domestic leisure traveler sentiment in light of coronavirus/covid-19 · 2020-04-27 · leisure...

April 17, 2020

Domestic leisure traveler sentiment in light of coronavirus/COVID-19

Regional Augment for Missouri Division of Tourism

Methodology• Initial Wave: March 5, 2020, surveyed 600 domestic leisure travelers from a national sample:

– Regularly take leisure trips of at least 50 miles from home and/or that include an overnight stay– Are leisure travel decision-makers for their households– Are 18 years or older

• Additional Waves:– March 12-13 (750 national travelers)– March 19-20 (777 national travelers)– April 16-17 (751 national travelers)

2Domestic leisure traveler sentiment in light of coronavirus/COVID-19

Timeline of Key COVID-19 Events

Tuesday, March 10

Italy locks down

country

Wednesday, March 11

WHO declares pandemic; NBA

suspends season; Tom Hanks tests positive; Trump

announces European travel ban

Thursday, March 12

NCAA cancels basketball tournament;

NHL pauses season; MLB cancels spring training & delays opening day; U.S. stocks plummet in

worst day since Oct. 19, 1987

Saturday, March 14

White House extends travel ban to UK and

Ireland

Friday, March 13

President Trump

declares national

emergency

California and many other U.S. locations

announce broad social distancing measures (school cancellations,

bars/nightclubs closing, etc.)

WAVE 2 FIELD

Italy reports 475 COVID-19 deaths, the highest single-day death toll for any country since

the outbreak began.

The U.S. death toll hits 100.

Globally, authorities report more than

240,000 confirmed cases of COVID-19.

Nearly all U.S. states declare a state of

emergency. California issues a

stay-at-home order.

The White House issues guidelines urging

Americans to avoid restaurants and bars, limit gatherings to 10 or fewer people, and work and engage in

schooling from home when possible.

WAVE 3 FIELD

Monday, March 16

Thursday, March 19

Sunday, March 15

Tuesday, March 17


New York, Illinois residents told to

stay at home.

Friday, March 20

Governors begin to form

regional coalitions to plan gradual

ending of stay-at-home requirements,

Stock market shows

improvement.

WAVE 4 FIELD

Thursday, April 16

Friday,April 17

More than half of travelers are delaying decisions on travel plans. Many other metrics, including cancellations, are beginning to plateau.


15%

18%

19%

17%

9%

NA

13%

20%

23%

21%

15%

36%

17%

25%

27%

34%

40%

41%

19%

24%

33%

35%

45%

56%

Have/wil l travel domestically instead of internationally

Have/wil l travel closer to home

Have/wil l avoid cruise ships

Have/wil l avoid air travel

Have/wil l cancel travel

I am delay ing decisions on travel plans

How has/will the coronavirus influence your leisure travel plans?

17-Apr

19-Mar

13-Mar

6-Mar

Regional visitors are a bit less likely to travel closer to home, but attitudes are similar


35%

33%

45%

24%

19%

56%

31%

33%

44%

18%

18%

56%

0% 10% 20% 30% 40% 50% 60%





Have/wil l travel domestically instead ofinternationally


Regional Comparison

Regional National

Leisure trips planned for April through May are being canceled. There is uncertainty about June-September trips. End-of-year travel remains largely untouched.


0%5%

10%15%20%25%30%35%40%45%

March 2020 April 2020 May 2020 June 2020 July 2020 August2020

September2020

October2020

November2020

December2020

AfterDecember

2020

When were the leisure trip(s) planned that you have/will cancel? (Select all that apply)

19-Mar 17-Apr

Regional audience reports more trips cancelled in July and August.


0%5%

10%15%20%25%30%35%40%45%

March 2020 April 2020 May 2020 June 2020 July 2020 August 2020 September2020

October2020

November2020

December2020

AfterDecember

2020

Timing of Cancelled Leisure Trips

Regional National

As with leisure travel, business travel decisions are being delayed. Cancellations and views toward air and cruise travel are beginning to show improvement.


5%

6%

8%

9%

13%

11%

5%

7%

9%

13%

19%

8%

5%

6%

7%

7%

11%

17%

19%

Have/wil l travel domestically instead of internationally


Have/wil l avoid hotel stays





How has/will the coronavirus influence your business/conference travel plans?

17-Apr

19-Mar

13-Mar

The range of dates for which business travelers have changed or canceled business trips looks very similar to the dates for altered leisure travel plans.


21%

35%32%

23% 23%

12% 12%8%

2%4% 4%

March 2020 April 2020 May 2020 June 2020 July 2020 August 2020 September2020

October 2020 November2020

December2020

AfterDecember

2020

When were the business/conference trip(s) planned that you have/will cancel?

12-month planning window• 12-month trip planning remains unchanged, and while those “already planning a trip” have leveled off at

about a fifth of consumers, the shares of those very likely to travel domestically in the next year remains largely unchanged through the period we are tracking.


37% 32%19% 21%

39% 40%

43% 41%

20% 22%27% 27%

2% 3% 7% 8%1% 2% 4% 3%

6-Mar 13-Mar 19-Mar 16-Apr

How likely are you to take a leisure trip in the U.S. in the next 12 months?

Not at all l ikely

Not very likely

Somewhat likely

Very likely

Already planning a trip

15% 14% 12% 11%

19% 15% 21% 17%

20% 19% 19% 19%

18% 19% 19% 24%

29% 32% 30% 29%

6-Mar 13-Mar 19-Mar 16-Apr

How likely are you to travel internationally in the next 12 months?

Not at all l ikely

Not very likely

Somewhat likely

Very likely


Regional Plans – Domestic Travel• Regional findings are not significantly different from national findings – with most people indicating they

are likely to plan a leisure trip within the next year.


21% 19%

41% 40%

27% 28%

8% 10%3% 3%

National Regional

Likely to Take Leisure Trip in Next 12 Months

Not at all l ikely

Not very likely

Somewhat likely

Very likely


About a fifth of consumers have changed travel plans due to concerns about the economy.


8%21%

18%

22%

33%

29%

27%20%

14% 9%

13-Mar 17-Apr

How likely is it that concerns about the economy will cause you to change your travel plans?

Not at all l ikely

Not very likely

Somewhat likely

Very likely

Have already changed plans

Impact of Economic Conditions on Travel


21% 18%

22% 24%

29% 27%

20% 22%

9% 9%

National Regional

Not at all l ikely

Not very likely

Somewhat likely

Very likely

Have already changed plans

How likely is it that concerns about the economy will cause you to change your travel plans?

While views are improving, consumers remain concerned about large gatherings, both indoors and outdoors.


46%

63%

65%

70%

Staying in hotels

Large outdoor events

Public transportation

Crowded indoor events

Things consumers will avoid more now than before the virus

Regional audience is slightly more likely to believe that some types of destinations are safe.

15

Most safe to least safe:• Mountains• Lakes• National Parks• Small towns/rural destination• Beaches • Cities



2%

2%

3%

4%

5%

8%

17%

23%

31%

Crime rate

Testing being done

How crowded it wi ll be

Authorities announce clearance to travel

There is a vaccine

Nothing/don't know

Number of cases there, low # of cases

That i t is safe, virus free

That all precautions being taken(cleaning, sanitizing, social distancing)

What would you need to know about a destination to make you feel safe visiting there?

Coded open-ends representing 2% or more of responses.

17

46%

48%

54%

60%

63%

65%

65%

65%

67%

73%

45%

48%

55%

62%

69%

64%

69%

67%

71%

79%

Through my Window

Travel Someday

Create the destination experience at home

How we're helping the community

Find things to do here at a later date

Stay Away

"Only You" video

Relaxing scenes of destination

Virtural Tours

We'l l be here when you're ready

Reaction to Messaging Options

Regional National

Current Messaging Options


Key Findings• This wave of research reflects the start of a more positive view of travel, while concerns about the economy remain. • Travelers’ views of leisure travel, indoor events, and hotels show signs of improvement. Travel cancellations are beginning to

taper off, with trips through May having already been canceled or rescheduled. • There is uncertainty about summer travel, and consumers are looking for guidance on how to determine if travel is safe. Year-

end leisure and business travel plans remain untouched.• Destinations can be thinking about how to communicate to travelers the steps they are taking to manage visitors to ensure

social distancing guidelines can be maintained. Consumers are open to hearing about sanitation and cleaning protocols as well.• Messaging that generates future visit interest strikes a tone of empathy and hope and expresses concern for travelers’ well-

being. The top-rated message types are:– We know it’s not safe to travel right now, but we’ll be here when you’re ready– Virtual tours and experiences– Peaceful scenes of the destination– Messaging to potential visitors that their health and safety is important

• A comparison of the attitudes among the regional audience shows few differences from the findings for the national audience.


domestic leisure traveler sentiment in light of coronavirus/covid-19 · 2020-04-27 · leisure...

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