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COVID-19 Webinar SeriesAPRIL 21, 2020
travelInspired by
APRIL 21, 2020
C L A R I T YIN A TIME OF CRISIS
Special Edition Earth Day Webinar
With YouErin Francis Cummings
President & CEODestination Analysts
Kristin DahlVice President, Destination Development
Travel Oregon
Chris SeekCEO
Solimar International
Cathy RitterDirector
Colorado Tourism Office
Chris AdamsHead of Research & Insights
Miles Partnership
Today’sagenda
COVID-19 UPDATES:
1. Coronavirus Travel Sentiment Index
2. Quick COVID-19 Updates
EARTH DAY SPECIAL:
1. Destination Management Research
2. Next Steps for DMO Sustainability
3. Panel Discussion & Q&A
COVID-19 COMMUNICATION CENTER covid19.milespartnership.com
Thanks to
Coronavirus Traveler Sentiment Index
Coronavirus Travel Sentiment Index
Key Findings—Week of April 20th
IMPORTANTThe data and findings presented here are from our independent research, which is unique in that it is not sponsored, conducted or influenced by any advertising or marketing agency. This means that you can trust that it is not serving any agenda other than to provide you reliable information upon which to base decisions for your organization’s or tourism community’s future.
Complimentary Report of Findings (and lots of other info):
DestinationAnalysts.com/covid-19-insights
Project Overview & Methodology
Weekly tracking survey of a representative sample of adult American travelers in each of four U.S. regions
Designed to track traveler sentiment and generate insights into when tourism businesses can expect demand to return and from whom
Week 6 data (fielded April 17th-19th ) will be presented today
1,200 fully completed surveys were collected each wave
Confidence interval of +/- 2.8%
Data is weighted to reflect the actual population of each region
Map of U.S. Showing Survey Regions
Most Desired Activities on First Post-Pandemic Trip
Question: Imagine it is some time later when
you first begin feeling it is safe to travel again
for leisure.
On your first trip what activities do you most
want to do? (OPEN-ENDED QUESTION)
(Base: Wave 6. Cancelling trips, 643 completed surveys. Data collected April 17-19, 2020)
“I think a few things. A part of it is hearing confirmation from national, regional and local governments that it is safe to travel and also safe to travel to those locations. I’m wanting to go to Hawaii (after the pandemic) and part of that is confirmation from government officials saying yes we are ready for visitors, that we have the medical equipment, that yes we have different practices. I also want to see from the hotels that I want to stay at and other businesses that they’re ready, their affirmation. Part of it is saying they are ready for you and ready to take care of their employees. So that affirmation: ‘yep we’re back in business, we’re good to go and come on over. ‘…I just want that confirmation.”
How Travelers Will Determine for Themselves that It Is Safe to Travel
Coronavirus Research IndexTravel Marketing Potential Influence CalculationHighlights from the Week of April 20th
Raw Index Formula
Concern for Personal Health
Concern for Personal Finances
Openness to Messaging
Excitement to Travel Now
*Normalized to a 100pt scale
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0 1 - 25 26 - 50 51 - 75 76 - 100
High Travel
Not Ready to Travel Ready to TravelWaiting to
Travel
Neutral
Healthy Travel Outlook
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0 1 - 25 26 - 50 51 - 75 76 - 100
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19
Waiting to Travel
Neutral
Not Ready to Travel Ready to Travel
Raw Index Charted
Wai
ting
to
Trav
elN
ot R
ead
y to
Tr
avel
Rea
dy
to T
rave
l
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19
Raw IndexTotal
Millennials or younger
Gen X
Boomer or older
WEST
MIDWEST
NORTHEAST
SOUTH
Commercial LodgingTravelersInternational Travelers
Air Travelers
Cruise Travelers
Generation
0.0
5.0
10.0
15.0
20.0
25.0
March 13-15
March 20-22
March 27-29
April 3-5 April 10-12
April 17-19
Millennials or younger
Gen X
Boomer or older
Points of Interest Impacting Index Scores:• Gen X again showed the most personal concern for contracting the virus this
week, Boomers the least.• Boomers this week showing “millennial-like” levels of concern for personal
finances this week• Boomers report being the most optimistic this week being the most likely to
say the Coronavirus situation will get better or much better in the next month
Gender
0.0
5.0
10.0
15.0
20.0
25.0
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19
Female
Male
Points of Interest Impacting Index Scores:• Women continue to report higher levels of personal concern for
contracting the virus as well as concern for personal finances• Both Men and Women show low expectation to be able to travel in the
summer, but Men more likely to say they’ll be traveling by the Fall 2020• Women more likely to say they expect to change the types of travel
destinations they choose to visit after the coronavirus situation
US Region
0.0
5.0
10.0
15.0
20.0
25.0
March 13-15
March 20-22
March 27-29
April 3-5 April 10-12 April 17-19
WEST
MIDWEST
NORTHEAST
SOUTH
Points of Interest Impacting Index Scores:• Northeast reported the highest levels of personal concern for contracting
the virus again this week• All regions showed slight decreases in concern across the board with the
West showing the relatively biggest decreases• Midwest shifted and is now the most optimistic this week being the most
likely to say the Coronavirus situation will get better or much better in the next month
Next/Ongoing Updates
• Key Findings to Know released via email every Monday morning
• Online Presentation of Findings every Tuesday at 8:00am PST/11:00am EST
• Shareable infographics and gifs week-daily
COVID-19 Updates from Colorado, Oregon and Solimar International
Destination Management & Sustainability Research
THE FUTURE OF TRAVEL
AS A BRAND
The State of the American Traveler Study
• Quarterly online tracking survey conducted since 2006
• Survey invitation sent to a nationally representative sample of US adults
• Total sample of 2,000+ American leisure travelers each wave
• Examines traveler sentiment, motivations & behaviors
31.2%American travelers who consider leisure travel “extremely important” to their overall well-being and sense of happiness
Top 3 Most Important Leisure Activities
4.2%
4.5%
9.4%
14.7%
18.0%
19.1%
19.6%
21.1%
26.5%
37.5%
61.8%
63.5%
0% 20% 40% 60% 80%
Volunteer activities
Education, classes or seminars
Gardening
Arts, crafts or hobbies
Media consumption (watching TV, listening…
Reading
Sports and exercise
Music (enjoying, listening to)
Culinary activities (cooking, dining out, etc.)
Outdoor recreation
Leisure travel
Spending time with friends and family
Tourism in my community makes it a better place in which to live
Strongly agree, 10.0%
Agree, 22.1%
Neutral, 43.2%
Disagree, 13.3%
Strongly disagree,
11.3%32.1%
Tourism is important to the economy of the community in which I live
Strongly agree, 19.7%
Agree, 30.4%Neutral,
23.1%
Disagree, 13.8%
Strongly disagree,
13.0%
50.3%
I enjoy interacting with visitors to my community
Strongly agree, 12.5%
Agree, 32.7%
Neutral, 38.2%
Disagree, 9.6%
Strongly disagree,
7.0%
45.2%
Perceptions of Excess
Travel’s Perceived Impact on the Environment
The Impact of Climate Change
I live in a place that has an issue with over-tourism (i.e., a place that has too many tourists)
Strongly agree, 8.4%
Agree, 10.4%
Neutral, 17.1%
Disagree, 28.7%
Strongly disagree,
35.5%
18.8%
How serious is the problem of over-tourism where you live?
6.9%
33.9%
31.5%
27.7%
0% 20% 40%
I’m not sure/no opinion
A problem, but not tooserious
A serious problem
An extremely seriousproblem
Which of the following do you believe have contributed to over-tourism in your community?
22.0%
9.3%
9.6%
9.6%
11.8%
13.3%
13.6%
14.7%
15.8%
16.0%
17.1%
17.3%
20.4%
21.3%
21.8%
26.2%
31.3%
0% 5% 10% 15% 20% 25% 30% 35%
NONE OF THESE
Cheaper air options (low cost carriers)
Growth in air service
Displacement of local businesses (by tourism…
Capacity constraints in place visitor gather
Small number of places visitors gather
AirBnB or home-sharing rentals
A limited number of places tourists congregate
Poor planning by local officials
Increased access (e.g. new air service, roads,…
Rapid development of new tourism attractions
Social media driven bucket lists
Higher prices caused by tourism
Too much tourism promotion and advertising
Hotel development
Growing local population
Too many visitors at certain times of year
If a U.S. destination has a problem with over-tourism, I am less likely to visit it
Strongly agree, 17.7%
Agree, 33.5%
Neutral, 31.2%
Disagree, 13.0%
Strongly disagree,
4.7%
51.2%
In the past three years, have you personally visited a U.S. destination that you felt had an issue with over-tourism?
Yes, 31.1%
No, 60.6%
I don't know, 8.3%
Are you more or less likely to visit this place again?
Because of over-tourism, I am___________________
7.1%
6.4%
40.2%
24.6%
21.7%
0% 10% 20% 30% 40% 50%
Much more likely tovisit
More likely to visit
Neutral (neither morenor less likely)
Less likely to visit
Much less likely tovisit 46.3%
Have you told any friends or relatives about this destination having an over-tourism problem?
Did you recommend they not visit that destination?
I don't know, 3.7%
Yes, 63.0%
No, 33.2%
No, 52.7%
I don't know, 2.3%
Yes, 45.0%
I believe that people generally should not travel long distances via air as it is bad for the environment.
Strongly agree, 6.6% Agree,
9.2%
Neutral, 30.2%Disagre
e, 31.0%
Strongly disagree, 23.0%
15.8%
I believe that people generally should not travel long distances via air as it is bad for the environment.
11.4% 12.9% 8.4% 6.7% 3.9%
9.8% 10.3%
6.4%2.6% 4.9%
0%5%
10%15%20%25%
Agree Strongly agree
By Generation
Do you believe that people traveling for leisure have an overall negative impact on the environment?
No, 64.8%
I don't know, 18.4%
Yes, 16.9%
Do you believe that people traveling for leisure have an overall negative impact on the environment?
By Generation
25.0% 21.3%15.5% 13.3% 9.7%
0%5%
10%15%20%25%30%
When planning your trips, how often do you think about the impacts on the environment of your travels?
Always, 9.0%
Usually, 11.7%
Sometimes, 21.6%
Rarely, 28.4%
Never, 29.3%
20.7%
When planning your trips, how often do you think about the impacts on the environment of your travels?
13.1%8.9%
4.8% 6.8% 6.8%
16.6%
11.3%
6.1%7.8% 7.8%
0%
5%
10%
15%
20%
25%
30%
Generation Z Millennials Generation X Baby Boomers Pre-Boomers
Always Usually
By Generation
When traveling, what aspects of your environmental impact do you typically think about?
19.1%12.6%
15.2%17.4%
19.3%21.1%
23.2%24.3%24.9%
26.3%33.5%
46.8%
0% 10% 20% 30% 40% 50%
NONE OF THESE
Use of renewable energy sources
Costs associated with managing the solid waste I create (i.e.,…
Impacts on ecosystems
Other solid waste I create (sewage, food waste, etc.)
Water consumption
Impacts on wildlife/wildlife trafficking
Carbon emissions contributing to global warming (from the…
Recycling and reusing waste generated
Energy consumption from fossil fuels (oil, natural gas, etc.)
Carbon emissions contributing to global warming (from ground…
Plastic waste I create (plastic bottles, single use plastics, etc.)
Do you believe that human activity is responsible for climate change?
73.5% 72.9% 65.1% 53.3% 58.3%
0%10%20%30%40%50%60%70%80%
No, 20.5%
I don't know, 15.4%
Yes, 64.1%
By Generation
In the PAST FIVE (5) YEARS, on a scale of 1 to 10 please rate, how much you think climate change has impacted your leisure travel?
In the NEXT FIVE (5) YEARS, on a scale of 1 to 10 please rate, how much you think climate change will impact your leisure travel?
46.6%8.6%8.4%
10.7%9.4%
5.9%3.9%
2.0%4.4%
0.0%
0% 10% 20% 30% 40% 50%
1 – NO IMPACT ON MY …
2
3
4
5
6
7
8
9
10 - SIGNIFICANT IMPACT…
33.1%
7.9%
7.5%
12.9%
11.4%
11.0%
7.4%
2.8%
6.0%
0.0%
0% 10% 20% 30% 40% 50%
1 – NO IMPACT ON MY LEISURE …
2
3
4
5
6
7
8
9
10 - SIGNIFICANT IMPACT ON…
In the next 5 years, I anticipate climate change will_____________
0% 10% 20% 30% 40%
None of these
Other
Change the destinations I choose to visit (i.e., where I travel)
Change the timing of my trips
Change the attractions or assets I will visit in destinations
Change how I travel
Change the costs associated with my travel
23.5%
3.0%
25.8%
26.5%
26.5%
27.3%
34.1%
“I won’t visit any place where a lot of people go”
“I will not travel anywhere that has not shown virus cases to be 0%”
“I will probably be more local with only one person in party”
“I will be camping, instead of relying on how others clean and care for different spaces”
“I will be spending more time doing individual things and outdoor activities”
THANK [email protected]@erincummings31
Cathy RitterColorado Tourism Office
Earth Day is Every Day in Colorado
Miles PartnershipCOVID-19/Earth Day Webinar
April 21, 2020
THE COLORADO TOURISM ROADMAP: A strategic plan not just for the Colorado Tourism Office, but for the Colorado tourism industry.
2018 travelers generated a record $1.37 billion in tax revenues
About 61% went into local tax coffers
A Tool for DispersionA searchable, online collection of nearly 200 three-to-ten-day itineraries, guiding travelers to less-
visited and off-peak destinations. Industry partners have a standing invitation to contribute to itineraries. All include sustainability and insider’s tips.
Messaging is embedded throughout
CTO signed MOU with Leave No Trace October 2017, agreeing to:
• Develop shared messaging based on the iconic Leave No Trace Seven Principles.
• Support development of additional strategic partnerships
• Engage in shared research
A First of its Kind PartnershipAIMED AT INSPIRING TRAVELERS TO REDUCE IMPACTS ON COLORADO
Inspiring Travelers to be ‘Colo-Ready’
BeAColoradoConcierge.com
FREE RESOURCE FOR ALL COLORADO BUSINESSESAn online platform to turn frontline workers into Colorado experts and teach them Colorado-style hospitality –and aims at driving traveler spending across our state.
Our ‘Care for Colorado’ Ambassadors …
… now starring in four new ‘Etiquette’ videos
• Colorado Hotel & Lodging Association: Colorado hotels managed 24 million overnight stays in 2017.
• Colorado River Outfitters Association: Served over 600,000 rafters in 2018.
• Colorado Dude & Guest Ranch Association: Welcome an average of 16,000 guests for weeklong stays every year.
• Colorado Association of Destination Marketing Organizations (CADMO): Colorado largest DMOs
• Colorado Association of Ski Towns: Represents 28 municipalities and four countries whose economies are dependent on the ski industry and tourism.
• Colorado Mountain Club: State’s leading organization dedicated to adventure, conservation and education.
The Care for Colorado CoalitionSHARING A UNIFIED MESSSAGE WITH MILLIONS MORE COLORADO TRAVELERS
CADMO
• Sustainability continues to grow in importance among visitors, which makes sense since the topic of climate change and weather impacts is an increasing common topic of news coverage. More than a quarter of this summer’s visitors say the topic is very important.
• Among high-value households, sustainability is even more valued, with more than a third of these visitors deeming it very important in the section of their destination.
Visitors increasing value stewardship
Source: Strategic Marketing Research & Insights (SMARI), Colorado 2019 Summer Advertising Effectiveness
15% 20%27%
21% 12%
25%15% 22%
14%
49% 45%34%
2017 2018 2019
Importance of sustainability in destination selection
Not important
Unsure
Moderately/slightly important
Very important
24%35%
26%
24%
15%12%
35% 31%
Under $100k HHI $100k+ HHI
Importance of sustainability by HH income
Electrifying Our Byways
Renewable Energy
Working with the Colorado Energy Office to ‘electrify’ our 26 Colorado Scenic and Historic Byways (11 are National Scenic Byways too)
Kristin DahlTravel Oregon
Chris SeekSolimar International
COVID-19 SUSTAINABLE
TOURISM RECOVERY
STRATEGIES FOR DESTINATIONS
CHRIS SEEK
SOLIMAR INTERNATIONAL
WE ARE EXPERTS AND PASSIONATE ABOUT
SUSTAINABLE TOURISM FOR DEVELOPMENT
SUSTAINABLE TOURISM
125
1) Become the catalyst to inspire industry and government to support sustainability initiatives
UNDERSTANDING THE 7 PHASES OF COVID-19 TRAVEL IMPACTS
UNDERSTANDING THE 7 PHASES OF COVID-19 TRAVEL IMPACTS
CONTENTS
https://visitsedona.com/sustainable-tourism-plan/
CONTENTS
2) Strengthen tourism planning and site management through partnerships
OVERTOURISM WAS A PROBLEM BEFORE COVID
AND WILL REMAIN A PROBLEM AFTER
20,000 Chinese travelers flocked a National Park when Stay at Home Restrictions were lifted
OVERTOURISM WAS A PROBLEM BEFORE COVID
AND WILL REMAIN A PROBLEM AFTER
20,000 Chinese travelers flocked a National Park when Stay at Home Restrictions were lifted
OVERTOURISM WAS A PROBLEM BEFORE COVID
AND WILL REMAIN A PROBLEM AFTER
3) Develop visitor funding mechanisms to support biodiversity conservation
THE ISLAND OF ATAURO IN TIMOR LESTE IS ONE OF THE MOST BIODIVERSE REEF SYSTEMS IN THE WORLD
TO SUPPORT CONSERVATION THE LOCAL DMO CREATED A $2 FEE FOR SNORKLERS AND DIVERS THAT GOES TO LOCAL FISHERMAN & CONSERVATION
PROJECTS
1) Become the catalyst to inspire industry and government to support sustainability initiatives
2) Strengthen tourism planning and site management through partnerships
3) Develop visitor funding mechanisms to support biodiversity conservation
SUSTAINABLE TOURISM STRATEGIES
Panel Discussion and Q&A
Additional Resources
Placeholder slide
• Add screen shot of Part I of Blog – Earth Day Principles
www.TravelCareCode.org
Find it by searching for: "UN measures to support travel"
COVID-19 COMMUNICATION CENTER
covid19.milespartnership.com
o Webinars• Miles COVID-19 Webinar Series• Industry Webinar Resources
o Data Tracking• Curated research, data & analysis
o Insights• Miles insights, blogs and other resources
o Expert Sources• Authoritative health and travel expert
resources – U.S. & International
Clarity in a Time of Crisis: COVID-19 Webinar #3
LONGWOODS TRAVEL SENTIMENT SURVEY – SPONSORED BY MILES
Clarity in a Time of Crisis: COVID-19 Webinar #3
covid19.milespartnership.com/data-tracking
• Data Points & Analysis
• 2 Page Summary
• OnDemand 5 min Webinar
Panel Discussion and Q&A
covid19.milespartnership.comwww.destinationanalysts.com/covid-19-insights
www.colorado.comtraveloregon.com
www.solimarinternational.com
Additional Resources
Thank You
covid19.milespartnership.com