Published June 11, 2020
Jerry Henry, CEO H2R Market Research
This week kicks off the first wave of our Rebuild Edition which focuses on consumer intentions and economic recovery. Overall, there are several positive signs for the travel & tourism industry.
One-third of consumers (36%) plan to take a trip this summer, driven by younger adults under 50. Looking ahead, intent to travel jumps to 47% for anytime in 2020 and to 68% for anytime next year.
Over the next six months, consumers are far more likely to travel by car (52%) than take a domestic flight (27%). And, as time goes out, travelers don’t appear afraid to put in some miles. Half (52%) of those who plan to take a leisure trip are willing to travel 300 miles or more, one way. Only 9% want to stick closer to home, with a willingness to travel up to 50 miles.
While some have summer travel plans in the works, consumers are certainly split on when exactly they will start venturing out. Most (56%) fall into the Late Adapter (42%) and Laggard (14%) categories—waiting until there is a decline in COVID cases or until there is a vaccine.
Meanwhile, 14% of consumers have already ventured out and visited an attraction or traveled for leisure. These Early Adopters are a key segment we will be following this summer. How they are feeling about their experience traveling or visiting an attraction is key feedback that could set the course for other consumers to start venturing out as well—or not.
That is why H2R has pioneered a new measurement called the COVID Confidence Index to measure how confident different consumer segments are feeling about their travel/attractions experience. As it stands, younger consumers hold the highest score. As more consumers venture out, this index will ultimately tell us how confident visitors to different attraction sectors compare.
Most of the Early Adopters who visited an attraction said the environment made them feel somewhat/much more safe than what they were expecting (71%). And, they were most satisfied with the actions the attraction took to try to prevent further spread of COVID-19 (81% somewhat/very satisfied).
Marketing the governance rules or changes to the visitor experience continues to be mission critical. One in three (30%) said this is the message that would inspire them to visit an attraction. But, discounts (36%) came roaring back in importance in this wave as we expected they soon would.
Likewise, anything to quell fears about being in large crowds (54%), being exposed (53%) and other guests not acting responsibly (52%) is important—as these rank as the top three barriers to traveling or visiting an attraction. Interestingly, being made to wear a mask ranked as a distant fourth (24%). Though, younger adults under age 50 are far more averse to masks than older adults.
While we are offering a selection of key slides, there is much more insight within the data. Click reply if you are interested in the full set of data tables with demographic breakouts.
This data reflects the first wave of H2R’s COVID-19 Travel & Attractions Update: Rebuild Edition conducted the week of June 8, 2020, from a nationwide, professionally managed panel of consumers. 300 responses were collected for this wave, providing for a maximum margin of error of +/-5.7%. No part of this publication may be reproduced, published or transmitted in any form by any means outside of the subscriber's organization without permission from H2R Market Research. For more information, please contact info@h2rmarketresearch.com.
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