE RULES
Fully vaccinated Ohioans will no longer be required to quarantine if they have been exposed to someone with COVID-19, Gov. Mike DeWine announced Tuesday, April 27.
The governor said he is hopeful the change will inspire more people to schedule vaccine appointments.
April 26, 2021
PERCEPTIONS OF UNSAFE TRAVEL HAS DROPPED; AMERICANS REPORT WHAT THEY ARE LOOKING TO GET OUT OF TRAVEL
Key findings from Destination Analysts fielded Apr. 23-25:
- Americans’ perceptions of travel activities as unsafe dropped this week to a record low to 35.1%, down from 57.8% in January.
- 43% reported they would not feel guilty traveling right now, another record low.
- Seven in ten Americans are in a ready-to-travel state of mind.
- With travel inspiration continuing to rise, in the last week:
- 75% dreamt of and/or planned travel.
- 18% made a travel booking and/or reservation.
- 88% have at least tentative leisure trip plans.
- 71% will take a leisure trip in the next three months.
- 27% of American travelers are planning their trips in July, continuing to make it the peak month for travel.
- 71.6% of travelers reported they will take a vacation or getaway between Memorial Day and Labor Day.
- A few top destinations travelers plan to visit:
- 35.7% plan to visit beach destinations/resorts.
- 34.7% plan to visit small towns or rural destinations.
- 27.3% plan to visit cities or metropolitan areas.
- 25.3% plan to visit state, county, or regional parks.
- 17.1% plan to visit theme or amusement parks.
- Nearly one-third of American travelers say their summer trip volume is less than pre-pandemic. Reasons reported include:
- 31.1% said safety concerns such as contracting COVID-19 virus.
- 30.6% said because the pandemic is not 100% over.
- 30.1% said crowds; too many people will be traveling this summer.
- 17.0% said the vaccine, testing, and/or quarantine requirements for travel.
- 15.7% said the health and safety protocol are too restrictive.
- 14.8% said travel protocols are too tedious like getting tested, wearing a mask, etc.
- As for what Americans are looking to get out of travel:
- 31.3% said relax, chill-out, decompress.
- 27.9% want to experience beautiful places.
- 24.3% said escape or feel free.
- 24,1% want to do new things, visit new places.
- 18.7% want to make up for time lost.
- 17.3% said explore, have adventures.
SHUTTERED VENUE GRANTS OPENS TODAY AT NOON
Museums, live venue operators and promotors, theatrical producers, live performing arts organization operators, motion picture theatres and talent representatives can start applying for the Shuttered Venue Operators Grant program today at noon. This program is offering $16 billion in grants.
The SBA is accepting applications the next 14 days from those who lost 90% or more gross revenue last year due to the pandemic. Beginning May 10, those who lost 70% or more may apply. A third wave of funding will be awarded to those who experienced 25% or more loss during one quarter of 2020, based on 2019.
Eligible applicants may qualify for grants equal to 45% of their gross earned revenue, with the maximum amount available for a single grant award of $10 million.
To apply, please review information on the Shuttered Venue Operators Grant application portal carefully.
- Use the checklist to make sure you have everything you need to complete your application. Review additional resources at gov/svogrant such as theapplicant user guide and FAQ. Keep these resources open throughout the application process.
- Register on the SVOG portal.
For technical assistance such as a password reset, browser suggestions, or how to use the multi-factor authentication with an app and the QR code, applicants can call 1-800-659-2955 or, for the deaf and hard-of-hearing 1-800-877-8339 and follow the prompts to SVOG assistance. The call center is now open 24/7.
April 21, 2021
TRAVELERS RESPOND TO SUMMER ACTIVITIES; COVID-19 AND THE VACCINE STILL INFLUENCES WHEN TRAVELERS WILL START TRAVELING
Key findings from Longwoods International Apr. 14-19:
- 87% of respondents said they have travel plans in the next six months.
- Some activities travelers plan to participate in during summer include:
- 57% said dine at a restaurant.
- 53% said go to relax or relocate at an ocean, lake, or river.
- 32% said participate in outdoor activities or adventures.
- 23% said visit an amusement park, theme park, or water park.
- 22% said visit a museum, art gallery, or other arts/cultural institution.
- COVID-19 still influences the decisions to travel in the next six months with 35% of respondents say it greatly impacts their decision and 13% saying it has no impact at all.
- As for perceptions of safety:
- 21% said they strongly support opening their community to visitors, 7% strongly disagree.
- 20% feel very safe traveling outside their community, 5% feeling very unsafe.
- 24% feel very safe dining at a restaurant and shopping at retail stores, 7% feel very unsafe.
- The vaccine also continues to impact when travelers plan to travel.
- 33% said they will wait until they receive the vaccine to travel.
- 34% said the vaccine has no impact on their travel plans.
- 20% are waiting to travel until majority of people are vaccinated at the destination on interest.
- 20% will wait to travel until majority of Americans are vaccinated.
- 19% will wait to travel until their friends and family are vaccinated.
- 17% will wait to travel until majority of their community is vaccinated.
April 19, 2021
MANY ARE OPEN TO TRAVEL INSPIRATION NOW; ROAD TRIPS HAVE GROWN DURING THE PANDEMIC
Key findings from Destination Analysts fielded Apr. 16-18:
- This week, 71.9% of American travelers say they are in a ready-to-travel mindset compared to 28.1% who are not ready to travel.
- 63.4% are highly open to travel inspiration right now.
- Three-quarters of American travelers did some travel planning and dreaming in the past week, with 16.4% actually making a reservation or booking.
- 51.8% booked a hotel room.
- 32% bought airline tickets.
- 24.1% made rental car reservations.
- 18.3% booked a home sharing service, like Airbnb.
- 15.5% bought amusement park tickets.
- 14.4% bought museum or attraction tickets.
- 13.7% bought tickets to a sporting event.
- More than 75% of respondents will take at least one trip in the next three months.
- With more inspiration to travel right now, American travelers are showing a receptiveness to travel messing in a variety of channels.
- Highlights from graph:
- Social media is most common for younger travelers.
- TikTok is growing as a channel for travel influence with nearly a quarter of younger travelers saying it is ideal place to reach them.
- Older travelers remain largely committed to Facebook.
- Search engine marketing remains key for travel marketing, particularly to reach older travelers.
- An important proportion of travelers are looking to print resources like travel and lifestyle magazines.
- Americans have shown an increase in happiness when seeing their own communities advertised for tourism.
- 50.4% said they would feel happy or very happy if they saw an ad promoting the area they live.
- 17.4% said they would feel unhappy or very unhappy if they saw an ad promoting the area they live.
- 39.5% said they aren’t ready for tourism in their community yet.
- Two-thirds of Americans took a road trip during the pandemic.
- The average number of road trips taken by Americans during the pandemic was 2.5.
- 51% say their pandemic road trips have made travel by car more appealing.
- 62% of pandemic road-trippers agree their experience has reminded them of how fun a road trip can be.
- Business travel continues to recover slowly.
- 56% of those employed by companies in which there is business travel say it has resumed, up from 48% from the week of March 7.
- 47% of business travelers feel the COVID-19 pandemic will change the way their employer does business travel.
- 52% of business travels said they hope not to travel as much as they did for work before the pandemic.
April 15, 2021
MUSEUMS AND OTHER CULTURAL ORGANIZATIONS SEEING MORE FIRST-TIME AND RE-ENGAGED VISITORS
Key findings from Colleen Dilenschneider April 14:
- Exhibit-based cultural organizations are seeing a high percentage of first-time visitors and re-engaged (those who haven’t attended in the past three years).
- In 2020, the percent of visitors from these two groups was 14% of attendance versus 9% in 2019.
- The increase is likely due to more local and regional trips during the pandemic.
- This has also created a slight increase in diverse audiences, with 15% visiting the organization self-identified as non-white in 2020 versus 11% in 2019.
- The pandemic is also providing an opportunity to better engage local, regional, and suburban audiences who may not have visited in a while or ever at all.
April 12, 2021
TRAVELERS REPORT FEELING LESS GUILTY; BOOKING WINDOWS REMAIN SHORT; SEEKING ESCAPES AND NEW EXPERIENCES
Key findings from Destination Analysts fielded Apr. 9-11:
- 39.1% of American travelers report not feeling guilty traveling, surpassing 36.7% who do feel guilty traveling.
- Over 86% of travelers currently have at least tentative leisure travel plans.
- As for what is motivating travelers right now:
- 64.8% want to relax or escape stress.
- 59.8% want to get away from daily life.
- 59.7% want to spend time with family.
- Many travelers are seeking newness as well. These include:
- 51.4% wanting to escape from boredom.
- 48.1% want to have new experiences.
- 44.8% want to visit a new place.
- 35.3% want good experiences for their children.
- 33.5% want to party, hangout, have fun.
- 23.0% want to meet new people.
- 45.7% or American travelers say they plan to book travel reservations closer to their travel date.
- Over 40% of travelers who will be making hotel, car, rental, attraction and event bookings say they will be booking less than four weeks out.
- 28.5% of air travelers say they will purchase their flights less than a month before travel.
- In regard to type of travel expected in the next three months:
- 52.4% are planning to book leisure travel.
- 36.8% want to visit friends and relatives.
- 12.0% are planning other.
- 11.4% are planning group meeting travel.
- 54.4% of business travelers say they would be happy if their employer asked them to attend an in-person conference, convention, or group meeting.
- When American business travelers expect to feel comfortable attending in-person conferences/group meetings:
- 17.3% reported they feel comfortable right now.
- 19.0% reported feeling comfortable in the spring.
- 25.8% reported feeling comfortable in the summer.
- 21.1% reported feeling comfortable later in 2021.
- 16.8% reported feeling comfortable in 2022 or later.
April 8, 2021
AMERICAN TRAVELERS ARE FEELING MORE READY FOR TRAVEL; INSPIRATION TO TRAVEL CONTINUES TO RISE
Key findings from Destination Analysts fielded Apr. 2-4:
- 47% of American travelers believe the U.S. will be back too ‘normal’ by September of 2021.
- 69.3% said they are in a readiness state-of-mind when it comes to travel.
- Travel avoidance has hit a record low compared to last April:
- 81.9% reported avoiding international travel last April, 62.1% reported avoiding international travel now.
- 77.1% reported avoiding conventions and conferences last April, 57.3 reported avoiding convention and conferences now.
- 81.9% reported avoiding travel in general last April, 37.1% reported avoiding traveling in general now.
- 70.2% reported travel activities as unsafe last April, 39.6% report travel activities as unsafe now.
- 41.6% of American travelers reported not feeling travel guilt.
- About two-thirds of Americans are highly open to travel inspiration right now:
- 77.7% are actively dreaming or planning travel.
- 33.6% researched travel ideas online.
- 17.8% made travel reservations or bookings.
- 57.5% reported they booked a hotel room.
- 34.6% say they bought an airline ticket.
- For when Americans will be traveling, nearly 60% said they will take a trip within the next three months.
- July continues to be the peak month for when people plan to travel.
- Local resident sentiment towards travel this week:
- 54% are comfortable going out for leisure activities.
- 47% would be happy to see an ad promoting their own community.
- 41% don’t want tourist in their community.
- It appears for certain activities an important proportion of American travelers are in favor of proof-of-vaccination policies.
- When asked how comfortable Americans would be with vaccine passports being widely used in the U.S. to allow access to public activities:
- 52% said they would be comfortable or very comfortable.
- 17.3% said neutral.
- 28.4% said uncomfortable or very uncomfortable.
- 2.3% said they are not sure.
April 7, 2021
SUMMARY OF NEW HEALTH ORDER ISSUED BY THE STATE OF OHIO 4/6/2021
A simplified public health order has being released by the Ohio Department of Health covering guidelines for social distancing, facial coverings, and gatherings.
This new health order replaces nearly all other orders, including those for campgrounds, entertainment venues, mass gatherings, bars, restaurants, banquet and catering services, fairs, etc. Requirements under those previous orders are no longer mandated; only what is stated in the new order is now required by the state.
Keep in mind, local health departments can impose stricter regulations.
This new order gives businesses the freedom to implement with common sense those things that most prevent the spread of coronavirus:
- face coverings
- social distancing
- sanitizing
- hand washing
Please Note:
- There is NO LONGER an order limiting capacity at outdoor events to 30% fixed seating capacity.
- Indoor meetings without fixed seating (in other words, seats bolted to the ground) are not under any capacity restriction, other than your ability to provide setups with social distancing in place.
Face Coverings
Face coverings should be worn at all times in:
- Any indoor location that is not a residence
- Outdoors when it is impossible to maintain a six-foot distance from individuals who are not part of your pod or household
- Waiting for riding, driving, operating public transportation, taxi, car service, or ride-sharing a vehicle. This doesn’t apply to private or rental vehicles where members of a pod/family are sharing a vehicle.
Face covering requirements do NOT apply when:
- While seated and actively eating and drinking. Must remain seated.
- While working alone in an enclosed space, such as an office.
- If an individual is separated by at least six feet in all directions in a space that is not used or accessible by the public, such as an office
- When actively participating in broadcast communications
- Individual is less than 10 years old
- A medical condition prevents wearing of a mask
- When individual is communicating with someone who is hearing-impaired or another disability where the ability to see the mouth is essential for communication
- While actively exercising in a gym or indoor facility, as long as six or more feet of distance between individuals exists
- While actively engaged in public safety, such as law enforcement, firefighters or emergency medical personnel
- When prohibited by law or regulation
- When in violation of documented industry standards
- When in violation of documented business safety policies
- When an officiant of a religious service
- When working in an industrial or manufacturing facility, employees must be separated by at least six feet in all directions or by a barrier
Managing Events, Meetings and Groups
All limits for capacity are lifted, other than for indoor facilities with fixed seating. Spectators at an indoor facility with fixed capacity are limited to 25%. If your seating is not fixed (such as a meeting venue where setups for events are flexible), this does not apply.
However, you still have to provide the 6-foot distancing between individuals who are not from the same household.
Keeping the Six Feet of Separation Between Groups of Individuals
When gathered together in any setting, individuals should be in a group of no more than 10 individuals, and each group should be separated from other groups by at least six feet. Take this into consideration when planning any function or when managing the flow of customers.
Think of this in terms of “party size.”
Large Gatherings
- When managing an event, discourage standing or sitting close together in buildings or other parts of the premises.
- Where possible, maintain one-way traffic in buildings and other area of premises.
Exhibitions, Competitions and Auctions
- All participants maintain six ft. distancing.
- If a competition, family members of participants have priority in viewing areas.
- Microphones must be sanitized after each person uses them.
- Virtual events should be considered, though not required.
- Buyers have priority seating at auctions. Social distancing must be maintained for all events.
Capacity Limit for Spectators at Indoor Facilities
- Spectators at an indoor facility with fixed seating are limited to 25% of fixed seating.
- Maintain 6-foot distancing between seated spectators with groups of up to 10 seated together.
Social Distancing
- Maintain 6-foot social distancing in all directions for employees and customers.
- Continue frequent hand washing / hand sanitizing.
- Cover coughs/sneezes into your elbow not your hands.
- Regularly clean high-touch surfaces.
- Where possible include signs, tape or other to remind employees and customers to maintain 6-foot distancing.
- Have hand sanitizer available for employees and customers.
Sanitation
- Hand washing or sanitization upon entry of a facility.
- Provide sanitizers that meet CDC guidelines throughout your business, event, meeting, etc.
- Routinely disinfect high-contact surfaces and areas.
Signage
- All businesses and organized gatherings, where possible shall post signage at all entrances to wear face coverings and to maintain 6-foot distancing at all times on grounds or premises.
Buildings
- Strive to maximize ventilation, including doors and windows.
- Indoor facilities expected to employ filtration of MERV 13 or higher as soon as possible.
Food and Beverages
- All establishments or organized gatherings (such as meetings and events) that serve food and beverage should require patrons to be seated while eating and drinking.
- Tables should be six feet apart.
- No more than 10 people per table.
- Facial coverings are to be worn when not eating or drinking.
- Food and beverage to be consumed while seated.
April 6, 2021
TRAVELER OPTIMISM CONTINUES TO GROW; PEOPLE SHOW CAUTION TO ATTRACTIONS AND BUSINESSES
Key findings from Longwoods International fielded Mar. 31:
- When asked how likely respondents would visit a tourism attraction or business that does not have clean protocols or mask and distancing requirements:
- 16% said they are likely to visit.
- 12% said they are somewhat likely to visit.
- 15% said it does not impact their decision.
- 22% said they are somewhat unlikely to visit.
- 35% said they are very unlikely to visit.
- 88% of respondents said they plan to travel in the next six months. This is up 1% from March 17.
- As for when people have their next trip planned:
- 13% said they currently do not have any trips planned.
- 18% said within the next month.
- 19% said in one to two months.
- 27% said in three to five months.
- 23% said in six or more months.
- COVID-19 still impacts travelers’ decisions to travel in the next six months. 33% of respondents said COVID-19 greatly impacts their decision and 15% said it has no impact at all.
- COVID-19 also continues to influence travel plans in the next six months.
- 32% said they are choosing destinations they can drive to as opposed to fly.
- 31% are traveling within the U.S. instead of internationally.
- 30% are reducing trips they are taking.
- 15% are choosing rural destinations over city destinations.
- 12% are choosing not to travel at all.
- 10% are canceling all trips.
- 24% reported COVID-19 not influencing they travel plans.
- Perception of safety has also changed since the last survey reported.
- 50% of respondents said they support opening their community to visitors. This is down 2% from March 17.
- 58% reported feeling safe traveling outside their community. This is up 3% since March 17.
- 57% reported feeling safe while dining in local restaurants and shopping in retail stores within their community. This is up 4% since March 17.
- The COVID-19 vaccine plays a role in travel as well. 39% of respondents said the vaccine has no impact on their travel plans. 34% said they will wait to travel until they have received the vaccine.
April 5, 2021
GOVERNER DEWINE ANNOUNCES THE STATE OF OHIO IS SIMPLIFYING HEALTH ORDERS
New, more simplified public health orders are being released by the Ohio Department of Health today. These more simplified public orders will replace and consolidate several existing public health orders. As of this email, the new order was not posted. We will provide details about this order as soon as it is released, and we have the opportunity to review. Additional guidance specifically for graduation and proms will be released tomorrow.
The governor said the new order focuses on the basics, and he emphasized that there is nothing new nor any surprises. He highlighted a few of the regulations that will be included.
- Masks will continue to be mandatory.
- Clarification of 10 person gathering – this means how many people you are with, or “party size.” This does not mean events, festivals and other such functions cannot be held; it means smaller groupings within a larger event should not be larger than 10 people. If you manage a parade, event, meeting, etc., keep individual group sizes to 10 persons or less. There can be lots of groupings of 10 or less.
- Businesses and venues should promote one-way traffic patterns to maintain six feet distancing.
- Try to maintain six-feet between groups of 10. If you are an event organizer or business, group of 10 or less should be separated by six feet from the next group of 10 or less.
- Practice good handwashing and routine disinfecting, so continue to offer handwashing and sanitizing stations.
- There will still be restrictions on capacity, and these will be outlined in the order. In particular, the capacity for fixed seating indoors will remain capped at 25%. Even with this capacity limit, understand that groups (or bubbles of 10) must be separated by six feet.
- Stay seated while actively eating and drinking – this includes at festivals, events, meetings, restaurants, bars, and any other location where food or beverages are consumed.
The Ohio Travel Association is extremely pleased with the governor’s response to requests for simplification and clarification of public health orders. Together with OHLA, OTA has talked with the administration many times over the confusion of the 10-person mass gathering and need to clarify the health order’s intention.
The public health order can be found here.
March 31, 2021
AMERICAN TRAVELERS ARE GEARING UP FOR SUMMER TRAVEL; OUTLOOK ON TRAVEL CONTINUES TO BE OPTIMISTIC
Key findings from Destination Analyst fielded Mar. 29:
- Many American travelers are saying yes to summer vacation.
- 62.5% report they are traveling for leisure this summer.
- Summer travelers currently have 2.2 trips planned for the season on average, with July staying the peak month with 50.4% of these travelers planning to vacation then.
- 70.4% say they will travel out-of-state, 8.1% report planning to go aboard.
- California and Florida dominate the states Americans say they are heading to.
- Two-thirds of American travelers have or will take a COVID-19 vaccine, and the majority continue to believe they will be inoculated by summer.
- 82.0% say they idea of travel is made more comfortable by receiving a COVID-19 vaccine.
- 76% of American travelers believe that proof of vaccination should be required for international travel.
- American travelers appear to be optimistic about their financial future. 3-in-10 American travelers say they are financially better off now compared to a year ago.
- In terms of devoting their income to travel:
- 39.9% said right now is a good time for them to spend money on leisure travel.
- 41.7% expect to spend more on leisure travel in the next 12 months.
- American optimism is even more prevalent in their travel outlook.
- Over 53% of Americans feel the pandemic situation will improve in the U.S. over the next month.
- 66.6% reported being in a ready-to-travel mindset.
- Nearly two-thirds report being highly open to travel inspiration.
- 61.4% exhibit strong excitement at the prospect of traveling now.
- A positive attitude towards travel can be seen in Americans’ current trip plans.
- Over 71% did some travel dreaming or planning in the last week.
- Of this 71%, 16.2% booked or made reservations.
- Two-thirds of American travelers say they have trip plans in the next three months.
- 42.0% say they are going to travel more in the next year compared to previous.
- 41.3% of those traveling in the next three months are planning to visit urban destinations.
EDA SETS ASIDE $750 MILLION IN GRANTS EXCLUSIVELY FOR THOSE WITH JOB LOSSES IN THE TRAVEL, TOURISM AND OUTDOOR SECTOR INDUSTRIES
The Economic Development Administration (EDA) has set aside $750 million in EDA grants exclusively for communities and states who have experienced severe job loss in the travel, tourism and outdoor sector industries.
US Travel is working with EDA to open the grant application process as soon as possible. In the meantime, reference EDA's Guidance for DMOs and establish contact with your nearest regional EDA office before applying. In addition, please find details on who is eligible and how to apply in the EDA grant fact sheet.
March 29, 2021
WHAT CONSUMER DEMAND RECOVERY COULD LOOK LIKE FROM COVID-19
Key findings from Bookings.edu:
- At the McKinsey Global Institute, a study was done analyzing consumer demand and behavior during the pandemic in China, France, Germany, the U.K., and the U.S.
- The research found that the pandemic experiences varied widely across income, age, and geographies, not in terms of just health, but the economic impact, too.
- After analyzing consumer spending according to disposable incoming and age and examining behavioral shifts forced on consumers, it was found that over the exceptional nature of the shock provides reason to be optimistic for a fast rebound in consumer spending once the pandemic is over.
- The 10-20 percentage-point spike in the savings rate (doubling in the U.S.) left many households in a strong position to spend.
- Looking closer at recovery by segments, examining nine segments divided into low, middle, and high income and young, middle, and old age, it is found the recovery in consumer demand is likely to be uneven, especially in the U.S.
- It was expected that spending by middle- and high-income cohorts in the U.S. to bounce back to pre-COVID-19 levels between 2021 and 2022.
- It was found that spending by lower-income cohorts could drop below pre-COVID-19 levels once stimulus measures expire as lower-income households have lost jobs or face income uncertainty.
- During the pandemic, long-standing consumer spending habits were interrupted, accelerated, or reversed.
- To determine if these pandemic induced behaviors will continue, six consumption shifts that cover a broad range of consumer life and are drawn from sectors that cover almost three-quarters of consumer spending was examined.
- This examination included:
- Online grocery shopping.
- A sharp decline in live entertainment.
- The emergence of home nesting.
- Decrease in leisure air travel.
- The switch to remote learning
- An increase in virtual health care visits.
- In the end, it was found online grocery shopping, virtual health care visits, and home nesting are likely to stick. However, leisure air travel, remoting learning, and live entertainment will likely revery closer to pre-pandemic patterns.
- It was also found that the speed and depth at which behavioral changes embed themselves within a population also depends on the actions of the government and industries.
- The analysis has led to conclude the shape and structure of consumer spending may be quite different, and this may lead to even greater polarization of consumption.
SAM REGISTRATION WEBINAR FOR SHUTTERED VENUE, RESTAURANT GRANT APPLICATIONS
Businesses planning to apply for the federal Shuttered Venue Operators Grant or the Restaurant Revitalization Fund can learn how to register at SAM.gov in this no-cost webinar.
The Ohio Procurement Technical Assistance Center at Ohio University is hosting the webinar at 4 p.m. Thursday, April 1. The webinar will detail the process to a successful registration for the federal System for Award Management (SAM.gov). It will also instruct a business to apply for a DUNS number that is also required. Topics covered:
- Obtaining a free Dun and Bradstreet Number required to start SAM Registration (takes 72 hours to process).
- Information required in SAM; SAM is a free government registration.
- Common mistakes to avoid; get it done correctly the first time.
- Q&A.
To register, click here.
March 23, 2021
TRAVELERS REPORT NEW FACTORS WHEN DECIDING WHERE THEY WILL TRAVEL IN THE NEXT SIX MONTHS; COVID-19 STILL INFLUENCING TRAVEL
Key findings from Longwoods International fielded Mar. 17:
- 87% of travelers reported having travel plans in the next six months. In March of 2020, this was the same number reported.
- The factors that travelers feel are important when deciding which destinations to visit in the next six months include:
- 50% said the destination has clear health and safety protocols.
- 44% said the destination has a mask wearing requirement and social distancing policies.
- 39% said there are no travel restrictions, like travel quarantines, for the destination.
- 36% said feeling welcomed into the destination is important.
- 35% said dining location are open in the destination.
- 35% said attractions being open at the destination is important.
- When asked what factors impact traveler’s decision to travel in the next six months:
- 33% reported COVID-19 greatly impacting this decision vs. 13% who say it has no impact at all.
- 17% reported concerns about their personal financial situation greatly impacts this decision vs. 23% who say it has no impact at all.
- 16% said the transportation cost greatly impacts their decision vs. 19% who said it has no impact at all.
- 57% of travelers reported they would change their travel plans due to COVID-19 compared to 61% who said they would on March 3.
- COVID-19 still influences travel plans over the next six months:
- 31% reported choosing destinations they can drive to as opposed to fly.
- 30% said they are reducing the number of trips they are taking.
- 27% said they are traveling within the U.S. instead of internationally.
- 15% are choosing rural destinations over cities.
- 13% said they are choosing not to travel at all.
- 10% are canceling all trips.
- 23% said COVID-19 is not influencing their travel plans.
- The COVID-19 vaccine continues to impact travel plans.
- 37% of travelers reported they will wait to travel until they receive the vaccine vs. 33% reported the vaccine having no impact on their travel plans.
- 20% of travelers reported they will wait until the majority of people at the destination of interest are vaccinated.
- 19% will wait until their friends and family are vaccinated.
- 18% reported waiting to travel until the majority of their community are vaccinated.
- 17% reported waiting to travel until the majority of Americans are vaccinated.
March 22, 2021
AMERICANS WORRY WHAT THE PANDEMIC WILL DO TO OUR ECONOMY; TRAVELERS REPORT WHAT THEY ARE LIKELY TO SPEND THEIR STIMULUS CHECK ON
Key findings from Destination Analyst fielded Mar. 22:
- The proportion of American travelers that feel the pandemic situation will get worse in the U.S. in the next month rose over 7% to 18.5% after hitting a record low last week of 11.1%.
- This week, 79.6% of Americans are highly concerned about the pandemic impact on our national economy. This may also play a role in their feelings towards tourism in their own communities.
- 46.1% of Americans travelers who report they would be happy to see an ad promoting tourism in their town, 64.8% report the most common reason being to help local businesses.
- 38.3% of those who have or are expecting a stimulus check say they are likely to spend a portion of it on leisure travel. This is more prevalent among millennial age travelers who are as likely as boomer age travels to spend their stimulus money on travel.
- A record high of 73.8% of American travelers did some travel planning and dreaming in the last week.
- Over one-third of American travelers reported daydreaming about vacationing.
- Nearly 30% researched travel ideas online.
- 15.8% said they made a travel reservation in the last week. Of the 15.8%, 57% booked a hotel room while only 42.1% bought airline tickets.
- Many Americans do expect a longer-term impact from the pandemic on their travel.
- Nearly 60% agree that the pandemic has changed their outlook on life overall.
- 46.9% agree they will put more effort into visiting places on their travel bucket list in the next few years.
- When asked if the pandemic has changed their opinions about the types of destinations they want to visit for leisure in the future:
- 41.8% said yes to at least some degree.
- 52.2% said they will be visiting beaches, national parks and other outdoor destinations more as a result of the pandemic.
- 44.6% report they are less likely to visit urban, entertainment and theme park-focused destinations in the next few years due to the pandemic.
- About four-in-ten American travelers expect they will be sticking closer to home and spending less on their leisure travel in the coming years.
March 15, 2021
AMERICANS’ RESPONSE TO PRESIDENT BIDEN’S PLAN FOR VACCINATIONS; TRAVELERS BEGIN TO BOOK TRIPS
Key findings from Destination Analyst fielded Mar. 15:
- American travelers’ response to President Biden’s announcement of the vaccination vison for America was a record number saying that the COVID vaccines are safe, a record number of parents saying they will get their children vaccinated, and a record number saying they have planned a trip specifically in anticipation of vaccines.
- As of Mar. 14:
- 70.9% feel the COVID-19 vaccines are safe.
- 42.9% have made travel plans specifically in anticipation of vaccines.
- 61.9% have or definitely will take a COVID-19 vaccine.
- 43.5% have felt jealousy of other who have been vaccinated.
- Americans’ optimism about the course of the pandemic is up 40% since the start of the year with 60.3% feeling things will get better in the next month.
- COVID continues to be top-of-mind and should not be discounted in travel messaging. 43.2% of spring break travelers said they are “very concerned” about contracting they virus on their trip.
- Over 70% of American travelers dreamt of or planned travel in the past week.
- 15.0% of American travelers said they made travel reservation and/or bookings in the last week, largely for hotels and airline tickets.
- One-third of Americans traveling in the next three months will be visiting urban destinations.
- 74.3% say safety still remains on top for them as they consider cities as a place to visit.
- Americans are returning to a comfort with tourism closer to home. 52.1% now feel comfortable going out for leisure activities within their own community.
March 12, 2021
GUIDELINES OPENING FAIRS WITH EXCEPTIONS NOW AVAILABLE
Guidelines on fairs has been released and can be found here.
March 10, 2021
A REPORT ON GROUP TRAVEL AND WHAT IT COULD LOOK LIKE IN 2021
Key findings from Group Tour Magazine fielded Jan. 2021:
- When asked when the earliest travel planners are running tours:
- 9% reported January – March.
- 32% reported April – June.
- 28% said July – September.
- 14% said October – December.
- 17% said January of 2022 and beyond.
- When asked how tour planners are evolving their businesses to accommodate new protocols, 68% reported they will be limiting the number of participates.
- In what ways can tour suppliers help group leaders during this time?
- Keep operators informed of safety protocols of all stops.
- Create clear guidelines about the safeguards that will be implemented for the comfort and protection of the clients.
- Continue to communicate about schedules for smaller groups.
- Ease restrictions for cancellations and offer refunds as an option instead of credits.
- Reduce price to reflect less people on trips.
- Recognize that groups may be smaller at this time, so reduce participant minimums.
- Have operators continue to inform suppliers on capacity limits, closures and itinerary suggestions appropriate for social distancing.
- Offer outdoor activities and plenty of room during meals and activities.
March 9, 2021
TRAVELER OPTIMISM POINTS TO FUTURE INDUSTRY RECOVERY; PEOPLE ARE BECOMING MORE COMFORTABLE OPENING THEIR COMMUNITIES
Key findings from Longwoods International fielded Mar. 3:
- 84% of travelers reported they have travel plans in the next six months. This is up 3% from Feb. 17.
- As for when travelers next trip might be:
- 17% said they currently do not have any trips planned.
- 16% said within the next month.
- 20% said the next 1-2 months.
- 26% said in the next 3-5 months.
- 21% said their next trip will be in the next 6 or more months.
- COVID-19 still impacts decisions of when travelers might travel in the next six months. 35% of people said COVID-19 greatly impacts their decision, while only 11% said it has no impact at all.
- Though COVID-19 does have an impact on travelers next trip, on Feb. 17, 41% of travelers said COVID-19 greatly impacted when their next trip would be. Now, this percentage is only 35%.
- 61% said they would change their travel plans due to COVID-19, whereas 66% said they would on Feb. 17.
- COVID-19 continues to influence peoples travel plans in the next six months.
- 32% said they are reducing the number of trips they are taking.
- 32% said they are choosing destinations they can drive to as opposed to flying.
- 26% said they are only traveling within the U.S. instead of internationally.
- 15% are choosing not to travel at all.
- 15% said they are choosing rural destinations over city destinations.
- 11% said they are canceling all trips.
- 20% of travelers said COVID-19 is not influencing their travel plans.
- 44% of people agree or strongly agree to support opening their communities to visitors.
- 50% said they feel safe traveling outside their communities.
- 49% feel said dining in local restaurant and, shopping in retail stores in their communities.
- The vaccine continues to greatly impact travel plans.
- 36% still plan to wait to travel until they received the vaccine. This is down 2% from last month.
- 32% said the COVID-19 vaccine has no impact on their travel plans. This is down 1% from Feb. 17.
- When asked if travelers have worked remotely since March of 2020, 33% said they have worked remotely and spent time on vacation. Whereas only 12% have worked remotely but did not spend any time on vacation.
March 4, 2021
GOVERNOR DEWINE WILL REMOVE ALL HEALTH ORDERS WHEN STATE SEES A DROP IN NEW CASES
Governor DeWine held a special press conference this evening (Thursday, March 4) announcing that Ohio will remove all health orders once we get down to 50 cases per 100,000 people for two weeks.
On Dec. 3, Ohio was at 731 cases per 100,000 people over two weeks. That number declined to 445 on Feb. 3 and to 179 new cases just yesterday, March 3.
DeWine also stated that this goal is very achievable, Ohio is on the right path, and this is thanks to hard work, the vaccine, mask-wearing, and other safety practices.
The Ohio Travel Association will continue to keep you updated as new information is released.
March 2, 2021
GOVERNOR DEWINE RELEASED UPDATED SPORTS AND MASS GATERHINGS ORDERS
Governor DeWine just released public health orders easing mass gathering mandates and requirements for sports and entertainment venues. We are still trying to interpret some of these orders, but here are summaries and links to the order themselves. We highly recommend that you consult these orders.
1) First Amended Revised Order to Limit and/or Prohibit Mass Gatherings in the State of Ohio, with Exceptions
- Wedding receptions, funeral repasts, proms, and other events, whether or not food is served, at banquet facilities shall comply with previously signed health orders, including those regarding restaurants and facial coverings.
- Events at banquet centers no longer have a 300-person limitation, so long as they comply with other health orders.
Link to public health order
2) Addenda to Director’s Second Amended Order that Provides Mandatory Requirements for Youth, Collegiate, Amateur, Club and Professional Sports signed 9/25/2020 and Director’s Order that Provides Mandatory Requirements for Entertainment Venues signed 8/25/2020
- The maximum number of spectators in any indoor sports venue shall be 25% of fixed, seated capacity.
- The maximum number of spectators permitted in any outdoor sports venue shall be 30% of fixed, seated capacity.
- The maximum number of patrons permitted in any indoor entertainment venue shall be 25% of fixed, seated capacity.
- The maximum number of patrons gathered in any outdoor entertainment venue shall be 30% fixed, seated capacity.
Link to public health order
March 1, 2021
AMERICAN'S OPTIMISM HAS REACHED A RECORD HIGH; PEOPLE ARE PREPPING FOR SPRING BREAK TRIPS
Key findings from Destination Analyst fielded Feb. 28-Mar. 5:
- Anxiety is at a record low and optimism has reached a record high. 49.2% of American travelers are feeling thing will get better, and just 13.7% feel it will get worse.
- Americans are feeling safer while traveling in their community. 48.2% are comfortable going out for leisure in their own communities.
- Less than half of American travelers are feeling flying on an airplane, dining in restaurants, visiting museums and attractions, shopping and staying in hotels and other lodging are unsafe.
- A majority still feel unsafe with international travel and conventions. The proportions avoiding conventions is 58.5% and international travel is 67.1% are at record lows.
- Nearly two-thirds feel at least somewhat confident they can travel safely.
- Travel guilt has fallen to 39.9%.
- 63.9% of Americans are in a travel readiness state-of-mind.
- Majority of Americans continue to say that the vaccines make them more optimistic about traveling safety.
- 63.3% of American travelers have themselves or know someone who has already received the vaccine.
- Over one-third of baby boomer travelers report that have already received the COVID-19 vaccine.
- A record of 36.9% of American travelers – including 41.6% of Millennial age travelers – have made travel plans specifically in anticipation of more widespread vaccine.
- Trips and travel plans keep growing.
- Over 60% of American travelers did some kind of travel dreaming and/or planning in the last week alone, including 15.1% who made travel reservations.
- A growing percentage of 54.6% say they will take at least one leisure trip in the next three months.
- More than 84% say they already have tentative trips plans for the remainder of 2021.
- June through October are expected to be the peak months of travel.
- As for lodging, 48.1% prefer a hotel which is up from 41.3% from March of 2020.
- 19.8% say they prefer a home rental, like Airbnb, which is down from 30.3% in March of 2020.
- With Spring Break coming up:
- 12.4% of American travelers say they have a spring break tripped planned.
- 53.6% of spring break travelers will travel over 500 miles for their trip.
- 67.9% of spring break travelers say it is important they will visit a new destination for this trip.
February 25, 2021
AMERICAN TRAVELERS REPORT WHAT THEY PLAN TO DO ON THEIR NEXT TRIP
Key findings from Longwoods International fielded Feb. 17:
- Travel plans for Americans stayed the same this week in comparison to the week of Feb. 3. 81% still have plans to travel in the next six months.
- American travelers reported what they plan to do on their next leisure trip:
- 45% plan to visit friends and family.
- 35% plan to visit the beach/waterfront.
- 34% plan to take a road trip.
- 26% plan to visit a national park, state park, or monument.
- 18% plan to explore a city.
- 41% say COVID-19 greatly impacts travel decisions in the next six months which is up 1% from Feb. 3. 12% say it has no impact at all.
- There are still major influences of COVID-19 and travel in the next six months.
- 31% say they are choosing destinations they can drive to instead of fly.
- 30% are reducing the number of trips they are taking.
- 25% are traveling within the U.S instead of internationally.
- 21% are choosing not to travel at all.
- 15% are choosing rural destinations over city destinations.
- 15% are canceling trips.
- 16% reported COVID-19 is not influencing travel plans.
- As for perception of safety:
- 15% say they support opening their communities
- 15% say they feel safe traveling outside of their community
- 16% said they feel safe dining in local restaurants and shopping in retail stores.
- The COVID-19 vaccine still plays a major role on travel plans.
- 38% report they will wait until they receive the vaccine to travel.
- 20% will wait until friends and family are all vaccinated.
- 19% will wait until majority of Americans are vaccinated.
- 18% will wait until majority of people in their destination of interest are vaccinated.
- 16% will wait until the majority of their community is vaccinated.
- 33% say the COVID-19 vaccine has no impact on their travel plans.
February 22, 2021
GOVERNOR DEWINE WILL MAKE FULL ANNOUCEMENT ON THURSDAY 2/25 ON 30% CAPACITY LIMIT AT MAJOR LEAGUE BASEBALL GAMES AND POSSIBLY OTHER STADIUMS
Governor DeWine will make an announcement later this week on the possibility of fans making their way into major league baseball games this spring at 30% capacity. It is dependent on submitting their plans to the administration, county health departments, and following the proper safety protocols. It also depends on where things are at with the coronavirus variant.
February 18, 2021
INTENT TO TRAVEL CONTINUES TO RISE, MORE IN A TRAVEL READINESS STATE OF MIND, 56% OF TRAVELERS OPEN TO INSPIRATION THOUGH ADVERTISING
Key findings from Destination Analyst Feb. 14-19:
- 12.7% of American travelers said they took a trip for the long Valentines and Presidents Day weekend. This doubled what was reported for Memorial Day weekend and Labor Day weekend.
- How American travelers perceive travel within their own communities is also critical to understanding the travel industry’s recovery. This week:
- 44.3% agree they feel comfortable going out for leisure activities where they live.
- 39.1% of Americans continue to say they would be happy to see their community advertise for tourism, whereas 29.1% say they would be unhappy.
- Urban areas are far likelier to feel happy about travel advertisement (50.1%) in comparison to those residing in suburban (35.6%) or rural areas (34.7%).
- Americans anxiety about the pandemic continues to decline. A record 39.3% of Americans feel the situation will get better next month with the administration of COVID-19 vaccines.
- Perceptions of travel and leisure activities as unsafe has fallen to a record low of an average of 46.2%.
- Around 60% of American travelers feel at least somewhat confident they can travel safely in the current environment.
- Travel guilt has declined to 44.0%.
- 58.5% are in a travel readiness state of mind.
- 80.2% of Americans have plans for one or more trips this year, July still looking to be the peak month for travel.
- More than half of Americans have taken action toward their very next leisure trip:
- 26.1% researched destinations to visit,
- 18.8% booked lodging,
- 14.4% researched travel activities.
- Primary motivations for these next leisure trips are to spend time with family, relax, and escape stress and simply get away from the routines of daily life.
- Advertising inspires more travel. This week, 55.8% report being high open to travel inspiration. Over a quarter of all American travelers – and over 35% of those Millennial age or younger – say that an advertisement has specifically motivated them to travel to a destination. 38.9% say seeing a destination ad made them feel “happy” or “very happy.”
SHORTER TRAVEL PLANNING AND BOOKING IS OCCURING
Key findings from Colleen Dilenschineider fielded Feb. 17:
- There are two timeframes: leads days to visit (the average number of days between when they expressed their initial intention to visits and when they actually visited) and the time period between ticket purchase and redemption. Looking at these two timeframes separately, here is what the research shows.
- Local audiences are planning visits in shorter timeframes.
- Before the pandemic, a person living within 10 miles of an attraction might decide on a Wednesday they will visit a museum on Saturday. Now, studies show a person living within 10 miles of an organization makes their decision to go and then attends the very next day.
- People prefer day trips and to travel by vehicle during the pandemic.
- It is also noted that the lead time for national visitors has decreased.
- There is some related evidence that drivers of national travel, mostly business travel, have also correspondingly decreased in terms of planning length. Business travel trends impact visitation to places like visiting the zoo before a meeting, conference cocktail parties at museums, or families accompanying the business traveler.
- People have also started redeeming their tickets sooner.
- Pre-pandemic, approximately 78% of visitors purchased and redeemed their tickets within 24 hours. This year, it’s up to 89% of tickets purchases.
- People are not pursuing national travel to the same extent as last year. This results in a higher percentage of local, suburban, and exurban audiences coming through at organizations doors.
- People may be making tentative plans and ‘seeing how they feel’ when their desired date of attendance arrives.
- What do these shortened timeframes mean for cultural organizations?
- Be mobile optimized. Studies show 40.4% of people are using mobile devices to purchase tickets. 38.2% use a desktop or laptop.
- Value social care. People are acting upon their visitation decision more quickly which can lead to time sensitive questions. Social media continues to be important for marketing. Showing these short time frame questions on your platforms is beneficial to your organization.
- Cultivate local audiences. Knowing that local audiences are especially likely to be activated may also impact an organization’s messaging, web content, and target. It may also impact what you highlight onsite and how you build a sense of community.
February 11, 2021
OHIO CURFEW EXPIRES
Due to the decreased hospitalizations, Governor DeWine today let the curfew expire at noon today. There is no longer a curfew in the State of Ohio.
TRAVELERS FIND CONFIDENCE AND START PLANNING TRAVEL UP TO SIX MONTHS IN ADVANCE
Key findings from Destination Analyst fielded Feb. 7-12:
- Staying safe from infection remains a top priority for Americans as they consider their lifestyle over the next six months. Close behind are finding joy and happiness, emotional well-being and relaxation.
- These lifestyle priorities may be in response to negative aspects weighing on mental wellness during this ongoing pandemic. American travelers rate their daily stress levels at 5.6 on a 10-point scale on average, meaning more than moderate, occasional stress. Younger Americans continue to feel far more daily stress than older Americans. Nearly half of Americans report feeling burnout at least half the time in the last month. 53.1% say they have felt frequent cabin fever.
- Americans remain in a state of openness to travel inspiration that is greater than any other period in the last 11 months (6.0/10).
- American travelers’ primary motivations for taking their next trip are far and away to relax and escape stress (45.7%) and to spend time with family (43.2%).
- Americans continue to perceive the safety of travel and leisure actives as safer than at any other period of the pandemic, making travel guilt slowly decline (48.6%)
- Emphasizing the relationship between vaccination rollout and travel volume, 53% of American travelers agree they will avoid travel until vaccines are made available.
- 36.1% of parents with school-age children say they will skip the family vacation this summer if their kids are not vaccinated.
- Over a third of American travelers report they have begun planning and/or booking future travel specifically in anticipation of a wide distribution of the COVID-19 vaccines.
- As of this week, 81.2% of American travelers report they have at least tentative trip plans right now, and 60% have taken some actions in the planning tasks for their next trip.
- 26.4% researched destinations to visit,
- 17.1% researched their lodging options,
- 14.7% researched travel activities,
- About half of Americans anticipate taking at least one leisure trip within the next three months. In looking at the accommodations they expect to stay in on these upcoming trips, hotels are most common.
February 9, 2021
THE ARRIVAL OF THE COVID-19 VACCINE HAS REIGNITED TRAVEL PLANNING IN THIS U.S.
Key findings from Longwoods International fielded Feb. 3:
- Vaccines are top of mind for American travelers with two thirds saying the vaccine will impact their travel plans.
- 35% of travelers say they will wait until they have received their vaccine to travel.
- 21% say they will wait to travel until majority of Americans are vaccinated.
- 37% of travelers say the COVID-19 vaccine has no impact on their travel plans.
- 81% of travelers surveyed say they plan to travel in the next six months. That is only 6% lower compared to March of 2020.
- As for when travelers plan to take their next trip, 19% say they do not have any trips planned, 11% say they’ll travel within the next month, 16% say in the next 1-2 months, 26% say in 3-5 months, and 28% say in 6 months or more.
- Willingness to open communities to travelers is showing slight increase since March. In March 2020, 35% surveyed said they supported opening their community to visitors. Now, 41% support opening their community.
- 49% of travelers say they strongly agree or agree they feel safe to travel outside their community. In March of 2020, only 40% felt this way.
- 45% also said they feel safe dining in local restaurants and shopping in retail stores within their community. Last March, only 31% of people felt safe doing this.
- What type of information are travelers seeking right now?
- 47% say they would like delivery and takeout food options in your community,
- 46% said deals and offers for travel, dining and entertainment for future use,
- 36% said ways to support local businesses/organizations impacted by COVID-19,
- 26% said purchasing merchandise and gift cards from local businesses online,
- 22% said online virtual tours of museums, art galleries and other visitor attractions,
- 21% said videos of inspirational or interesting travel destinations,
- 20% said live streams of performances by local musicians, artists, or theater groups,
- 20% said sharing travel experiences or ideas with others online, and
- 16% said 360-degree imagines/videos or virtual reality experiences of travel destinations.
February 6, 2021
MORE DETAILS SLOWLY EMERGING TO PREP FOR FEDERAL FUNDING FOR MUSEUMS, PERFORMANCE VENUES, AND OTHER ELIGIBLE SMALL BUSINESSES AND NONPROFITS THROUGH THE SHUTTERED VENUE GRANT
Details are slowly emerging from the SBA about the Shuttered Venue Operators grant. Eligible applicants may qualify for SVO Grants equal to 45% of their gross earned revenue, with the maximum amount available for a single grant award of $10 million. $2 billion is reserved for eligible applications with up to 50 full-time employees. If you expect to apply, you must apply for your DUNS number as soon as possible (keep reading to learn more).
Eligible entities may be live venue operators or promoters, theatrical producers, live performing arts
organization operators, museum operators, motion picture theatre operators, and talent
representatives, per the Economic Aid Act. Additionally, entities of these types owned by state or
local governments (for example, museums or historic homes) are eligible to apply if the
governmentally-owned entity also acts solely as a venue operator, museum, etc. and not also include
other types of entities. For example, a city parks and recreation department that operated a
bandstand in a public square along with running various nature parks would not qualify as an eligible
entity for an SVOG. Finally, each subsidiary business owned by an eligible entity that also meets the
eligibility requirements on its own rights will qualify as an eligible entity.
Shuttered Venue Operator Grant applicants need to register with the federal government’s SAM at www.SAM.gov to apply and cannot use an Individual Taxpayer Identification Number, Employer Identification Number, or other means of identification or registration. Interested parties are encouraged to obtain a Dun and Bradstreet (DUNS) number (a prerequisite for SAM registration) as soon as possible. With a DUNS number, interested parties then should immediately begin registering in SAM.gov, as the SAM registration may take up to two weeks once submitted.
For additional details, see Shuttered Venue Operators Grants Frequently Asked Questions
February 4, 2021
GOVERNOR DEWINE'S BUDGET DETAILS RELATED TO THE TRAVEL ECONOMY IS PROACTIVE AND STRATEGIC
Earlier this week, Governor DeWine released the Executive Budget for FY22 and FY23. As part of his budget, a one-time investment of $1 billion is proposed to spur economic growth. As part of his Investing in Ohio Future, the following will help businesses operating within the Ohio travel economy save jobs and accelerate overall economic recovery in Ohio:
$200 million will provide grants to bars and restaurants that have been affected by the pandemic. $100 million this fiscal year and $100 million in FY22 will provide grants of up to $30,000.
$150 million in FY21 will provide grants of $10,000 to all qualified Small Business Relief Grant applicants that didn't receive funding in the initial application period.
$50 million over FY 21 and FY22 will provide grants of up to $30,000 for lodging businesses that have seen a significant reduction in occupancy because of the pandemic.
$40 million over FY21 and FY22 will provide grants of up to $30,000 to indoor entertainment venues that have been most affected by the pandemic
$20 million over FY21 and FY22 will provide grants of $10,000 to 2,000 new businesses who were unable to apply for previous assistance because they were newly launched.
$50 million over FY22 and FY23 to fund a national marketing campaign promoting Ohio as a place to live, work, learn and play.
Other investments target community infrastructure projects, expanding broadband, workforce development, TechCred credentialing. More information can be found in the Investing in Ohio fact sheet.
The governor and his team recognize the hardships our industry continues to experience, as well as our role in getting the economy moving again when the time is right. His proposed budget will not only save Ohio jobs, but it will help us bring back jobs in the future.
This budget now goes to the General Assembly for approval in the next few months, so telling your story to your state elected officials will be more important than ever. OTA is working with its partners to develop a strategy and communications tools.
OTA PROVIDES STATEMENT OF SUPPORT OF THE GOVERNOR'S EXECUTIVE BUDGET
OTA submitted the following statement of support in response to the budget's release:
Governor DeWine and his team appropriately titled the Executive Budget initiative “Investing in Ohio,” and the Ohio Travel Association applauds this true investment in the future of the state. With a 22% unemployment rate and a loss of more than $12.8 billion in revenues due to the pandemic, Ohio’s travel and hospitality businesses are in trouble. They’re also a major road to economic recovery. When people travel, whether it’s a day-trip to a museum or an overnight to enjoy a live performance, they spend money that supports businesses and generates tax revenues. To help keep these businesses intact so they’ll be able to fuel this economic activity later, the Governor has wisely provided much-needed relief to save jobs. At the same time, Ohio can accelerate recovery and get more Ohioans back to work through stimulating travel with increased promotions. It is imperative that this two-prong approach occurs if we are to experience an overall economic recovery in Ohio. The losses are too deep and too broad for the economy to recovery fully without recovery of the businesses dependent on travel spending.
Melinda Huntley, Ohio Travel Association Executive Director
February 3, 2021
LESS ANXIETY, MORE DAYDREAMING FOR AMERICAN TRAVELERS
Key findings from Destination Analyst fielded Feb. 1-5:
- Americans’ anxiety about the pandemic and its impact lessened this week.
- More Americans are now feeling the coronavirus situation in the U.S. will stay relatively the same over the next month, at 35% up from 36.9% since last week.
- Americans’ perceptions of the safety of travel and leisure activities continue to be among the best they have been during the pandemic.
- This week, 56.6% say they are in a readiness mindset when it comes to travel.
- Just under half of American travelers say they will take at least one trip in the next three months. Many of these trips will stay regional, although cities as a trip destination have grown in popularity (40.9%), surpassing small towns and rural destinations (31.6%).
- Two-thirds of American travelers did some kind of travel planning activity in the last week, from making travel reservations (11.2%) to researching travel ideas online (27.6%) to simply daydreaming about a vacation (33.2%).
- Looking at what experiences Americans dreamt of in the last week, many had their minds on sun and fun, iconic cities, as well as outdoor destinations.
- Vaccines are still playing a large role in return to travel. When asked what needed to happen before they feel comfortable, there was the most agreement with having an effective vaccine widely distributed in the U.S. (57.2%), followed by an effective vaccine widely distributed across the globe (44.5%).
- At the start of a new month in the year, the average American traveler is still reporting they will take 2.8 leisure trips in 2021, down from 4.9 in 2019.
RESPONSE TO ENFORCING MASK WEARING FROM MUSEUM VISITORS
Key findings from Colleen Dilenschneider fielded Feb. 3:
- Visitors expect frontline staff to speak up, act, and enforce mask mandates and social distancing requirements onsite and are notably upset when they don’t.
- The number of visitors reporting dissatisfaction with their most recent visit due to a customer service issue increased by nearly 17% when compared to this same time last year. This issue seems to be less with how they are treated and more to do with a venue’s response to the behaviors of other visitors during the pandemic.
- Despite many museums having mandatory mask requirements, research shows that some entities may not be enforcing them.
- Staff members not enforcing mask rules when they see people disobeying them is nearly 3.3x bigger dissatisfier than staff members being rude right now.
- A failure to enforce your own rules, and to abide to public health recommendations, risks harming both the marketing potential for attractions and museums, as well as their reputations.
- 34.5% of visitors said greeting and wayfinding was the most important role in January of 2020 whereas now only 19.7% believe this.
- In January 2020, 40.6% of attraction visitors said interpretation and demonstration was the primary role of staff member and volunteers. That has decreased dramatically to 7%.
- The temporary discomfort of a staff member confronting a person who violates safety protocols is not more important than ensuring the safety of the balance of your guests, staff, and volunteers.
February 1, 2021
GOV. DEWINE ANNOUNCED EXECUTIVE BUDGET, INCLUDES HELP FOR OHIO TRAVEL AND HOSPITALITY BUSINESSES
Governor DeWine announced his Executive Budget for FY 2022-2023 at 1:30 p.m. that includes an Investing in Ohio Initiative to help the state recover. Funding priorities include those absolutely essential in helping our travel and hospitality businesses recover, as well as for accelerating recovery.
Please note that this is not an approved budget at this point in time, but needs to get support of both chambers of the Ohio General Assembly. Thanks to Governor DeWine and his Administration, including Development Services Agency Director Lydia Mihalik, this proposed budget is the first step in saving our jobs and businesses in Ohio.
Investing in Ohio Initiative is a critical component of the Governor’s budget and includes the following:
- Supporting small businesses hurt most by the pandemic
- $460 million in relief will be available for businesses in the entertainment and hospitality sectors
- Of that, $20 million is for those businesses launched in 2020, as these businesses haven’t qualified for previous relief
- The Governor also said he will protect businesses from tax increases
- Strengthening Ohio communities
- $450 million will be targeted for key infrastructure projects, such as restoring brownfields, water quality improvements, etc.
- As part of this, dollars will be invested in broadband expansion
- Telling Ohio’s story to the rest of the country
- $50 million will be dedicated to marketing the state of Ohio as a place to live, work, earn and play
- Championing career and vocational education
- $70 million will be dedicated for workforce development initiatives, including helping Ohioan’s with career-level Tech-Cred credentialing program and high school credentialing
The Governor explained that these investments are essential for fueling the state economic recovery.
More details will be posted on this page later today as they are released.
For months, OTA and OHLA have worked together to emphasize the role of our industry in the state's economic recovery. We've emphasized the need for additional support for those businesses hardest hit, as well as how to accelerate recovery through investing in the marketing and messaging. We are pleased that our message has been heard, and we are thrilled the Governor and his team have proposed ways to make these happen.
Your assistance will be essential to ensure these dollars remain in the state budget. Look for talking points, opportunities to engage with your state elected officials and tools in the weeks ahead.
January 27, 2021
PRIVATE FAMILY GROUP TOURS ARE INCREASING
Key findings from Leisure Group Travel fielded Jan. 26:
- Tour operators are reporting record growth in bookings for private family tours.
- A September 2020 Skift-McKinsey research report noted that “in the medium to long run, the family-vacation segment will likely continue to be the engine propelling demand for leisure travel”.
- Families want to travel together, but they want to do it in the safest way possible. That means traveling exclusively with their own vacation pod made up of family members, multiple families, or even close friends. As a result, tour operators are seeing a strong demand for private family trips.
VACCINE PROGRESS A FACTOR IN UPCOMING TRAVEL FOR MOST
Key findings from Longwoods International fielded Jan. 26-29:
- 70% of American travelers surveyed say a vaccine will have an impact on their upcoming travel plans.
- In November, 77% said they were changing their travel plans because of COVID-19. That percentage has steadily declined to 68% in the most recent survey.
- The percentage of American travelers who feel comfortable traveling outside their communities has steadily improved, from 39% in mid-November to 46% in mid-January.
- 32% supported opening up their communities to visitors in mid-November, while that support has increased to 41% in the most recent data.
January 28, 2021
OHIO HEALTH ORDER SIGNED, REDUCING CURFEW BY ONE HOUR STARTING THURSDAY (1/28)
Governor DeWine announced Wednesday evening (1/27) that Ohio Department of Health Director Stephanie McCloud signed a health order pushing back the statewide curfew one hour, changing the start time of the curfew to 11 p.m. starting Thursday, 1/28.
Read the order here.
INTEREST IN THOSE SEEKING URBAN EXPERIENCES IMPROVING, TRAVELERS MAY TRAVEL MORE TO MAKE UP FOR LOST TIME
Key findings from Destination Analysts fielded Jan. 22-24:
- The percentage of Americans travelers highly concerned about personally contracting the virus, their friends or family contacting the virus, and the pandemic’s impact on personal finances and the national economy has increased this week.
- Yet, 30% said they feel the pandemic situation is going to get better in the next month.
- In a measurement of “pent up demand”, two-thirds of those whose typical travel patterns were altered by the pandemic say they are going to travel more in 2021 to make up for lost time.
- How quickly and efficiently the vaccine is distributed will impact consumer confidence about traveling. Nearly 60% said the vaccine distribution is making them more optimistic that they can travel safely within the next six months.
- In the last week, 38.7% day-dreamt about leisure travel, 30.3% talked about travel with friends or relatives and 27.0% researched travel ideas online.
- 47% of American travelers anticipate taking a trip in the next 12 weeks. Nearly 75% of these trips are expected to be with within 250 miles of these travelers’ residences.
- 56.2% anticipate traveling April through June, 67.6% anticipate taking a trip July through September, and 49.5% are looking at October through December.
- Interest in traveling to urban destinations continues to improve, with 36.3% saying they’re planning to visit urban destinations in the next three months. These urban travelers are driven by a desire for food experiences (49%), shopping (40%), energy and excitement (39%), cultural offerings (35.2%) and specific attractions (30.7%).
- Those traveling in the next three months, however, are as likely to be interested in rural areas and small towns (38.7%). Top reasons for seeking these experiences include peace and quiet (60%), scenic beauty (59.6%), escape from crowds (59.1%), relaxation (57.7%) and charm and ambience (41.8%).
- More than half of those that prefer rural destinations right now say COVID-related safety concerns is why they prefer rural.
January 26, 2021
OHIO TO ROLL BACK CURFEW IF COVID-19 PATIENTS REMAIN LOW
In his press conference on Tuesday, 1/26, Governor DeWine announced circumstances in which he would roll back Ohio's overnight curfew. Ohio's current curfew (as of 1/26) extends from 10 p.m. to 5 a.m. DeWine said that if the number of COVID-19 patients in the state's hospitals remain below 3,500 patients for seven consecutive days, he would roll back the curfew to 11 p.m. to 5 a.m. for two weeks.
After that, he would roll back the curfew again from midnight to 5 a.m. if COVID-19 patients remained below 3,000 for seven consecutive days (again, this would last for two weeks).
If that is successful, DeWine intends to lift the curfew if Ohio's hospitals had 2,500 COVID-19 patients or less for seven consecutive days.
If the numbers start to go back up, we will have to revert back to the original curfew.
More information on this will be posted on the state's coronavirus website in the coming days.
January 22, 2021
OHIO LEISURE AND HOSPITALITY JOB LOSSES ENDS YEAR AT 22%
Leisure and hospitality jobs continue to be lost, as the industry lost 9,200 jobs the month of December. Unemployment within leisure and hospitality represents 80% of jobs lost in Ohio last month.
Based on BLS data released this morning, Ohio lost 125,400 industry jobs in 2020. This is a 22% unemployment rate, or nearly one in every four workers. Businesses categorized in Arts, Entertainment and Recreation experienced the greatest percentage loss at 24.85% or 20,300 jobs, while Accommodations and Food Service ended the year with a loss of 105,100 jobs, a 21.55% drop.
Only two other Ohio industries experienced 2020 job losses in the double digits – Education and Health Services (-18.99%) and Real Estate and Rental Leasing (-10.53%).
January 21, 2021
CURFEW WILL BE EXTENDED AGAIN PAST SATURDAY (1/23), SAYS GOVERNOR DEWINE
In his press conference on Thursday, 1/21, Governor DeWine said the overnight curfew is still needed to control the spread of the coronavirus, while balancing the need to keep businesses open. The curfew will be extended for a second time. He has not yet provided an end date to this curfew extension.
A question asked during this press conference asked if the curfew is working. Gov. DeWine says he knows the curfew is difficult for bars and restaurants, but mentioned that during the winter months, it is difficult to social distance inside and impossible to wear masks while eating/drinking. He reiterated the curfew is a compromise option, rather than closing bars and restaurants. Gov. DeWine said cutting down the contact time cuts down on the potential spread. At this point in time, he does not think it is wise to end the curfew.
January 20, 2021
HEAR MORE ABOUT SBA'S SHUTTERED VENUE GRANT PROGRAM ON RECORDED WEBINAR
Learn more about the SBA Shuttered Venue Grant Program on this archived webinar from last week. This program was designed to help some of those most impacted by extended shutdowns and restricted capacities throughout the pandemic. It will provide non-repayable grants equal to 45% of gross earned revenues. Eligible applicants could include museum operators, theatre operators, live performing arts, live venue operators or promotors, talent representatives and any subsidiary of these organizations that the qualifications. The webinar also talks about EIDL loans, as well as PPP, and gives you information to consider before choosing which route to go. Those receiving PPP are not eligible for the SBA Shuttered Venue Grant program. All details and an application date are not yet available through SBA, but for more information, check Sba.gov/coronavirusrelief frequently.
ALTHOUGH ANXIETY CAME DOWN A BIT, SO DID THE HIGHS SEEN LAST WEEK IN TRAVEL SENTIMENT
Key findings from Destination Analysts fielded Jan. 18-22, 2021:
- Americans continue to show that they believe better days are in sight. The percent of Americans who feel the pandemic situation in the U.S will get worse in the next month fell another 6.5% this week to 43.2%, the lowest it has been since Sept. 27.
- The modest decline in travel sentiment was seen across generation, although Boomer travelers are generally significantly less ready, excited and open to inspiration than younger travelers, even over the rest of 2021.
- One metric that did continue a positive trend is the retreat in perceptions of travel and leisure activities as unsafe - which dropped to 48.9% and is now lower than where is was March 15.
- In terms of what Americans are looking for in travel experiences in 2021, right now scenic beauty, outdoor activities in warm weather, beach destinations and resorts, National Parks and road trips are predominant in their minds.
- Right now, 36.8% of those Americans who attend live events and festivals say they would be comfortable traveling to attend such an event by June; the rest need more time.
- With the COVID-19 vaccine being a major factor for normalcy for many travelers, this week 49.7% say they will avoid travel until vaccines are made widely available.
MARKET POTENTIAL BY QUARTER IN 2021: PROJECTED ATTENDANCE TO U.S. CULTURAL ENTITIES
Here is the overall level of attendance that museums and performing arts organizations can reasonably expect this year, findings from Colleen Dilenschneider Jan. 20, 2021:
- What attendance can exhibit-based entities expect in 2021? Exhibit-based cultural organizations include entities such as museums, historic sites, aquariums, zoos, botanic gardens, and science centers. The actual attendance to these types of cultural entities in the U.S. average 40.5% of 2019 in 2020.
- As of January 2021, the current market potential for exhibit-based organizations for the calendar year is 72.2% of their 2019 attendance.
- What is likely driving this change? The rollout of the vaccine. We see that many people planning to defer their visits until after they are vaccinated.
- What attendance can performance-based entities expect in 2021? Performance-based cultural organizations include entities such as theaters, symphonies/orchestras, and ballet. The actual attendance to these types of cultural entities in the U.S. average 22.8% of 2019 attendance in 2020.
- As of 2021, the current market potential for exhibit-based organization for the calendar year of 2021 is 57.7% of their 2019 attendance.
- We knew attendance wouldn’t recover at midnight on Jan. 1, yet there is still a reason to believe that the vaccine may start to bring more stability in the second half of this year.
January 15, 2021
FOLLOW-UP MATERIALS FROM ECONOMIC IMPACT AND PLANNING FOR RECOVERY WEBINAR NOW AVAILABLE
Adam Sacks is President of Tourism Economics; an Oxford Economics company dedicated to analytically-based consulting to the tourism sector. He shared how the global pandemic has impacted the Ohio travel economy in a webinar hosted by the Ohio Travel Association. The webinar recording and PowerPoint deck can be accessed here.
TRAVEL SENTIMENT INCHES UPWARDS
Key findings from Destinations Analysts fielded Jan. 8-10, 2021:
January 14, 2021
ZOOS, SOME MUSEUMS, LIVE PERFORMANCE VENUES AND OTHERS: INFORMATION PENDING ON SBA SHUTTERED VENUE OPERATOR GRANTS
The Shuttered Venue Operators (SVO) Grant program was established by The Economic Aid to Hard-Hit Small Businesses, Non-Profits, and Venues Act, signed into law on Dec. 2020. The program includes $15 billion in grants to shuttered venues, to be administered by the Small Business Administration’s Office of Disaster Assistance. Eligible applicants may qualify for SVO Grants equal to 45% of their gross earned revenue, with the maximum amount available for a single grant award of $10 million. $2 billion is reserved for eligible applications with up to 50 full-time employees.
Initial information also says that qualified entities can't have received PPP funding in the latest round.
Eligibility details are forthcoming, but the website states the following are eligible:
- Live venue operators or promoters
- Theatrical producers
- Live performing arts organization operators
- Relevant museum operators, zoos and aquariums who meet specific criteria
- Motion picture theater operators
- Talent representatives, and
- Each business entity owned by an eligible entity that also meets the eligibility requirements
January 12, 2021
NEW YEAR BRINGS NEW OPTIMISM: 51% OF AMERICAN TRAVELERS REPORT THAT THEIR FIRST TRIPS IN 2021 WILL BE VISITING FRIENDS AND FAMILY
Key findings from Longwoods International fielded Jan. 6-12, 2021:
- 51% of American travelers report that their first trip this year will be to visit friends and relatives (The vast majority of this will be by car.)
- Only 9% of American Travelers indicated that they do not currently have travel plans for 2021.
- 63% of American travelers have plans to travel in the next six months, up from 57% (+6%) back in mid-December.
- Only 35% have completely cancelled upcoming travel plans due to the pandemic, down from 41% (-6%) in mid-December.
- 41% of Americans now support opening up their community to visitors, up from 32% (+9%) in early December.
January 8, 2021
LIQUOR PERMIT-HOLDING FUND DEADLINE EXTENDED TILL JAN. 31
Governor DeWine reminded Ohioans that there are funds available for those holding on-premise liquor permits. Although it's called the Bar and Restaurant Fund, remember these are available to any business holding these permits, including hotels, movie theatres, bowling alleys, etc. $2,500 is available per location, and there are many who have not applied. This money does not have to be repaid. Any venue in Ohio that has a current liquor license is encouraged to apply.
January 6, 2021
EMPLOYERS CAN MANDATE VACCINATIONS
During one of OTA's most recent Travel Talks, industry members discussed whether or not an employer can mandate vaccinations. Earlier this year, theEqual Employment Opportunity Commission (EEOC) issued guidance saying employers have this right. Click here for additional information.
January 5, 2021
WHILE ASPIRATIONS TO TRAVEL ARE RISING, MOST AMERICANS DON'T ANTICIPATE TRAVELING TILL MAY; ONE IN FOUR ARE BROWSING IDEAS ONLINE
Key findings from Destination Analysts fielded Jan. 1-3.
- After dropping in the latter half of December, Americans pessimistic that the pandemic will get worse in the U.S. in the next month increased this week to 55.9%. There are rising anxieties about the pandemic’s impact on personal finances and the national economy.
- Nearly half of Americans say they are not confident they can travel safely in the current environment.
- Yet travel is a beneficiary of the new year’s hope. Americans highly open to travel inspiration is up over 6% in the last week (52.6%), and Americans in a travel ready state-of-mind returned to 52.9% after dropping below 50% at the end of December. Inversely, loss of interest in travel has retreated 6 percentage points in the last three weeks to 43.3%.
- As Americans look out over their travel year in this first week of January, they cautiously see an average of three leisure trips in 2021 (Note: if this expectation holds true, leisure trips will be down approximately 39% from 2019 levels). It appears trips will ramp up beginning in May, peak in July, ramp back down in October and bump up again in December.
- The percent of American travelers who say that they will avoid travel until vaccines are widely available has fallen to 46.7%; meanwhile more Americans than ever are saying they will take the vaccine (60.1%).
- Over 38% of American travelers say they have day-dreamed about taking a trip in the last week and a third have talked to a friend or relative about a future trip. Nearly a quarter of American travelers have researched travel ideas online just in the past week.
- About 18% anticipate their first trip by commercial airline in 2021 will be in the second quarter (April-June).
- The majority of Americans do not plan to travel in the next three months—37.5% do. While 84.5% of these trips will indeed be overnight trips, 66.2% will be regional, and over a third of those traveling say they will be staying in the home of a friend or relative. Both cities and small towns and rural areas will most commonly be visited, however the pandemic will still be dictating trip behaviors. 41.3% plan to visit less crowded places and 30.2% plan to visit outdoor-oriented destinations.
- In terms of the channels they feel most receptive to travel messaging in, Millennial and Gen Z travelers say Instagram and Facebook, Gen X and Baby Boomer travelers say search engines and email campaigns.
ALTHOUGH EAGER TO TRAVEL, AMERICANS WILLINGNESS TO GET ON THE ROAD MY BE DUE TO PERSONAL FINANCES AND VACCINATION STATUS
Findings from a Yahoo Finance and The Harris Poll fielded Dec. 18-21:
- Only 14% of Americans have booked travel out of state in 2021 so far, and just 28% of Americans plan to travel out of state within three months of getting vaccinated.
- Half of survey respondents said they plan to travel out of state within six months of their vaccines.
- Older Americans showing greater intent with 50% of respondents 65 and older saying they wouldn’t feel comfortable traveling until their vaccines. Young adults are twice as likely to travel less frequently after getting vaccinated.
- This may be due to finances. 54% of people 18 to 34 were unable to save money during the pandemic, compared to slightly less (49%) of people over 65.
- Almost two-thirds of families with income of more than $100,000 plan to travel, while just 37% making under $50,000 will travel out of state within six months of their vaccines. The richer $100k+ cohort indicated they’d travel more frequently — or the same amount — and lower-income $50,000 households said they would likely travel less.
- More people are more comfortable staying with relatives (70%) and at hotels (65%) than at a short-term rental like an Airbnb or VRBO (50%.)
NEARLY HALF OF AMERICAN TRAVELERS PLANNING TO TAKE A TRIP SPRING OR SUMMER, WHILE 26% ARE UNDECIDED
Key findings from Longwoods International fielded Dec. 16-20:
- As COVID-19 case numbers continue to rise, 72% of U.S. travelers expect to change their travel plans in the next six months. Since mid-November, there has been a steady increase in travelers canceling their plans, up to 41% this past week. Despite this, 57% of American travelers still have travel plans in the next six months.
- Concerns around the coronavirus continue to be the main impediment to travel. 52% of U.S. travelers stated it would greatly impact their travel in the next six months while only 20% of U.S. travelers indicate that the economy would greatly impact their decision to travel, a slight increase from earlier this month but still relatively low.
- Rebuilding travelers’ confidence will be key to seeing improvement in their perception of travel and safety within and outside their communities. 46% of U.S. travelers indicated they do not plan to travel until a vaccine is available to them, up from 41% two weeks ago. 44% feel safe venturing outside of their local communities, up from 39% last month. This wave also saw a slight increase in the percentage of travelers who support opening their own local communities to visitors, now at 35%.
- When asked about travel plans in 2021, 26% of traveling Americans are still deciding if and when they plan to take a trip. Nearly half of travelers (47%) indicated they are planning to take their first trip in the late Spring or Summer of 2021. Only 2% of travelers indicated they do not plan to take any trips next year.
December 30, 2020
GOVERNOR DEWINE EXTENDS CURFEW THROUGH JAN. 23, 2021
Governor DeWine announced that the Ohio Department of Health will be extending the 10 p.m. to 5 a.m. statewide curfew until Jan. 23, 2021. This will be posted on the coronavirus.ohio.gov site later today.
FUNDS AVAILABLE FOR LIQUOR PERMIT-HOLDING BUSINESSES
Governor DeWine reminded Ohioans that there are funds available for those holding on-premise liquor permits. Although it's called the Bar and Restaurant Fund, remember these are available to any business holding these permits, including hotels, movie theatres, bowling alleys, etc. $2,500 is available per location, and there are many who have not applied. This money does not have to be repaid. Any venue in Ohio that has a current liquor license is encouraged to apply.
December 22, 2020
A summary of the travel-related provisions in the new federal relief packages is available here
December 21, 2020
Thank you to all who sent letters, made calls and told your stories so that Congress could understand the importance of action. Your efforts helped!
Congressional leadership came to an agreement late last night on a pandemic relief bill. Both chambers are expect to vote today. Details about the bill aren't available as of yet. US Travel released the following highlights below that are anticipated to be included.
- $325 billion for small businesses, including the Paycheck Protection Program (PPP)
- The bill expands eligibility for destination marketing organizations (DMOs) with, we believe, fewer than 300 full-time and part-time employees, though we are still waiting to confirm the exact number
- The bill will provide a second round of PPP loans, with loan forgiveness, for small businesses with fewer than 300 employees AND a 25% revenue loss in any quarter of 2020
- $2 billion for airports, including set asides for airport concessionaires
- Expands and enhances the Employee Retention Tax Credit
- Extends the Coronavirus Relief Fund to the end of 2021
In addition, we have also learned the bill includes the following much-needed relief:
- $15 billion for theater operators, movie theatres, and small venue owners through Save our Stages Act
Work for additional relief will continue at the federal level with the new Administration in place, as well as at the state level. As details roll out in the next day or so, we will keep you updated.
December 18, 2020
$12.7 BILLION IN LOSSES TO OHIO’S TRAVEL AND HOSPITALITY INDUSTRY THUS FAR
Ohio has lost $12.7 billion in traveler spending as of the week ending Dec. 17, according to weekly data tracking by Tourism Economics. During the week ending Dec. 17, Ohio businesses lost $262 million from the same time last year, a 46% loss. Average losses per month have continued to worsen since September, with the biggest drop in average monthly spending occurring since November.
This reduced spending is having a direct impact on federal, state and tax revenues. As of the week ending Dec 17, federal tax revenues generated through Ohio traveler spending are down $801 million, with state tax revenues down $375 million and local tax revenues down $221 million.
December 17, 2020
FEAR OF GETTING STUCK SOMEWHERE, CANCELLATIONS AND GOVERNMENT TRAVEL RESTRICTIONS HINDERING TRAVEL; NEW RESTRICTIONS MAKE PEOPLE LESS LIKELY TO TRAVEL IN THEIR HOME STATE
Key findings from Destination Analysts fielded Nov. 30:
- How has the pandemic impacted travel? Concerns with safety for self and others top the list, but travelers are also concerned about not being to get home if they go somewhere and restrictions are imposed (34%), limited travel experiences (33%), cancellations (32%) and government travel restrictions (30%).
- Amongst those who live in states that have recently imposed new restrictions, more than 30% report that new restrictions make them less likely to travel even within their own home states in the next two months.
PLANNERS ANTICIPATE MEETING GROWTH BY MID-YEAR WITH MANY ALREADY IN THE PLANNING STAGE
Key findings from the Global Business Travel Association survey fielded Dec. 7-13:
- Three out of four respondents expect employees to attend in-person meetings/events in Q2 or Q3 2021, with 89% of respondents set to attend an in-person meeting or event with attendees outside their company by Q3 2021.
- 87% of respondents expect to attend internal company meetings or events in person by Q3 2021. As attendance at in-person events increase through the year, attendance at hybrid meetings is expected to decline as 2021 unfolds.
- 36% of North America respondents said they are beginning to plan 2021 meetings. Of those who report their company is planning to host/attend 2021 meetings and/or events, more than half are planning to host/attend small to mid-sized meetings or events with up to 500 attendees.
December 16, 2020
INTENT TO TRAVEL FOR LEISURE OR BUSINESS BEGINS TO CLIMB
Key findings from MMGY fielded Nov. 15-20:
- After a high of 46% reported in September, the percentage of those likely to take a domestic leisure trip dipped to 40% in October and is up to 41% in November.
- Intent to take a domestic business trip continues to increase from 33% in September to 38% in November.
- One in five (21%) business travelers is likely to attend a conference or convention, up from 17% last month.
- One in four (24%) is likely to attend an off-site business meeting, up from 22% last month.
- Travel by car remains the most likely form of transportation for leisure travel - 35% say they’ll drive 101 to 300 miles one way, 31% report they’ll take a trip up to 100 miles, 20% say they’ll drive 501 miles or more and 12% say between 301 and 500 miles.
December 11, 2020
OTA AND OHLA CONTINUE WORK TO RAISE AWARENESS OF OUR INDUSTRY’S DEVASTATION
While we anxiously await Congressional action, OTA and OHLA are ensuring state officials and lawmakers understand the economic impact of COVID-19 and subsequent government mandates have had on our state’s travel and hospitality businesses and jobs. Recognizing that additional state aid will be forthcoming from the federal bill, we are updating a proposal for additional aid for Ohio businesses most impact by the pandemic and government intervention. Our proposal also recommends coordinating a grant-making response with local governments who struggled to identify and to distribute the last round of funding to those businesses most in need.
$12.5 BILLION HAS BEEN LOST IN OHIO TRAVELER SPENDING TO SUPPORT JOBS
Ohio has lost $12.5 billion in traveler spending to date, based on weekly traveler spending data provided by Tourism Economics. During the week ending Dec. 5, Ohio traveler spending was 45% below last year at the same time with a loss of $257 million. Since September, average weekly losses each month have deepened, indicative of a worsening decline in business. New records in confirmed COVID-19 cases and the re-enactment of policies restricting travel could lead to further declines through the winter travel season.
LOSS IN TRAVELER SPENDING RESULTS IN $1.4 BILLION LESS TAX REVENUE AT ALL LEVELS
When we visit attractions, hotels, retailers and restaurants, we not only spend dollars to support these businesses. The dollars we spend also support federal, state and local governments through taxes that support schools, roads, social service programs, etc. Faced with a $12.5 billion reduction in traveler spending in Ohio alone, this has resulted in losses of $784 million less in federal tax revenues, $367 million less in state tax revenues and $216 million less in local tax revenues.
GOVERNOR DEWINE EXTENDS CURFEW THROUGH A NEW STAY SAFE OHIO PROTOCOL
Governor DeWine announced yesterday that the Ohio Department of Health will be extending the 10 p.m. to 5 a.m. statewide curfew until Jan. 2, 2021. Stay Safe Ohio Order
The Ohio Department of Health will issue a variance to the curfew for specific sporting events in Ohio. The start times of these games are dictated by national television contracts, and as a result, the games would not be finished until after the 10 p.m. curfew. More information will be available at coronavirus.ohio.gov in the coming days.
December 9, 2020
DETAILS STARTING TO EMERGE REGARDING FEDERAL RELIEF BILL
A summary of the new relief bill was shared today by US Travel. Although not final, many of the relief measures asked by the tourism industry are included. Some highlights include the following:
- $300 billion for small businesses, including the Paycheck Protection Program (PPP), 7(a) loan program and Economic Insurance Disaster Loans
- The second round of PPP provides PPP loans, with loan forgiveness, for small businesses with fewer than 300 employees AND a 30% revenue loss in any quarter of 2020
- The bill also expands eligibility for destination marketing organizations (DMOs) with fewer than 150 full-time and part-time employees to receive a first PPP loan
- $160 billion in funding for state, local and tribal governments, which is similar to the Coronavirus Relief Fund under the CARES Act
- Funding for airports, including set asides for airport concessionaires
- $2.5 billion for vaccine distribution by the Centers of Disease Control and Prevention and $10 billion for testing and contact tracing
December 8, 2020
ABOUT 80% TRAVELED IN 2020, 47% PRIORITIZING TRAVEL IN 2021
Key findings from Destination Analysts fielded Dec. 4-6:
- The current state of the pandemic has eroded Americans’ confidence that travel can be done safely.
- The gloominess combined with more clarity on timelines for production and distribution appear to have muted some of the strong hope initially felt about a COVID vaccine. The percent who say the recent vaccine developments have made them more optimistic that they can travel safely in the next six months has declined to 46% from 53% three weeks ago.
- Americans’ current sentiment has some impact on marketability for travel. Those in a travel readiness state of mind dropped to 53% from 56% in the last week, and those that can be motivated by discounts and price cuts to travel in the near-term dropped to 36% after hitting 40% two weeks ago.
- Americans still demonstrate openness to travel messaging. Those that agree that they have lost their interest in travel for the time being dropped to 43% from a high of 50% last week. And after consistently declining for a month, the proportion excited to learn about new, exciting travel experiences or destinations to visit improved to 44%.
- About 80% of American travelers took at least one trip in 2020, with an average of 2.9 leisure trips reported.
- More than 47% say they will prioritize leisure travel in their personal budget in 2021.
- Americans plan on taking about three leisure trips on average in 2021—primarily to cities, small towns and beaches.
- They will prioritize, spending time with loved ones, getting away from crowds, enjoying nature, going to new places they haven’t been before, excitement and energy, as well as budget travel will be top.
- Well over a third of Americans whose job allows them to telecommute say they are likely to take a “workcation” in 2021. Meanwhile, 29% of Americans who travel with school-aged children say they are likely to take a “schoolcation.”
61% OF AMERICAN TRAVELERS ARE NOT PLANNING TO TRAVEL FOR THE HOLIDAYS
Key findings from Longwoods International's Weekly Study fielded Dec. 2:
- As the coronavirus continues to surge, 15% of American travelers have cancelled their holiday travel plans in just the past two weeks.
- 46% were not intending to travel for the holidays when the survey was fielded
- Another 10% of American travelers shifted their holiday travel plans from flying to driving to their destination.
- 41% of travelling Americans indicated they do not plan to travel until a vaccine is available to them, down slightly from 44% just two weeks ago.
- Despite a vaccine on the horizon, 74% of American travelers still expect to change their travel plans in some way due to COVID-19 at some point during the next six months.
- Despite all of this, 62% of travelling Americans still indicate that they have travel plans within the next six months, holding steady from two weeks ago.
NEW OHIO TRAVEL AND HOSPITALITY SURVEY ASSESSES IMPACT
If you have not completed the Ohio Travel and Hospitality survey sent Dec. 8, please do so as soon as possible. The Ohio Travel Association and the Ohio Hotel & Lodging Association are updating statistics on how the industry has been impacted by COVID-19. This information will be shared with decision makers, so it is important that your information is included.
Take Survey Here
December 4, 2020
OHIO TOURISM INDUSTRY LOSSES EXCEEDS $12 BILLION
Based on Tourism Economics weekly tracking of traveler spending, Ohio has lost $12.2 billion in traveler spending since March. New weekly numbers include a loss of $259 million the week ending Nov. 21 and $231 million lost during the week ending Nov. 28. This averages out to be a 43% loss in business over the last two weeks of November, which is slightly worse than the national average of losses (41.5%).
As of Nov. 28, the year’s overall loss in Ohio sales has resulted in a loss of $768 million in federal tax receipts, $359 million in lost state tax receipts and $212 million less for local governments.
OHIO IS EXPERIENCING 22% LEISURE AND HOSPITALITY UNEMPLOYMENT
According to the report released this week by the US Bureau of Labor Statistics (BLS), Ohio leisure and hospitality employees remain the hardest hit with 21.8% fewer jobs. Digging deeper, attractions, arts and entertainment jobs recorded the largest loss with a 27.4% unemployment rate, while accommodations and food service is down 20.9%.
No other industry in Ohio recorded more than 13% unemployment in the October BLS report. Job losses in leisure and hospitality represent 35% of all non-agricultural jobs in Ohio.
December 3, 2020
OHIO THANKSGIVING ROAD TRAVEL DROPPED 52%
With 52% less travel over the Thanksgiving holiday, Ohio ranked 7th in the nation in curbing holiday travel. While this is great news for controlling the spread of COVID-19, it also clearly underscores why businesses who depend on travel need additional and substantial economic relief soon.
SAFETY CONCERNS IMPACTING DESIRE TO LEARN ABOUT NEW EXPERIENCES AND DESTINATIONS, BUT ANXIETY LEVEL AND IMPACT ON FUTURE TRAVEL PLANS LEVELING OFF A BIT
Key findings from Destination Analysts fielded Nov. 27-29:
- Nearly 14% of American travelers report that they took a Thanksgiving trip.
- Nearly one-in-five Americans say they plan to take a Christmas holiday trip.
- Anxiety about personally or loved ones’ contracting the virus and the pandemic’s impact on personal and national economics is in an elevated but stable period.
- Ongoing concerns are showing up in less interest to learn about new, exciting travel experiences and destinations, which has been on a has been on a steady decline since mid-October. Half of American travelers say they have lost their interest in traveling for the time being.
- Businesses not complying with safety protocols risk losing customers, as 36% of Americans report they have seen one or more COVID-19 related reports in the media about travel destinations where people were behaving in a manner that would make them feel uncomfortable visiting.
- Still, the worst of this latest surge’s impact on travel behavior may be passing or at least be in a temporary reprieve. The percent of American travelers who report they have cancelled or postponed any upcoming leisure trips because of the recent increases in COVID-19 cases in the U.S. has dropped to 38% from 47% two weeks ago, and now 56% say recent increases in COVID-19 cases around the country have made them less likely to travel in the next three months–down from 63% in the same period.
- Reports of vaccine developments continue to provide Americans hope about their travel future. More than 44% agree that their “first trip after a COVID-19 vaccine becomes available will be a vacation, likely to a place far from my home.”
- 80% of American travelers have at least tentative trip plans for the future. The pandemic clearly still weighs heavy, with confidence travel can be done safely, easy cancellation policies and relaxation the top motivational attributes for taking a trip.
December 2, 2020
SUBMIT ONLINE PURCHASING OF GIFT CARDS AND MEMBERSHIPS
TourismOhio has developed an online resource for buying Ohio gift cards, memberships, etc. This is in addition to its Support Local pages promoting hotels, restaurants, wineries, breweries and retailers. Ohio businesses can create free listings on Ohio.org at the Industry Listings Database. To get your gift certificates included, please email Amy Summers.
December 1, 2020
YOUR ACTION NEEDED TO GET CONGRESS TO MOVE
By the end of December, Tourism Economics projects that 50% of all travel-supported jobs will be lost—an additional loss of 948,000 jobs and a total loss of 4.5 million direct travel jobs. We must urge Congress to act NOW to save the U.S. travel industry.
Ohio has lost close to $12 billion thus far in traveler spending to support businesses and jobs throughout the state. Industry unemployment is still more than 20%; without additional relief, more Ohioans and businesses will suffer.
Please tell Congress to immediately pass a relief package to protect vulnerable travel industry jobs.
Click Here to Send Your Message
November 24, 2020
BWC DIVIDEND CHECKS TO BE SENT DEC. 10
Lt. Governor Jon Husted said BWC dividend checks will be mailed beginning Dec. 10.
THOSE HOLDING ON-PREMISE LIQUOR PERMITS ELIGIBLE FOR $2,500
Less than 50% of on-premise liquor permit holders in Ohio have taken advantage of the $2,500 grant. Learn more here.
TRAVEL SENTIMENT TAKES A NEAR-TERM HIT, SKI/SNOWBOARD TRAVEL SAFETY SENTIMENT DIPS, BUT DEPENDS ON SAFETY PROTOCOLS PUT INTO PLACE
Key findings from Destination Analysts weekly survey fielded Nov. 20-22, 2020:
- 61.9% of American travelers continue to agree that the current surge in cases has made them less likely to travel in the next three months. The percent of Americans who agree they have lost their interest in travel for the time being is now approaching half.
- The poor course of the pandemic also appears to be affecting sentiment towards ski/snowboard travel this season. Fewer ski/snowboard travelers feel that a ski/snowboard trip is safe this 2020/2021 season than did in October. However, over two-thirds of these travelers say that the institution of pandemic protocols would make them more interested in taking a ski/snowboard trip this season.
- Nevertheless, there are indicators that the impacts of this current virus surge on travel may not be as deep or long-lasting as previous surges. The perception of travel activities as unsafe, engagement in travel avoidance overall, avoidance of international travel specifically and avoidance of conventions are still not near peaks hit in July and April.
- Looking locally, over 40% of Americans feel comfortable going out for leisure activities in their own communities.
- While 56.1% do not want tourists coming to their community right now, this sentiment is also not at July and April levels.
- Americans continue to report having trips planned over the next year (82%).
- As they look to where they want to travel to over the next year, Americans are most commonly reporting that relaxing, fun, memorable, affordable and comforting are important attributes in the destinations they consider.
- The latest vaccine news has made 58.1% of American travelers more optimistic about life returning to normal (or near normal) in the next six months.
AMERICAN TRAVELERS SHOWING INCREASED CONCERNS AND CHANGING NEAR-TERM TRAVEL PLANS
Key findings from Longwoods International's Traveler Sentiment weekly study fielded Nov. 18, 2020:
- The percentage of Americans planning to change their upcoming travel plans due to COVID-19 increased this week to 77% (the last time we saw it this high was mid-July).
- The percentage of travelling Americans who indicated that they do not plan to travel until a vaccine is available to them jumped up a full ten points to 44% in the past two weeks (34% in Wave 24)
- The percentage of Americans who feel safe traveling outside their community dropped seven points from the previous wave. It was 46% a couple weeks ago compared to 39% this week.
- Our custom question this week was a repeat from Wave 23 (factors preventing travelers from taking a trip). Concern about spreading/contracting COVID-19 continues to be the top area of concern for travelers (60% this wave compared to 53% in wave 23).
- Silver Lining: Despite all of this, 62% of travelling Americans still indicate that they have travel plans within the next six months.
November 20, 2020
FORECAST FOR U.S. TRAVEL RELEASED
U.S. Travel released the Fall 2020 Travel Forecast, which provides updated estimates for how domestic leisure and business travel, as well as international inbound travel, will perform this year and beyond. The results of this report are dire, particularly for business travel.
Based on what we are hearing from you, different regions and industry sub-sectors are experiencing various levels of decline and growth. Rural areas, those with outdoor activities, those who have really focused on implementing and communicated safety protocols, and those who have had the ability to create new experiences with distancing top of mind are doing better than others.
One bright spot is that the forecast for domestic leisure travel has improved slightly since spring.
- Total travel spending is expected to decline by 45% and not return to 2019 levels until 2024 or 2025. This includes international markets as well.
- As Ohio is largely driven by domestic travel, it’s important to consider forecasts without international travel in the mix. Domestic leisure travel spending is anticipated to be down 34%, while domestic business travel spending is forecasted to decline 55%.
- Looking at the number of person-trips, domestic leisure travel is expected to decline by 24%, domestic business by 60% and international inbound travel by a staggering 76% this year
- Total losses will reach $510 billion by the end of the year and $1 trillion by the end of 2023
- Nationwide, we are on pace to lose 4.5 million direct travel jobs—that’s 50% of all travel jobs—by the end of 2020.
AMERICANS STILL TRAVELED FIRST SIX MONTHS OF 2020. AS PREDICTED, VISITING FRIENDS AND RELATIVES, ROAD TRIPS, AND OUTDOOR ACTIVITIES AMONG MOST POPULAR
Key findings from Longwoods International’s Travel USA report released Nov. 18. This research is important as it measured actual travel behavior and not just sentiment:
- Despite a significant decline in domestic travel and visitor spending in Q2 2020, Americans still traveled
- As predicted, half of domestic trips in Q2 were to visit friends and family.
- The share of outdoor trips nearly doubled in Q2 2020, compared to Q2 2019, and now represent more than 10% of all overnight trips
- Average trip spending was down almost one-quarter for the first half of 2020 compared to 2019 – particularly in the recreation, food and beverage and lodging categories
- As projected by sentiment surveys, road trips dominated with three-quarters of travelers preferring to travel by auto, and short-term rentals gained share over traditional lodging accommodations
- The average length of stay increased nearly 10% to four nights on average. Before getting too excited about this, note that this may have been driven by first quarter growth, as it appears the length of stay softened second quarter.
- The size of travel parties grew in the second quarter by 15% from the long-term average of around three persons.
AVERAGE LOSS IN BOOKINGS CLOSE TO 70%, INCREASE IN BOOKINGS CLOSE TO HOME, ONLINE BOOKINGS GREW WHILE BOOKINGS THROUGH ONLINE TRAVEL INTERMEDIARIES FELL
Key findings from Arival’s The State of Recovery for Tours, Activities and Attractions report fielded Sept. 10 through Oct. 9. Unless specified below as Canada/US, results are based on global respondents:
- 3 in 4 of respondents had some sort of business for at least part of the summer. One in four have yet to reopen.
- 67% decline is the average loss in bookings in Canada and the US
- Local and domestic bookings account for 90% of bookings in the US and Canada.
- Online booking increased, while bookings through Online Travel Intermediaries (such as Expedia) slid. The reasoning is that travelers are looking to connect with tour operators and attractions directly to have more certainty. That being said, most operators say they expect these Online Travel Intermediaries to grow in importance.
- 59% of attractions have expanded cancellation and refund policies, and 34% have created small group and private experiences.
- Just 16% of tour and attraction operators launched virtual tours, and only 14% said they were effective. (Please note that the survey did not identify the metrics used to determine whether or not virtual tours were effective. Some may be launching virtual experiences to keep members engaged or to fulfill their educational mission.)
November 19, 2020
INTENT OF GOVERNOR'S GATHERING ORDER IS LARGELY FOR SOCIAL EVENTS. SAFETY PROTOCOL IS EVEN MORE IMPORTANT THAN EVER.
In Tuesday’s State of Ohio COVID-19 briefing, Governor DeWine stated that the Nov. 15 Amended Gatherings Order “has to do of course with wedding receptions and funerals.” The Governor can be heard reinforcing this point in this [on-demand recording of the announcement, at 07:33.]
OTA and OHLA previously contacted the Governor’s office to explain urgent concerns about the impact of the order on meetings, conferences and banquet events. The Governor’s comments and those conversations confirm the intent of the order is for social events, and the state has not taken action to lead to cancelling business events by making them unworkable. For business events, venues are directed to ensure compliance with existing requirements and standards for seating including limits on the number of attendees per table, social distancing, face coverings, cleaning and disinfecting, and health safety.
November 16, 2020
MASS GATHERING REVISED ORDER RELEASED; CLARIFICATION IS NEEDED
Governor DeWine released the mass gathering order today. The Ohio Travel Association and the Ohio Hotel & Lodging Association are seeking clarification and have asked for differentiation between social events held outside commercial event venues and those being held in commercial event venues where safety protocols are in place and followed. As soon as we have clarification, we will let you know.
SHARE YOUR STORY SO LEADERS UNDERSTAND THE URGENCY
Please take a few minutes today to share how COVID-19 has impacted your business or organization. These stories will be used to communicate the urgency of the situation to members of Congress, as well as Ohio leaders, as talks about economic relief continue. Thanks to the generosity of U.S. Travel, Ohio results and stories will be shared with the Ohio Travel Association to avoid duplication. The survey is being conducted by the COVID Relief Now Coalition, of which the Ohio Travel Association is a partner.
Tell Your Story
November 14, 2020
OHIO NONPROFIT GRANTS GUIDELINES RELEASED - DOES NOT INCLUDE RECREATION AND/OR CULTURAL ORGANIZATIONS
Despite the gap in relief for many recreation and cultural organizations due to the arts and culture grants only being given to about 350 organizations who already receive state funding, the new nonprofit grant guidelines released today do not include those from the travel and hospitality economy most in need. Only 501(c)(3) agencies that provide direct services to low-income or at-risk Ohioans are eligible for the nonprofit relief program, and the agency further says eligibility is granted to only those outside health care, education, recreation and/or cultural activities. More details can be found here.
November 13, 2020
REVISED PUBLIC HEALTH ORDER FOR RETAIL BUSINESSES RELEASED TONIGHT
Governor DeWine released the revised public health order regarding mask-wearing and compliance:
- All retailers must post signs at all entrances indicating that masks are required. Employees are not required to put themselves in jeopardy or risk harm when enforcing this order.
- All retailers must post at all entrances a maximum capacity limit to ensure a minimum of six-feet physical distance can be maintained throughout the location.
- All retailers should mark six-feet separation spots in all check-out lines.
- All retailers should arrange all store aisles to be directionally one-way, if required to achieve appropriate social distancing.
- All retailers should place hand sanitizer stations at high-contact locations.
- All retailers must require employees to stay home if symptomatic.
- All retailers must disinfect high-touch areas after each use (e.g. carts, baskets, and other equipment).
- All retailers should provide reasonable accommodation to any person unable to wear a mask into the store by providing online or telephone ordering and curbside, non-contact pick up or a delivery option and/or allowing a person to wear a full face shield that extends below the chin. Each retailer must post a sign at each entrance detailing these accommodations.
- Customers are strongly urged to use online or telephone ordering and curbside, non-contact pick-up or delivery options.
- This order does not apply to those medically or developmentally unable to wear a face covering.
- Each business should designate an on-site compliance officer for each business location and each shift during all business hours to enforce these requirements.
Compliance Enforcement
- State of Ohio employees with enforcement powers, including the Ohio Bureau of Workers’ Compensation Retail Compliance Unit employees working on behalf of the Ohio Department of Health, representatives of local health departments, and local law enforcement are authorized to inspect and enforce the order.
- All retailers shall allow representatives of the Ohio Department of Health, a local health department, or law enforcement to inspect public areas during business hours.
- The representative will issue an initial warning to the business before issuing a notice of violation requiring closure.
- If a notice of violation of these orders is issued by a representative from the Ohio Department of Health, a local health department, or law enforcement, the retail location must immediately shut down for no longer than 24 hours to allow for dissipation of COVID-19 airborne droplets.
- Citizens observing non-compliance should notify the Ohio Department of Health call center at 1-833-4ASKODH (1-833-427-5634).
OHIO TOURISM INDUSTRY LOSSES CONTINUE TO CLIMB, APPROACHES $12 BILLION
Based on Tourism Economics weekly tracking of traveler spending, Ohio has lost $11.7 billion in traveler spending since March. This is 43% less spending compared to last year. Ohio lost $251 million the week ending Nov. 7, which is 9% worse than the losses endured the week ending Oct. 31.
As of Nov. 7, this loss in business has resulted in a loss of $737 million in federal tax receipts, $344 million in lost state tax receipts and $203 million less for local governments.
NONPROFIT RELIEF GUIDELINES ARE STILL NOT AVAILABLE
On Oct. 23, the Governor announced a relief program for 501(c)3 organizations. This program is to be administered by Ohio Job and Family Services, but no guidelines are available as of this morning. The Ohio Travel Association continues to reach out to the state for updates.
EXPANSION OF PPP AND OTHER FEDERAL RELIEF TO BE PURSUED DURING LAME DUCK CONGRESSIONAL SESSION
Through the COVID RELIEF NOW Coalition, the Ohio Travel Association continues to work with U.S. Travel to push Congressional action on new relief. The top priorities are expansion of the Paycheck Protection Program (PPP) to destination marketing organizations, the extension of the PPP to the end of 2021 and a second draw on PPP for the hardest-hit businesses. More relief is needed for businesses of all sizes due to government shutdowns, government-imposed capacity limits and the impact of the coronavirus on demand. Your activation has never been more important. When we reach out to you in the next few days, it is not only important that you take action immediately. It’s also vital that you share the information with your partners, vendors and networks.
MEETING PLANNER RFPS CONTINUE TO DECLINE, HALF NOT PLANNING TO BOOK FUTURE BUSINESS TILL AT LEAST Q2 2021
Key findings from iMeet findings released Nov. 8:
- For the second week in a row, the percentage of planners with a request for proposal in progress declined to 43%, down from 45%, while the percent of planners with at least one future face-to-face meeting booked or contracted held steady at 70%.
- 74% of meeting planners anticipate resuming face-to-face meetings in 2021, with half not planning on meeting until Q2 (25%) or Q3 (26%).
- Uncertainty about when to resume face-to-face events increased to 18% this week – up from 16%.
November 12, 2020
ONLY A THIRD OF ON-PREMISE LIQUOR LICENSE HOLDERS HAVE APPLIED FOR RELIEF
Only about a third of all on-premise liquor license holders have taken advantage of the Ohio Bars and Restaurants $2,500 relief payment. Remember, this payment is not reserved just for bars and restaurants. Hotels, meeting venues, attractions and others who have on-premise liquor licenses are eligible. Learn more here.
RETAIL ENFORCEMENT UNIT WILL BE VISITING RETAIL BUSINESSES
When asked about enforcement of the retail mask-wearing compliance, Governor DeWine said the Bureau of Worker’s Compensation will be managing the retail enforcement unit. He said inspectors will be going into stores and meeting with store managers.
The mask-wearing order and the public health order making changes to social gatherings have not been released yet.
November 11, 2020
NEW PUBLIC HEALTH ORDERS TO BE ISSUED FOCUSED ON RETAIL MASK COMPLIANCE AND SOCIAL GATHERINGS
Governor Mike DeWine addressed the State of Ohio tonight. He emphasized the importance of all businesses complying with mask wearing and social distancing. Faced with rising infection rates, he announced the following new rules for Ohio businesses that will be incorporated into a new mask-wearing order.
- Each business will be required to post a face covering requirement sign at every public entrance.
- Each store will be responsible for ensuring customers and employees are wearing masks.
- A new retail compliance unit is being developed to inspect retail stores for compliance. A first violation of the order brings a warning. A second leads to closure of the store for up to 24 hours.
An additional order places new restrictions on social activities, such as weddings and funerals. As the new order has not been released, we do not know specifics, but the following details about the order were mentioned by the governor tonight:
- Prohibits open congregate areas
- Requires everyone to be seated and wearing masks (except when eating/drinking)
- Prohibits dancing and games
If the current trend of rising cases continues, he said the state will be forced to close restaurants, bars and fitness centers. He said they will look at this one week from Thursday.
As these new orders are posted, the Ohio Travel Association will provide more information and links to the orders on this page.
CULTURAL EXPERIENCES OF ALL KINDS ARE TRUSTED SOURCES OF INFORMATION AND MUST CONTINUE TO EMBRACE DIGITAL ENGAGEMENT TO ENTICE VISITORS AND DELIVER ON THEIR MISSIONS
Key museum and attraction updates from Colleendilen.com:
- Digital engagement remains a superpower your business must develop.
- One of the fastest-growing competitors for cultural experiences of all kinds was the couch and remote control prior to the pandemic. It’s accelerated in 2020 with 42% increase among US and 56% increase among those most likely to visit a cultural attraction.
- People in the U.S. are spending nearly eight hours each day online, up from 6.45 hours pre-pandemic.
- Those likely to visit cultural attractions actually spend more time online than the average American, but they also spend less time watching TV.
- Aquariums, art museums, history museums science centers, and children’s museums are increasingly perceived as credible sources of information – more credible than state and federal governments and daily newspapers.
MASKS PREFERRED IN TRAVEL ADS, LIVE ENTERTAINMENT AND EVENTS SAFETY PROTOCOLS MOST IMPORTANT TO TRAVELERS, HOW VACCINE WILL IMPACT TRAVEL SAFETY PERCEPTIONS
Key findings from Destination Analysts fielded Nov. 6-8:
- Nearly 6 out of 10 Americans have returned to a readiness state of mind around travel.
- Intent to travel in the next three months, however remains low due to increases in COVID-19 cases: 60% said they are less likely to travel in the next three months and 42% report that they have cancelled or postponed an upcoming leisure trip because of the worsening of the pandemic in the U.S.
- A pandemic-high 36.5% of American travelers say they would be happy—or very happy—to see an ad promoting tourism to the place where they live.
- The desire to see people wearing masks in all travel ads has remained strong (49%), versus 15% who prefer nobody in the ad wearing a mask.
- Nevertheless, eight months into the pandemic, Americans do exhibit signs of adapting towards regaining normalcy, needing fewer circumstances to feel comfortable returning to their pre-COVID lifestyle, such as pace of new infections and a sound plan from government to manage the pandemic.
- If a COVID-19 vaccine was required before traveling, nearly 60% of American travelers said this would make air travel feel safer and nearly 50% said they this would make cruise travel feel safer. In addition, 36.7% of American travelers say the availability of an official document confirming COVID-19 inoculation would make them more—or much more—likely to travel in the next 12 months.
- When asked about the COVID-related protocols they feel are absolutely necessary to feel comfortable attending special events and festivals, desires are similar to retail businesses, and include the following:
- 49% Required face masks for staff
- 49% Required face masks for all attendees
- 45% Frequent cleaning and disinfection of surfaces
- 45% Limited number of attendees allowed
- 43% Strictly enforced social distancing
- 38% COVID-19 testing for event staff
- 37% Temperature checks when entering the event
- 30% Contactless ticketing/entrance
- 26% Plastic barriers at purchase points
November 10, 2020
SMALL BUSINESS RELIEF GRANTS STILL AVAILABLE IN SOME COUNTIES
There are some Ohio counties where there are still Small Business Relief Grant of $10,000 available. To be eligible for funding, small businesses must have at least one, but no more than 25 Ohio employees paid via W2 wages as of Jan. 1, 2020. Funds have been set aside for 50 businesses in each of Ohio’s 88 counties, and businesses have until Nov. 23 to apply. After that, remaining funds for that county will be shifted to the larger pool of money to be distributed throughout the state.
Learn more, and apply here.
The following counties have grants available as of this morning: Hocking, Perry, Holmes, Pike Paulding, Jackson, Defiance, Lawrence, Highland, Wyandot, Coshocton, Carroll, Morgan, Brown, Morrow, Monroe, Fayette, Noble, Adams, Hardin, Preble, Harrison and Vinton.
TRAVEL SENTIMENT DECREASES EVEN THOUGH COMFORT LEVEL ABOUT FEELING SAFE TRAVELING OUTSIDE THEIR COMMUNITIES SHOWS SOME IMPROVEMENT
Key findings from a Longwoods International survey fielded Nov. 4:
- The record surge in new COVID-19 cases combined with federal (and some state and local) health official guidance advising against holiday gatherings and travel is having a significant impact on Travel Sentiment.
- 58% of American travelers have indicated they have travel plans in the next six months. This is the lowest it has ever been in this tracking sentiment study since we began it in March.
- 53% of respondents indicated they are not planning to take a trip this holiday season. This is 5-points higher than Wave 22 (48%), which was fielded on October 7th.
- 34% of American travelers say they do not intend to travel until there is a COVID-19 vaccine. (Holding fairly steady from Wave 23.)
- One silver lining is that the percent of American travelers who feel safe traveling outside their community (46%) as well those feeling safe dining and shopping locally (47%) is holding steady for the moment despite the news of surging cases and travel advisories.
OHIO SENATE LEADERSHIP ANNOUNCED TODAY
Sen. Matt Huffman, a longtime state lawmaker, will serve as president of the Ohio Senate starting in January, the majority Republican caucus announced Tuesday. The majority caucus also announced that: Sen. Jay Hottinger of Newark will serve as president pro-tem; Sen. Kirk Schuring of Canton as majority floor leader and Sen. Rob McColley of Napoleon as majority whip.
November 6, 2020
OTA AND OHLA CONTINUE TO WORK ON ECONOMIC RELIEF AND THE ABILITY TO DO BUSINESS
This week, the Ohio Travel Association and the Ohio Hotel & Lodging Association met with the Ohio Governor's Office, Ohio Development Services Agency and TourismOhio to share the devastating impact of COVID-19 on Ohio travel and hospitality businesses. In addition to talking about new economic relief measures needed to address those businesses ineligible for existing state funding, we also talked about messaging and other support ideas.
In addition, OTA and OHLA continue to work on the development of safety guidelines for meetings and conferences. We will be sharing these proposed guidelines with industry members soon for feedback.
OHIO LOSSES NOW $11.5 BILLION SINCE MARCH
Tourism Economics has released its weekly tabulation of traveler spending. Ohio travel spending was down 38% ($231 million) from last year during the week ending Oct. 31. This was a 7% improvement over losses from last week and was the first uptick after three consecutive weeks of deepening losses.
Since March, Ohio has lost $11.5 billion in traveler spending to support businesses and jobs. The continual depressed level of travel spending in Ohio has produced a loss of $1.3 billion in federal, state, and local tax revenue since March 1. This includes $721 million in federal taxes, $337 million in state taxes, and $199 million in local tax revenue.
November 5, 2020
SMALL BUSINESS RELIEF PROGRAM TO BEGIN CONTACTING APPLICANTS THIS WEEK
Those for-profit businesses who applied for Small Business Grants will begin hearing this week on whether or not they are eligible for funding. To apply for funding, please visit here.
STILL NO GUIDELINES FOR NONPROFIT RELIEF PROGRAM
This economic relief program will be administered by Ohio Jobs and Family Services.
MORE TRAVELERS WILL BE SEEKING RELAXATION, THANKSGIVING TRAVEL INTENT LOW, INCREASED CASES DECREASING COMFORT LEVELS TO TRAVEL EVEN LOCALLY
Key findings from Destination Analysts survey fielded Oct. 23 through Nov. 1:
- Relaxation will be a key lifestyle priority in the next six months (67%). This is up from 59% in April.
- Growing concerns about the pandemic continue to negatively impact sentiment towards travel in the near-term.
- Excitement levels about taking a getaway in the next month and openness to travel decreased again this week, while perceptions of travel activities as unsafe again increased.
- Confidence that they can travel safely in the current environment eroded 5 percentage points in the past 3 weeks (26.5% from 32.0%).
- Even comfort going out for leisure activities in their own communities has declined (42% from 47% on Oct. 18).
- Fewer travelers are comfortable traveling for Thanksgiving. Only 14% are planning to travel for the holiday, and 9% are undecided.
- Of those planning to travel, 36% will be staying in hotels, with 51% intending to stay with friends and family members
- Despite near-term concerns, intent to travel in the long-term remains steady. When asked about their travel intentions in the next two years, respondents said:
- 33% will take more domestic trips
- 31% will travel more with family
- 26% will travel to national parks and public lands (unclear whether this is an intention to experience the outdoors or specific to public-managed lands)
- 24% will travel to complete bucket lists
- 24% open to new ideas for travel
- 20% will travel more internationally
- 19% will travel more with friends
- 17% will travel to visit iconic cities
October 30, 2020
OHIO TRAVEL ASSOCIATION AND OHIO HOTEL & LODGING ASSOCIATION SHARE THE NEED FOR MORE FOCUSED RELIEF FOR TRAVEL ECONOMY BUSINESSES
While steps to provide businesses with 25 or fewer employees $10,000 grants, the $2,500 assistance for on-premises liquor permit holders, support for some (but not all) arts and culture organizations, and the dividend from Ohio's workers' compensation fund will direct some much-needed financial support across the spectrum, Ohio Travel Association and partners at the Ohio Hotel & Lodging Association have contacted Governor DeWine and other state officials to call attention to the very real and acute impact that the pandemic and the response to it have had on Ohio’s travel economy. See our joint letter here.
Businesses in the travel sector continue to be the most impacted, with devastating results, permanent job losses, and lasting damage to our economic infrastructure on the horizon. OHLA and OTA are calling for additional steps for emergency economic relief.
Our suggestions for assistance to museums, hotels, meeting venues, and other travel economy victims of the pandemic include business interruption grants and local matches from federal CARES Act funds, needs-based eligibility to help the most impacted businesses with levels of funding that will help them survive and preserve jobs, and help for entities left out of economic assistance to date, including the many 501(c)(6) entities that perform critical economic development activities though destination marketing and support of travel industries.
In anticipation of additional federal support that could be directed to the states after the election, it is our hope that the state will recognize some critical realities:
- The impact is spread among severely-impacted businesses, including hotel & lodging, convention centers, museums, campgrounds, attractions, sightseeing services, airports, performing arts, tour operator companies and many others
- 67% of hotels won’t make it another 6 months given current and projected travel demand without emergency financial assistance
- 74% of hotels will be forced to lay off more workers and eliminate more jobs. Four out of ten hotel employees are not working
- One-third of museum directors confirm there is a “significant risk” of closing permanently by next fall, or they “didn’t know” if they would survive
- 87% of museums have only 12 months or less of financial operating reserves remaining, with 56% having less than six months left to cover operations
- Meeting venues, including convention centers and hotels, are unable to book future business given existing restrictions to 300 persons regardless of venue size, creating a bleak outlook and loss of cash flow
ARTS AND CULTURE FUND IS AVAILABLE TO THOSE ALREADY RECEIVING OPERATING ASSISTANCE FROM OHIO ARTS COUNCIL - PLEASE APPLY ANYWAY TO SHOW NEED
An additional $20 million of relief is being made available to help arts and cultural institutions. This relief is being administered through the Ohio Arts Council and is restricted to those who already receive government operating support through the Ohio Arts Council. If you are not eligible, please complete the application anyway so we can continue to identify the need. Details and a link are available below, and this initial process does not appear to be a long one, so please complete their worksheet.
Arts and Culture Relief Program
INCREASED CASES LINKED TO GROWING CONCERNS, TRAVELER CONFIDENCE IS GROWING ON HOW TO KEEP SAFE, WHAT BUSINESSES DO TO REINFORCE THIS IS ESSENTIAL FOR BOOKING BUSINESS
Key findings from Destination Analysts survey fielded Oct. 23-25, 2020:
- There's growing concern about contracting coronavirus and its impact on personal finances and the national economy
- Elevated cases contributing to this concern
- Increased anxiety about the virus coincides with decreasing excitement levels about taking a getaway in the next month and openness to travel inspiration.
- Perceptions of travel activities as unsafe and the percent of Americans who agree they have lost their taste for travel for the time being also ticked up this week.
- There are signs that travel sentiment may not be as significantly impacted as it was in previous surges during the pandemic.
- 35% of American travelers feel they have gained confidence in how to navigate the pandemic in the last three months.
- Americans are exhibiting less agreement that they will avoid travel until the coronavirus situation is more resolved and their state of mind about travel readiness remained constant from last week.
- Three-quarters still have trips at least tentatively planned.
- Nearly 60% of Americans agree that having a vacation scheduled in the next six months would make them feel there is something happy to look forward to.
- More than 35% plan to travel by air in the next 6 months.
- Well over 80% of American travelers plan to shop at a retail store at some point in the remainder of the year, although currently, relatively few plan to take a leisure trip specifically to shop for the holidays (6.7%).
- The health and safety protocols Americans most desire for the in-person retail experience include social distancing guidelines enforced and strict masking requirements, although required masking for patrons and staff is seen as absolutely required by those Americans who still perceive shopping as unsafe.
INCREASED COMFORT STAYING IN HOTELS, UNUSED VACATION DAYS GROWING
Key findings from Engagious fielded Oct. 21, 2020
- Comfort level to resume travel growing
- Staying in a hotel is improving with the percent of respondents requiring a vaccine or medical breakthrough to stay at a hotel hitting a new low
- Readiness to attend conferences and take a cruise also growing
- More than half of respondents (55%) have six or more unused vacation days in 2020
- Yet, one-third can carry over five or fewer days and another one-third can carry over 10 or fewer days into 2021
GIFTING TRAVEL FOR THE HOLIDAYS TRENDING, TRAVELERS SEEKING RELAXATION WHEN BOOKING TRIPS
Key findings from American Express released Oct. 28, 2020
- At least three in five consumers, surveyed across seven countries, plan to stay home for the holiday season this year
- Over half of global respondents agree they are very interested in receiving a domestic (58%) or international (54%) trip in 2021
- Six in 10 agree their 2021 resolution is to take more vacation time than they did in 2020 and two-thirds indicated that because of the pandemic, they are saving more money for their next trip
- Relaxation is a top priority. Sixty-four percent agree that, compared to before the pandemic, they are now more likely to book a vacation where they can relax and lounge vs. be physically active (53%)
GOVERNMENT RESTRICTIONS CITED AS GREATEST BARRIER TO BUSINESS TRAVEL
Key findings from Global Business Travel Association released Oct. 22, 2020
- More than four in 10 global travel professionals (43%) cite government travel restrictions and policies, such as quarantine and entry restrictions, as the greatest barrier to travel, followed by company policies (32%)
- Face-to-face meetings are ‘more’ or ‘much more’ effective than virtual meetings according to 82% of respondents
- The current short-term forecast for travel remains unchanged with 90% of Global Business Travel Association member companies still not open to international travel and 68% restricting domestic travel
October 29, 2020
LOSS OF TRAVELER SPENDING HAS LED TO $11 BILLION IMPACT TO OHIO THUS FAR
Tourism Economics tracking of weekly spending shows that Ohio has lost $11 billion thus far since March. Ohio businesses experienced a $246 million loss the week ending Oct. 17 which is a 2% greater loss than experienced the week prior. This is the second week in a row Ohio losses have moved in the wrong direction for the good of Ohio and its businesses.
This loss in traveler spending is having a direct impact on federal, state and local tax revenues as well. A loss of $323 million in state sales tax receipts has occurred thus far due to traveler spending loss, as is $191 million in lost local sales tax receipts. Federal tax revenues are down $690 million due to the loss of Ohio travel.
October 28, 2020
GOVERNOR RELEASING BWC DIVIDENDS IN DECEMBER
Gov. Mike DeWine on Wednesday announced he would ask the Bureau of Workers' Compensation Board of Directors to approve a $5 billion dividend – the largest in the state's history. The governor said "in the next few days" the BWC board would hold a virtual meeting to vote on the request. The proposed dividend would be the third of more than $1 billion already issued this year.
If approved, Gov. DeWine said checks would be distributed to employers in December. He said the city of Columbus is in line for the single largest dividend payment at about $64 million. (SOURCE: Gongwer)
October 27, 2020
INCREASE IN CASES AND LACK OF CLARITY IN SAFETY PROTOCOLS PREVENTING BOOKINGS
Key findings from Longwoods International Traveler Sentiment Survey Week of Oct. 26.
- As there is a sharp rise in new cases reported across the country, 53% of American travelers say that fear of spreading/contracting COVID-19 is preventing them from taking a trip.
- Lack of clarity in health and safety protocols as well as travel restrictions in desired destinations continue to rank high among factors preventing travel.
- 36% of American travelers say they do not intend to travel until there is a COVID-19 vaccine.
- Restrictions on attractions and local dining as well as uncertainty over being welcome in desired destinations are significant, but much less than the other factors preventing travel.
- Only 13% of those surveyed have no hesitation about traveling at the moment.
- The percent of American travelers who feel safe traveling outside their community may be starting to trend downward as reports of new cases rise
- Currently at 46%, which is down from 50% just one month ago
October 26, 2020
SMALL BUSINESS AND BAR/RESTAURANT RELIEF AWARDED ON A FIRST-COME, FIRST-SERVED BASIS BEGINING NOV. 2.
Additional details about two new Ohio programs to provide relief to small businesses can be found below. Businesses holding applicable liquor licenses are eligible for the $2,500 bar and restaurant assistance funding; this includes hotels and other venues with such licenses. Applications open Nov. 2, and are awarded on a first-come, first-serve basis.
Ohio Small Business Relief Program
Ohio Bar and Restaurant Assistance Fund
HELP FOR THOSE BEHIND ON MORTGAGE, UTILITIES AND RENT DUE TO THE PANDEMIC
Ohioans who are behind on rent, mortgage, and water and/or sewer utility bills may be able to
receive assistance through the new Ohio Home Relief Program. Assistance can be applied to outstanding rent, mortgage, water, and/or sewer bills back to April 1, 2020. Ohioans can receive monthly assistance until the program ends on Dec. 30, 2020.
October 23, 2020
Several new Ohio economic relief packages were announced by the Governor this afternoon. The Ohio Travel Association and the Ohio Hotel & Lodging Association will continue to work with the Administration for additional relief targeted toward those who have been impacted the most, including those nonprofits who have been excluded from state and federal assistance, but who will be essential for recovery. This includes our state's DMOs.
The Small Business Relief Grant is designed to provide relief to Ohio businesses that have been negatively affected by COVID-19. Governor Mike DeWine has designated up to $125 million of funding received by the State of Ohio from the federal CARES Act to provide $10,000 grants to small businesses to help them through the current crisis. The program, which will begin accepting applications November 2, 2020, will be administered by the Ohio Development Services Agency. Nonprofits are ineligible.
Application opens Nov. 2, 2020.
Bar and Restaurant Relief Program
This program provides $2,500 to eligible restaurants, bars, wineries, breweries, etc. This includes those with on-premise liquor permits, including many hotels.
501(c)3 Who Have Not Received Assistance Thus Far
Arts and Culture Relief Program
This includes museums. Few details are available yet on either of these programs, but we will post additional details as known on the OTA Update page.
AMERICANS HAVE INCREASED APPRECIATION FOR THE OUTDOORS, INCREASING RECEPTIVENESS TO OUTDOOR ADVERTISING
An updated Harris Poll was released Oct. 18.
Key findings:
- 69% of Americans say they have an increased appreciation of the experience and awareness of their surroundings when they are outside
- Even with winter approaching, Americans are turning to the outdoors for safety, sanity and entertainment
- Three in 10 (29%) say they will continue to adjust to outdoor socialization during the winter months
- With high interest in nearly all outdoor activities, consumers are more receptive to outdoor advertising. Just under half (45%) say they are noticing outdoor advertising (billboards, outdoor video screens, posters, and signage) more than before the pandemic and 38% say they find these ads useful because they provide them with information on COVID safety and hygiene
- At the same time, indoor advertising is less noticed and two-thirds (68%) of Americans say they have been spending so much time looking at screens that they tune out digital online ads
MEETING PLANNERS SLOWLY GROWING MORE OPTIMISTIC, FUTURE MEETINGS ARE BEING PLANNED
iMeet surveyed meeting planners Oct. 18.
Key findings:
- The percentage of planners who believe they will resume face-to-face meetings by the end of the year rose slightly to 17% this week—up from 16%
- Just under half of planners (49%) have one or more request for proposals for the future in progress and 73% of planners have at least one future face-to-face meeting contracted
- Looking into 2021, fewer than four in 10 (38%) planners are now targeting the first half of 2021 to resume face-to-face meetings (down from 40% last week), with the majority (24%) targeting Q2
October 22, 2020
FEDERAL RELIEF BILLS STALLED AGAIN THIS WEEK
The US Senate failed to pass relief bills this week that would provided $500 billion for various forms of relief, including a second Paycheck Protection Program (PPP), liability protection for COVID-related claims and other measures. Negotiations have resumed, but reaching agreement soon seems unlikely, according to the US Travel Association.
INDUSTRY-WIDE STATE RELIEF PROPOSAL SUBMITTED BY OTA AND OHLA
The Ohio Travel Association and the Ohio Hotel & Lodging Association submitted a broad-sweeping proposal outlining use of state CARES Act funding to provide economic relief for those most affected by the pandemic to the Governor's office this week. Included in the proposal are business interruption grants for businesses and organizations operating under the tax codes defined by the state as the travel industry, as well as those who provide goods and services to these businesses. Also proposed was payroll protection for those ineligible for federal relief, such as DMOs and meeting-planning associations. The proposal does not suggest providing relief for one sector only, but considers all who are essential for the travel economy to stimulate recovery of the Ohio economy.
October 21, 2020
THOUGHTS ON ATTENDING MEETINGS AND CONFERENCES, OUTLOOK FOR SKI AND SNOWBOARD DESTINATIONS
Destination Analysts released its most recent findings this week collected from traveler surveys Oct. 16-18:
Key Findings:
- Increasing virus cases have elevated concerns among American travelers’ about contracting the coronavirus. Concerns on personal finances and the national economy also rose this week.
- 25% fewer Americans will be traveling to celebrate the holidays this year. Those who will travel during the holidays are planning on taking 2.4 trips on average, with 35% saying they will travel by air. However, 28% plan to decrease their spending on these holiday trips relative to last year.
- Nearly 40% of convention travelers say they have plans to attend a convention/group meeting event in the next year. The percent of convention travelers who report they would be happy if asked to attend such a meeting in the next six months has grown to 49.7% from 40.8% in June. Trust in both the conference organizers to institute protocols that look out for attendees’ health and fellow attendees to behave appropriately as not to spread COVID-19 has also grown significantly.
- While 60% of American travelers say they prefer or strongly prefer in-person to virtual conventions/conferences, one-in-five feel neutral—fine to go either way—and another 20% say they prefer virtual.
- Of ski and snowboard travelers who have a destination they regularly visit for overnight trips, 68.3% say they are likely to return to this favored destination on an overnight trip this season. Nearly 30% of these travelers also say they are open to taking a trip to new ski/snowboard destinations.
GROUP TRAVEL PLANS LEAST LIKELY TO CHANGE, PERSONAL CAR TRAVEL UP TO 300 MILES MOST COMMON
MMGY Travel intelligence released its October Travel Intentions report. The survey of American travelers was fielded end of September, before the most recent increase in cases.
Key findings:
- Travelers surveyed were least likely to cancel group tour packages (39%), with 40% saying they postponed group tours and 21% said they continued as planned.
- On the other hand, 52% said they cancelled plans for vacations. Only 9% said they proceeded as planned.
- 63% of those with plans to attend conferences cancelled plans, with 26% postponing. Twelve percent continued as planned.
- 54% of off-site plans for business meetings were cancelled, with 33% postponed. 13% continued as planned.
- They are more likely to have cancelled plans to attend live music concerts (59%), theatre (51%) and sporting events (61%)
- Two-thirds (67%) expect to take a leisure trip in the next six months, while 56% say they are likely to take a business trip during the same time period.
- How far will they travel? 61% are willing to travel up to 300 miles for a trip in their personal car
- 34% saying 101-300 miles
- 27% saying fewer than 100 miles
- 15% report hey will travel 301-500 miles
- 23% said they’ll travel 500 miles or more
- 41% said they’d stay in a hotel/resort, with 32% saying vacation home or condo
October 20, 2020
ADDITIONAL BWC DIVIDEND CHECKS TO BE MAILED
Second BWC dividends will be issued for private and public employers. Checks will be mailed to businesses beginning Friday.
October 16, 2020
NEW FEDERAL BILL INTRODUCED TO STIMULATE TRAVEL AND HELP THE TRAVEL ECONOMY
This week, Senator Cortez Masto (D-NV) and Senator Cramer (R-ND) introduced the Hospitality and Commerce Job Recovery Act of 2020, a bipartisan bill that will provide targeted economic relief for struggling travel-related businesses. The bill includes the following:
- Support the convention and trade show industries by establishing a tax credit for the cost of attending or hosting a convention, business meeting, or trade show in the United States between Jan. 1, 2021 and Dec. 31, 2023.
- Make improvements to the Employee Retention Tax Credit.
- Restore the Entertainment Business Expense Deduction by repealing the changes made by the 2017 Tax Cuts and Jobs Act.
- Support the restaurant industry by establishing a tax credit for restaurants or food service businesses, covering any cost associated with reopening or increasing service at an establishment forced to close down or reduce operations due to the COVID-19 pandemic—including any renovation, remediation, testing, or labor cost needed to prevent the spread of COVID-19. Credit would be effective between the date of enactment and Dec. 31, 2022.
- Provide a modest tax credit for qualified travel expenses for many Americans.
YOUR HELP NEEDED ON MONDAY FOR SOCIAL MEDIA BLAST
The message is simple - leadership must come together to pass a COVID-19 recovery package ASAP to help save the tourism industry.
Led by U.S. Travel and the COVID RELIEF NOW COALITION (of which the Ohio Travel Association is a partner), a social media
Next Monday, we are coordinating a targeted social campaign and are asking that all travel businesses and workers message your member of Congress with the provided copy on Twitter and Facebook at noon on Oct. 19.
Find graphics and your legislator's Twitter handles by clicking below.
SIMPLE TOOLKIT FOR TWITTER BLAST FOR COVID RELIEF
MORE THAN A THIRD OF ALL JOBS LOST IN OHIO ARE FROM THE LEISURE AND HOSPITALITY INDUSTRY
September Ohio Jobs and Family Services data indicates there are 131,000 fewer Ohioans employed by the leisure and hospitality industry. This represents more than a third of the nonagricultural job losses in the state. Overall, the industry is experiencing a 23% job loss. Arts, Entertainment and Recreation is down 23,900 jobs from this time last year or 29%, while Accommodations and Food Service is down 107,100 jobs representing 22% of this sector's workforce based on last year.
LOSS OF TRAVELER SPENDING HAS LED TO $10.8 BILLION IMPACT TO OHIO THUS FAR
Tourism Economics tracking of weekly spending shows that Ohio has lost $10.8 billion thus far since March. After holding steady the two previous weeks, Ohio losses dipped 3% the week ending Oct. 10.
This loss in traveler spending is having a direct impact on federal, state and local tax revenues as well. A loss of $316 million in state sales tax receipts is caused by this traveler spending loss, as is $187 million in lost local sales tax receipts. Federal tax revenues are down $674 million due to the loss of Ohio travel.
October 15, 2020
CREATING PHYSICAL DISTANCED HOLIDAY SPACES COULD GENERATE BUSINESS
Recognizing the growing concern over how to hold holiday events, could Ohio's travel industry rise to the challenge? Here are just a couple thoughts:
- Overnight room rates so family members do not have to stay at the same place
- Offering up meeting spaces in hotels, attractions and other venues for holiday gatherings that can be physically distanced
WITH VIRUS INFECTIONS GROWING IN OHIO, GOVERNOR SAID THERE ARE NO PLANS RIGHT NOW FOR FURTHER SHUTDOWNS
During the press conference today, the Governor said he has no plans for future shutdowns, but he cannot promise they will not occur in the future.
Businesses and Ohioans must comply with the basic requirements to control the virus. With record cases appearing the last two days, now is the time to make sure all employees and guests are in compliance:
- wear masks
- physical distance
- open windows
The greater the rate of infection, the less people will visit businesses.
MASKS PREFERRED IN TRAVEL PROMOS, DMOS ARE TRUSTED SOURCES RIGHT NOW, PREFERRED MESSAGING RIGHT NOW IS MORE ABOUT HONESTY AND FRIENDLINESS (LESS ABOUT INSPIRATIONAL)
The following are highlights from Destination Analysts based on its Oct. 12 survey of American travelers.
American travelers have a positive opinion on masks being worn in travel advertisements. Sixty-nine percent (69%) of American travelers report feeling positive about ads featuring people with masks, while only 10% have a negative response.
Official tourism organizations – such as DMOS – are among the most trusted resources to provide information needed to travel safely. These organizations rank higher than news media, travel writers and bloggers as trust information sources.
As virus rates increase, so does the concern of American travelers. Despite concern, approximately 80% of American travelers say they have at least tentative plans right now to travel, with at least a quarter of American travelers report that leisure travel will be a priority in their spending in the next three months.
Discounting as a travel motivator is growing.
Travelers find the following tones most appealing in travel promotions right now:
- Honesty (60%)
- Friendly (47%)
- Direct/No Nonsense (33%)
- Fun/Entertaining (25%)
- Inspirational (17%)
- Humble (17%)
- Serious (9%)
What type of travel messaging would turn them off?
- Authoritative (31%)
- Intimate (16%)
- Serious (15%)
- Inspirational (13%)
- Friendly (13%)
HOLIDAY TRAVEL PLANS WANE, CONSUMER CONFIDENCE OF SAFETY HOLDING ITS OWN
Longwoods International released its weekly survey with the following highlights:
Nearly half of all American travelers are not planning to take a trip this holiday season.
A third of American travelers support opening up local communities to visitors. There was a decline in support in the past month.
Local consumer confidence, however, has remained stable with about half of travelers feeling safe shopping in local stores and eating in local restaurants.
DURING THE WEEK OF OCT. 5, THE OHIO TRAVEL ASSOCIATION BROUGHT INFORMATION DIRECTLY TO BUSINESSES AT THE SPIRIT OF OHIO TRAVEL. UPDATES INCLUDED TRAVEL RESEARCH, MARKET UPDATES, ECONOMIC RELIEF AND BEST PRACTICES FOR REACHING CONSUMERS.
September 30, 2020
OTA AND OHLA PUSH FOR EQUITABLE TREATMENT OF CONVENTION CENTERS AND MEETING SPACES
Current Ohio Department of Health regulations limit meetings to 300, regardless of the size of the venue. In the meantime, Ohio economies are continuing to nose-dive. After showing glimpses of improvement over Labor Day, the rate of consumer spending in communities as slowed. In part, this is due to the inability of convention centers and hotels to host business beyond the 300.
The Governor revised the Dine-Safe order this week allowing restaurants and bars to set capacity based on their ability to keep customers socially distanced. The same opportunity should be given to convention centers, hotels and other meeting venues.
OTA and OHLA are working together to educate the Ohio Department of Health and the Governor's Office on the impact, as well as how meetings can move forward based on venue size versus an arbitrary cap.
September 29, 2020
BUSINESSES NEED CLEAR CLEANING PROTOCOLS, MASK-WEARING AND SOCIAL DISTANCING POLICIES AND EMPLOYEE HEALTH CHECKS TO BOOK BUSINESS
Longwoods International released its Traveler Sentiment Study Wave 21, fielded Sept. 23 to 1,000 American adults. Key findings are presented here:
Consistent with what we shared yesterday, there is an uptick in those altering travel plans due to the coronavirus. Those surveyed here indicated increased cancellation of travel plans (44% versus 34% earlier this month). While 65% indicated plans to travel in the next six months, this is down from 69% on Sept. 9.
Still, 65% of American travelers are hoping to plan a trip soon. What you do and communicate regarding safety measures can determine whether or not you book their business.
What do travelers say is important considering an overnight stay?
- Clear cleaning and hygiene program (55%)
- Mask-wearing requirement and/or social distancing policies in public areas (47%)
- Regular COVID-19 testing for staff (42%)
- Staff required to use PPE (41%)
- Rooms are unused for at least 24 to 48 hours before check-in (35%)
- Outdoor seating (31%)
- Rooms with kitchens/kitchenettes (28%)
- Outdoor dining/bar options available (28%)
September 28, 2020
CONFIDENCE SLIPS SLIGHTLY, FALL PLANS STILL LIKELY, DISCOUNTS MAY HELP INSPIRE; CONSIDER MARKETING WORKCATIONS AND SCHOOLCATIONS
Destination Analysts released its updated survey of American travelers today. Here a few key findings:
- When looking at the chart tracking concerns about contracting the coronavirus, the last few months have been weeks of rolling peaks and valleys. We’ve yet to feel as unanxious as we were early June (before cases began to spike again), but since early July, our concern has ebbed and flowed almost weekly. This past week, it’s risen again.
- Travel confidence slipped this past week, with 27% of American travelers confident or very confident they can travel safely, down from 31% last week. Those with a “ready to travel” mindset fell to 52% after being higher than 54% for a month.
- Despite these reservations, American travelers appear to be ready to book reservations. Three-quarters of American travelers report having tentative travel plans during the next six months.
- Those indicating that travel could be inspired through price cuts and discounts is at an all-time high since March, with 40% of American travelers reporting these make them more interested in traveling in the next three months.
- Nearly two-thirds plan to travel this fall. Top motivations include relaxation, spending time with family and escapism.
- Small towns and rural areas (38%), outdoor recreation in state, regional or national parks (36%), and metro areas (30%) lead the pack in destinations of interest, although 50% are open to visiting new destinations.
- Travelers are more likely to stay in full-service (3 – 4 star) hotels (35%) or with friends or relatives (32%). Other lodging options include budget hotels or motels (15%), luxury hotels (15%), bed and breakfasts inns (11%), vacation home rentals (11%) and shared lodging (10%).
- What do they want to do? Forty-three percent (43%) want to visit restaurants, 38% want to hang out with friends, 37% want to go shopping, 29% want outdoor attractions, 28% want to go hiking, and 17% want to visit an indoor attraction.
- Interest in workcations and schoolcations (where kids attend school remotely while on a trip) is growing. Those hoping to secure these travelers should ensure high-quality internet access and places of peace and quiet for getting work and schoolwork done.
September 25, 2020
GOVERNOR REMOVES ONE-GAME-PER DAY RULING FOR SPORTS COMPETITIONS
Please refer to the new Amended Sports Order released today.
EFFORTS TO EXPAND 300-PERSON CAPACITY FOR MEETINGS UNDERWAY
The Ohio Travel Association and the Ohio Hotel & Lodging Association are requesting that hotels, convention centers and other meeting venues be given the same opportunity as other Ohio businesses in determining capacity. Current Ohio Department o Amended Sports Orderf Health orders limit meeting capacity to 300 persons regardless of square footage. We are in conversations with the governor's office, and we have sent a joint letter requesting that capacity be determined based on social distancing ability and not an arbitrary number.
We have been reaching out to convention centers, hotels and others who are severely limited by the 300-person capacity to ensure they have safety protocols in place and that they have determined their maximum capacity based on social distancing compliance.
ACTION NEEDED LATER TODAY TO ADVANCE ECONOMIC RELIEF MEASURES
With a complicated political landscape in Washington, including the passing of Supreme Court Justice Ruth Bader Ginsburg and the upcoming election, it remains unclear whether a larger, or even small, coronavirus relief bill will happen before Nov. 3.
Congresswoman Jaime Herrera Beutler (R-WA) is expected to file a discharge petition today, a tool that would force a vote on a bill introduced by Congressman Steve Chabot (R-OH) which would provide critical small business relief. This includes extending the Payment Protection Program (PPP) to the end of 2020, as well as expanding PPP to destination marketing organizations and allowing for a second draw on PPP for businesses with demonstrable revenue loss.
To move forward, the petition needs 218 signatures. Please respond to OTA’s Action Alert today. There is not a moment to waste, and we must capitalize on this opportunity.
OHIO TRAVEL ECONOMY UNEMPLOYMENT LEADS THE STATE; ONE IN FOUR JOBS LOST
August Ohio Jobs and Family Services data for August indicates that one out of every four Ohio travel economy jobs has been lost over the last year. Overall, the industry is experiencing a 25.11% job loss. Arts, Entertainment and Recreation has lost 25,800 jobs, or 32%, while Accommodations and Food Service is down 116,900 jobs representing 24% of this sector's workforce. This includes 500 jobs within Accommodations and Food Service lost in the last 30 days. The next highest job loss of any other Ohio industry is Mining and Logging with a 17% year-over-year decline.
$10 BILLION IMPACT TO THE TRAVEL ECONOMY TO DATE
Tourism Economics tracking of weekly spending shows that Ohio has lost $10 billion thus far since March. After experiencing less loss (still not a gain year-over-year) over Labor Day weekend, sales have plummeted again, largely due to the inability to secure meetings and corporate business as leisure travel starts to slow. Although part of this is due to demand; much is due to diminished supply as hotels and convention centers are restricted in capacity.
This loss in traveler spending is having a direct impact on local and state tax revenues as well. A loss of $295 million in sales tax receipts is caused by this traveler spending loss, as is $175 in local sales tax receipts.
September 24, 2020
The new amended dining order can be found here. It allows restaurants to determine capacity based on ability to social distance and makes some revisions to self-service areas.
September 15, 2020
Longwoods International released their weekly travel sentiment study Sept. 15.
- Half of American travelers now feel safe to travel outside their communities.
- Visiting friends and relatives and road trips are of greatest intent for fall activities among travelers, with outdoor-type activities still leading the way.
- Overall, key sentiment indicators are still trending in the right direction.
- Travelers changing plans in the next six months is at its lowest point since the first wave of the survey. Same for those cancelling their travel plans outright.
- Over half of American travelers now report feeling safe dining and shopping in own community, a key factor to restarting local economies and growing consumer confidence in travel again.
September 11, 2020
ECONOMIC RELIEF TO RESTORE JOBS IS STALLED
Yesterday, the most recent coronavirus relief package failed to pass the Senate. The relief package, offered by Senate Republicans, which included many provisions Ohio Travel Association, U.S. Travel and all of you have fought hard to secure failed mostly along party lines 52-47. Help is needed to rehire Ohioans and recover our economy, so be on the lookout for an additional OTA Legislative Alert very soon.
$9.3 BILLION HIT TO OHIO BUSINESSES AND COMMUNITIES THUS FAR
Based on weekly traveler spending tracking conducted by Tourism Economics, Ohio has lost $9.3 billion in visitor spending since mid-March. Less spending in hotels, restaurants, gas stations and attractions means greater unemployment and less taxes paid to support libraries, schools, safety services, roads and other social programs. Losses in tax revenues due to decreased Ohio travel spending as of Aug. 22 total $565 million for federal programs, $265 million for state programs and $158 million for local governments. (SOURCE: Tourism Economics and US Travel)
OHIO ROAD TRIPS RECOVERING AT SLOWER PACE, LABOR DAY TRAVEL SHOWED PROMISED
Arrivalist measures consumer road trips of 50 miles or more in all 50 U.S. states by tracking a panel of GPS signals. On a national level, road travel over Labor Day week 2020 was just 5% lower than Labor Day weekend 2019. In Ohio, we experienced 10% less road travel over the same time period. (Comparing Labor Day travel that occurred a week earlier last year).
Ohio road travel is recovering at a slower pace. Ohio road travel is down 22% in the past 30 days, compared to 14% nationally. Within our competitive set (MI, IN, IL, WV, KY, PA and NY) road travel was down 16%.
AIR TRAVEL STILL STUNTED
The Transportation Security Administration (TSA) updates passenger screenings on a daily basis, providing a comparison to the same time last year. Air travel over the Labor Day holiday travel period (Thursday-Monday) in 2020 was 64% lower than the same period in 2019; a significant decline but considerably better than the 70% y/y declines seen in recent weeks. Source: US Travel and TSA
LEISURE AND BUSINESS TRAVEL INTENT IMPROVING, DEALS ON TRAVEL THOUGHT TO INFLUENCE
MMGY released its monthly survey of 1,200 Americans on Sept. 4.
- 42% report they are likely to take a domestic leisure trip during the next six months, up 4% from last month.
- 35% report they are likely to take a domestic business trip in the next six months, also up 4% from last month. Perhaps even more telling is that those saying they are not at all likely to take a business trip next six months fell from 35% to 25% during the same time period.
- Personal car is still the vehicle of choice, and reached a high of 75%, with 39% saying they are willing to drive 300 miles or more each way.
- While containing the spread of COVID-19 continues to have the greatest influence on future travel decisions, survey respondents report they could be influenced by great travel deals (33%).
- Likelihood of attending a business meeting (21% from 17% last month) or conference (18% from 13% last month), as did taking a group tour (16% from 13%).
LAST-MINUTE GETAWAYS, SAFETY-FIRST, BUDGET-FRIENDLY, OUTDOOR TRAVEL LEADING TRENDS
Tripadvisor released its Seasonal Travel Index for Fall report this week.
- 61% of U.S. travelers are more likely to consider outdoor or nature trips, and 54% are more likely to consider road trips now, compared to before the pandemic
- Travelers are looking for short getaways with 55% of fall travelers booking two to five night stays, and 36% booking one-night stays.
- Fall travelers are booking more near-term trips, often less than a week in advance
- 68% of global travelers say safety and cleanliness of establishments are important.
- Domestic travelers across the globe are searching for hotel stays less expensive than last year.
- While more travelers are viewing luxurious resorts and all-inclusive properties, campgrounds and farmhouses are recovering the fastest year over year.
- Hiking is recovering faster than any other amenities offered by hotels across the world year over year.
- While hotels make up the majority of interest due to size, Bed & Breakfasts have shown continuously stronger recovery year-over-year. Quaint, romantic and charming hotel properties over-index in the U.S.
FOCUS ON SEO, WEBSITE CONTENT, EMAIL, SOCIAL MEDIA, PRINTED PUBLICATIONS TO ATTRACT TRAVELERS
Destination Analysts released its weekly survey of 1,200 Americans fielded Sept. 4-6:
- Top marketing channels preferred right now differ by generations:
- BOOMERS
- Websites found via search engine, 33%
- Email, 25%
- Official local or state travel guide, 21%
- Travel or lifestyle magazines (printed), 20%
- Online content (articles and blogs), 20%
- Broadcast television, 17%
- GEN X
- Websites found via search engines, 32%
- Email, 28%
- Facebook, 24%
- Online content (articles and blogs), 24%
- Travel and lifestyle magazines (printed), 23%
- Advertising on Internet, 22%
- MILLENNIALS/GEN Z
- Facebook, 29%
- Instagram, 28%
- Websites found via search engines, 25%
- Online content (articles and blogs) 21%
- Streaming video (Hulu, YouTube, etc.), 20%
- Email, 20%
- BOOMERS
- Over one-third of American travelers reports they took a leisure trip this past summer, with beaches and rural areas the most popular destinations.
- More than 80% of these travelers stayed overnight on these leisure trips, largely in friends/relatives homes and hotels, and over two-thirds said they researched the coronavirus-related rules and regulations in their trip destination.
- 36% access online travel content, 21% asked friends and relatives, 16% used printed travel guides and 10% used social media content to plan their trips
- 49% who traveled said their trips inspired more confidence that they can safely travel right now; 7% feel less confidence after the experience
September 3, 2020
INFO ON PREFERRED TRAVEL MARKETING CHANNELS, 36% ANTICIPATING FALL TRIP
Destination Analysts released its weekly survey fielded Aug. 28.
Key Findings to Know:
- The perception of travel activities as unsafe is the lowest it has been since June 15.
- Americans have also demonstrated improvement in their state of mind around travel readiness, and fall travel expectations improved to 35.9% from a low of 29.8% last week.
- Americans prioritization of travel in their personal budgets is growing. Now, 43.0% of American travelers say that leisure travel will be at least a somewhat high priority in their personal budget in the next year and a majority of American travelers say the pandemic has not negatively impacted the disposable income they have available for travel. However, they indeed plan on being more budget conscious on their trips than they were prior to the pandemic.
- Although sentiment is turning more positive, the pandemic is nevertheless still impacting travel at a high rate. 49% of American travelers have cancelled a trip due to COVID-19 and trips for the upcoming national Labor Day and Thanksgiving holidays currently look to be off by half relative to 2019.
- Americans may need more information and assurances to move them to take trips, as 46.1% report that they are “not very” or “not at all” confident that they can travel safely in the current environment. In comparison, 29.7% feel confident or very confident they can travel safely.
- Americans see travel as a means to achieving their desired emotional states, with over a third of American travelers feeling that if they took a trip this year, the emotions most negatively impacted by the pandemic would strengthen.
- When asked how travel marketers could best reach them, email is productive across all generations. Gen X and Boomers appear particularly receptive to search engine marketing right now, while Millennial and younger travelers like travel marketing via Facebook and Instagram.
September 1, 2020
TRAVEL CONFIDENCE INCHING UPWARD IN LATEST LONGWOODS STUDY
Longwoods International released its weekly Travel Sentiment Study - Wave 19 today, fielded Aug. 26.
Key Findings:
- Heading into Labor Day Weekend, traveler confidence is showing positive signs of rebounding.
- The percentage of those confident in traveling outside their communities jumped to 49%, the highest level since early May.
- The percentage of those confident in dining in local restaurants and shopping in local stores is also up to 48%, the highest level since the May 13 low of 31%.
- a majority of American travelers indicate they plan on taking a trip in the next six weeks… road trips being most popular.
- Almost 70% of Americans indicate that they plan to travel in the next six months.
- Almost half of American travelers now report feeling safe in traveling outside their communities.
August 31, 2020
OTA DIRECTOR MELINDA HUNTLEY ADDRESSES INDUSTRY CHALLENGES IN COLUMBUS DISPATCH
Here is the full article submitted, part of which was printed Saturday, Aug. 29:
Recent news articles describe how sales are good at some Ohio outdoor-related businesses. We are grateful there are pockets of the state where businesses are doing well, but these pockets are the only thing intact in a coat that is shredded and falling apart at the seams.
As of Aug. 15, Ohio’s travel economy has lost $8.8 billion in travel spending, according to year-over-year data compiled by Tourism Economics. When we take to the road, even if it’s just a weekend jaunt or a day trip, we spend money. When we travel for business or attend a conference, we spend money. These dollars support jobs in hotels, restaurants, museums, attractions, theatres, retail shops, gas stations and dozens of other businesses.
While Ohio’s overall unemployment numbers may be in the single-digits, nearly 147,000 Ohioans who depend on jobs from travel-related businesses are out of work. July’s unemployment report shows more than one out of four employees within this industry are unemployed. Those working in the arts, entertainment and recreation are experiencing a whopping 38% unemployment rate in Ohio, while those employed in accommodations and food services are at 24% unemployment.
It’s not just travel-related jobs that are risk.
The ripple-effect of these losses will be devastating. Less revenue means these businesses will have fewer dollars to spend on goods and services to operate. According to a report distributed by TourismOhio, these travel-dependent businesses spent $10.3 billion last year to support finance, insurance, real estate, manufacturing, construction and every other Ohio industry.
Fewer travelers and less spending also means less tax dollars for public services – support for education, roads, fire and police protection, libraries and other social services. To date, taxes paid by travelers are down $258 million in state receipts and $154 million in local government receipts.
Let’s be very clear. The losses will continue.
There are still Ohio businesses who are not permitted to open, including performing arts venues. Most of the businesses supported by travel that are open are operating at drastically reduced capacity. Meetings and conventions are capped at 300 persons regardless of venue size, and most events are at a standstill. Businesses that are open are finding it increasingly difficult to make ends meet given fewer customers and limited capacity.
As a large percentage of leisure travel-related sales occur in the summer months, we will see additional furloughs and layoffs this winter as businesses are not able to make payroll.
We applaud the Governor for his efforts to curb the coronavirus spread. Getting control of the virus is absolutely essential for getting our people back to work. As the hardest hit of any Ohio industry, however, the Ohio travel industry and its workers desperately need help. Industry-specific relief is needed at all levels, including what you can do.
Support your local hotels, restaurants, attractions, museums, theatres, retailers, wineries and breweries any way you can. If you aren’t comfortable visiting in person, order online, purchase a membership or consider making a donation.
And please wear a mask so these Ohio businesses can stay open.
Melinda Huntley, Executive Director, Ohio Travel Association
August 28, 2020
$9.1 BILLION IMPACT ON OHIO TRAVEL ECONOMY THUS FAR WEEKLY YEAR-OVER-YEAR SPENDING STUDY REVEALS
As of Aug. 22, Ohio’s travel economy has lost $9.1 billion in travel spending, according to year-over-year data compiled by Tourism Economics.
FEAR AND BUDGET CUTS WHICH COULD LIMIT ATTENDEES OBSTACLES FOR BOOKINGS
If your business relies on meetings, conventions and trade show business, Northstar Meetings Group’s latest survey provides important insights.
Northstar Meetings Group surveys more than 800 planners, with just over 80 percent of them responsible for events in the United States. Their latest survey released Aug. 26 shows planners are more confident and rebooking activity is slowly rising. However, far fewer planners are expecting to produce in-person events in 2020, and most planners believe the second quarter of 2021 is the earliest they are likely to produce such gatherings. Fear remains the biggest obstacle; not just fear of travel, which impacts the viability of business events, but also the fear that uncertainty brings.
Here’s what they had to say about their latest survey:
- While 55% of planners are rescheduling events, 28% are researching but not ready to book. Another 10% is actively issuing RFPs and 7% are booking new events. Sourcing and booking intent have risen slightly since a month ago.
- Fear of safety, business expectations and budget cuts, variability of cases across the country are the primary factors affecting a planners ability to book.
- Planners are generally confident. On a scale of 1 to 10, with 10 being most confident, planners' confidence level for their immediate future averages 6.25.
- Local and regional events, and events of 100 or fewer attendees, have gained favor, as planners indicated they will plan more of them next year.
- Boutique hotels and resort properties currently are the most favored venues for near-term meetings.
- On-site technology tools are growing in interest relative to virtual, indicating a growing confidence in the return of physical events.
- Face masks and other safety protocols are now accepted as "industry standards," but testing — either on-site or prior to events — is not seen as a requirement.
- Planners are accepting digital events as solid options, and that they need to make virtual events an ongoing component of their portfolios. They are beginning to gain confidence in the business potential for virtual events.
PAST VISITORS, LOCAL VISITORS, WIDE OPEN SPACES TOP TRAVEL MARKETING OPPORTUNITIES
Destination Analysts surveys more than 1,200 American travelers weekly. Here is a summary of their findings as of Aug. 23.
- Three-quarters of American travelers say they have tentative leisure trip plans in the next 16 months. For the remainder of 2020, approximately one-third of American travelers have at least tentative trip plans.
- Travelers continue to most commonly want to spend time with loved ones, enjoy nature and avoid crowds. Relaxation and finding peace of mind, amidst having fun and happiness will also be key in these travelers’ plans.
- Engaging past visitors is key, as 70.4% say they are likely to return to a destination they have previously visited, 42.0% still plan to visit a beach this year, 37.8% say they will visit a city, and 34.8% name small towns and rural areas as a trip destination.
- Half of American travelers report dining out at a restaurant in the past two months and 20.5% say they have visited an outdoor attraction.
- Distance-learning education may lead to more interest in family travel this fall, as 37.2% of parents with school-age children say the education uncertainty has made them more likely to travel this fall, while 20.4% say it makes them less likely.
- While nearly 40% say they will prioritize excitement and energy and seeing new places, there are many who say they will prioritize budget travel and staying close to home. In fact, 33% say they will be taking a staycation this year and 53.9% say they will be taking a regional trip under 200 miles.
August 27, 2020
$8.8 BILLION IMPACT ON OHIO TRAVEL ECONOMY THUS FAR; ONE IN FOUR INDUSTRY EMPLOYEES OUT OF WORK
As of Aug. 15, Ohio’s travel economy has lost $8.8 billion in travel spending, according to year-over-year data compiled by Tourism Economics. While Ohio’s overall unemployment numbers may be in the single-digits, nearly 147,000 Ohioans who depend on jobs from travel-related businesses are out of work. July’s unemployment report shows more than one out of four employees within this industry are unemployed. Those working in the arts, entertainment and recreation are experiencing a whopping 38% unemployment rate in Ohio, while those employed in accommodations and food services are at 24% unemployment.
Fewer travelers and less spending also means less tax dollars for public services – support for education, roads, fire and police protection, libraries and other social services. To date, taxes paid by travelers are down $258 million in state receipts and $154 million in local government receipts.
August 25, 2020
ALL ENTERTAINMENT VENUES PERMITTED TO OPEN. ENTERTAINMENT VENUE AND SPORTS ORDERS RELEASED TODAY
Governor Mike DeWine just released the new public health orders for entertainment venues and sports facilities. Please read these orders carefully. They may include information not previously covered in the guidelines we released Friday.
Entertainment venues not already open based on previous orders are permitted to open at midnight tonight. This includes auditoriums, stadiums, arenas, concert and music halls, theaters, ballrooms, gymnasiums, convention centers, arcades, bingo halls, adult and child skill or chance games, laser tag facilities and interactive game facilities.
Public Health Order that Provides Mandatory Requirements for Entertainment Venues
Public Health Order that Provides Mandatory Requirements for Youth Collegiate Amateur Club and Professional Sports
August 21, 2020
PERFORMING ARTS GUIDELINES RELEASED; NO REOPENING DATES GIVEN
Governor Mike DeWine today announced that Ohio Department of Health Interim Director Lance Himes will be signing a reopening order for performance theaters in the near future, but details are still being worked on. However, to give arts organizations the opportunity to begin planning for performances, the order will say that interior venue attendance will be capped at the lesser of 15% of their fixed-seated capacity or 300 people, while outdoor venue attendance will be capped at the lesser of 15% of their fixed seating capacity or 1,500 people. Many of the other guidelines in the forthcoming order will align with the limits on spectators at sports venues in the Director’s Order that Provides Mandatory Requirements for Youth, Collegiate, Amateur, Club and Professional Sports.
Performing Arts Guidelines
Sports Venue Guidelines
August 20, 2020
REPORT PROVIDES RECOMMENDATIONS FOR DMO FUNDING
Whether your DMO is rural or urban, small-budgeted or large, looking for alternative funding is important. Miles Partnership, Civitas and Tourism Economics have released a new report exploring 10 recommendations. Funding Futures: Overview of 10 Options for New or Enhanced Funding for Tourism & DMOs in the Recovery of COVID-19 is the summation of surveys with state tourism offices, U.S. DMOs and Canadian DMOs. The recommendations discussed include the following:
- Stimulus Spending and Recovery Funding
- Building Reserves
- Sharing Risk-Insurance
- Role, Responsibilities and Structures of DMOs
- Evolution of Dedicated Funding
- Tax Increment Funding
- Enhanced Public-Private Co-Op Funding
- Short-term Rental Revenues
- Outcome-based Funding Models
- Regenerative Funding Models
PUBLIC HEALTH ORDER GOVERNING YOUTH, COLLEGIATE, AMATEUR, CLUB AND PROFESSIONAL SPORTS RELEASED
Ohio has released a public health order governing all sports events. This order supersedes previous orders regarding sports activities.
August 20, 2020
Longwoods International released its recent report tracking traveler sentiment. The survey was fielded July 29 using a random selection of 1,000 American adults. Highlights include the following:
- The ever-shifting threat of the pandemic has taken its toll on consumer confidence in official information sources with the percentage of travelers relying on information on the safety of U.S. travel from the CDC or other federal health agencies dropping from 57% on April 22nd to 45% on July 29th.
- Confidence in information from the White House Coronavirus Task Force also declined, from 24% in April to 17% in July.
- Reliance on information from state health officials has slipped from 36% in April to 28% in July.
Perceptions of Safety and Travel in Communities
- 43% feel safe traveling outside their communities
- 41% feel safe dining in local restaurants and shopping in retail stories in their communities
- 36% support opening up their communities to visitors
Silver Linings:
- All of the key sentiment indicators that had reversed course from mid-June thru early July appear to have stabilized and, in some cases, have begun to point back in the right direction.
- The volume of those reducing trip plans is once again exceeding the volume of those cancelling plans.
- 68% of travelling Americans still say they plan to travel in the next six months.
- Concern about the economy greatly impacting travel plans has hit a survey-low of 16%.
August 18, 2020
GOVERNOR DEWINE STATES MORE INFORMATION ON PERFORMING ARTS WILL BE COMING IN THE NEXT COUPLE OF DAYS
Governor Mike DeWine stated that there will be more information in the next couple of days on performing arts for both schools and professionals. He speculated that audiences may have to be moved back further in venues due to projection, and that the administration is working with scientists on this issue in the meantime.
GUIDELINES FOR SPORTS TO BE RELEASED IN A PUBLIC ORDER
During a press conference today, Governor DeWine said all sports can go forward this fall. He will be issuing a public order with details, but he said these sports guidelines apply for any sports activity in Ohio. Technical difficulties with the broadcast today meant much of the information discussed was not communicated. As so many of our members economically rely on sports activity, we will soon share additional information, as well as a link to the public health order when it is released.
Sports Public Health Order
INCONSISTENT AND EVER-CHANGING TRAVEL RESTRICTIONS IMPACTING DECISIONS TO TRAVEL (AND SPEND MONEY IN OUR COMMUNITIES)
Longwoods International released its weekly traveler sentiment survey today.
Key Findings:
- The inconsistent and ever-changing travel restrictions and health protocols across cities and states is causing American travelers to be hesitant about traveling in the U.S.
- About half of U.S. travelers (52%) are aware of there are different restrictions regarding travel in various destinations they might visit, but they are unclear exactly what those restrictions are.
- About four in ten American travelers are aware that different destinations have instituted individual health protocols (mask and social distancing requirements, etc…), but they are confused about the precise protocols for destinations they are considering
- One in four American travelers aren’t even sure they would be welcome in the destination they are interested in visiting.
- Lack of clarity causes concern for personal safety, which causes hesitancy to travel…
Silver Linings:
- Stabilization continues along most key sentiment indicators.
- Travelers economic concerns about impacting decisions to travel remain low.
- A positive uptick occurred in those feeling comfortable dining and shopping locally (which is essential to getting people moving again).
August 13, 2020
"THE FEELS" ARE MORE IMPORTANT THAN EVER IN TOURISM MARKETING
For years, we’ve talked about the importance of linking travel to higher aspirations, including the desire to seek happiness, enjoyment, etc. TourismOhio created its most recent brand based on this strategy to inspire travel based on the positive feelings visiting Ohio can bring to a traveler.
Destination Analyst’s weekly survey shows that younger travelers are increasingly prioritizing emotional needs more than ever before. Although Americans of all ages continue to say staying safe from infection is their top priority in the next six months, all generations say finding joy, emotional well-being, and relaxation are also priorities right now.
Particularly for Boomers, learning something new is less of a priority right now, as is having a new experience. So promoting a new experience for the sake of having an experience may not be enough right now to get people to your door, nor is focusing only on what you can learn by visiting your museum, attraction or destination.
Fifty-seven percent (57%) of Americans surveyed also said that planning a vacation in the next six months would bring them happiness.
If you haven’t already jumped on the aspirational marketing bandwagon, perhaps now is the time. Dig deep and start sharing how your experience can bring joy, happiness and relaxation.
Other highlights include:
- Driven by younger travelers, excitement for near-term travel and openness to travel inspiration returned to levels last seen in early June, and there was a small increase in travel readiness.
- Compared to how they felt in April, Americans are now less likely to agree that the types of travel destinations they choose will change after the pandemic, and less likely to say they will avoid many types of experiences.
- Americans find airline, hotel and restaurant discounts most appealing.
- Convention travelers’ trust in their fellow attendees to behave in a way that minimizes the spread of COVID-19 has lessened slightly.
OHIO HISTORY FUND GRANTS DUE OCT. 1
Eligible projects fall into one of three grant categories: Bricks & Mortar, Organizational Development, and Programs & Collections. History Fund grants are competitive and require matching funds, goods, and/or services from recipients. Experts from history-related organizations across Ohio review applications and make grant recommendations. The Ohio History Connection administers the History Fund program. Learn more here.
TOURISMOHIO HELD ITS ADVISORY BOARD MEETING AUG. 13
TourismOhio held its advisory board meeting Aug. 13.
Update on Development Services Agency Activities
Matt McClellan of Development Services Agency said Ohio is among the first states to adopt consumer safety messaging. He said new ads are encouraging individuals to do their part by complying with safety guidelines so businesses can remain open. He also said the governor has imposed a travel advisory for states with high coronavirus positivity rates, and that those entering Ohio from these states are asked to self-quarantine. The list will be updated weekly. He also said the governor recently signed an order that prohibits alcohol sales past 10 p.m. after identifying outbreaks associated with bars.
Brian Ross said some states around the nation have been using CARES Acts dollars to boost the travel economy, and he asked if those dollars are allocated for this purpose in Ohio. McClellan said the administration is working to develop a plan for how to allocate the dollars Ohio received.
New Board Member Introduced
Lynn Blashford from White Castle was introduced as a new TourismOhio Advisory Board member.
TourismOhio Update
TourismOhio Chief Matt MacLaren talked about the importance of wearing masks to entice customers. He shared the Support Local/Safety First campaign that encourages consumers and employees to follow guidelines so business can continue. He said most surrounding states are advertising in-state only, but are not showing masks or focusing on safety as much as Ohio.
TourismOhio’s Lauren Seckel said TourismOhio has spent about $3 million on Support Local/Safety First campaigns.
When asked when TourismOhio is planning to shift to an in-state and local travel messages, Matt said that for the immediate future, the emphasis of TourismOhio messaging is on supporting local and being safe.
$8.2 BILLION LOSS IN OHIO TRAVEL SPENDING TO DATE
The Ohio travel economy has lost $8.2 billion since March, according to U.S. travel's weekly reports tracking year-over-year activity each week. This loss means $518 million less federal tax dollars, $242 million less state tax revenues and $144 million less for local governments. Travel spending in Ohio during the week ending Aug. 1 is down 46% from last year.
August 3, 2020
ABILITY TO MANAGE THE VIRUS IMPACTS FUTURE INTEREST IN TRAVEL
Destination Analysts released its most recent research today. Among the highlights are the following:
- The ability of regions to control the virus may impact visitation far into the future. Nearly one-third of American travelers say they are less likely to visit an American destinations that they most associate with coronavirus-related issues, even after the pandemic ends. In addition, 53.7% say that if a destination they are currently interested in visiting experiences difficulty managing the coronavirus situation, they will be less likely to visit even after the pandemic is over.
- 15% say they ultimately decided not to visit destination specifically because of coronavirus-related concerns
- Over the last month, millennials are showing increased concern about contracting the virus.
- To travel or not to travel appears nearly evenly split. While 49% of American travelers report having leisure trip plans during one or more months in the remainder of the year, 52% do not currently have any leisure trip plans in 2020.
July 31, 2020
OHIO LIQUOR CONTROL COMMISSION AGREES TO STOP ALCOHOL SALES AT BARS, RESTAURANTS AT 10 P.M.
During an emergency meeting this morning at 9 a.m., the Ohio Liquor Control Board approved a statewide emergency rule that will stop alcohol sales at 10 p.m. each night at bars across the state in an attempt to slow the spread of the coronavirus.
APPLY FOR OHIO HUMANITIES CARES II GRANT STARTING TODAY
In this time of pandemic and economic crisis, Ohio Humanities will use CARES Act funds provided by Congress and the National Endowment for the Humanities to provide grants to public humanities organizations throughout the state. OH CARES II Grants will provide direct support to organizations whose viability has been endangered by the sudden onset of the pandemic and economic crisis. $60,000 is available for applications requesting up to $5,000. The initial deadline is Aug.14. Additional deadlines may be announced pending the availability of funds.
July 30, 2020
EMERGENCY MEASURE TO BE DISCUSSED TOMORROW TO BAN LIQUOR SALES PAST 10 P.M.
Governor DeWine called for an Ohio Liquor Control Committee to consider an emergency measure to stop liquor sales at 10 p.m. wherever liquor is served, with all drinks having to be consumed by 11 p.m. If this emergency rule is approved after the committee meeting tomorrow at 9 a.m., the order will be signed Friday to be put into effect Friday night. This emergency rule includes all who serve alcohol. The existing ability of carryout meals to allow for two drinks will be expanded to a 3-drink limit.
He reminded all that there is a 10-person mass gathering limit, and he said a new order outlining the following recommendations will be available on coronavirus.ohio.gov tomorrow:
- Gatherings at a household or family residence should be limited to close friends or family members
- For residences in red counties, they should limit hosting or attending gatherings of any size
- Masks should be worn at all times
- Physical distancing should
- Only do takeout or carryout when strict social distancing can be maintained
- Take extra precautions when attending bars and nightclubs
- Protect anyone with serious medical conditions at home
- High risk individuals should take special precautions to limit the number of people they come in contact with
- Make the number of people you interact with as small as possible
OHIO TRAVEL SPENDING DOWN $7.7 BILLION - LOSSES TO BUSINESSES AND COMMUNITIES
The Ohio travel economy has lost $7.7 billion since March, according to weekly reports tracking year-over-year activity each week. This loss means $481 million less federal tax dollars, $225 million less state tax revenues and $134 million less for local governments.
SUPPORT INCREASING PPP ELIGIBILITY. DECISIONS LIKELY BEING MADE THIS WEEK.
Act Now: Ensure DMO Eligibility for PPP Becomes Law
July 29, 2020
WHAT'S INCLUDED IN THE HEALS ACT?
US Senate leadership released the HEALS Act this week that includes many of the requests the travel industry has advocated for the last few weeks. Look for several Legislative Action Alerts from OTA soon to help us get these inclusions to the finish line. Some of the items included in the first Senate version of the HEALS Act include the following (thanks to US Travel for providing much of this update):
- Expands eligibility for the Paycheck Protection Program (PPP) to destination marketing organizations (DMO), including any 501(c) nonprofit, quasi-governmental organization or political subdivision of state or local government with 300 employees or less, using the standard maximum loan calculation.
- All other 501(c)(6) nonprofits are only eligible if they have under 50 employees and may only receive a loan of up to $500,000. Senate Leaders hear our collective voices and made an exception for DMOs and Chambers of Commerce, recognizing their critical importance to their communities and the broader U.S. economy.
- More on the bill’s PPP and small business loan provisions here.
- Extends the PPP through the remainder of the year and allows some small businesses and 501(c)(3) nonprofits who have already received a PPP loan to apply for a second loan.
- Other PPP provisions:
- Extends the loan application to Dec. 31, 2020;
- Reduces the maximum loan size from $10 million to $2 million;
- Expands the type of expenses eligible for loan forgiveness; and
- Allows borrowers to decide how long they want their covered period to last before applying for loan forgiveness, as long as it is between eight weeks after loan origination and Dec. 31, 2020.
- Creates a new recovery sector loans program for small businesses and seasonal businesses that meet certain criteria and who have not received a second PPP loan.
- Provides limited, temporary and immediate safe harbor for businesses that follow proper health and safety guidelines and takes steps to protect struggling businesses against frivolous lawsuits and abusive litigation.
- Creates temporary tax credits and deductions to provide much-needed tax relief:
- Allows full deductibility of meal expenses through Jan. 1, 2021, which will restore activity in the meetings and events sector.
- Enhances the Employee Retention Tax Credit to allow a larger credit per worker (65% of compensation per quarter, up to $10,000—and up to $30,000 per calendar year).
- Provides a tax credit to help businesses offset the cost of personal protective equipment, COVID-19 testing expenses, additional cleaning processes and materials and more. The credit is retroactive, covering any eligible expense incurred between March 12, 2020 and Jan. 1, 2021.
- More on the bill’s tax provisions here.
- Supports improvements in testing and reporting practices, as well as boosting our national contact tracing abilities.
- More on the bill’s testing and vaccine provisions here.
- Provides additional flexibility for the $150 billion in state funds provided through the Coronavirus Relief Fund (CRF), including extending the deadline to use CRF funds by a year to Dec. 2021. Please note this fund can be used to support efforts related directly to the pandemic, including marketing and business support campaigns and grants to others in the community to implement.
- Provides $10 billion in additional relief for U.S. airports.
Not making it into this version of the legislation are the following. We will be asking you to urge Congressional delegates to include these in their final version.
- While airport relief was included, other transportation types (such as ferryboats and motorcoach companies) were excluded. Senate Bill S. 4150 Coronavirus Economic Relief for Transportation Services (CERTS) Act of 2020. This bipartisan legislation would provide $10 billion in emergency economic relief funding, in the form of grants (no less than 50 percent of total funding) and other economic assistance, through the U.S. Department of the Treasury, to motorcoach operators, school bus companies, U.S. flag passenger vessel operators, and other U.S. transportation service providers designated by the Secretary of the Treasury in consultation with the Secretary of Transportation.
- Sustaining Tourism Enterprises During the COVID-19 Pandemic (STEP) Act (S.4299), which authorizes $10 billion in Economic Development Administration (EDA) grants for tourism promotion and recovery in response to COVID-19. Funds provided through the program could be used to cover lost revenue and fund tourism marketing, promotion of safe travel practices (like wearing masks) and sanitation and cleaning services.
- A temporary travel tax credit to stimulate travel by individuals; and
- A meetings and events tax credit to restore activity in the business meetings and events sector.
GOVERNOR APPOINTS WHITE CASTLE MARKETING EXEC TO TOURISMOHIO ADVISORY BOARD
Lynn M. Blashford, chief marketing officer at White Castle, has been appointed to the TourismOhio Advisory Board for a term beginning July 27, 2020, and ending Sept. 27, 2022.
July 28, 2020
GOVERNOR MANDATES JUNIOR FAIRS ONLY AFTER JULY 31
All fairs starting on or after July 31 will be limited to Junior Fairs only and will only include 4-H and FFA competitions. There will be no grandstand events, rides or games. Unless show events extend beyond, the Junior Fairs will have a 10 p.m. curfews.
GOVERNOR TO ADDRESS BARS ON THURSDAY
When asked about some mayors mandating bar closures at 10 p.m., the governor said he applauds the decision and that more will be shared about bars Thursday during the press conference.
July 27, 2020
CONSUMERS OPEN TO TRAVEL INSPIRATION, MASK-WEARING SENTIMENT AMONG TRAVELERS INCREASES, STRESS LEVELS MAY BE IMPACTING TRAVEL DESIRE
Destination Analysts released its weekly report today summarizing its research of 1,200 American travelers. Here are some highlights:
- A few important travel metrics positively increased this week: excitement for near-term travel, openness to travel inspiration, and the number who say they will take a trip in 2020.
- 18.2% of American travelers anticipate their next road will be in August.
- The profile of those that recently traveled by air skews younger, urban dwellers that typically traveled for business and conventions in the pre-pandemic period.
- Those that have recently traveled by air largely rate their experience with the health and safety protocols implemented by their airline and the airports as satisfactory.
- More Americans are now agreeing with pandemic etiquette and say they will practice it when traveling, including wearing a face mask - 81% of American travelers agreed people should wear face masks in public, up from 78% last week.
- Nevertheless, the marked stress Americans are feeling during the pandemic remains a parasite on travel morale.
- Overall, half of American travelers agree they have lost their taste for travel for the time being—a feeling more pronounced in Baby Boomers and those in the West and Northeast.
July 23, 2020
DETAILS ABOUT PHASE 4 OF ECONOMIC RELIEF ANTICIPATED IN NEXT FEW DAYS
Details about Phase 4 of a coronavirus relief effort coming out of DC will be announced in the next few days. We will be reaching out to you throughout the next week or two for you to tell your story to lawmakers. Ohio has lost $7.8 billion in traveler spending so far and still has more than 180,000 leisure and hospitality workers furloughed or laid off. Our businesses are struggling, and we need to make sure those making decisions on future relief packages understand the severity of the situation.
Thank you to the 198 Ohio businesses who responded when we asked for your support of business liability protection for those businesses who are following safety guidelines. We are hoping that this protection is included in the new legislation. Other priorities include extension and expansion of existing relief programs (such as the Payroll Protection Program) and stimulus measures. Here is a link to US Travel’s priorities for Phase 4.
Look for more information next week. The bill is anticipated to move quickly, so we will keep you updated.
CONTENT MARKETING CHANGES TO MAKE
“You have to think like a magazine editor,” says Jacquie Chakirelis with Quest Digital Marketing. While talking about content marketing during this week’s OTA Travel Marketing webinar on July 22, Jacquie reminded all to think less about selling and more about telling a story.
She also said that the customer journey is far more complex these days and savvy marketers will respond. Customers are spending more time researching before buying, with much of that being online. Similar to what LocalIQ talked about two weeks ago when examining the customer journey, the post-coronavirus sales funnel is elongating - giving customers more opportunities to get to know you, and that might take 3 to 6 months or more.
Jacquie offered 11 content changes you should make right now. Read more here.
July 22, 2020
STATEWIDE MASK ORDER EFFECTIVE JULY 23 AT 6 P.M.
Beginning tomorrow at 6:00 p.m., citizens in all Ohio counties will be under a mandatory mask order while out in public.
Masks must be worn at all times when:
- At an indoor location that’s not a residence
- Outdoors, when unable to keep 6ft social distance from those not in your household
- When waiting for, riding, driving, or operating public transportation -taxi, car service, private rideshare
- Those with a medical condition or a disability or those communicating with someone with a disability
- Those who are actively exercising or playing sports
- Those who are officiants at religious services
- Those who are actively involved in public safety
- Those who are actively eating or drinking
Governor DeWine also announced a travel advisory for all individuals coming into Ohio from states reporting positive testing rates of 15% or higher for COVID-19 and recommends that those individuals self-quarantine for 14 days. If you are traveling from one of the states highlighted in yellow below, it is recommended to quarantine at home or in a hotel. This also applies to those who live in Ohio and those traveling here from the states, whether they are traveling for businesses or vacationing.
July 21, 2020
OHIO LEISURE AND HOSPITALITY JOBS REPRESENT MORE THAN A THIRD OF ALL OHIO JOBS LOST SINCE FEBRUARY
Ohioans supported through jobs within leisure and hospitality continue to suffer. Preliminary unemployment figures for June 2020 show 30% fewer jobs since a year ago and more than 180,000 still unemployed since the pandemic started. Only two other Ohio industries have job losses in the double digits - mining/logging at 16% and professional and business services at 11%.
OHIO HUMANITIES OPENS SECOND ROUND OF GRANTS ON JULY 31
Ohio Humanities is offering additional OH CARES funding to help cultural nonprofit organizations affected by COVID-19 health crisis. According to Pat Williamsen, Ohio Humanities executive director, up to $60,000 is available to assist nonprofit organizations that serve the public by offering programs in history, literature, philosophy or other humanities topics. Grants of up to $5,000 will be awarded through a competitive application process. Grants may be used for digital programming, humanities education staff, and supplies to maintain the safety of employees and patrons. Organizations that received OH CARES grants in the first round of funding are ineligible. Applications for OH CARES II grants will be available beginning on Friday, July 31; the deadline for submission will be Friday, Aug. 14. A webinar about this funding initiative will be held on July 29 at 10 a.m. More details here.
YET ANOTHER RESEARCH STUDY SHOWS MANDATORY MASK POLICIES WILL INCREASE BUSINESS
One day after we shared Destination Analyst research showing overwhelming evidence that mandatory mask policies are good for getting business through your gate/door, Longwoods International releases its traveler sentiment study making an even stronger case. This study was fielded July 17.
- 61% of American travelers prefer that destinations require masks
- More than half of those travelers (35% of total travelers surveyed) will ONLY visit a destination with mandatory mask policies
- 9% are less likely to visit if masks are mandated, and only 3% of these will refuse to visit destinations with mandatory mask policies
Other indicators show increased concern and decreased intent to travel in the next few months, likely related to growing surges throughout the country. Only 38% feel safe traveling outside their communities, down from a high of 46% a month ago.
'SURVEY SAYS' TIP SHEET: ARE MANDATORY MASK POLICIES GOOD FOR BUSINESS?
In this time of uncertainty, the Ohio Travel Association monitors consumer behavior and travel trend research continuously. With so much information out there, we look for consistency in findings that can help Ohio’s travel businesses and organizations. Some of you are still deciding what to do, while others are struggling to convince leadership that mandating masks is the way to go. Here is a Survey Says: Mandatory Masks fact sheet that answers the question, "Are mandatory mask policies good for business?"
July 20, 2020
OHIO TRAVEL SPENDING DOWN $7.4 BILLION - LOSSES TO BUSINESSES AND COMMUNITIES
The Ohio travel economy has lost $7.4 billion since March, according to weekly reports tracking year-over-year activity each week. This loss means $312 million less federal tax dollars, $146 million less state tax revenues and $89 million less for local governments.
TRAVELERS WANT MASKS IN PLACE
Mandating masks is good for business. According to Destination Analysts this week, 67% of American travelers are happy when businesses and destinations mandate masks, 23% are neutral and only 9.5% are unhappy or very unhappy. Among the 9.5% who aren’t pleased, only 5% said a mandatory mask policy would prevent them from visiting your business or organization.
In the last two weeks, OTA has shared other research noting that the requirement to wear masks would make travelers more likely to visit your place of business, so this new research isn’t a complete surprise.
Other Destination Analyst findings this week include the following:
- Intent to travel in 2020 remains depressed, with 47% saying they have no plans
- The good news is that American travelers believe they will prioritize travel more and will spend more in 2021
- Fewer are saying discounts and deals will convince them to travel in the next three months – this went from a high of 39% in early June to 28% in the last week.
TRAVEL ECONOMY MAY NOT RECOVER TIL 2024
Through the end of 2020, a new report by US Travel and Tourism Economics estimates $505 billion in losses for the travel industry for a total of $81 billion in lost federal, state and local taxes by the end of 2020. The travel industry is not expected to recover until 2024.
July 16, 2020
CONTACT LOCAL JOBSOHIO NETWORK TO ACCESS PPE TOOLKITS
JobsOhio will deliver 15,000 PPE toolkits to businesses throughout th state beginning next week. They will be working through regional network offices, which you can find here.
NINETEEN (19) COUNTIES NOW AT LEVEL 3. FACIAL COVERINGS MANDATED.
During the Governor's press conference today, the following counties were announced as being a Level 3 Public Health risk, therefore, initiating mandatory facial coverings for all within the counties starting 6 p.m. tomorrow. Level 3 counties are being advised to limit activities as much as possible. It also means that all businesses operating in these counties must mandate mask-wearing.
Trumbull County was lowered to a Level 2.
- Athens County (approaching Level 4)
- Hamilton County (removed from the watch list as approaching Level 4)
- Butler County (removed from the watch list as approaching Level 4)
- Allen County
- Cuyahoga County (removed from the watch list as approaching Level 4)
- Clermont County
- Delaware County
- Fairfield County
- Franklin County
- Licking County
- Lorain County
- Lucas County
- Montgomery County
- Richland County
- Scioto County
- Summit County
- Union County
- Wood County
- Pickaway County
Just as a reminder, here are the requirements and exclusions.
Facial coverings are required:
- In any indoor location that is not a residence
- When outdoors and unable to consistently maintain a distance of six feet or more among individuals who are not members of their household; and
- When waiting for, riding, driving or operating public transportation, a taxi, a private car service or a ride-sharing vehicle. This does not apply to private or rental vehicles where members of a family are sharing a vehicle, nor does it apply to vehicles engaged in direct travel through a county that does not stop in that county.
Those not required to wear facial coverings include the following:
- Individuals under 10 years of age
- A medical condition, including those with respiratory conditions that restrict breathing, mental health conditions or disability contraindicates the wearing of a facial covering
- The individual is communicating or seeking to communicate with someone who is hearing-impaired or has another disability, where the ability to see the mouth is essential for communication
- The individual is alone in an enclosed space, such as an office, and which space is not intended for use or access by the public
- The individual is actively engaged in exercise in a gym or indoor facility so long as six or more feet of separation between individuals exist
- The individual is actively participating in athletic practice, scrimmage or competition that is permitted under a separate Department of Health order
- The individual is actively engaged in a public safety capacity, including but not limited to law enforcement, firefights or emergency medical personnel
- The individual is seated and actively consuming food or beverage in a restaurant or bar
- When facial coverings are prohibited by law or regulation
- When facial coverings are in violation of documented industry standards
- When facial coverings are in violation of a business’s documented safety policies
- Individuals actively participating in broadcast communications
- Individual is an officiant of a religious service
RISING CASES ARE LOWERING INTENT TO TRAVEL; PERCEPTIONS ABOUT THE REWARDS OF TRAVEL ARE CONCERNING
Americans are more concerned about their safety and wellbeing than they've been in the last three months. According to Destination Analysts, this is impacting intent to travel as both perceived safety and plans to travel in 2020 are dropping.
Intent to visit attractions (including cultural attractions, museums, zoos, etc) is also dipping. According to a weekly study released this week on colleendilen.com, there are now regional differences due to rising cases, showing the absolute importance of controlling the virus for the economy, as well as for safety:
"You’ll note that one-week intentions to visit cultural organizations in Georgia, Florida, South Carolina, and Texas have decreased in the last few weeks, as well as in the region consisting of Arizona, Colorado, Nevada, Utah, and New Mexico. At a value of 2, these numbers indicate that plans to visit cultural organizations in these regions are extremely low, despite having a comparatively large number of cultural enterprises open compared to other regions."
Marketing Staycations and to a tighter geographic region remains perhaps the best-bet for many destinations. Sixty percent (60%) of American travelers surveyed say they are taking a staycation this summer. Other facts from Destination Analysts July 12 survey:
- Those who feel safe going out for leisure activities locally has declined to 34.2% from 42.1% just three weeks ago (June 19th).
- A majority of American travelers continue to say that too many people in their communities are not wearing face masks and not maintaining the appropriate social distance in public.
An interesting finding from this week's Destination Analyst report looked at how Americans view how coronavirus has impacted the experiential promises of travel. For example, while 77% said "having fun" is critical and of high importance to travel, 49% say COVID-19 has had a significant impact on their ability to have fun or has made it impossible. Check out the graph to see how other travel motivations are impacted.
Let's dig into this a little deeper, shall we? (OTA doesn't have the answers to these questions, but they are things we should think about in the next coming months, and we will continue to explore in our travel marketing webinars and chats.)
Why are travelers perceiving basically any travel experience as less rewarding right now?
- Is it concern over safety casting a dark cloud over the experience?
- Is it concern that the safety guidelines being implemented are altering the experiences so much that the rewards can't be experienced?
- Is it due to fewer messages about the aspirational rewards of travel itself and more messages about safety precautions? (remember, this survey is about perceptions, and we all know the role of messaging in creating perception)
Doing what we can to control the virus is paramount to keeping our businesses open, but also for getting people through our doors. Reminding travelers about the joy to be found at your experience doesn't mean you also aren't making their safety a #1 concern. It's a fine balance, but it's not an either/or option for most. Even if you are marketing local, don't forget you still have to inspire them to come.
Marketing in this climate remains a challenge. Here are some other findings that could help:
- 11.0% say they are already in a “back traveling” state of mind
- 11.1% say they are ready to travel with no hesitations
- 35.3% say they could be convinced to take a trip this year that they hadn’t previously considered.
- Americans agree the safest types of trips one could take this year are camping and RV trips.
- Millennial or GenZ generations continue to exhibit less fear and hesitation and more openness and readiness to travel now
- Men—particularly those with household incomes above $80K—also continue to index more highly for travel marketability compared to women.
July 15, 2020
GOVERNOR DEWINE PLEADS WITH OHIOANS TO TAKE ACTION
Governor Mike DeWine addressed Ohioans tonight in a special press conference. He said we are at a critical point in the coronavirus battle where the choices each one of us makes today will determine our future. Although he did not issue any new public health orders, he said this is a subject for another day, and that he would take action to protect Ohioans. He said the window of opportunity to change the course of infection in Ohio is closing, and that we have the power to change our future.
He requested that all Ohioans take action right now so kids can return to school and to keep businesses open.
He asked all Ohioans to wear a mask every time we go out in public, regardless of the public health alert level of your county. He said research has shown that if all of us wear masks for the next four to six weeks, we can protect jobs by preventing future shutdowns.
ACTIONS YOU CAN TAKE RIGHT NOW TO SPREAD THE WORD NOT THE VIRUS
Reducing coronavirus cases is absolutely essential for not only public health, but for keeping our businesses open and our customers visiting. The Ohio travel industry should step up the plate and offer their marketing prowess and reach. You can help support the Governor’s message tonight and share the importance of everyone doing their part the following ways:.
- Share statements about the importance of each of us doing our part to keep each other safe and our businesses open
- Include the Governor’s handle ‘GovMikeDeWine’ on Facebook, Twitter and Instagram
- Incorporate #MaskOnOhio and #InThisTogetherOhio in all posts
SENATE COSPONSORS NEEDED FOR EXPANSION OF PPP PROGRAM LOANS
Senators Rubio (FL), Scott (SC) and Cruz (TX) have introduced S.3992, which would ensure all categories of destination marketing organizations (DMOs) are eligible for Paycheck Protection Program (PPP) loans. In order to advance this bill, we must build cosponsors. We’re asking you to take action now by writing and calling your senators to urge them to cosponsor this bill.
The Senate is negotiating the next phase of coronavirus response legislation and is expected to release a bill this week, making our timing critical if we are to include these measures in broader relief legislation.
TAKE ACTION TODAY
July 14, 2020
OHIO BUSINESSES REQUEST BUSINESS LIABILITY PROTECTION
A letter requesting protection from frivolous lawsuits if businesses are following safety guidelines was submitted to Ohio members of Congress today. More than 190 Ohio businesses operating in the travel economy signed the letter. Congress returns to session next week and liability protection is one of the items to be discussed. Read the letter submitted by OTA and OHLA here.
REQUEST FOR ECONOMIC RELIEF FOR DMOS
Finalizing and passing the next round of coronavirus relief legislation will be the priority next week when Congress resumes. A request to provide additional relief for DMOs - including making them eligible for the Paycheck Protection Program - will be sent this week. A copy of the letter can be found here. If you are not already signed onto this letter and wish to do so, please contact roglesby@ustravel.org no later than 5 p.m. Wednesday, July 15.
July 9, 2020
TWELVE (12) COUNTIES NOW AT LEVEL 3. FACIAL COVERINGS MANDATED.
During the Governor's press conference today, the following counties were announced as being a Level 3 Public Health risk, therefore, initiating mandatory facial coverings for all within the counties. Level 3 counties are being advised to limit activities as much as possible. Huron County was lowered to a Level 2 which removes the facial covering mandate.
- Hamilton County (approaching Level 4)
- Butler County (approaching Level 4)
- Cuyahoga County (approaching Level 4)
- Clermont County
- Fairfield County
- Franklin County (removed from the watch list as approaching Level 4)
- Lorain County
- Montgomery County
- Summit County
- Wood County
- Trumbull County
- Pickaway County
Facial coverings are required:
- In any indoor location that is not a residence
- When outdoors and unable to consistently maintain a distance of six feet or more among individuals who are not members of their household; and
- When waiting for, riding, driving or operating public transportation, a taxi, a private car service or a ride-sharing vehicle. This does not apply to private or rental vehicles where members of a family are sharing a vehicle, nor does it apply to vehicles engaged in direct travel through a county that does not stop in that county.
Those not required to wear facial coverings include the following:
- Individuals under 10 years of age
- A medical condition, including those with respiratory conditions that restrict breathing, mental health conditions or disability contraindicates the wearing of a facial covering
- The individual is communicating or seeking to communicate with someone who is hearing-impaired or has another disability, where the ability to see the mouth is essential for communication
- The individual is alone in an enclosed space, such as an office, and which space is not intended for use or access by the public
- The individual is actively engaged in exercise in a gym or indoor facility so long as six or more feet of separation between individuals exist
- The individual is actively participating in athletic practice, scrimmage or competition that is permitted under a separate Department of Health order
- The individual is actively engaged in a public safety capacity, including but not limited to law enforcement, firefights or emergency medical personnel
- The individual is seated and actively consuming food or beverage in a restaurant or bar
- When facial coverings are prohibited by law or regulation
- When facial coverings are in violation of documented industry standards
- When facial coverings are in violation of a business’s documented safety policies
- Individuals actively participating in broadcast communications
- Individual is an officiant of a religious service
MOST EFFECTIVE MARKETING CHANNELS, CONSUMER JOURNEY SHARED
How the consumer journey has changed since the pandemic was discussed during this week’s Travel Marketing Chat webinar Wednesday and online chat today featuring Kelsey Baclawski, Leah Mallory and Ellyn Thorson from LocalIiQ. Their affiliation with the USA Today Network has given them insights from more than 140 million consumers, so they shared with us what their research is saying.
Based on this data, three key takeaways were shared before we took a closer look at the stages of a consumer journey.
- Interest and desire to travel is still very much present. Consumers are tentatively exploring domestic travel options and checking prices.
- Now is the time build your brand and engage your audience. Travelers expect brands to be reaching out and they will reward those who do after the pandemic. Yes, you need to provide safety information and show how your guests’ well-being is important. But you also can’t neglect to inspire them to come to your business in the first place. Blend the two, and show them how they can still have a rewarding experience, event with new guidelines in place.
- There is an accelerated need for touch-less travel. Although this is important, be considerate of older travelers so they aren’t left behind.
Read more about which channels are most effective now, which messages are travelers expecting, and tips for exploring your target markets' consumer journey here.
July 8, 2020
ECONOMIC LOSSES IN OHIO TRAVELER SPENDING NOW EXCEED $6.8 BILLION
Based on US Travel's tracking of weekly spending, Ohio has experienced a loss of traveler spending exceeding $6.8 billion since the beginning of March resulting in a loss of state tax revenues of $162 million, $346 million in federal tax revenues, and a loss of local tax revenues exceeding $98 million.
LONGWOODS STUDY SHOWS LESS INTENT TO TRAVEL
According to the most recent Longwoods International tracking study of American travelers, three-fourths are changing their travel plans because of the coronavirus pandemic, the highest level since mid-May. And the percentage of Americans who have travel plans in the next six months has dropped to 65%, the lowest level since the April 1. This is likely due to the rising cases being experienced through most areas of the country.
Support for opening local communities to visitors has dropped to 34%, the lowest level since mid-May. And the percentage of American travelers who now feel safe traveling outside their community has fallen to 41%, also a low since mid-May. The percentage of Americans comfortable dining in local restaurants and shopping in local stores also declined, from 47% two weeks ago to 40% in the most recent survey.
SURVEY SAYS MANDATING MASKS IS GOOD FOR PUBLIC HEALTH AND BUSINESS
Let’s talk about face coverings for a moment. Starting tonight at 6 p.m., face coverings will be required by all in the seven counties throughout Ohio showing the highest indicators of virus spread. Not complying with this regulation is a misdemeanor. Even if your county is not mandating face coverings for your guests (remember, face coverings are mandatory for employees in Ohio), many attractions, hotels, retailers are requiring masks for entry. We are hearing of more and more every day making this a requirement.
More than 70% of potential visitors say mandatory face coverings will make them feel safer.
Colleen Dillen/Know Your Bone research team has been tracking consumer behavior for months, looking at what will make travelers comfortable to visit museums, botanical gardens, aquariums, nature areas, etc. When asked June 29 what would make them feel safe and comfortable going to a museum, aquarium, theatre, zoo or concert again, most survey respondents said availability of a coronavirus vaccine (74%). This hasn’t changed as the top indicator of safety.
What’s really interesting is that mandatory face coverings has risen from 54% of respondents to more than 70% in the last two weeks, surpassing “seeing others visit” as the second most popular reason. After reviewing this research, as well as other questions that looked at intensity of mask-wearing as essential from both sides of the issue, the authors declared “research suggests that not requiring masks will have a greater negative impact on attendance than requiring them for a vast majority of organizations.” Read more here.
YOUR ACTION NEEDED TO ENCOURAGE CONGRESS TO PROVIDE BUSINESS LIABILITY PROTECTION
Working with US Travel, the Ohio Travel Association and the Ohio Hotel & Lodging Association are asking for your signature on a Congressional letter to support protection of our businesses.
Dear [Member of Congress]
On behalf of the Ohio Travel Association and the Ohio Hotel & Lodging Association, representing thousands of businesses in your state, we commend and appreciate the bipartisan congressional efforts to pass the CARES Act and additional relief bills to protect American livelihoods and businesses. We write to express our belief that further, temporary COVID-19 business liability protections will be necessary to fully restart our economy and put Americans back to work.
Travel industry businesses across Ohio closed in the interest of public health, with small travel businesses bearing the brunt of the economic losses; these businesses are now operating or reopening responsibly following state guidelines. Every day, we hear from businesses regarding the need for COVID-19 business liability protections, as these businesses are following state guidelines (and beyond) to keep their employees and guests safe.
The travel industry is one of the hardest-hit industries in the economic fallout of the COVID-19 pandemic. Before the public health crisis, $1.1 trillion in traveler spending in the U.S. generated a total economic impact of $2.6 trillion and supported a total of 15.8 million American jobs. So far this year, declines in travel have cost our economy 8 million jobs, and we are on track to lose a half trillion dollars in travel spending by the end of this year.
In Ohio, we have experienced a $6.8 billion loss thus far due to reduced traveler spending, and our job losses surpass all other industries in the state, as we have a 44% unemployment rate – 54% unemployment of those working in businesses focused on arts, recreation and entertainment.
We understand the travel industry’s economic recovery is contingent on the implementation of proper health and safety practices. Ohio travel economy businesses have followed the Ohio Responsible Restart Guidelines and are implementing the five protocols – employee health assessment, hand washing, sanitization, physical distancing and facial coverings.
If businesses take the necessary steps to protect the health of guests and employees, there must be protections in place to allow them to operate with confidence. These protections should be temporary to protect responsible businesses from frivolous lawsuits during this pandemic and through a period of the economic recovery. Importantly, these measures must be put in place immediately so businesses can do business with confidence and Ohio’s travel economy can continue its recovery.
We thank you for all that you are doing to support Ohio’s travel economy, its workforce and America’s overall recovery efforts.
Your request matters the most as a constituent of these elected officials. Please follow this link to include your business identified in the Ohio support letter. Thank you!
To Have Your Business Listed in Support
TEMPORARY GUIDANCE FOR SPORTS TOURNAMENTS ISSUED IN ORDER EXPIRING JULY 15
For those of you who manage sports competitions, the short-term public health order issued July 7 by the Ohio Department of Health can provide a head start on what to anticipate when the state extends an order more permanently.
Public Health Order for Sports, 7/7
July 7, 2020
MANDATORY FACIAL COVERINGS FOR ALL IN SEVEN LEVEL 3 COUNTIES
Governor Mike DeWine is issuing a new public order requiring facial coverings for counties identified as Level 3 of the Public Health Advisory Alert System. Those living, working and traveling in those counties will be required to wear facial coverings in any indoor location when not at their residence, when outdoors and not able to consistently maintain six feet physical distancing and while waiting for or riding public transportation or ride-sharing vehicles. Existing counties under this order include Franklin, Cuyahoga, Huron, Trumbull, Montgomery, Butler and Hamilton counties. Learn more about the Public Health Advisory Alert System here.
If you operate a business in one of these seven counties, you must require facial coverings of customers. Your employees are already required to wear facial coverings.
The order to wear facial coverings does not apply to those under the age of 10, nor does it apply to those who meet existing exclusions for facial coverings due to medical or safety issues. Once a county is no longer listed as Level 3, the requirement will cease to exist. The order becomes effective at 6 p.m. on July 8.
Refusing to wear a mask under these orders will be a misdemeanor.
The Ohio Travel Association highly recommends reading the public order.
Public Health Order, 7/7
In addition, contact and non-contact sports can resume with restrictions during a short week-long window. This is a temporary order to accommodate an upcoming ESPN tournament. Games and scrimmages are only permissible so long as teams comply with requirements. These include, but are not limited to, testing of all players and related staff before traveling to a competition, daily symptom health assessments, facial coverings required for trainers, strict social distancing by those not involved in the competition, and others. Details about these requirements available here. The Lt. Governor said they will learn from this temporary situation to develop future guidelines.
July 2, 2020
GOVERNOR DEWINE ESTABLISHES NEW COVID-19 WARNING SYSTEM FOR OHIO COUNTIES
The Ohio coronavirus website is having technical difficulties today, so additional information and documentation is not available. Based on what we have heard on the press conference, here are a few updates. We recommend you check the website for details.
Baseline orders that cover physical distancing and business requirements (such as employee mandatory facial coverings, etc) remain in place, although it wasn’t made clear during the Governor's press conference when that renewed order would be issued.
Governor Mike DeWine announced a new Public Health Advisory Health Alert System that will identify the level of health risks based on counties. The color-coded system consists of four levels based on seven data indicators to identify the risk level for each county.
The indicators right now include new cases per capita, sustained increases of new cases, proportion of cases that are not congregate cases (such as those occurring in long-term care facilities and prisons), sustained increase in emergency room visits, sustained increase in out-patient settings, sustained increase in new COVID-19 hospital admissions (based on county of residence), and ICU bed occupancy.
County levels will be announced on Wednesdays or Thursdays. Levels will be coded by colors Level 1 (yellow), Level 2 (orange), Level 3 (red) and Level 4 (purple) with Level 4 registering at least six or seven indicators. Future decisions can be made on a county-by-county basis using this data to inform. Local and state officials can take actions based on this data.
The Governor also said they will be “cracking down” on restaurants and bars not complying with guidelines. He recommended that bars and restaurants look at ways to increase outside seating. He said more than 300 expansion requests have been granted. He also reminded restaurants and bars that patrons must be seated while eating and drinking.
July 1, 2020
BUSINESS LIABILITY PROTECTION EFFORTS PICKING UP STEAM
The Ohio Travel Association and the Ohio Hotel & Lodging Association are submitting a letter requesting temporary liability protection related to COVID-19 to federal leadership within the next week. You will be asked to sign-on to this letter in the next 24 hours.
In the meantime, the Ohio Senate yesterday passed House Bill 606 yesterday and the Ohio House of Representatives passed a similar bill May 28. This legislation is a critical part of the economic recovery process for businesses servicing the travel economy. It will grant civil immunity to businesses and medical providers against claims for damages related to transmission of coronavirus.
“Business owners, hospitals, and individuals across the state have indicated that this is important legislation, with over 100 proponents for this bill,” Rep. Grendell said. “Many businesses are scared to open their doors. They must be afforded peace and clarity of mind that they are protected from unnecessary costly civil suits.”
MEETING PLANNERS – UPDATES AND ADVICE FOR SECURING THEIR FUTURE BUSINESS
According to the June 17 NorthStar Meetings Group survey of close to 500 meeting planners, 36% are sourcing and booking future business, while 39% are researching future meetings but not quite ready to book yet. Readiness to book has slowed over the last two weeks by about 3% points, perhaps coinciding with COVID-19 resurgences.
Survey Results Say
Being able to reach event personnel at venues is difficult for a majority; 55% of meeting planners say it’s been more difficult than usual to reach venues.
While 37% say they are looking to reschedule existing meeting/events for September to year-end 2020, 26% indicate they are rescheduling first quarter 2021.
The earliest they are scheduling brand-new meetings and events is first quarter 2021 (38%), followed by second quarter 2021 (18%) and September to year-end 2020 (16%)
Taking a look at cancellation policies is important, as 51% expect cancellation terms to be more forgiving and 25% expect no penalties
Of those planners indicating intent to book more meetings over the next 12-18 months, 36% say these meetings will be local, while 25% say they’ll be likely regional. Smaller meeting sizes, however, may rule, as 76% say they’ll schedule more meetings with fewer than 100 attendees.
What are their concerns?
Safety isn’t their only concern. Topping the list of what may be preventing planners to book are travel policies restricting business travel for their attendees, food and beverage pricing and safety policies, reduced meeting and event budgets for attendees, and the reduced demand for in-person meetings and events.
What can you do to attract meetings and events?
Being creative and flexible in addressing these concerns will be key to separating from the pack and securing new business. Venues must now approach meeting planners with an understanding of the business side of their events and work in tandem to create win-win solutions.
Most meeting planners are having to adjust their pricing for registrations because all businesses have been hard - including their attendee businesses. This means their expected revenue will be reduced. Meeting venues should work with the planners to find creative ways to reduce costs. Understanding that all players in this realm are trying to make things work would go a long way for booking future meetings.
Don't forget the impact of word of mouth. Like any other profession, meeting planners network with one another and share their experiences. How was it working with that venue? Did they still enforce penalties in a time of nationwide crisis? Were they more concerned with their bottom line than you and your event? Being a hero to one planner can go a long way.
Right after 911, we saw that venues who were willing to share the hit to keep their customers rebounded well with future meetings. Those who refused to budge did not.
As you are reaching out to meeting planners, the following also are of concern, so how are you building trust and confidence:
- reducing and managing crowd densities
- providing hand sanitizer on-site
- developing meeting room designed to encourage physical distancing
- putting into place social responsibility best practices, including protocols for attendees
- providing signage reminding attendees of safety protocols
- providing virtual alternatives concurrently with physical events.
June 30, 2020
TRAVEL CONFIDENTLY TOOLKIT AVAILABLE TO REMIND CONSUMERS OF SAFETY
U.S. Travel has released a toolkit designed to communicate safety to travelers. With safety plans in place, businesses are doing all they can to implement Ohio guidelines - facial coverings, sanitization, employee health screenings, social distancing and hand washing. Consumers also must share the responsibility. Some of the tools found within this toolkit communicate this importance.
UPDATES ON TRAVELER SENTIMENT AND BEHAVIOR
After consistently improving throughout May and early June, American travel sentiment has reversed course—now nearly 4 in 10 say they don’t have plans to travel for the remainder of 2020. Destination Analysts provides an update on their weekly research:
- Trip cancellations for July and August jumped up, and now a high of 37.4% of American travelers say they have no trip plans for the remainder of 2020.
- Three quarters of American travelers are supportive of 14-day quarantine policies for travelers from states with high incidences of coronavirus.
- Despite the backslide in sentiment, 35% of American travelers say they would have at least some likelihood to take a leisure trip that they have not already considered if a good opportunity presented itself soon.
- The most commonly important trip destination attributes are uncrowded, not-too-expensive, relaxing, and fun.
- Over half of American travelers say that seeing a travel ad would make them feel happy.
- The features of a travel ad that would inspire the most excitement right now include discounts, pricing, safety and things to do information, as well as beach images.
June 29, 2020
EXISTING PUBLIC HEALTH ORDER EXTENDED THROUGH THE WEEK
During today's press conference by Governor Mike DeWine, he indicated that the existing health order remains in effect through this week. This order was to have expired tomorrow. He said he will release the next phase on Thursday.
June 26, 2020
STATE AND LOCAL GOVERNMENTS MAY USE THE CORONAVIRUS RELIEF FUND (CRF) FOR TRAVEL PROMOTION
The U.S. Department of Treasury issued new FAQs this week for the CRF, which clarifies that state and local governments may provide CRF funds to destination marketing organizations to re-market convention facilities and the tourism industry.
- CRF funds are granted to state and local governments, who in turn can allocate these funds to respond to fallout from the coronavirus pandemic, including providing funds to DMOs.
- According to the FAQ, "expenses incurred to publicize the resumption of activities and steps taken to ensure a safe experience may be needed due to the public health emergency."
June 25, 2020
OHIO TRAVEL ECONOMY HIT HARDEST AS REPRESENTED BY JOB LOSSES
Ohio’s leisure and hospitality job losses outpace all other industries. Based on Bureau of Labor Statistics data, Ohio’s leisure and hospitality unemployment is now 44.6%, up from 51% last month. Breaking it down farther, accommodations and food service jobs are at 43%, while arts, entertainment and recreation jobs are at 54%. Some “entertainment” businesses did not open until mid-June, and many remain unopened, such as performance venues.
AAA is forecasting Americans will take 700 million trips this summer. That number is down nearly 15% compared to last July through September and is the first decline in summer travel since 2009. Still, AAA booking trends show travelers are still making cautious and "spur of the moment" plans. Here's what you need to know:
- Expect more long weekend getaways rather than extended vacations.
- Last year, AAA predicted record Independence Day travel numbers. Were it not for the pandemic, AAA would expect 857 million trips during the third quarter of this year, a 3.6% increase over last summer. By this analysis, the pandemic wiped out nearly 150 million person-trips just during the summer.
- Road trips will account for 97% of summer travel, and will see the smallest decrease in travel volume of just 3% year-over-year. AAA forecasts a 74% decrease in air travel and an 86% decrease in rail, cruise ship and bus travel compared to last summer.
- Hotel and rental car bookings have been gradually increasing since April.
- U.S. hotel occupancy rates climbed more than 40% during the first week of June.
- The share of travelers making plans 48 hours to 7 days before departure is significantly higher than normal – a sign that people are arranging more last-minute trips.
- AAA Ohio cruise and tour bookings for 2021 are up more than 80% compared to bookings for 2020 at this time last year.
- 97% of 2020 summer trips are road trips. That’s up from an average of 87% over the last five years.
- Many summer travelers are looking for outdoor activities where they can continue to socially distance. Camping and close-to-home Ohio destinations are popular this year. AAA has seen an increase in RV rentals.
|
July 1 – Sept 30, 2019 total volume |
July 1 – Sept 30, 2020 total volume forecast |
YOY Difference |
Automobile |
706M |
683M |
-3.3% |
Air |
57.9M |
15.1M |
-73.9% |
Rail, Cruise, Other |
64.3M |
9.3M |
-85.5% |
Total |
857M |
707M |
-14.6% |
June 24, 2020
As Ohio travel partners continue to open for business, the media is eager to communicate what that will look like for visitors. In addition to hearing TourismOhio marketing updates from Director Matt MacLaren, this free webinar prepares you to work with the media right now to ensure these relationships last and your message is appropriate. Celina Fabrizio, VP of National Media Relations for Paul Werth Associates, the PR firm that is now working with TourismOhio, will cover the following topics:
- Creating and delivering strategic messages on safety and tourism
- Handling tricky questions from the media
- How to prepare before an interview (in person, phone and virtual)
Register here.
June 23, 2020
Experts from the National Oceanic and Atmospheric Administration (NOAA) and their government and academic partners will discuss the 2020 Seasonal Forecast of Harmful Algal Blooms (HAB) for Lake Erie and Ohio’s response to the problem during a free public webinar hosted by Ohio Sea Grant and Stone Laboratory. A Q&A session will follow the presentations. Registration is required to receive log-in information. Learn more and register here.
TOURISMOHIO ADDS NEW STAY AT HOME LODGING INITIATIVE TO SUPPORT LOCAL OHIO CAMPAIGN
The new lodging-focused section is aimed at capturing an increasing amount of visitors who are planning a trip. The most recent Longwoods consumer sentiment survey shows that nearly half of all Americans are planning a trip in the next six weeks. TourismOhio recently recorded a steady increase in website traffic which went from being down 15% year over year to a 35% increase in year over year website traffic during the first week of June. You can create a listing here.
WEEKLY TRAVELER SENTIMENT STUDY SHOWS STEADY INTEREST IN KEEPING UPCOMING TRAVEL PLANS AND CONTINUED SUPPORT OF BUSINESSES THAT DEMONSTRATE A CLEAR CLEANING PLAN
Longwood's latest Longwoods Weekly Study identifies the following:
- The recent official and media reports of spikes/surges of new cases of COVID-19 in almost half of the states, appear to be having an impact on travel sentiment by flattening some of the positive trends we have been seeing since mid-May.
- Several key indicators, including those changing travel plans, and those saying the pandemic will greatly impact upcoming travel plans remain unchanged from where they were two weeks ago.
- Support for opening up one’s own community to visitors also saw a slight dip from two weeks ago to 41%.
- On the positive side, concern about the economy greatly impacting travel plans is back down to 17%... where it was on March 11th.
- The data this week also shows that travelers are more likely to support those businesses that demonstrate a clear thorough cleaning and hygiene plan (43%), which test staff and the use of PPE by staff (34%), and those that have controls on social distancing at their place of business (34%).
June 22, 2020
OTA UPDATES AND EFFORTS
Throughout the pandemic, OTA board and staff have been shifting priorities as needs arise. Currently, our focus is on reopening businesses, understanding travel market opportunities and advocating for relief. Here's a quick summary:
Reopening businesses involves clarification of Governor's orders, seeking additional reopenings based on current openings and instilling trust that our businesses can operate safely and deserve the same opportunities, and helping businesses understand and implement guidelines.
We are still awaiting public orders which may cover 'entertainment' businesses. We are also seeking clarification on what is required for events to proceed. Several business categories remain closed, including performance theatres. We are advocating that small theatres should be permitted to open soon. We are also advocating that large event spaces should have the opportunity to host multiple meetings of up to 300 persons if social distancing can be maintained. Conversations are held with the Governor's office on almost a daily basis as we all work toward restoring the economy and protecting Ohioans and our guests.
In addition to communicating updates daily, OTA has hosted more than eight webinars to help more than 700 businesses navigate the guidelines, including several for DMOs to invite their partners. We've been researching best practices for implementing guidelines and sharing them. Dozens of businesses have also reached out to us individually for assistance.
As we've evolved our messaging throughout this pandemic, we are also encouraging businesses to remember their core missions and to be creative in how they provide new experiences, even with these safety protocols in place. As an example, reduced capacity provides the opportunity for more intimate experiences and VIP treatment.
Understanding travel market opportunities means keeping track of behaviors and sentiments. Our travel marketing webinars have brought much-needed clarification of who is traveling and why, as well as what future travel (and effective travel marketing) might look like.
Research is indicating that travel is starting to occur and the intention to travel yet this summer remains at approximately 70%. Driving trips, outdoor recreation, spaces with fewer crowds, agritourism, and heritage are among experiences most sought-after right now. Forty-percent (40%) of American travelers are looking to go back to a destination they've visited before.
Businesses must not only comply with safety regulations, but they should be sure their guests are aware of what they are doing. Twenty-six percent (26%) say they won't feel comfortable going to a place that is slow to social distance and 44% say sanitation issues will keep them away.
As the booking window has shortened, so too must cancellation policies. There is also increased interest in curated travel, so creating individual and group itineraries are strategies one might consider. Group tour operators are experiencing increased bookings and several have already taken pre-scheduled trips. Some really clever operators and suppliers are putting technology to good use, including Zoom calls where booked guests can experience 'inside' information about a destination while waiting for their trip.
Seeing other people traveling is fast-becoming the impetus for people to head out on a trip, so a thoughtful and strategic earned media strategy and social media campaign can help build trust. Previous guests, as well as loyal guests (members, season pass holders) provide the greatest potential.
Developing a long-term marketing strategy is key, as consumer behaviors will shift as the summer continues. Don't just plan for today and tomorrow; think about what you will need to do as restrictions ease and/or people become more accustomed to protocols.
Advocating for economic relief falls into three categories - relief, protection and stimulus.
Last week, OTA met with staffs representing Senators Portman and Brown, and we met with Congressman Warren Davidson regarding US Travel's legislative priorities. We also spoke about the importance to protect the J-1 Summer Work Travel program which provides more than 3,400 workers to Ohio businesses each year. We also launched one of approximately six action alerts to industry members, as hearing from constituents is key to creating change.
Relief measures include expanding the eligibility of the PPP program to 501(c)(6) organizations, including convention and visitors bureaus which have been unable to get help. As these organizations are essential for marketing our communities, they will need protection in order to help our state rebound. Also neglected from relief as associations - who bring conferences and meetings to communities throughout the state. Protection measures include targeted liability to protected businesses with safety plans in place from frivolous lawsuits. Among the stimulus measures proposed include $10 billion for travel promotion and communicating safety measures, as well as travel tax credits.
In the meantime, OTA has been connecting to our 2020 Ohio Tourism Leadership Academy members on a monthly basis, and we are looking forward to completing the academy in person when the time is right. In the meantime, these OTLAers have embarked on a group project which we will share more details about later.
Those of you wishing to learn more should read through our Daily Updates, as this is where we share everything we have learned with you, members of the Ohio travel economy.
June 19, 2020
NEW STUDY ESTIMATES 45% LESS SPENDING BY END OF THE YEAR
New economic impact data released by Tourism Economics says total travel spending in the U.S. is predicted to drop 45% by the end of this year. Day trip, domestic and leisure travel spending projected to have the least losses.
- Domestic travel spending is expected to fall 40%
- International travel spending is expected to fall 75%, including 60% drop in Canadian travel spending in the U.S.
- Loss in business travel spending is estimated at 35%, while leisure travel spending is projected to be a loss of 28%
- Day trip spending losses are estimated at 21%, while overnight trip spending losses are estimated at 37%
June 18, 2020
OHIO TRAVEL INDUSTRY MEMBERS DISCUSS OPPORTUNITIES FOR EARNED MEDIA
American travelers report they will feel comfortable getting back on the road and into your doors when they see other people doing so. Adding earned media strategies back into your marketing toolbox is one way to spread the word. But how has the pandemic changed effective earned media strategies? What story ideas are most sought-after right now, and how do you get your travel experience featured on blogs, as well as national, regional, trade and local media?
This week, Ohio travel industry members participated in a webinar and Zoom chat discussing how to promote your business. Joining us was Amanda Ensinger from Inspire PR Group.
As with anything else right now, your approach to earned media must pivot. Here's a few tips. Read more here.
Throw out your old editorial calendar and start anew. Editorial calendars are available from most media outlets and outline what types of stories they are going to feature and when. Many of these outlets have had to scratch pre-pandemic plans, so reach out to them and ask if they have new calendars available.
Focus your story idea pitches on new and unique experiences you are offering, as well as what consumer surveys are telling us are hot right now. Amanda shared the following list of what media is responding to right now. (Look back at our summary of the webinar featuring Meredith Corporation’s Melissa Luebbe for additional ideas on the types of experiences consumers are seeking)
- Outdoor recreation
- Agritourism
- Interesting and dramatic menu changes
- New experiences you are now offering
- Affordability
- Roadtrip ideas (check out our notes from Thunder:tech’s recent webinar for ideas on how to make your drive markets unique)
- Staycation ideas (local media might respond well to this pitch)
Understand that simply saying you are reopening isn’t a unique story idea when nearly everyone else is saying the same thing. While your safety plans are essential for opening and for restoring consumer confidence, look at unique ways you are implementing social distancing to create enhanced visitor experiences – maybe it’s creative and clever signage, new VIP experiences you are featuring because of reduced capacity, etc.
June 17, 2020
OHIO PUBLIC HEALTH ORDERS FOR COUNTY FAIRS RELEASED YESTERDAY
Signed by the interim director of the Ohio Public Health, a new public health order with information related to county fairs was released June 16.
THE APPEAL OF KNOWN TRAVEL EXPERIENCES, WHY SHOWING SOCIAL DISTANCING IMAGES IS IMPORTANT AND MORE FROM LATEST AMERICAN TRAVELER SURVEY
Below are highlights of a study of American travelers fielded June 12-14 by Destination Analysts:
- 70% of Americans say they still intended to take at least one leisure trip this year
- Even so, 4 in 10 Americans lack confidence that they can travel safely in the current environment
- Those surveyed say they will avoid crowded destinations (53%), areas hardest hit by the coronavirus (48%), attending conferences (46%), places with sanitary issues (44%), and destinations slow to social distance (26%).
- Nearly 40% find destinations they’ve been before appealing versus 17% indicating an interest in exploring someplace new
- 61% say they would be less interested in a destination if media coverage showed crowds and people not maintaining appropriate distance from one another
YOUR ACTION NEEDED TO ENCOURAGE CONGRESS TO PROVIDE RELIEF, PROTECTION AND STIMULUS TO HELP THE TRAVEL ECONOMY
Working with US Travel, the Ohio Travel Association (OTA) is participating in several conversations with US elected delegates this week requesting their support of the following:
- Provide targeted liability for businesses that follow proper health and safety guidelines to protect against COVID-19
- Create a temporary travel tax credit
- Allow businesses to full deduct food and entertainment expenses
- Provide tax breaks for purchase of personal protection equipment (PPE) and sterilization of facilities
- Enhance tax measures to help revitalize U.S. trade shows and exhibitions
- Provide $10 billion in Economic Development Administration grants for DMOs and small businesses to promote healthy travel practices, encourage visitation, and educate travelers on CDC and travel industry guidance
- Extend eligibility of Payroll Protection Fund to destination marketing organizations of all statuses
Your request matters the most as a constituent of these elected officials. Please follow this link to submit an email requesting help for the travel economy. This action alert is simple and will only take a minute or two to complete. Thank you!
Ask US Elected Officials for Assistance
CDC RELEASES CONSIDERATIONS FOR EVENTS AND GATHERINGS
The Center for Disease Control (CDC) has released guidelines for events and large gatherings to provide additional resources as you prepare plans for festivals, events, conferences, etc. Currently, the state is requesting that events wishing to reopen prepare plans and submit to the Governor's Office. OTA has requested additional guidance regarding this request, including the ability of smaller gatherings to work with local health departments for approval.
June 16, 2020
Q&A DURING GOVERNOR'S PRESS CONFERENCE: WILL THE CANTON PRO FOOTBALL HALL OF FAME BE ABLE TO PROCEED IN AUGUST WITH INDUCTION CEREMONY AND PRE-SEASON GAME WITH TENS OF THOUSANDS OF FANS?
Governor DeWine answered that it is highly unlikely to proceed with a crowd that size but they will reevaluate when the time comes. Lt. Governor Husted said that their office is in regular conversation with the Canton Pro Football Hall of Fame on alternative ways to be successful during that event.
June 15, 2020
ADDITIONAL GUIDANCE FOR MUSEUMS ISSUED FROM TASKFORCE CREATED BY OHIO CITIZENS FOR THE ARTS
Additional guidance for museums has been shared by the Ohio Citizens for the Arts to provide assistance to museums. As a reminder, additional guidance for museums is also available from the Ohio Museums Association. Museums must follow the guidelines put forth by the governor in Consumer, Retail, Services and Entertainment Guidelines.
June 12, 2020
ADDITIONAL GUIDANCE FOR MUSEUMS WILL BE ISSUED TODAY FROM TASKFORCE CREATED BY OHIO CITIZENS FOR THE ARTS
Additional guidance for museums will be issued today from a taskforce created by the Ohio Citizens for the Arts to provide more assistance to museums. These recommendations will be voluntary, but will provide some additional information on social distancing, facial covering protocols and others. The ‘best practices’ will be things to consider implementing beyond the guidelines already released by the governor’s office. Additional guidance will be forthcoming soon for small professional theatres, which will include community theatres. When available, we will post the best practices here on our Daily Updates page.
OHIO TRAVELER SPENDING DOWN $6.1 BILLION TO DATE
Travel spending in Ohio during the week ending June 6 is down 79%, a loss of $507 million during that week alone. To date, Ohio has lost $6.1 billion in traveler spending contributing to a loss of $385 million in federal tax revenues, $181 million in state tax revenues and $108 million in local tax revenues. Data is provided by U.S. Travel Association on a weekly basis.
After experiencing two weeks where losses began a slight reversal, the week ending June 6 showed an increase of 5.5% in weekly losses. This may have occurred because of protests occurring throughout the nation or it could indicate the start of increased losses as Ohio enters its peak travel season, meaning more traveler spending is at risk. We will keep an eye on this pattern.
June 11, 2020
GETTING YOUR SHARE OF THE DRIVING MARKET
Research across the board is confirming Americans are more comfortable getting behind the wheel for their next trip versus boarding a plane. In an AdWeek article last week, PwC says their latest research of 1,000 travelers reveals 80% of respondents who flew in 2019 would limit their next vacation to a drive trip. Let’s also consider that RV sales are up 170% year-over-year, also indicating growing interest overall in roadtrips.
Jason Therrien, president of Thunder::Tech, was our guest during an OTA marketing series webinar recently. He reminded all that Ohio is a gold mine for road trips with 60% of Americans living within 600 miles and 15% of Americans living within 300 miles. However, he also said that with this increased interest in road travel, your competition is heating up as more and more destinations within and outside Ohio all will be competing for your road warrior guests.
To differentiate your destination, attraction, hotel, etc. from the pack, here are some tips from Jason’s webinar on June 3 and the conversations with your peers the next day during our Community Chat include the following. Learn more about implementation of these strategies here.
- Make the journey as important as getting them to your business/destination
- Pinpoint. Don't try to be everything to everybody. Define your target audience
- Communicate and delivery exactly what your target audience wants
- Get the best Return on Ad Spend
- Create a written plan for marketing to roadtrip guests
June 10, 2020
STUDY INDICATES DEMAND SHIFTS IN MEETING AND CONFERENCES
Northstar Meetings Group released this study of meeting planners on June 2. If your business relies on meetings and conferences, consider the following highlights:
- For the first time since the pandemic began, planners more planners are booking versus just looking (39% versus 36%). An additional 24% are not doing either.
- 51% say it's been difficult reaching suppliers to talk about future meetings
- 53% are rescheduling to 2021, while 37% are rescheduling September thru December 2020. New business is booking at a similar share.
- As expected, regional and local business is rebounding at a faster rate
- A majority of meeting planners expect ore lenient (46%) or no-penalty (24%) cancellation policies considering the uncertainty
- Meeting planners are concerned about a lot of things, but these top the list:
- Restrictions on travel policies impacting attendance, 52%
- Lower travel and meeting budgets, 48%
- Lower demand for in-person meetings and events, 45%
- Food and beverage safety, 45%
- Best practices for gatherings, 44%
- Safety of venue, 42%
- Food and beverage pricing, 42%
June 9, 2020
TRAVEL INTENTIONS, TRIP-PLANNING TOOLS USED AND COMFORT WITH CONVENTION AND BUSINESS TRAVEL UPDATES
Destination Analysts presents its latest survey on travel intentions fielded June 5-7.
- American travelers’ feelings about their health, financial and travel safety continue to improve.
- More Americans report they are already traveling or ready to travel.
- 70 percent will take at least one leisure trip in the remainder of 2020.
- Over three-quarters have a developed sense of where and when their next leisure trip will take place and the majority say there is little chance of cancellation.
- 40 percent say their next road trip will take place this Summer.
- Safety considerations are still important to travelers’ decision-making, from which destination they choose to visit to the hotels they select.
- Younger generations are likelier to use a diverse set of social media and digital tools for their trip research, while Baby Boomers are more likely to concentrate their travel research activity on web searches.
- Four in ten conventions/conference travelers would be happy to attend a convention in the Fall.
WEEKLY TRAVELER SENTIMENT STUDY SHOW INTEREST IN OUTDOORS, STEADY INTENT TO TRAVEL AND MIXED COMFORT LEVELS
Longwood's latest Longwoods Weekly Study identifies the following:
- After dining and shopping, outdoor-related activities are tops in plans for Americans in their summer travels.
- Those American travelers who have plans to travel in the next six months continues to hold steady at 70%.
- Concerns about the economy greatly impacting American travelers’ decision to travel remains quite low at 19%
- 46% of American travelers now support opening up their communities to visitors (Up 10% since Memorial Day Weekend).
- The percentage of American travelers who feel safe traveling outside their community remains relatively flat at 44%.
June 8, 2020
NEW RESTAURANT ORDER EXPANDS WHO IS ELIGIBLE TO HOLD EVENTS UP TO 300 PERSONS AND MORE
A new Director's Dine Safe Order was released June 8. It expands who is covered by this order to "restaurants, bars, banquet and catering facilities and services, and other like businesses and operations in the state." This expands the ability of venues to host events up to 300 persons beyond wedding receptions (as previously announced by the governor). Please read the entire order for detailed guidelines.
Other changes include the following:
- Clarifies that tables are to be limited to no more than 10 persons
- Live entertainment is permitted
- Banquet and catering facilities and services are to be limited to no more than 300 persons
- Open congregate areas (dancing, billiards, card playing, etc) are permitted but must follow all social distancing and sanitation guidelines as outlined in the order.
CASINO AND RACINO GUIDELINES FOR REOPENING RELEASED
Guidelines for reopening casinos and racinos June 19 have been released.
June 5, 2020
AMUSEMENT PARKS, WATER PARKS, CASINOS, RACINOS, OUTDOOR THEATRES TO OPEN
Governor DeWine said today that the following businesses can open in two weeks
- Casinos and racinos
- Amusement parks
- Water parks
- Outdoor theatres
- Memorial Golf Tournament
If they haven’t done so already, businesses and organizations operating within these business categories must submit plans for approval. It is unclear where these plans must be submitted, but we recommend starting with your local health department.
Please note - Other events, such as golf tournaments, should put plans into place right now and submit for approval. The governor indicated that the Memorial Tournament go-ahead was given because they submitted plans to his office.
June 4, 2020
OPENING DATE FOR CERTAIN TRAVEL, TOURISM AND ENTERTAINMENT BUSINESSES RELEASED
The following travel, tourism, and entertainment businesses are permitted to open NEXT WEDNESDAY, JUNE 10th if they are able to follow Retail, Consumer, Service & Entertainment Guidelines and other applicable additional guidance:
• Aquariums
• Art galleries
• Country clubs
• Ice skating rinks
• Indoor family entertainment centers
• Indoor sports facilities
• Laser tag facilities
• Movie theaters (indoor)
• Museums
• Playgrounds (outdoor)
• Public recreation centers
• Roller skating rinks
• Social clubs
• Trampoline parks
• Zoos
The Ohio Travel Association will talk more about the released guidelines during our complimentary webinars (tomorrow, June 5 at 10 a.m. and Tuesday, June 9 at 11:30 a.m.). Register here.
Health orders will be posted on coronavirus.ohio.gov when available.
Additional information and sector specific operating requirements can be found on the Responsible RestartOhio page coronavirus.ohio.gov/ResponsibleRestartOhio
OHIO HOUSE AGRICULTURAL AND RURAL DEVELOPMENT COMMITTEE PASSES BILL TO OPEN OHIO AMUSEMENT AND WATER PARKS
Language of HB665 amendment is as follows:
Allows Ohio amusement parks and water parks to open and begin operation on the bill's effective date, notwithstanding any of the following:
- An Executive Order restricting mass gatherings; or
- Ohio law governing the Director of Health's powers to issue orders to stop the spread of infectious disease.
Requires the Director of Agriculture, in consultation with the Director of Health, to establish standards and guidelines to limit the spread of infectious disease at those amusement parks and water parks.
Requires amusement park owners and water park owners to ensure compliance with the standards and guidelines
Cedar Fair, which operates both Cedar Point and Kings Island, says in response, "We fully anticipate and expect having the same opportunity granted to other businesses in Ohio to operate our business in a safe and manageable environment." Read their full statement here.
June 2, 2020
GUIDELINES AND REOPENING DATES TO BE PROVIDED THURSDAY
During Governor Mike DeWine's press conference today, he said information about zoos, museums and others in the 'entertainment' category will be released Thursday. OTA has communicated with his office that every day without answers results in millions of lost business revenue, risking even more jobs in an industry with a 50+% unemployment rate.
Please continue to communicate the importance of this information being provided ASAP. Every day counts. To send a message to Governor DeWine, go here.
INTENT TO TRAVEL SHOWS MOVEMENT
Longwoods International's weekly traveler sentiment study shows the following:
- Forty-seven percent of American travelers say the coronavirus pandemic will greatly impact their travel plans in the next six months, down from a peak of 67% on April 1 and the lowest level since mid-March.
- And 71% of American travelers have travel plans in the next six months, a percentage that has remained relatively constant since mid-March, but down from a peak of 87% on March 11, before the full impact of the pandemic was in place.
- Forty percent of American travelers support opening their communities to visitors, up from 31% two weeks ago
- Forty-three percent feel safe traveling outside their communities, up from 35% in that same time period.
- About a third of those surveyed would feel safe dining in local restaurants and shopping at local stores.
June 1, 2020
NEW PUBLIC HEALTH ORDER EXTENDS EXISTING ORDER TO JULY 1
A new public health order extends the initial order to July 1. The previous order expired over the weekend. OTA has had conversations with the governor's office who clarified that the intent of this order is not to delay reopenings of entertainment venues till July 1. As has happened previously with other business types, reopening dates can be announced and the order amended.
The order itself says "or as it may be subsequently amended" when referring to business closures.
May 29, 2020
MARKETING ROADMAP DISCUSSED DURING THIS WEEK'S WEBINAR
Figuring out a marketing strategy right now (not to mention for the next year) seems daunting faced with all the uncertainty.
Thanks to Madden Media, this task just got a little clearer. They presented a marketing roadmap during this wee's Ohio Travel Association’s deep-dive marketing webinar. Using travel data, sentiment research and their own travel index, Madden CEO Dan Janes and VP of Revenue Brett Gordon walked industry members through a step-by-step strategy for rebuilding business. Following the webinar, they participated in a conversation with attendees to help work through some of their marketing questions and opportunities.
Effective marketing during this time is not going to be about turning on your pre-COVID strategies and waiting for guests to respond. Madden suggests a 3-phase approach. Learn more about this approach and insights about traveler behavior research here.
May 28, 2020
OHIO’S MUSEUMS, CAVERNS, ZOOS AND MANY OTHER ATTRACTIONS TO HEAR NEXT WEEK
Based on what has been opened thus far, and now with fairs being addressed, we share your frustrations with the lack of guidance for Ohio’s many travel-related businesses that remain closed. Today, when asked about opening of zoos, amusement parks and others, the governor said he will attempt to address the openings next week.
He said he has had conversations with sports teams and others related to large-scale spectator sports, but not in recent weeks.
The Ohio Travel Association has worked every day to get our businesses the answers they need for opening. We are reaching out to statewide media; boosting social media messages; contacting the governor, the lt. governor and legislators on an almost-daily basis.
FAIRS PERMITTED TO PROCEED WITH LOCAL APPROVAL
Governor DeWine said guidelines for junior fairs have been developed and will be released today on the Ohio coronavirus site. Decisions on county and independent fairs will need to be made in collaboration with local public health departments. View county fair guidelines here.
May 27, 2020
TRAVEL SENTIMENT SURVEY: AMERICAN TRAVELERS PLANNING THEIR FIRST TRIPS SINCE THE PANDEMIC (View full Longwoods International study here)
- Almost half of American travelers (48%) are planning their first trip since the pandemic between now and July 4th. (Road trips to visit friends and family are the most popular.)
- Conversely, 52% of Americans do not plan to travel before July 4th.
- Americans are also still very divided about welcoming visitors back – 36% in favor and 33% against…
- More travelers are continuing to change their plans from fly to drive vacations/getaways
May 26, 2020
GOVERNOR NONCOMMITTAL ABOUT ADDITIONAL REOPENING UPDATES
When asked about what is in the pipeline for reopening, the Governor said he will continue to watch the numbers.
The Ohio Travel Association and many of its members have repeatedly contacted the governor’s office asking for reopening dates to be provided. We have explained that it takes several weeks for many of our businesses to gear up for opening, and that knowing these dates can save Ohio jobs.
Putting all kinds of entertainment businesses in one bucket does not make sense. Trying to open a mixed bag of businesses and guest experiences is costing Ohio jobs and millions of dollars every single day. Zoos and other outdoor experiences should open right now. possible. Museums and many other entertainment businesses can actually time entries and keep people distanced much easier than many of the businesses open right now.
NEW GUIDELINES RELEASED OVER WEEKEND
To access all guidelines released thus far, please visit here.
Canoe liveries and recreational paddling
May 22, 2020
OHIO HAS LOST 51% OF ITS LEISURE AND HOSPITALITY JOBS
Ohio’s leisure and hospitality job losses represent a third of all jobs lost in Ohio since April 2019 with 289,100 jobs lost. This represents 42% of service jobs lost including those in leisure and hospitality, trade and utilities, professional and business services, educational and health services, financial activities and information services.
April 2020 Ohio Unemployment
TRAVELER SENTIMENT SHOWS DIVISION
Longwoods International's weekly survey of traveler sentiment reveals the following:
- Americans are still very much divided about welcoming visitors back – 31% in favor and 45% against
- Only about a third of Americans indicate they feel comfortable dining in restaurants, while almost half say they are not comfortable in doing so
- More travelers are changing their plans from fly to drive vacations/getaways
- The percentage of American travelers who say that coronavirus will greatly impact their travel decisions in the next six months ticked up slightly for the first time in six weeks to 60%, while concerns about the economy impacting their travel decisions declined a bit. This is reflecting the increasing debate and worry over re-opening too soon
May 21, 2020
EVENT CENTERS CAN OPEN JUNE 1 WITH 300 MAXIMUM CAPACITY
Catering and banquet centers can reopen under the restaurant guidelines on June 1. Capacity is limited at 300 persons.
Bowling alleys and miniature golf guidance will be on the Ohio Coronavirus site today or tomorrow.
OHIO TRAVEL ASSOCIATION INDUSTRY BOARD REQUESTING GUIDELINES AND REOPENING DATES
Guidelines for many of our travel-related entertainment businesses have been completed and are awaiting approval from the Governor. Recognizing that many of our businesses need reopening dates as soon as possible to be ready to open as soon as permitted, members of the Ohio Travel Association board have signed onto a letter to be sent to the Governor and Lt. Governor requesting that guidelines and reopening dates are released as soon as possible.
Dear Governor DeWine:
Thank you for everything you and Dr. Acton have done to keep us all safe. We recognize the enormity and complexities of the tasks, particularly as the economy is reopened.
One sector of the economy, however, is still at a painful standstill. We respectfully request reopening guidance and reopening dates as soon as possible for Ohio’s museums, entertainment venues, attractions, recreation providers and other similar businesses who remain closed.
Ohio’s travel businesses are prepared to open, and most have detailed safety plans in place already. These businesses actually have even greater control over customer interactions than many of the businesses already opened. As an example,
- Capacity can be reduced/managed to allow for appropriate social distancing.
- Exposure time is limited. Guests generally move throughout their experience. Most guests are not sitting in a single location, elbow-to-elbow, for an extended period.
- A large percentage of attraction attendance is made up of family members and others who live in the same home and thus do not need to be physically distanced from each other.
These businesses require notice of reopening so they can stock supplies and hire employees. So having reopening dates soon allows them to prepare so they are ready to go when permitted.
Many of these businesses depend heavily on the next three months to maintain payroll throughout the year. Every day counts. Thus far, more than half of all travel-related jobs have been lost in the US, and the unemployment within these businesses represent 38% of overall national job losses.
As of May 9, year-over-year travel expenditures in Ohio this week are down $522 million or 86%. This reduced spending has led to $15 million in lost state tax revenues. More than 430,000 FTEs are employed in Ohio’s travel economy.
Because of the seasonality, the need to be ready to open as soon as they can is vital for these businesses and their employees. Using the guidelines already developed, the Ohio Travel Association has been working with more than 400 businesses throughout the state thus far in helping them adapt safety protocols for their customer experiences. Upon release of new guidelines, we will continue to work with those businesses to ensure they are ready.
As industry leadership for the Ohio Travel Association, we thank you for your consideration.
CHARTER FISHING AND FISHING GUIDELINES RELEASED
Guidelines for the following are now available:
May 20, 2020
TRAVEL RESTRICTIONS EASED, MASS GATHERINGS STILL LIMITED TO 10
Earlier this week, Governor Mike DeWine indicated amendments to the Public Health Order issued May 1 would be released and that an Urgent Health Advisory would be issued. Both the Urgent Health Advisory and Public Health Order were released the evening of May 20. The existing Stay Safe Ohio Order expires May 29 and is still in effect except for those items rescinded and amended in the new order.
Here are the changes you need to know:
- Ohioans are no longer required to stay at home. Those not at high-risk are advised to take precautions to limit the spread of the disease and it is recommended (but not required) to stay at their place of residence
- Elderly and those with pre-existing conditions that make them more vulnerable are strongly urged (but not required) to stay at home and to avoid places where they may be exposed
- Those entering the state no longer have to self-quarantine for two weeks
- Any gathering of more than 10 persons is still prohibited, except for weddings, funerals, and religious gatherings as outlined in the original order. Wedding receptions are still restricted to 10 (although we heard this week that the governor is considering lifting that restriction if venues follow restaurant guidelines).
- Business guidelines for reopening must be followed
- Those exhibiting COVID-19 symptoms or who have tested positive shall not enter the state unless for medical reasons as outlined in the new Public Health Order.
Guidelines for reopening entertainment businesses are completed and at the governor's office for approval. We anticipate reopening dates and guidelines will be announced soon
May 19, 2020
GOVERNOR REPLACES STAY-AT-HOME ORDER WITH A NEW HEALTH ADVISORY
Governor DeWine announced today that the existing Stay At Home Order has been replaced with an Urgent Health Advisory. Copies of the new Order should be posted on the Ohio COVID-19 website soon.
Although copies of the order are not yet available, here are a few items we picked up from statements made during the press conference itself.
- Two-week quarantines for those entering the state are no longer recommended.
- Social distancing of six feet, a limit of 10 people for mass gatherings; frequent hand-washing; and other sanitizing efforts are included.
- It incorporates all of the business guidelines currently available, including the requirement for employees to wear masks.
- The order strongly recommends that high-risk Ohioans stay at home as much as possible.
- It recommends (but does not require) all other Ohioans to stay at their place of residence when possible with the intent of lowering the rate of spread of #COVID-19.
- He said that while unnecessary travel within or outside of the state of Ohio is still permitted, it is not encouraged.
CLARIFICATION OF RESTAURANT ORDER TO MANDATE SEATED PATRONS, LIMITS RESERVATIONS TO GROUPS OF 10
For those of you planning on processes for food service, take note! The original restaurant guidelines developed by the taskforce did not require patrons to be seated; however, the Ohio Public Health Dine Safe Order released May 14 states, "Customers must be seated when consuming food, beer, wine and liquor on the premises of the business."
Also included in the Dine Safe Order but not the guidelines is "Reservations are to be limited to no more than 10 persons."
OTA highly recommends that you review the original Dine-Safe Order as well as the guidelines.
GOVERNOR ADDRESSED WEDDING RECEPTIONS
When asked about whether or not caterers and event managers could proceed with wedding receptions if they followed restaurant guidelines, the governor said he is looking at this possibility and should have guidelines soon.
BWC TO DISTRIBUTE FACIAL COVERINGS FOR YOUR EMPLOYEES
Employers participating in Bureau of Workers Compensation will receive packages with at least 50 facial coverings for your employees.
AMERICAN TRAVELER SENTIMENT SURVEY SHOWS UPTICK IN COIVD-19 IMPACT ON TRAVEL
- View full report here
- Americans are still very much divided about welcoming visitors back – 31% in favor and 45% against
- Only about a third of Americans indicate they feel comfortable dining in restaurants, while almost half say they are not comfortable in doing so
- More travelers are changing their plans from fly to drive vacations/getaways
- The percentage of American travelers who say that coronavirus will greatly impact their travel decisions in the next six months ticked up slightly for the first time in six weeks to 60%, while concerns about the economy impacting their travel decisions declined a bit… This is reflecting the increasing debate and worry over re-opening too soon
May 18, 2020
NONCOMPLIANCE CAN RESULT IN REVOKED LIQUOR LICENSES AND LEGAL ACTION
The governor spoke today about how Ohio’s economic recovery is directly linked to how well businesses maintain social distancing and create safe places. As a result of some noncompliance issues over the weekend, an Ohio law enforcement unit has been activated to conduct safety compliance checks with businesses, particularly bars and restaurants. They will issue citations that could result in revocation of liquor licenses and will work with municipal prosecutors to take potential criminal action against those not in compliance. Individuals can also be cited.
He reiterated that those serving food and beverages must have customers seated.
AMERICAN TRAVELERS SHOWING INCREASED INTENT
Destination Analysts surveys 1,200 American travelers weekly. Key findings of their May 18 results follows:
- 32% who say they are willing to engage in activities in their own community is at a 9-week high
- Increasing numbers of Americans are feeling it’s safe to go shopping (36.0%), visit friends and relatives (43.5%), take a road trip (49.3%) and engage in (non-team) outdoor recreational activities (56.9%).
- Travelers in the Midwest and South have the relatively least concerns about the virus, are most optimistic that the coronavirus situation will stay the same or improve in the next month and demonstrate the most agreement that they will be traveling in the fall.
- American travelers are demonstrating increased comfort with (or in spite of) their concerns surrounding COVID-19.
- Travel planning is happening.
- Marketing could be effective in swaying travelers to choose a specific destination.
- Travelers need destination-level information on safety.
- Rural residents are the least comfortable with tourists presently, setting up potential tensions with travelers desiring the types of assets found in these places.
- Travel remains recognized for its positive emotional benefits for families.
A REMINDER OF GUIDELINES POSTED
Guidelines for tennis and golf are posted, along with the following on Responsible RestartOhio.
We remind you to consider the visitor experiences you offer at your place of business. For example, if you are an attraction, you likely have retail, general office operations and food service. Resorts are likely to have tennis courts, pools, restaurants, etc. Take a look at the guidelines already approved to make sure your reopening plan is in compliance.
- Campgrounds
- Day camps
- Retail
- Restaurants
- General offices
- Pools and aquatic operations
- Manufacturing
- Tennis court operators
- Golf course operators
- Adult and youth baseball and softball leagues
May 14, 2020
CAMPGROUND FULL OPENING DATE RELEASED - THURSDAY, MAY 21
Lt. Governor Husted announced during today's press conference that Ohio campgrounds will have a full reopening Thursday, May 21st. View the guidelines here.
May 13, 2020
AMERICAN VALUES, MEETING THE MAKER, SHARED SHOPPING AMONG EXPERIENCES LIKELY TO BE DESIRED THIS SUMMER
There’s