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KEY FINDINGS—WEEK OF APRIL 27TH, 2020
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Key Findings for the Week of April 27th
Please cite Destination Analysts when using or distributing this data
Page 5
6.2 6.9 7.0 6.9 7.0 6.9
6.7
0.0
2.0
4.0
6.0
8.0
10.0
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19 April 24-26
Average Level of Concern About Personally Contracting Coronavirus (on an 10-point scale from “Not at all concerned” to “Extremely concerned”)
Personal Health Concerns
Personal concern about
contracting the virus is at a
6-week low (6.7/10.0).
(Base: All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238 and 1,208 completed surveys. Data collected March 13-15, 20-22, 27-29, April 3-5, 10-12, 17-19and 24-26, 2020)
Question: Thinking about the current coronavirus situation, in general, HOW CONCERNED ARE YOU PERSONALLY about contracting the virus? (Please answer using the scale below)
Page 6
Perceived Safety of Travel Activities
The perceived safety of large
events like professional sports
games and live performances
remains low but continues to
improve.
Question: At this moment, how safe would you feel doing each type of travel activity?
(Base: Waves 5-7. 1,263, 1,238 and 1,208 completed surveys. Data collected April 10-12, 17-19 and 24-26, 2020)
0%
20%
40%
60%
Perceived Safety of Travel Activities(% saying each is “Safe” or “Very safe”)
April 10-12 April 17-19 April 24-26
Page 7
Avoiding Travel Until the Crisis Blows Over
There is continued decline in
the number of Americans
saying they will avoid all
travel until the coronavirus
situation is over.
Question: How much do you agree with the following statement? Statement: I’m planning to avoid all travel until the Coronavirus situation blows over.
(Base: All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238 and 1,208 completed surveys. Data collected March 13-15, 20-22, 27-29, April 3-5, 10-12, 17-19and 24-26, 2020)
29.8% 30.5% 32.7% 28.7% 29.7% 33.8% 32.6%
31.3%
47.6% 50.1% 53.3% 52.2% 44.0%
41.3%
0%
20%
40%
60%
80%
100%
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19 April 24-26
Americans Who Will Avoid All Travel
Until the Coronavirus Situation is Over
Agree Strongly agree
Page 8
Trip Cancellations and Postponements
55.1%51.0%
63.0%
46.7%
59.7%
53.0%
65.3%
48.5%
66.9%
47.2%
70.3%
45.2%
63.7%
51.9%
0%
20%
40%
60%
80%
100%
Canceled a trip(s) Postponed a trip(s)
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19 April 24-26
The percent cancelling a trip
because of the coronavirus is
at a 4-week low (63.7%),
meanwhile postponements
are at a 4-week high (51.9%).
(Base: Respondents whose travel was impacted by the coronavirus, 553, 770, 795, 890, 937, 929 and 903 completed surveys. Data collected March 13-15, 20-22, 27-29, April 3-5 , 10-12, 17-19 and 24-26, 2020)
Question: How has the coronavirus situation affected your travel? (Select all that apply)Due to the coronavirus situation, I have_____________.
Page 9
5.5
4.0 4.0 3.64.1
4.5 4.7
0.0
2.0
4.0
6.0
8.0
10.0
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19 April 24-26
Average Level of Excitement About Taking a Weekend Getaway Next Month(on an 10-point scale from “Not at all excited” to “Extremely excited”)
Excitement About Taking a Weekend Getaway
Excitement levels to take a
getaway in the next month
are depressed but at a 5-
week high (4.7/10.0).
(Base: All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238 and 1,208 completed surveys. Data collected March 13-15, 20-22, 27-29, April 3-5, 10-12, 17-19 and 24-26, 2020)
Question: Imagine that a good friend (or close family member) asks you to take a weekend getaway with them sometime in the next month.How excited would you be to go? (Assume the getaway is to a place you want to visit)
Page 10
Staycations as a Replacement for Vacations
Agreement about
staycationing is at a 3-week
low (49.3%).
Question: How much do you agree with the following statement? Statement: Because of the coronavirus, I’ll probably take a staycation(s) this summer rather than a vacation(s).
(Base: All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238 and 1,208 completed surveys. Data collected March 13-15, 20-22, 27-29, April 3-5, 10-12, 17-19and 24-26, 2020)
23.9% 26.0% 28.2% 30.3% 30.4% 32.5% 30.0%
17.4% 21.3% 21.1%
22.6% 24.8% 18.8% 19.3%
0%
20%
40%
60%
80%
100%
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19 April 24-26
Americans Who Will Take a Staycation
Instead of a Vacation
Agree Strongly agree
Page 11
Road Trips and Travel Outside the United States
The percent who will take more road trips this year to avoid air travel (37.6%) and the percent who will avoid travel outside
the United States (77.8%) are both at 6-week lows.
22.9% 19.5% 19.3% 19.7% 19.8% 20.9%
27.0%
52.7% 62.7% 62.8% 62.2% 61.6% 60.1% 50.8%
0%
20%
40%
60%
80%
100%
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19 April 24-26
Americans Who are Unlikely to Travel Outside the U.S. Until
the Coronavirus Situation is Resolved
Agree Strongly agree
25.5% 25.6% 26.3% 26.7% 31.3% 26.6% 26.8%
13.3% 11.9% 12.1% 12.8% 14.1%
13.6% 10.8%
0%
20%
40%
60%
80%
100%
March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19 April 24-26
Americans Who Will Take More Road Trips
to Avoid Airline Travel
Agree Strongly agree
Question: How much do you agree with the following statement? Statement: Because of the Coronavirus, I’ll probably be taking more road trips this year to avoid airline travel.
(Base: All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238 and 1,208 completed surveys. Data collected March 13-15, 20-22, 27-29, April 3-5, 10-12, 17-19 and 24-26, 2020)
Question: How much do you agree with the following statement? Statement: I will be unlikely to travel outside the United States until the Coronavirus situation is resolved.
(Base: All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238 and 1,208 completed surveys. Data collected March 13-15, 20-22, 27-29, April 3-5, 10-12, 17-19 and 24-26, 2020)
Page 12
Changing the Types of Destinations Americans Choose to Visit
The percent who say they will
change the types of travel
destinations they choose to visit
is back down to 30.7% from a
high of 39.3% on April 10th.
Question: When the coronavirus situation is resolved, do you expect that you will change the types of travel destinations you choose to visit? (Please think about changes you might make in the SIX (6) MONTH period after the coronavirus situation is resolved)
29.0% 30.5%
39.3%
36.2%
30.7%
0%
20%
40%
60%
March 27-29 April 3-5 April 10-12 April 17-19 April 24-26
Americans Who Expect to Change the Types of Destinations
They Choose to Visit
(Base: Waves 3-7. 1,201, 1,216, 1,263, 1,238 and 1,208 completed surveys. Data collected March 27-29, April 3-5, 10-12, 17-19 and 24-26, 2020)
Page 13
Avoiding Crowded Destinations
Over half of American travelers
continue to say they will avoid
crowded destinations when
they travel again.
Question: Do you expect that you will avoid any of the following in the SIX (6) MONTH period immediately after the coronavirus situation is resolved? (Select all that would complete the following sentence for you) I will most likely avoid ___________________.
49.8%
55.7% 56.3% 53.9%
0%
20%
40%
60%
April 3-5 April 10-12 April 17-19 April 24-26
Americans Who Expect to Avoid Crowded Destinations
After the Coronavirus Situation is Resolved
(Base: Waves 4-7. 1,216, 1,263, 1,238 and 1,208 completed surveys. Data collected April 3-5, 10-12, 17-19 and 24-26, 2020)
Page 14
Feelings About Traveling Now
While there are more positive
emotions than 5 weeks ago,
Americans largely associate fear and
uncertainty with travel right now.
(Base: All respondents 1,208 completed surveys. Data collected April 24-26, 2020)
Question: What ONE WORD best describes how you feel about travel right now?
Page 15
This week, 63.5% agree they don’t
want visitors coming to their
community right now, although the
strength of their agreement with
this sentiment has lessened.
Travelers in Community
Question: How much do you agree with the following statement? Statement: I do not want travelers coming to visit my community right now.
(Base: Waves 6-7. All respondents, 1,238 and 1,208 completed surveys. Data collected April 17-19 and 24-26, 2020)
32.5% 34.5%
35.1% 29.0%
0%
20%
40%
60%
80%
100%
April 17-19 April 24-26
Americans Who Don’t Want Travelers
Coming to their Community Right Now
Agree Strongly agree
Page 16
Lifestyle Priorities
Looking at their lifestyle priorities over
the next six months, Americans are
most in sync on staying safe from
infection (47.8%)--even more so than
on making money (27.2%) or their
emotional well-being (30.4%).
Question: Tell us about your lifestyle priorities in the next six months.However you personally define each, use the scale provided to indicate how you will prioritize these in the next SIX (6) MONTHS.]
(Base: Wave 7. 1,208 completed surveys. Data collected April 24-26, 2020)
24.6%
25.6%
30.3%
34.4%
31.3%
34.5%
29.0%
32.6%
39.0%
38.2%
38.0%
39.7%
30.2%
11.8%
12.0%
14.9%
15.4%
18.7%
20.7%
27.2%
23.8%
20.0%
21.0%
27.0%
30.4%
47.8%
0% 20% 40% 60% 80% 100%
Learning/education
Have new experiences
Connect with nature
Escape from boredom
Connecting with others
Healing and recovery
Making money
Physical fitness
Relaxation
Escape from stress
Finding joy or happiness
Emotional well-being
Staying safe from infection
High priority Essential priority
Page 17
Operational Practices in Commercial Public Places
When asked about the operational practices they
want to see used at restaurants and commercial
locations like malls and sports venues, Americans are
in most agreement about hand sanitizer, disinfectant
wipes and well-explained cleaning procedures.
Question: Moving forward, which of these would you want to see as common business practices? (Select all that apply)
(Base: Wave 7. 1,208 completed surveys. Data collected April 24-26, 2020)
Page 18
Common Business Practices
However, in what becomes
common business practices,
Boomers want new policies
like health screenings more
than younger travelers.
Question: Moving forward, which of these would you want to see as common business practices? (Select all that apply)
41.8%
47.1%
52.1%
60.7%
47.7%44.5%
36.8% 37.3%
30.4%
59.7% 60.3% 57.0%
59.8% 62.7%
55.9%
46.6% 43.2%
38.1%
70.2% 69.3% 68.6% 66.7% 65.5% 65.4%
52.9% 51.4% 49.7%
0%
20%
40%
60%
80%
100%
Passenger health
screenings (on
cruises)
Passenger health
screenings (at
airports)
Health
screenings for
employees
dealing w/public
Certified
cleaning
protocols
Published
cleaning
protocols
Limitations to
crowds/visitors
Rules for
customer
physical
interactions
Customer-facing
staff required to
wear PPE
Customers
encouraged to
wear PPE
Millennial or younger Gen X Baby Boomer or older
(Base: Wave 7. 1,208 completed surveys. Data collected April 24-26, 2020)
Coronavirus Travel Sentiment IndexMeasuring the Potential Influence of Travel Marketing
Highlights from the Week of April 27th
What is a Predictive Index?
Indexing is the practice of compiling data into one single metric.
A predictive index is a statistical measure of change in a representative group of data points. The predictive index is then compared to a standard base value in order to make data-driven predictions.
The goals are to identify:
• WHO are the traveler segments that appear receptive to travel marketing and
• WHEN will they be ready to travel
Predictive Index Formula
Concern for Personal Health
Concern for Personal Finances
Openness to Messaging
Excitement to Travel Now
*Normalized to a 100-point 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 April 24-26
Waiting to Travel
Neutral
Not Ready to Travel Ready to Travel
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 April 24-26
Total
Millennials or younger
Gen X
Boomer or older
WEST
MIDWEST
NORTHEAST
SOUTH
Commercial Lodging Travelers
International Travelers
Air Travelers
Cruise Travelers
Leisure Travelers
VFR Travelers
Business Travelers
Convention Travelers
Female
Male
Affluent
City Travelers
Beach Travelers
US National Parks Travelers
Suburban area
Large city (urban area)
Rural area
Luxury hotel
Non-luxury Hotel
Peer-to-peer lodging
Wa
itin
g
to T
rave
lN
ot
Re
ad
y to
Tra
vel
Re
ad
y to
Tra
vel
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 April 24-26
Millennials or younger
Gen X
Boomer or older
Points of Interest Impacting Index Scores:• For the first time in weeks, Gen X is NOT the most concerned personally for
contracting the virus. Surprisingly Millennials are highest, Boomers lowest.• Boomers this week showing rise in levels of concern for the national economy
this week.• All generations show similar agreement about traveling in Fall 2020, but
Millennials show slightly more optimism about Summer travel than older generations.
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 April 24-26
Female
Male
Points of Interest Impacting Index Scores:• Men and Women reported similar levels of both safety and financial
concerns this week (previously women showing more concern).• Men, however, continue to show more excitement to travel now and more
openness to travel messaging.• Women more likely to say they will avoid crowded destinations (60.3% vs.
46.6% for men) after COVID-19.
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 April 24-26
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, consistently higher than other regions.• South showed the most excitement to travel now and the most openness to
travel messaging.• Midwest shifted back to being the least optimistic this week, being the least
likely to say the Coronavirus situation will get better or much better in the next month, South is the most optimistic.
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Information?
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