research findings - visit santa barbara · 2020-11-16 · wave #21 july 31-aug 2 august 3 wave #22...

RESEARCH FINDINGSNovember 16, 2020

TABLE OF

CONTENTS

Project Overview 3

Top Takeaways 5

Current Feelings About the Coronavirus & Travel 8

The Pandemic’s Impact on Travel 26

Holiday Travel 38

Feelings About a COVID Vaccine 51

Conscious Travel 63

Opinions on Travel & the Coronavirus 67

Coronavirus Travel Sentiment Index 81

Accessing Data in the Online Dashboard 93

P A G E 3

PROJECT OVERVIEW

This report is made available for use by clients of Destination Analysts, Inc. Reproduction

or distribution of the report in whole or part, without written permission is prohibited.

PROJECT OVERVIEW

The goal of this research is to understand and track the widespread disruption and damage to the travel and tourism

industry caused by the coronavirus. To do so, Destination Analysts, Inc. has launched a weekly tracking survey of adult

American travelers. The results of the 36th wave of this project are presented in this report. The survey is being conducted

weekly to track traveler sentiment and generate insight into when tourism businesses can expect demand to return.

The survey questionnaire used here is multifaceted and asks a representative sample of adult American travelers to report

their experiences and feelings around the current pandemic situation. We expect the value of this survey to increase as

additional waves of the project are completed and we can see emerging trends. For now, we present this data primarily on

topline with our additional observations included.

The 36th wave of this survey was collected from November 13th - 15th, from a demographically representative sample of

adult American travelers in each of four U.S. regions. Travelers are defined as adults having taken at least one trip (50-

miles or more from home) in the past two years. In total, 1,206 fully completed surveys were collected, suggesting the topline

results presented here have a confidence interval of +/- 2.8%.

P A G E 4

PROJECT OVERVIEW

Data weighting. The survey sampling plan used in this project collected approximately 300

fully-completed surveys in each of the four regions shown in the map below. The overall

results presented in this report are weighted to reflect the actual populations of the regions.

Moving forward. The COVID-19 situation is rapidly evolving, and its impact on the travel

industry is far from clear. As a result, Destination Analysts plans to conduct this survey

weekly into the foreseeable future. Weekly reports have been, or will be, made on the

following schedule at right.

Map of U.S. Showing Survey Regions:

Data collection Report release

Wave #1 March 13-15 March 16



Wave #4 April 3-5 April 6




Wave #8 May 1-3 May 4




Wave #12 May 29-31 June 1

Wave #13 June 5-7 June 8




Wave #17 July 3-5 July 6




Wave #21 July 31-Aug 2 August 3

Wave #22 August 7-9 August 10




Wave #26 September 4-6 September 7




Wave #30 October 2-4 October 5




Wave #34 October 30- Nov 1 November 2

Wave #35 November 6-8 November 9




Wave #39 December 4-6 December 7

Wave #40 December 11-13 December 14

P A G E 5

TOP TAKEAWAYS

• As daily cases exceeded 180,000 in the last few days, Americans’ concerns about contracting COVID-19 rose right alongside.

Americans are especially concerned about their family and friends getting the virus. Those in the Northeastern region of the country

continue to express the strongest concerns about this, now followed by those in the Midwest. Americans are back to where they were in

July in their pessimism—60.7% believes the pandemic will be getting worse in the next month; just 14.3% feels it will get better.

• The trajectory of the pandemic continues to depress how Americans feel about travel for the near-term. Those with high

excitement levels for taking a potential getaway in the next month plummeted over 7 percentage points since last week, and openness

to travel inspiration also declined to the lowest level it has been since August 9th. The percent that agree they have lost their interest in

travel for the time being increased to 46.2% from 43.1% in the last week. About 60% of American travelers say they wouldn’t be

able to fully enjoy travel, and nearly 47% say they would feel guilty traveling right now.

• This latest surge in COVID-19 cases has resulted in actual trip cancellations, as well as the loss of trips that may have come to

fruition if the pandemic was on a better course. The proportion of American travelers that said they cancelled or postponed a trip

because of the increasing cases has jumped to 47.4% from 41.8% in a week. Now 62.8% (up from 60.2%) express that what’s

happening with the pandemic has made them less likely to travel in the next 3 months.

The following are the top takeaways that emerged from Wave 36 of this weekly consumer traveler sentiment tracking study.

P A G E 6

TOP TAKEAWAYS

• While feelings about travel in the short-term may be depressed, there continue to be positive indicators for

travel’s future. American travelers’ concerns about the pandemic’s impact on their personal finances is at one of the

lowest levels it has been during the pandemic (54.8% have elevated concerns). The perception of travel and leisure

activities as unsafe has not gone back up to peak levels recorded in July and April. Travel also continues to happen.

In total, 23.1% of American travelers have taken a trip by air during the pandemic and 58.1% have taken a road

trip. Nearly three-in-ten say they plan to take a holiday season-related trip. In addition, nearly 80% have at least

tentative trip plans for some time in the next year, although over a third are eyeing May 2021 or later. Americans’

travel state-of-mind remained steadfast, with 57.1% expressing readiness versus hesitation.

• Perhaps the best news the travel industry has received in a long while was pharmaceutical company Pfizer’s

announcement that their experimental vaccine is likely more than 90 percent effective at preventing the

Coronavirus disease. Indeed, over 75% of American travelers took this as good or great news, with 60.9% saying

the announcement made them more or much more optimistic that they can travel safely in 2021. Now 42.0% of

American travelers say if a COVID-19 vaccine is developed later this year (or early next year) and approved for

use they would take it, up from 39.2% last week. For the nearly half of American travelers who say they would feel

guilty traveling right now, two-thirds of this group says an effective vaccine would assuage this guilt.

P A G E 7

TOP TAKEAWAYS

• Inspired by NPR’s recent story on how Elvis Presley was used to help market the polio vaccine, we

asked American travelers we surveyed to name a celebrity or public figure they feel would be

best to market participation in a national vaccine program. The responses were as interesting

and varied as America itself, but with our National Institute of Allergy and Infectious

Diseases Director, Dr. Anthony Fauci, coming out on top.

• Nearly half of American travelers say they are likely to support minority-owned businesses

on their next trip, and over half are likely to support businesses that they believe make a

positive societal impact wherever their travels take them next.

CURRENT FEELINGS ABOUT

THE CORONAVIRUS & TRAVEL

P A G E 9

5.1%

2.5%

4.8%3.9%

2.4%

12.4%

8.1%

14.0% 14.5%

11.0%

21.3%

0%

10%

20%

30%

40%

0 - Not atall

concerned

1 2 3 4 5 - Neutral – Neither

Concerned nor

unconcerned

6 7 8 9 10 -Extremelyconcerned

PERSONAL HEALTH CONCERNS

Question: Thinking about the

current coronavirus situation,

in general, HOW CONCERNED

ARE YOU PERSONALLY about

contracting the virus? (Please

answer using the scale below)

(Base: Wave 36 data. All respondents,

1,206 completed surveys. Data collected

Nov 13-15, 2020)

69.0%69.2%

Last week

P A G E 1 0

PERSONAL HEALTH CONCERNS (WAVES 1 -36)

Question: Thinking about the current coronavirus situation, in general, HOW CONCERNED ARE YOU PERSONALLY about contracting

the virus? (Please answer using the scale below)

62.8%

71.6%

75.6%74.4%74.0%72.9%70.4%

72.6%71.9%70.6%69.8%69.7%67.3%68.2%

69.7%71.3%72.1%

75.3%72.5%

73.9%71.6%72.6%71.0% 71.5%

69.0% 67.4% 68.6%

69.8% 70.9%68.0%

70.8%71.7%72.0%69.3%69.2%69.0%

21.3%

14.7%12.5%

14.2%13.4%16.5%16.1%16.3%17.3%17.4%

19.9%19.7%19.3%22.4%

18.9%16.4%16.4%16.7%15.7%16.6%

18.3%17.3%16.7% 17.7% 18.2% 17.6%

20.4% 18.8%

17.0%

21.0%18.5%18.3%17.9%19.1%

20.4%18.7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

March13-15

March20-22

March27-29

April3-5

April10-12

April17-19

April24-26

May1-3

May8-10

May15-17

May22-24

May29-31

June5-7

June12-14

June19-21

June26-28

July3-5

July10-12

July17-19

July24-26

July31-Aug

2

Aug7-9

Aug14-16

Aug21-23

Aug28-30

Sep4-6

Sep11-13

Sep18-20

Sep25-27

Oct2-4

Oct9-11

Oct16-18

Oct23-25

Oct30-Nov

1

Nov6-8

Nov13-15

Concerned (6-10) Not concerned (0-4)

(Base: Waves 1-36. All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200,

1,205, 1,203, 1,203, 1,204, 1,203, 1,203, 1,205 and 1,206 completed surveys.)

P A G E 1 1

HEALTH CONCERNS (FAMILY & FRIENDS)


current coronavirus situation, in

general, how concerned are you

about your FRIENDS OR FAMILY

contracting the virus? (Please


3.5%

1.9%

3.7%3.1%

4.0%

11.8%

6.8%

13.5%

15.7%

10.5%

25.6%

0%

10%

20%

30%

40%

0 - Not atall

concerned


Concerned nor

unconcerned


72.1%

74.6%

Last

week



Nov 13-15, 2020)

P A G E 1 2

HEALTH CONCERNS (FAMILY & FRIENDS) (WAVES 1 -36)

Question: Thinking about the current coronavirus situation, in general, how concerned are you about your FRIENDS OR FAMILY

contracting the virus? (Please answer using the scale below)

70.8%

79.7%81.8%

83.4%81.8%

79.3%78.8%77.3%

75.0%77.2%

74.4%74.7%71.4%

73.1%74.9%

77.2%74.9%

79.9%77.5%78.6%76.5%77.1%

75.1% 75.8% 72.3% 73.0% 73.3%

73.8% 74.3%72.9%76.3%

74.5%76.2%75.2%74.6%

72.1%

17.1%

8.7% 8.7% 8.1%9.7%

11.7%10.9%13.6%14.5%14.4%14.8%

15.8%17.1%17.5%

14.9%13.7%14.1%12.6%12.6%13.3%14.5%13.1%

14.8% 14.7% 16.3%

14.1% 16.3% 16.0%

13.7%16.3%16.2%16.5%

14.7%13.8%16.5%16.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

March13-15

March20-22

March27-29

April3-5

April10-12

April17-19

April24-26

May1-3

May8-10

May15-17

May22-24

May29-31

June5-7

June12-14

June19-21

June26-28

July3-5

July10-12

July17-19

July24-26

July31-Aug

2

Aug7-9

Aug14-16

Aug21-23

Aug28-30

Sep4-6

Sep11-13

Sep18-20

Sep25-27

Oct2-4

Oct9-11

Oct16-18

Oct23-25

Oct30-Nov

1

Nov6-8

Nov13-15

Concerned (6-10) Unconcerned (0-4)



P A G E 1 3

7.5%

2.8%

5.4%4.8%

4.1%

20.6%

8.2%

11.0%12.0%

8.2%

15.4%

0%

10%

20%

30%

40%

0 - Not at allconcerned

1 2 3 4 5 - Neutral –Neither

Concerned nor

unconcerned


CONCERNS ABOUT PERSONAL FINANCES



how concerned are you about the

impact it may have on your

PERSONAL FINANCES? (Please


54.8%58.7%

Last

week



Nov 13-15, 2020)

P A G E 1 4

CONCERNS ABOUT PERSONAL FINANCES (WAVES 1 -36)

Question: Thinking about the current coronavirus situation, how concerned are you about the impact it may have on your PERSONAL

FINANCES? (Please answer using the scale below)

62.0%

70.2%68.3%

71.1%71.9%

67.6%70.0%

66.5%64.6%64.5%63.8%

61.7%

56.0%

59.1%56.5%

60.1%58.3%

59.9%58.8%57.1%

58.5%56.7%56.0% 56.0%

60.2%

55.4% 55.4% 56.7% 56.5%

53.6%55.0%

57.2%56.6%56.9%58.7%

54.8%

21.9%

13.0%15.9%

14.6%14.4%

18.6%15.8%

18.0%19.6%18.4%18.8%

23.0%25.5%

24.0%26.0%

22.7%24.6%

20.9%

24.3%22.4%

24.3%23.2%22.2% 21.8% 21.9% 23.9%

25.3% 24.7% 24.8%26.6%

24.6%24.5%21.8%

23.7%24.4%24.6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

March13-15

March20-22

March27-29

April3-5

April10-12

April17-19

April24-26

May1-3

May8-10

May15-17

May22-24

May29-31

June5-7

June12-14

June19-21

June26-28

July3-5

July10-12

July17-19

July24-26

July31-Aug

2

Aug7-9

Aug14-16

Aug21-23

Aug28-30

Sep4-6

Sep11-13

Sep18-20

Sep25-27

Oct2-4

Oct9-11

Oct16-18

Oct23-25

Oct30-Nov

1

Nov6-8

Nov13-15




P A G E 1 5

1.7%0.4%

1.9% 2.1% 1.7%

10.0%

8.5%

14.7%

19.3%

12.2%

27.5%

0%

10%

20%

30%

40%

0 - Not atall

concerned


Concerned nor

unconcerned


CONCERNS ABOUT NATIONAL ECONOMY



how concerned are you about the

impact it may have on the

NATIONAL ECONOMY?

82.1%83.5%

Last

week



Nov 13-15, 2020)

P A G E 1 6

CONCERNS ABOUT NATIONAL ECONOMY (WAVES 1 -36)

Question: Thinking about the current coronavirus situation, how concerned are you about the impact it may have on the NATIONAL

ECONOMY?

80.8%

87.5%85.5%

88.4%87.5%88.3%87.4%87.2%84.3%85.6%83.4%84.9%82.0%

84.2%83.9%85.4%84.4%85.8%85.7%85.1%85.0% 85.2%

81.9% 84.2%

80.4% 81.1% 83.5% 83.8%

81.2%81.6%81.1%83.8%84.6%

81.5%83.5%82.1%

7.9%4.4% 6.0% 3.5%

6.1% 5.4% 5.3% 5.0%7.3% 6.8% 5.7% 6.9%

8.8%7.1% 6.8% 6.5% 6.4% 5.5% 5.6% 6.4% 6.4% 5.9%6.7%

7.5% 9.3%

5.8% 7.4% 6.1% 6.7%8.0% 8.1% 6.9% 7.3% 7.6% 7.5% 7.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

March13-15

March20-22

March27-29

April3-5

April10-12

April17-19

April24-26

May1-3

May8-10

May15-17

May22-24

May29-31

June5-7

June12-14

June19-21

June26-28

July3-5

July10-12

July17-19

July24-26

July31-Aug

2

Aug7-9

Aug14-16

Aug21-23

Aug28-30

Sep4-6

Sep11-13

Sep18-20

Sep25-27

Oct2-4

Oct9-11

Oct16-18

Oct23-25

Oct30-Nov

1

Nov6-8

Nov13-15




P A G E 1 7

23.5%

24.6%

29.1%

34.2%

40.5%

43.6%

44.6%

49.5%

51.2%

54.2%

54.6%

56.7%

59.6%

62.9%

64.7%

65.8%

66.1%

66.4%

67.2%

68.5%

70.0%

70.5%

72.3%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Taking a road trip

Non-team outdoor recreation

Going shopping

Visiting friends and relatives

Staying in a hotel

Visiting an observation deck

Dining in a restaurant

Staying in an Airbnb or home rental

Visiting an amusement park or other outdoor attractions

Traveling for business reasons

Visiting a museum or other indoor attraction

Traveling on a commercial airline

Traveling in a taxi/Uber/Lyft

Sporting events - Small venue

Train travel (intercity travel - e.g., AMTRAK)

Attending a conference or convention

Attending a performance

Go to a casino

Traveling outside the United States

Traveling by bus or motor coach on a group tour

Intercity bus travel

Sporting events - Large venue

Traveling on a cruise line

PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVE 36)

Question: At this

moment, how safe would

you feel doing each type

of travel activity?

(Base: Wave 36 data. All

respondents, 1,206 completed surveys.

Data collected Nov 13-15, 2020)

Top 2-Box Score: Percent Selecting Each as

“Somewhat Unsafe” or “Very Unsafe”

P A G E 1 8

40%

45%

50%

55%

60%

65%

70%

75%

PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVES 1 -36 COMPARISON)

Question: At this

moment, how safe would

you feel doing each type

of travel activity?

% Somewhat unsafe or Very unsafe (AVERAGE SCORE FOR ALL ACTIVITES TESTED)

(Base: Waves 1-36. All respondents, 1,201,

1,200, 1,201, 1,216, 1,263, 1,238,

1,208, 1,204, 1,200, 1,212, 1,223,

1,257, 1,214, 1,214, 1,205, 1,231,

1,365, 1,213, 1,200, 1,206, 1,224,

1,201, 1,202, 1,207, 1,250, 1,225,

1,205, 1,200, 1,205, 1,203, 1,203,

1,204, 1,203, 1,203, 1,205 and 1,206

completed surveys.)

Increasing

Safety

Concerns

Decreasing

Safety

Concerns

Relapse to

Increasing

Safety

Concerns

Decreasing

Safety

Concerns

P A G E 1 9

4.5%

9.8%

25.1%

34.4%

26.3%

0% 10% 20% 30% 40%

Get much better

Get better

Neither worsen nor getbetter

Get worse

Get much worse

EXPECTATIONS FOR THE CORONAVIRUS OUTBREAK

Question: In the NEXT

MONTH, how (if at all) do you

expect the severity of

the coronavirus situation in the

United States to change? (Select

one)

In the next month the coronavirus

situation will ________

(Base: Wave 36 data. All respondents, 1,206

completed surveys. Data collected Nov 13-15,

2020)

60.7%

58.7%

Last

week

14.3%

14.3%

Last week

P A G E 2 0

0%

10%

20%

30%

40%

50%

60%

70%

80%

EXPECTATIONS FOR THE CORONAVIRUS OUTBREAK (WAVES 1 -36)

Question: In the NEXT

MONTH, how (if at all) do you

expect the severity of

the coronavirus situation in the

United States to change?

In the next month the coronavirus

situation will ________

(Base: Waves 1-36. All respondents, 1,201, 1,200, 1,201,

1,216, 1,263, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223,

1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200,

1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205,

1,200, 1,205, 1,203, 1,203, 1,204, 1,203, 1,203, 1,205

and 1,206 completed surveys.)

“Worse” or

“Much worse”

“Better” or

“Much better”

P A G E 2 1

17.2%

4.0%

6.5%

6.1%

4.1%

19.9%

5.7%

9.6%

9.9%

4.4%

12.5%

0% 5% 10% 15% 20% 25%

0 - Not at all excited

1

2

3

4

5 - Neutral – Neither excited nor unexcited

6

7

8

9

10 - Extremely excited

EXCITEMENT TO TRAVEL NOW

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)

(Base: Wave 36 data. All respondents, 1,206 completed

surveys. Data collected Nov 13-15, 2020)

42.1%

49.5%

Last

week

P A G E 2 2

14.6%

3.6%

5.5%

6.6%

4.8%

22.9%

7.1%

8.5%

9.7%

4.5%

12.0%

0% 5% 10% 15% 20% 25%

0 - Not at all excited

1

2

3

4

5 - Neutral – Neither excited nor unexcited

6

7

8

9

10 - Extremely excited

OPENNESS TO TRAVEL INFORMATION

Question: At this moment, how excited

are you in learning about new, exciting

travel experiences or destinations to visit?



41.9%

45.7%

Last

week

P A G E 2 3

MOST TALKED ABOUT CORONAVIRUS HOTSPOTS

Question: What are the THREE (3) U.S. travel

destinations (if any) that have been most

talked about as places with coronavirus

issues? (OPEN-ENDED QUESTION)



3.4%

4.4%

4.5%

4.6%

5.1%

7.3%

7.5%

9.6%

24.6%

34.5%

43.0%

60.3%

0% 10% 20% 30% 40% 50% 60% 70%

South Dakota

Wisconsin

New Jersey

Miami

Arizona

Las Vegas

Chicago

Los Angeles

Texas

California

Florida

New York

P A G E 2 4

MOST TALKED ABOUT CORONAVIRUS HOTSPOTS (WAVES 1 -36)

Question: What are the THREE (3) U.S.

travel destinations (if any) that have

been most talked about as places

with coronavirus issues? (OPEN-

ENDED QUESTION)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Florida New York California Texas Arizona

(Base: Waves 1-36. All respondents, 1,201, 1,200, 1,201,

1,216, 1,263, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223,

1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200,

1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205,

1,200, 1,205, 1,203, 1,203, 1,204, 1,203, 1,203, 1,205

and 1,206 completed surveys.)

P A G E 2 5

IMPACT OF CORONAVIRUS ISSUES ON FUTURE INTENT TO VISIT

Question: When the coronavirus

situation is over, will you be less

likely to visit any of these

destinations because of their current

Coronavirus-related issues?



Yes, 31.8%

No, 41.9%

I don’t know, 26.2%

28.4%

Last

week

THE PANDEMIC’S IMPACT ON TRAVEL

P A G E 2 7

Yes, 73.7%

No, 23.6%

I don't know, 2.7%

IMPACT OF THE CORONAVIRUS ON TRAVEL

Question: Has the current coronavirus situation

affected your travel in any way? (Please

consider all your travel--leisure, business,

group meeting, etc.)

(Base: Waves 1-36. All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201, 1,202,

1,207, 1,250, 1,225, 1,205, 1,200, 1,205, 1,203, 1,203, 1,204, 1,203, 1,203, 1,205 and 1,206 completed surveys.)

Historical data

44.3%

64.3%

66.1%

72.8%

72.8%

75.3%

75.9%

75.7%

74.1%

70.7%

68.5%

79.3%

75.1%

77.5%

78.4%

78.2%

76.6%

78.0%

77.4%

77.5%

75.9%

78.4%77.1%

77.9%

77.7%

74.9%

75.7%

72.3%

76.0%

77.6%

73.0%

72.7%

75.1%

73.0%

73.3%

73.7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

P A G E 2 8

HOW THE CORONAVIRUS HAS IMPACTED TRAVEL

Question: How has the coronavirus

situation affected your travel? (Select all

that apply)

Due to the coronavirus situation, I

have_____________.

(Base: Wave 36. Respondents whose travel was

impacted by the coronavirus, 924 completed surveys.

Data collected Nov 13-15, 2020)

7.5%

13.6%

14.1%

15.4%

55.0%

66.6%

0% 20% 40% 60% 80%

Shortened the length of a trip(s)

Changed my activities on a trip(s)

Changed the mode oftransportation used

Changed destinations I would visit

Postponed a trip(s)

Canceled a trip(s)

P A G E 2 9

WHY THE CORONAVIRUS IS IMPACTING TRAVEL

Question: Which of the following

are reasons the coronavirus

situation has changed your travels?

(Base: Wave 36. Respondents whose travel was

impacted by the coronavirus, 921 completed


9.2%

17.9%

23.6%

35.3%

36.9%

38.5%

39.2%

53.7%

56.4%

68.6%

0% 20% 40% 60% 80%

Business restrictions/employer-mandatedrestrictions

Concerns about coronavirus situationimpacting my personal finances

Cancellations outside my control (events,meetings, conferences, festivals, etc.)

Government travel restrictions

Cancellations outside my control (airlineflights, cruise trips, tours, etc.)

Potential to get stuck somewhere (unable toget home on schedule)

Potential to have my travel experienceslimited/ruined by the situation

Concerns about my loved ones’ safety

Concerns about contracting the virus andpassing it on to others

Concerns about my safety

P A G E 3 0

50.3%

32.2%

8.0%

3.3%

1.9%

4.4%

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

1

2

3

4

5

6 or more

38.6%

32.1%

14.9%

7.5%

2.9%

4.1%

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

1

2

3

4

5

6 or more

Question: How many trips did you postpone?

TRIPS CANCELLED/POSTPONED

Question: How many trips did you cancel?

(Base: Wave 36 data. Respondents cancelling/postponing a trip, 631/517 completed surveys. Data collected Nov 13-15, 2020)

Avg. # trips cancelled = 2.3

Wave 36 (Nov 13-15) Wave 36 (Nov 13-15)

Avg. # trips postponed = 2.0

P A G E 3 1

MONTH OF TRIP CANCELLATION

Question: The trip(s) you CANCELED

would have taken place in which

months? (Select all that apply)

(Base: Wave 36 data. Respondents cancelling

a trip, 629 completed surveys. Data collected

Nov 13-15, 2020)

4.9%

8.0%

14.8%

16.3%

17.7%

24.2%

25.8%

28.5%

26.7%

27.5%

16.7%

4.7%

3.4%

0% 5% 10% 15% 20% 25% 30% 35%

Sometime in 2021

December

November

October

September

August

July

June

May

April

March

February

January

P A G E 3 2

MONTH OF TRIP CANCELLATION

Question: The trip(s) you CANCELED would have taken place in which months? (Select all that apply)

(Base: Waves 1-36. Cancelling trips, 292, 477, 506, 580, 623, 643, 582, 640, 605, 582, 554, 651, 616, 645, 640, 665, 728, 675, 672, 664, 687, 626, 620, 636, 654, 613, 619, 649, 639, 637, 624, 632, 630,

609 and 629 completed surveys.)

0%

2%

4%

6%

8%

10%

12%

14%

16%

November December Sometime in 2021

March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19

April 24-26 May 1-3 May 8-10 May 15-17 May 22-24 May 29-31

June 5-7 June 12-14 June 19-21 June 26-28 July 3-5 July 10-12

July 17-19 July 24-26 July 31-Aug 2 August 7-9 August 14-16 August 21-23

August 28-30 September 4-6 September 11-13 September 18-20 September 25-27 October 2-4

October 9-11 October 16-18 October 23-25 October 30-Nov 1 November 6-8 November 13-15

P A G E 3 3

Yes, 71.5%

No, 23.9%

I don't know, 4.6%

DID TRAVELER GET FULL REFUNDS?

Question: Did you get full refunds for any reservations

you canceled? (Select one)

(Base: Wave 36 data. Respondents cancelling a trip, 629

completed surveys. Data collected Nov 13-15, 2020)

Historical data

56.1%

60.9%

63.7%

64.9%

66.0%

68.0%

65.6%

66.0%

69.6%

65.3%

70.9%

69.4%

72.5%

70.9%

71.5%

73.5%

69.9%

68.6% 74.9%

68.8%

73.3%

72.5%

70.1%

72.7%

71.3%

73.4%

77.9%

75.2%

74.9%

71.8%

76.6%

72.4%

73.2% 72.4%

69.2%

71.5%

0%

20%

40%

60%

80%

100%

P A G E 3 4

UPCOMING TRAVEL PLANS

Question: Even if only tentatively scheduled, in which months of this year do you currently plan to take any leisure trips?

7.2%

12.0%13.4%

12.3%

16.7%

14.4%

35.1%

21.1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

November December January 2021 February 2021 March 2021 April 2021 Sometime later in 2021(May-December)

I have no plans to travelright now

2020 2021

(Base: Wave 36 data. All respondents, 1,206 completed surveys. Data collected Nov 13-15, 2020)

P A G E 3 5

ROAD & AIR TRAVEL DURING THE PANDEMIC

Question: Have you traveled on a commercial airline

since the start of the Coronavirus pandemic

(March 2020 to today)?

Question: Have you taken any road trips (50 miles or more

from your home) since the start of the Coronavirus

pandemic (March 2020 to today)?


Yes, 58.1%

No, 41.9%

Yes, 23.1%

No, 76.9%

20.0%

Last

week

56.5%

Last

week

P A G E 3 6

14.6%15.4%

9.1% 8.8%7.8%

8.5%

24.6%

5.7% 5.4%

2.7%

6.1%7.1% 7.8%

9.2% 8.8%

30.4%

16.1%

11.7%

0%

10%

20%

30%

40%

November December January 2021 February 2021 March 2021 April 2021 Sometime later in2021 (May-December)

Sometime in 2022 orlater

Never - I don't orwon't take a road/air

trip

Road trip Commercial airline

ROAD & AIR TRIPS EXPECTED


Question: In what month do you expect you will take your

NEXT ROAD TRIP (Traveling in a personal automobile)?

Average road trip length = 313 miles

Average air trip length = 1,119 miles

Question: In what month do you expect you will take

your NEXT TRIP on a commercial airline?

2020 2021

P A G E 3 7

6.3%

15.9%

16.4%

14.7%

10.1%

11.8%

4.4%

9.7%

8.0%

2.7%

0% 5% 10% 15% 20% 25%

I don't know

1

2

3

4

5

6

7

8-14

15 or more

4.4%

4.2%

5.0%

8.7%

11.8%

15.9%

5.8%

20.7%

16.1%

7.2%

0% 5% 10% 15% 20% 25%

I don't know

1

2

3

4

5

6

7

8-14

15 or more

Question: On your next ROAD TRIP, how many days

away from home do you expect to spend? (Select one)

DAYS EXPECTED TO SPEND AWAY FROM HOME

Question: On your next TRIP ON A COMMERCIAL AIRLINE, how

many days away from home do you expect to spend? (Select one)

(Base: Wave 36 data. Respondents expecting to take a trip in the future on a commercial airline/road trip, 1,011/1,053 completed surveys. Data collected Nov 13-15, 2020)

Avg. days expected to spend

away from home = 6.6

Wave 36 (Nov 13-15)

Wave 36 (Nov 13-15)

Avg. days expected to spend

away from home = 4.4

HOLIDAY TRAVEL

P A G E 3 9

TRAVEL DURING THE HOLIDAYS: LAST YEAR

Question: Tell us about your holiday

season travel LAST YEAR (the 2019

Holiday season).

Did you travel (50 miles or more from

your home) to celebrate/participate in

any of the following LAST YEAR?



45.5%

2.4%

3.4%

3.9%

8.9%

12.5%

28.4%

32.7%

0% 20% 40% 60%

NONE OF THESE

Kwanzaa

Hanukkah

Any other holiday celebration

Black Friday (retail shopping)

New Year's Day

Thanksgiving Day

Christmas

P A G E 4 0

TRAVEL PLANS IN THE HOLIDAY SEASON: THIS YEAR

Question: Do you have any travel plans

(even if tentative) for the holiday season

this year?

Yes, 29.8%

No, 70.2%

Historical data

28.2%

29.8%

71.8% 70.2%

0%

20%

40%

60%

80%

100%Yes No

(Base: Wave 32 and 36 data. All respondents, 1,204 and 1,206

completed surveys. Data collected Oct 16-18 and Nov 13-15, 2020)

P A G E 4 1

NUMBER OF HOLIDAY TRIPS THIS HOLIDAY SEASON

Question: How many trips (of 50

miles or more from your home) will

you take this year to participate

in/celebrate these holiday season

events? (Select one)

(Base: Wave 32 and 36 data. Those who have

tentative holiday travel plans, 280 and 315

completed surveys. Data collected Oct 16-18 and

Nov 13-15, 2020)

4.0%

34.0%

31.0%

10.7%

7.2%

13.1%

2.3%

37.0%

30.5%

11.5%

8.2%

10.6%

0% 10% 20% 30% 40%

I don't know

1

2

3

4

5 or more

November 13-15 October 16-18

Wave 32 Oct 16-18

Average = 2.4 trips

Wave 36 Nov 13-15

Average = 2.5 trips

P A G E 4 2

MODES OF TRAVEL USED FOR HOLIDAY TRIPS

Question: For these holiday season

trip(s), which mode of

transportation will you use to travel

to your intended destination(s)?



completed surveys. Data collected Oct 16-18

and Nov 13-15, 2020)

2.6%

6.9%

35.4%

80.1%

2.9%

9.3%

29.3%

79.9%

0% 20% 40% 60% 80% 100%

Bus

Train (intercity travel – e.g., AMTRAK)

Air/fly

Car


P A G E 4 3

SPECIFIC HOLIDAY TRAVEL THIS YEAR

Question: Will you travel (50 miles

or more from your home) to

celebrate/participate in any of the

following this year?



completed surveys. Data collected Oct 16-18 and

Nov 13-15, 2020)

1.4%

0.7%

1.6%

3.2%

4.5%

9.2%

14.2%

0.7%

1.3%

3.2%

3.5%

5.5%

12.9%

15.4%

0% 5% 10% 15% 20%

Kwanzaa


Hanukkah


New Year's Day

Thanksgiving Day

Christmas


P A G E 4 4

0.7%

1.3%

3.2%

3.5%

5.5%

12.9%

15.4%

2.4%

4.3%

2.8%

6.2%

13.1%

23.1%

31.5%

0% 5% 10% 15% 20% 25% 30% 35%

Kwanzaa


Hanukkah


New Year's Day

Thanksgiving Day

Christmas

2019 2020

SPECIFIC HOLIDAY TRAVEL: 2019 VS. 2020

54.5%(2019)

29.8%(2020)

All Holiday Season Travel

(% of those taking at least one holiday season trip)

P A G E 4 5

HOLIDAY TRADITIONS

Question: Which of these holiday

traditions did you participate in last

year? Which do you expect to

participate in this year?



2020)

11.7%

14.4%

21.2%

19.5%

46.4%

40.7%

26.4%

30.2%

32.8%

35.8%

63.2%

76.1%

0% 20% 40% 60% 80%

Company or employer-sponsoredHoliday parties

Privately hosted Holiday parties

Black Friday retail shopping

New Year's Eve celebration/party

Gift giving (Christmas, Hanukkah,Kwanzaa, etc.)

Holiday season meal gatherings(e.g., Thanksgiving, Christmas,

Hanukkah, Kwanzaa, etc.)

Participated in LASTYEAR (2019)

Expect to participatein THIS YEAR (2020)

P A G E 4 6

LIKELIHOOD OF SKIPPING HOLIDAY MEALS DUE TO COVID -19

Yes, 48.2%

No, 34.3%

I don't know,

17.5%

Historical data

46.3% 48.2%

32.6% 34.3%

0%

20%

40%

60%

80%

100%Yes No



Question: Will you (or any of your friends

or family) be likely to skip any HOLIDAY

SEASON DINNER GATHERINGS due to

Coronavirus safety concerns?

P A G E 4 7

FRIENDS/RELATIVES NOT TRAVELING DURING THE HOLIDAYS

Yes, 46.4%

No, 34.4%

I don't know,

19.2%

Historical data

41.4% 46.4%

36.1% 34.4%

0%

20%

40%

60%

80%

100%Yes No



Question: Do you have any friends or

family members who would normally

travel during the holidays, but will not this

year due to the Coronavirus situation?

P A G E 4 8

CANCELLATION OF THANKSGIVING DAY TRIP

Question: Due to the Coronavirus

situation, have you cancelled a

Thanksgiving Day trip this year that

you were planning? (Select one)

(Base: Wave 36 data. Respondents who will not travel

to celebrate Thanksgiving this year, 1,041 completed


Yes, 31.7%

No, but I still

might, 7.6%

No, 60.8%

P A G E 4 9

10.1%

9.9%

23.1%

30.4%

26.5%

0% 10% 20% 30% 40%

Strongly disagree

Disagree

Neutral (neither agree nordisagree)

Agree

Strongly agree

WORRIES ABOUT SPENDING HOLIDAY FAMILY TIME

Question: How much do you

agree or disagree with the

following statements?

Because of the Coronavirus

situation, I am worried about

spending time with my family

over the holidays.



2020)

56.9%

20.0%

P A G E 5 0

7.4%

9.1%

25.8%

29.4%

28.4%

0% 10% 20% 30% 40%

Strongly disagree

Disagree

Neutral (neither agree nordisagree)

Agree

Strongly agree

CHANGES TO HOLIDAY TRADITION ASPECTS

Question: How much do you

agree or disagree with the

following statements?

Because of the Coronavirus

situation, I will be changing

aspects of one (or more) holiday

traditions this year



2020)

57.8%

16.5%

FEELINGS ABOUT A COVID VACCINE

P A G E 5 2

How much do you agree with the following statement?

Statement: I'm not traveling until there is a vaccine.

(Base: Waves 6-36. All respondents, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223,

1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201,

1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205, 1,203, 1,203, 1,204, 1,203,

1,203, 1,205 and 1,206 completed surveys.)

Historical data

36.5%35.2%

29.8%

35.3% 36.9%36.9%

31.7%31.8%

35.6%37.0%

38.3%

44.1%42.7%44.2%

44.5%45.3%

42.5%41.9%

43.6%

40.7%

42.0%

38.3%36.8%

41.1%

37.6%

41.1%42.3%

40.4%39.5%38.2%

46.7%

33.1%32.6%

37.6%

32.1%33.5%33.4%

36.7%

41.2%

36.1%36.8%

34.1%

28.5%

29.9%

25.6%

31.4%

26.9%

32.1%

27.1%27.9%

29.7%29.7%34.7%

33.6%

32.8%

34.1%

32.3%

32.0%33.5%

30.0%

31.6%

28.8%

0%

10%

20%

30%

40%

50%

60%Agree or Strongly agree Disagree or Strongly disagree

Strongly agree, 22.8%

Agree, 23.9%

Neutral (neither agree nor disagree), 24.6%

Disagree, 16.8%

Strongly disagree, 12.0%

WON’T TRAVEL WITHOUT VACCINE

P A G E 5 3

Historical data

28.9%

49.8%47.7%

23.2%

0%

10%

20%

30%

40%

50%

60%

70%

Likely or Very Likely Unlikely or Very Unlikely

8.2%

15.0%

27.0%

29.0%

20.8%

Very unlikely

Unlikely

Neutral (Neither likely norunlikely)

Likely

Very likely

0% 10% 20% 30% 40%

LIKELIHOOD OF AN EFFECTIVE VACCINE BEING DEVELOPED BY YEAR END

Question: How likely do you think it is that an effective COVID-19 vaccine will be developed by the end of this year? (Select one)

(Base: Wave 35-36 data. All respondents, 1,205 and 1,206 completed

surveys.)

P A G E 5 4

WILL TRAVELERS TAKE A VACCINE

Question: If a COVID-19 vaccine

is developed later this year (or

early next year) and approved for

use, would you take it?

(Assume the vaccine is 75%

effective and has mild to

moderate side effects)

(Base: Wave 27, 30 and 35-36 data. All

respondents, 1,205, 1,203, 1,205 and 1,206

completed surveys.)

7.4%

26.5%

22.0%

44.1%

7.2%

28.2%

23.1%

41.5%

8.8%

26.7%

25.3%

39.2%

8.2%

26.0%

23.9%

42.0%

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

I don't know

Maybe

No

Yes

November 13-15 November 6-8 October 2-4 September 11-13

P A G E 5 5

HOW LONG BEFORE TAKING A VACCINE

Question: How long would

you prefer to wait before

taking the vaccine? (Select one)

(Base: Wave 27, 30 and 35-36 data.

Respondents who will or maybe take the vaccine,

946, 1,203, 909 and 952 completed surveys.)

0.5%

19.9%

6.2%

18.7%

28.5%

26.2%

10.0%

14.0%

11.0%

19.2%

21.8%

24.0%

2.0%

16.8%

7.2%

18.3%

25.9%

29.8%

1.7%

15.6%

5.9%

18.8%

25.3%

32.9%

0% 5% 10% 15% 20% 25% 30% 35%

I would not take the vaccine

I'm not sure / I don't know

More than 1 year

6 to 12 months

3 to 6 months

0 to 3 months

November 13-15 November 6-8 October 2-4 September 11-13

P A G E 5 6

Historical data

50.3%

55.0%

18.7%

14.1%

0%

10%

20%

30%

40%

50%

60%

70%

Safe or Very safe Unsafe or Very unsafe

10.1%

4.0%

10.8%

20.1%

38.3%

16.8%

I don't know

Very unsafe

Unsafe

Neither safe nor unsafe

Safe

Very safe

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

SAFETY OF COVID-19 VACCINES

Question: How safe do you expect a COVID-19 vaccine will ultimately be? (Select one)

(Base: Wave 35-36 data. All respondents, 1,205 and 1,206 completed

surveys.)

P A G E 5 7

PFIZER’S EXPERIMENTAL VACCINE

This week, Pharmaceutical company Pfizer

(and its German partner BioNTech)

announced that a preliminary analysis

suggests their experimental vaccine is more

than 90 percent effective at preventing the

Coronavirus disease.

Question: Before taking this survey, were you

aware of this news?



Yes, 75.7%

No, 19.3%

I'm not sure, 5.0%

P A G E 5 8

PERCEPTION OF PFIZER’S VACCINE NEWS

Question: Which would you consider

the news about potentially effective

Pfizer vaccine to be? (Select one)



4.1%

1.9%

3.6%

15.1%

36.0%

39.3%

I'm not certain

Terrible news

Bad news

Neigher goodnor bad news

Good news

Great news

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

75.3%

5.5%

P A G E 5 9

PFIZER’S EFFECT ON OPTIMISM ABOUT TRAVELING SAFELY

Question: How does the news about

potentially effective Pfizer vaccine

affect your optimism about being able

to travel safely next year? (Select one to

complete the sentence)

This news makes me _______________

about traveling safely next year.



3.7%

0.6%

2.3%

32.5%

38.4%

22.5%

Uncertain - I don't know

Much less optimistic

Less optimistic

Unchanged - the sameas before

More optimistic

Much more optimistic

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

60.9%

2.9%

P A G E 6 0

TRAVEL GUILT

Question: I would feel guilty

traveling right now.



Nov 13-15, 2020)

10.3%

17.2%

25.7%

26.3%

20.5%

0% 5% 10% 15% 20% 25% 30%

Strongly disagree

Disagree

Neutral (neither agree nor disagree)

Agree

Strongly agree

46.8%

27.5%

P A G E 6 1

VACCINE’S EFFECT ON TRAVEL GUILT

How much do you agree with the

following statement?

Statement: If an effective coronavirus

vaccine was made available to the public,

I think I would feel less guilty traveling.

(Base: Wave 36 data. Respondents who feel guilty

traveling right now, 578 completed surveys. Data collected

Nov 13-15, 2020)

28.8%

Last week

2.7%

6.8%

23.5%

40.2%

26.9%

0% 20% 40% 60%

Strongly disagree

Disagree

Neutral (neither agree nor disagree)

Agree

Strongly agree

67.1%

9.4%

P A G E 6 2

Some background: Right now many

Americans say they are not yet ready to

take a vaccine when it is ready. It is

likely that America will need to "sell"

the idea of taking the vaccine to a

skeptical public. With that in mind,

please answer the following question.

Question: What one CELEBRITY or

PUBLIC FIGURE would be the best

spokesperson to convince people like

yourself to participate in a vaccine

program? (Write in one name below)

(Base: Wave 36 data. All respondents, 337 completed


BEST SPOKESPERSON FOR VACCINE PROGRAM

CONSCIOUS TRAVEL

P A G E 6 4

LIKELIHOOD TO SUPPORT MINORITY-OWNED BUSINESSES

Question: On your next trip, how

likely are you to support minority-

owned businesses? (Select one)



3.9%

2.9%

43.7%

28.2%

21.3%

Very unlikely

Unlikely

Neutral (Neither likelynor unlikely)

Likely

Very likely

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

49.5%

6.8%

P A G E 6 5

LIKELIHOOD TO SUPPORT BUSINESSES THAT MAKE A POSITIVE SOCIETAL I MPACT

Question: On your next trip, how likely

are you to support businesses that you

believe make a positive societal impact?

(Select one)



2.8%

3.3%

42.5%

27.1%

24.4%

Very unlikely

Unlikely

Neutral (Neither likelynor unlikely)

Likely

Very likely

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

51.5%

6.1%

P A G E 6 6

Question: When planning your trips,

how often do you actively search for

MINORITY-OWNED LOCAL BUSINESSES

in the destinations you’re visiting?



25.7%

15.1%

12.4%

23.8%

13.6%

9.3%

Never

Rarely

Occasionally

Sometimes

Usually

Always

0% 10% 20% 30% 40%

SEARCHING FOR MINORITY-OWNED LOCAL BUSINESSES

OPINIONS ON TRAVEL &

THE CORONAVIRUS

P A G E 6 8

Historical data

50.0%

53.0%

50.4%

48.1%

43.9%45.8%

43.4%

48.8%

45.4%

50.0%52.0%

47.3%

54.8%54.5%56.4%

54.2%52.2%

56.5%

57.8%

55.5%55.3%

54.6%

57.8%

57.1%

50.0%

47.0%

49.6%

51.9%

56.1%54.2%56.6%

51.2%

54.6%

50.0%

48.0%

52.7%

45.2%

45.5%

43.6%

45.8%47.8%

43.5%42.2%

44.5%44.7%

45.4%

42.2%

42.9%

30%

35%

40%

45%

50%

55%

60%

Ready to travel Not ready to travel

22.9%

20.0%

29.9%

15.4%

11.7%

I need a lot more time to beready to travel

I need a little more time tobe ready to travel

I'm ready to travel, but feelsome hesitation

I'm ready to travel, with nohesitations

I'm already traveling

0% 10% 20% 30% 40%

TRAVEL STATE-OF-MIND

Question: When it comes to getting back out and traveling again, which best describes your current state of mind? (Select one)

(Base: Waves 12-13 and 15-36. All respondents, 1,257, 1,214, 1,205, 1,231, 1,365,

1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205,

1,203, 1,203, 1,204, 1,203, 1,203, 1,205 and 1,206 completed surveys.)

P A G E 6 9

AVOIDING TRAVEL UNTIL THE CORONAVIRUS BLOWS OVER


Statement: I’m planning to avoid all travel until the Coronavirus situation blows over.

(Base: Waves 1-36. All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238, 1,208,

1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213,

1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205,


Historical data

61.1%

78.0%

82.8%81.9%81.9%77.8%

73.8%

65.1%64.8%

62.1%61.9%59.3%

53.9%

47.8%47.3%

49.4%

59.2%

55.3%

62.1%

58.5%59.0%58.3%59.2%

61.7%

57.6%

53.4%53.0%52.8%

52.5%53.0%

56.2%58.7%

54.7%

54.7%

54.0%

55.5%

18.6%

7.2%

4.9%

6.2%6.5%9.4%

10.1%

15.7%

15.2%

16.6%

15.4%

21.2%

25.4%

30.0%31.2%

28.8%

19.6%

22.4%

17.8%

25.0%

20.8%

22.7%

20.0%

21.2%

20.5%

25.0%26.9%27.3%

26.5%

27.5%

26.4%

23.5%26.3%

23.5%24.4%

22.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Agree or Strongly agree Disagree or Strongly disagree


Agree, 27.0%

Neutral (neither agree nor disagree),

21.7%

Disagree, 14.5%


P A G E 7 0

EXPECTATIONS FOR THE CORONAVIRUS’ COURSE IN COLD WEATHER

(Base: Waves 34-36 data. All respondents, 1,203, 1,205 and 1,206 completed

surveys.)


Statement: I expect the Coronavirus will thrive in the upcoming cold weather.


Agree, 38.8%


23.5%

Disagree, 3.9%

Strongly disagree,

2.3%

62.6% 64.4%

70.2%

10.2% 8.5% 6.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Agree of Strongly Agree Disagree or Strongly Disagree

Historical data

P A G E 7 1

CHANGES TO TRAVEL PLANS DUE TO RECENT CORONAVIRUS SURGES

(Base: Waves 35-36 data. All respondents, 1,205 and 1,206 completed surveys.)

Question: Have you cancelled or postponed any upcoming leisure trips because of the recent

increases in COVID-19 cases seen around the United States?

Yes, 47.4%

No, 52.6%

41.8%

47.4%

58.2%

52.6%

30%

40%

50%

60%

70%

Yes No

Historical data

P A G E 7 2

EFFECTS OF RECENT CORONAVIRUS SURGES

(Base: Waves 35-36 data. All respondents, 1,200 and 1,200 completed surveys.)

Question: Have recent increases in COVID-19 cases around the country made you LESS LIKELY to

travel in the next THREE (3) MONTHS?

Yes, 62.8%

No, 26.6%

I don't know,

10.6%

60.2% 62.8%

30.9%

26.6%

20%

30%

40%

50%

60%

70%

Yes No

Historical data

P A G E 7 3


Statement: The coronavirus has led many travel providers to cut their prices. These discounts and price cuts (airline, hotel, etc.) make me more

interested in traveling in the NEXT THREE (3) MONTHS.


1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213,

1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205,


Historical data

38.4%

31.6%

32.4%

33.7%

32.9%

37.3%

34.7%

35.6%

35.0%

32.9%

32.4%

37.4%

39.3%

35.6%

37.1%

34.6%33.8% 31.3%

28.4%

32.9%

31.6%

37.9%

39.0%

34.2%

37.5%38.2%

41.7%

38.7%

40.4%

42.4%

42.8%

38.6%

37.5%

36.8%

38.6%

40.5%

33.7%

39.3% 39.2%38.8%37.9%

32.6%

33.8%

35.4%

36.2%

37.6%38.3%

33.3%

31.6%

36.1%

35.8%

37.9%

38.0%

40.6%41.3%

38.1%

41.7%

32.1%

27.7%

35.2%

32.3%

28.9%

29.5%

30.2%

30.3%

29.2%

27.5%

31.4%

30.5%

32.7%

29.2%

27.9%

20%

25%

30%

35%

40%

45%



Agree, 27.5%


31.5%

Disagree, 15.7%


DISCOUNTS AND PRICE CUTS

P A G E 7 4


1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213,

1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205,


Historical data

75.6%

82.1%82.1%81.9% 81.4% 81.0%

77.8%

78.2%

76.1%

76.4%74.9%75.4%

72.9%

74.7%75.8%

78.2%78.8%76.9%

76.5%

79.0%

77.8%

80.2%77.7%80.0%

75.5%73.3%

77.0%

74.0%

76.5%78.5% 77.9%

73.5%

78.1%

75.5%

75.2%

73.1%

8.8%

4.8% 4.9%

6.3%6.3%

5.9%

6.7%6.8%8.9%

8.4%

9.4%8.6%9.8%

9.2%

9.1%

7.3%

7.6% 8.4%

7.6%

7.0%

7.2%

8.0%

6.5%

7.5%

7.1%

8.4%

8.2%

9.4%

8.7%

7.3%8.3%9.7%

7.3%

7.3%

8.6%11.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



Agree, 23.3%

Neutral (neither agree nor disagree), 15.8%Disagree,

6.2%


AVOIDING INTERNATIONAL TRAVEL


Statement: I will be unlikely to travel outside the United States until the coronavirus situation is resolved.

P A G E 7 5


1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213,

1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205,


Historical data

66.8%

75.2%77.5%

77.1%

79.7%

76.7%

72.6%

73.9%

73.3%71.1%

71.0%

73.1%

69.4%

70.2%74.5%

73.3%

76.1%74.6%

76.3%

77.3%

76.9%

77.0%73.9% 76.0%

72.8%

72.3%

73.5%

71.5%

72.0%

73.1%

74.8%

71.1%

73.8%70.9%

70.7%

71.9%

9.3%6.5%

4.3%

4.7%5.1%

6.1%

7.0%

5.5%

8.7%

8.3%

7.7%

7.9%

11.3%

8.5% 8.8%

7.8%

5.6%

8.4%

6.5%

5.7%

6.9%

7.3%

7.6%

6.3%

8.4%

7.4%

6.8%

10.0%

8.7%

7.8%

6.7%

9.5%

8.8%

7.0% 7.1%10.4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



Agree, 26.8%

Neutral (neither agree nor disagree), 17.7%Disagree,

5.1%


AVOIDING CONVENTIONS & CONFERENCES


Statement: I will be unlikely to attend any conferences or conventions until the coronavirus situation is resolved.

P A G E 7 6


Statement: I still feel comfortable going out in my community to restaurants, local attractions and undertaking local activities.


1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213,

1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205,


Historical data

50.8%

28.8%

22.3% 19.7%

21.7%

28.4%28.2%

30.6%31.0%32.2%

32.8%34.5%

39.2%41.6%

42.1%

36.7%36.6%

34.2%34.6%36.9%36.3%

38.5%39.9%39.4%

42.2%41.7%42.3%

40.3%

44.5%46.9%

45.4%47.4%

44.4%

41.7%

42.5%

44.2%

22.4%

49.0%

60.0%60.2% 58.4%

49.2%

46.7%43.6%44.5%

42.0%40.3%39.7%

34.3%

33.5%34.7%

37.9%39.6%41.6%

39.1%38.8%

38.7%

37.3%

33.0%35.2%

33.6% 33.8%

32.2% 32.1%

33.3%

29.0%

31.8%

31.5%

33.3% 33.4%

32.5%

33.1%

0%

10%

20%

30%

40%

50%

60%

70%



Agree, 27.4%

Neutral (neither agree nor

disagree), 22.7%

Disagree, 17.9%


COMFORT ENJOYING HOME COMMUNITY

P A G E 7 7


Statement: I do not want travelers coming to visit my community right now.

(Base: Waves 6-36. All respondents, 1,238, 1,208, 1,204, 1,200, 1,212, 1,223,

1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201,

1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205, 1,203, 1,203, 1,204, 1,203,

1,203, 1,205 and 1,206 completed surveys.)

Historical data

67.6%

63.5%

60.4%

63.6%

60.2%

60.7%

55.3%53.7%

52.4%

56.8%

57.1%

60.0%59.3%

58.8%

59.7%58.1%

57.2%56.5%

58.3%56.1%

53.2%52.3%

52.0%

52.2%52.7%

51.8%

54.0% 53.5% 52.1%

51.5%

53.4%

9.7%

10.2%13.0%13.0%

15.5%

13.1%

16.0%16.4%

15.0%

15.5%15.6%

13.2%

15.3%13.6%

11.9%

14.5%14.5%

12.6%13.9%

15.4%15.6%16.2%

14.0%

17.1%

15.6%

17.9% 16.7%

16.2%16.4%

17.2%

15.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%



Agree, 30.1%


31.2%

Disagree, 9.5%


TRAVELERS IN COMMUNITY ARE UNWANTED

P A G E 7 8

Historical data

33.1%30.8%31.2%30.5% 32.3%

35.8%

27.5%28.3%27.6%28.5%29.1%

32.9%

35.9%

28.7%

35.8%

32.2% 33.1%

31.4%

29.3%

33.2%

36.4% 34.8%

31.8%

36.5% 38.1%

36.2% 36.4% 37.8%

35.5% 32.4%

31.3%

38.5%

41.9%

36.6%

35.7% 37.5%

32.7% 30.1%

37.0%

30.2%

31.9% 31.5% 30.9%

32.8%

30.8%

28.7% 28.2%

31.3% 32.5% 28.3%

29.4%

0%

10%

20%

30%

40%

50%

60%

Happy or Very happy Unhappy or Very unhappyVery happy, 16.9%

Happy, 21.2%

Neutral, 32.5%

Unhappy, 17.6%

Very unhappy, 11.8%

FEELINGS SEEING AN AD PROMOTING TOURISM TO COMMUNITY

Question: How would you feel if you saw an advertisement today promoting

your community as a place for tourists to come visit when it is safe?

(Base: Waves 7-9, 12-13 and 16-36. All respondents, 1,198 1,199, 1,250, 1,203,

1,231, 1,365, 1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225,

1,205, 1,200, 1,205, 1,203, 1,203, 1,204, 1,203, 1,203, 1,205 and 1,206

completed surveys.)

P A G E 7 9

INABILITY TO FULLY ENJOY TRAVEL RIGHT NOW

(Base: Waves 20, 28-36 data. All respondents, 1,206, 1,200, 1,205, 1,203,

1,203, 1,204, 1,203, 1,203, 1,205 and 1,206 completed surveys.)


Statement: If I were to travel now for leisure, I would not be able to fully enjoy it.


Agree, 33.1%


21.5%

Disagree, 11.7%


60.5% 56.8% 56.5% 57.2% 56.6% 56.5%

60.1% 59.2% 55.1%

59.8%

19.2% 22.3% 22.3% 21.5% 20.9% 24.1% 21.0%

20.2% 22.2%

18.7%

0%

10%

20%

30%

40%

50%

60%

70%


Historical data

P A G E 8 0

LOSS OF INTEREST IN TRAVEL

(Base: Waves 20, 28-36 data. All respondents, 1,206, 1,200, 1,205, 1,203,

1,203, 1,204, 1,203, 1,203, 1,205 and 1,206 completed surveys.)


Statement: I have lost my interest in/taste for traveling for the time being.


Agree, 27.3%Neutral (neither

agree nor disagree),

23.3%

Disagree, 18.5%Strongly disagree, 12.0%

49.5% 43.0% 44.3% 44.1% 43.1% 44.9%

46.6%

42.4% 43.1% 46.2%

27.1%

32.4% 34.4% 34.0% 35.5%

32.4% 33.4% 33.3% 35.8% 30.5%

0%

10%

20%

30%

40%

50%

60%

70%


Historical data

Coronavirus Travel Sentiment IndexMeasuring the Potential Influence of Travel Marketing

Highlights from the Week of November 16th

P A G E 8 2

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

P A G E 8 3

Predictive Index Formula

Concern for Personal Health

Concern for Personal Finances

Openness to Messaging

Excitement to Travel Now

*Normalized to a 100pt scale

P A G E 8 4

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 TravelPotentiallyMarketable

Neutral

Healthy Travel Outlook

0.0%

20.0%

40.0%

60.0%

80.0%

0 1 - 25 26 - 50 51 - 75 76 - 100

September 4-6 September 11-13 September 18-20 September 25-27

October 2-4 October 9-11 October 16-18 October 23-25

Oct 30-Nov 1 November 6-8 November 13-15

PotentiallyMarketable

Neutral

Not Ready to Travel Ready to Travel

Travel Outlook

P A G E 8 5

0.0

25.0

50.0

75.0

100.0Total

Millennials or younger

Gen X

Boomer or older

WEST

MIDWEST

NORTHEAST

SOUTH

International Travelers

Air Travelers

Cruise Travelers

Leisure Travelers

VFR Travelers

Business Travelers

Convention Travelers

Female

Male

Affluent - Over $125K

$80K - $125K

Under $80K

City Travelers

Beach Travelers

US National Parks Travelers

Mountain Travelers

Dessert Travelers

Suburban area

Large city (urban area)

Rural area

Luxury Hotel

Non-Luxury Hotel

Peer-to-peer lodging

Campground or RV park

Potentially Marketable

Not Ready to Travel

Re

ad

y to

Tra

vel

Airline and Cruise Travelers

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Air Travelers Cruise Travelers

0.0%

20.0%

40.0%

60.0%

Air Travelers Cruise Travelers

Percent Potentially Marketable(Index Above 25)

0.0%

25.0%

50.0%

P A G E 8 7

Gender

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Female Male

0.0%

20.0%

40.0%

60.0%Female Male


0.0%

25.0%

50.0%

P A G E 8 8

Generation

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Millennials or younger Gen X Boomer or older

0.0%

20.0%

40.0%

60.0%

80.0%Millennials or younger Gen X Boomer or older


0.0%

25.0%

50.0%

P A G E 8 9

US Regions

0.0

5.0

10.0

15.0

20.0

25.0

30.0

WEST MIDWEST NORTHEAST SOUTH

0.0%

20.0%

40.0%

60.0%

80.0%WEST MIDWEST NORTHEAST SOUTH


0.0%

25.0%

50.0%

P A G E 9 0

Residence Type

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Suburban area Large city (urban area) Rural area

0.0%

20.0%

40.0%

60.0%

80.0%Suburban area Large city (urban area) Rural area


0.0%

25.0%

50.0%

P A G E 9 1

Lodging Preference

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Luxury Hotel Non-Luxury Hotel

Peer-to-peer lodging Campground or RV park

0.0%

20.0%

40.0%

60.0%

Luxury Hotel Non-Luxury HotelPeer-to-peer lodging Campground or RV park

0.0%

25.0%

50.0%

75.0%


P A G E 9 2

ACCESSING DATA IN THE

ONLINE DASHBOARD

Month-long subscribers: The following section will show you how to access these results in our online dashboard called Displayr. On the dashboard, you can segment results by:

• Generation (Millennials or younger, Gen X, Baby Boomers or older)• Geographic Region (West, Midwest, South and Northeast)• Demographics• And more

Single report purchasers: If you want access to the online dashboard which includes these benefits and more, please subscribe to the full month-long study. To inquire please reach out to [email protected].

HOW TO USE DISPLYR

Guidelines on viewing, segmenting and exporting data from the

dashboard.

NAVIGATING THE DASHBOARD:

Toggle between the report sections by clicking on the header(s) in this navigation pane

To view submenu data points in a particular section, click on the arrow to the left of the heading.

This allows you to jump to specific data points without having to scroll through the entire report.

NAVIGATING THE REPORT:

To segment the results by a specific group (generational, geographical, etc.)

Click on “Filters” in the top right corner.

FILTERING THE REPORT:

IMPORTANT NOTE: When you select a filter, it will ONLY APPLY to the specific data point you are currently viewing. It WILL NOT apply to the entire report. Be sure to check the base description in the blue text (highlighted here) to see if a filter is being applied.

To share the results with others in your organization, click on “Export” in the top right corner and select your preferred file type (PowerPoint, Excel or PDF).

EXPORTING THE DATA:

If you want to export a specific

report section, be sure to select it in

the navigation pane BEFORE you click

“Export”

EXPORTING THE DATA:

After selecting your preferred file type,

Displayr will prompt you to select “Current

Selection” or “All”

“Current Selection” will only export the

single data point you are viewing (or an

entire report section if it is selected in the navigation pane as

shown in this screenshot).

“All” will allow you to download the entire

report.

IMPORTANT NOTE: Use the “Advanced Options” to apply specific filters to the data you want to export.

NEED MORE HELP?

If you have any additional questions about using Displayr

please reach out to our dashboard expert:

Chingun Ganzorig

Research Manager

[email protected]

(415) 722-2503

research findings - visit santa barbara · 2020-11-16 · wave #21 july 31-aug 2 august 3 wave #22...

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