Trends and insights into consumer attitudes and developments within the travel and tourism industry following the pandemic.
Tripadvisor analysed search data and consumer surveys to reveal insights around attitudes towards leisure travel in 2021 including the type of holidays travellers are considering, when they intend to travel and the impact of vaccinations on consumer sentiment. Read more here.
Some key insights below show that vaccinations are having a positive impact on consumers’ attitude and confidence to travel:
- The vaccine is having a significant impact on the demand for leisure travel – countries where the pace of the vaccination rollout is more advanced, like the US and UK, are experiencing the strongest growth in traveller searches - and that is translating to dining and experiences demand too.
- Respondents that said they had already received at least one vaccine dose are more likely to have booked or be planning to book a 2021 holiday.
- Around a quarter of respondents globally (24%) have already booked at least one domestic holiday, but this rises to a third (32%) of vaccinated respondents compared to less than a fifth (19%) of unvaccinated respondents.
- Of those vaccinated respondents that have already booked a domestic trip, eighty percent (80%) agreed that the vaccine had been a factor in their decision to book.
- Among those who are planning to travel domestically but are yet to book, nearly half (48%) of all unvaccinated respondents confirmed they are waiting to receive at least one dose of the vaccine before making a booking.
- On average, vaccinated travellers plan to spend more and holiday longer than other travellers – offering hope for greater spending in the tourism sector once vaccinations everywhere become widespread.
- City destinations are the number one trip of choice for those who have been vaccinated - but nature still appeals for those waiting on their first dose.
Insights from Consumer Database Survey
In conjunction with AITO and Spike, a survey of the Visit Jersey consumer database was undertaken during September. 455 responses were received and some of the key findings are highlighted below. The majority of respondents (70%) were aged 60 and above.
Many of the insights revealed in this VJ consumer database survey align with the trends we are seeing in other consumer sentiment research, confirming that safety of the destination and flexibility in booking terms are the most important factors for consumers when considering booking a holiday, with only 4% selecting cheap deals/special offers.
47% of respondents anticipated that a car would be the main mode of travel for their next holiday or trip, compared to 36% who selected plane and 8% who selected boat. The fact that nearly half were planning to travel in their own car presents an opportunity to promote car/ferry visits from the UK.
In terms of accommodation preferences, 60% said they would be most likely to stay in a hotel when they begin to travel again, compared to 21% who said private rentals (such as Airbnb), 8% who would stay with friends or relatives, 7% who chose caravan/camping and 4% who opted for a Guesthouse/BnB. This perhaps suggests that people are feeling increasingly confident in the safety measures being taken in hotels to protect staff and guests from Covid-19.
There is still quite a lot of uncertainty around the length of holidays that people will take over the next year, with 37% saying they were likely to take more short breaks (i.e. trips of 1-3 days), 33% saying they were likely to take more holidays (i.e. trips of 4+ days) and 31% saying they didn’t know.
In terms of the types of holidays that people will be most interested in when they can start to travel again, 60% were most interested in city breaks (noting that some may have interpreted this as ‘short breaks’), 44% said the beach and 38% opted for renting a private home/villa. Nature-based activities were also popular with 64% of people interested in lakes & mountains and walking.
Nearly half (46%) of respondents said they are likely to travel on holiday within the UK this year. Next year, just under 60% intend to spend the same amount or more on holidays as last year, reflecting the consumer demand to get travelling again.
VisitBritain, Customer sentiment tracker: Week 13 (fieldwork undertaken 10 August – 14 August)
- Hotel/motel/inn has become the leading choice of accommodation for domestic trips between October and March (up to 40% from 36% last week). Although the rise is not statistically significant and the lead is narrow with other accommodation types generating similar interest (38% choosing ‘private homes’ and 36% choosing ‘commercial rental’), it perhaps suggests that people are becoming more comfortable doing everyday activities/tasks and have growing trust in organisations making places COVID-19 safe.
- In term of the reassurances people are seeking in order to feel comfortable staying in a hotel, measures to reduce contamination (e.g. hand sanitisers and enhanced cleaning regimes) narrowly leads over measures designed to encourage social distancing. Offering free cancellations continues to remain important, once again being the second most cited individual reason overall, with 60% of mentions.
- The gap between likelihood to participate in outdoor versus indoor activities is also showing signs of narrowing compared to previous weeks, perhaps reflecting the fact that processes are now being widely adopted to allow the safe enjoyment of visiting museums, having beauty treatments or eating out etc.
- In terms of UK region/nation most likely to be visited between October 2020 and March 2021, the South West continues to dominate, with 16% of those intending to go on a UK domestic overnight trip citing this as their preferred destination, reflecting a narrow lead over Scotland (15%) and London (13%). These 3 destinations have remained the most popular destinations for a UK domestic overnight trip since the fieldwork commenced in May.
Covid-19 Consumer Tracker uk report week 13 final
A survey undertaken by the Office of National Statistics found that:
o 40% of people say that they have no travel plans this year
o 27% of adults said they were either likely or very likely to go on holiday in the UK this summer
o 6% said they were likely or very likely to go on holiday abroad (down from 9% last week)
o Only 8% of people said they would be likely to travel overseas knowing that they had to self-isolate for 14 days
o 18% reported that they had cancelled their travel plans
o 14% said they had decided to holiday in the UK instead of travelling abroad this year – which is lower than many people would have expected.
Some key findings from the weekly BVA BDRC Sentiment Tracker Survey of 1,759 British adults include:
- The percentage of people who think the worst is yet to come continues to track upwards to around 50% of the population – with only around 15% of people thinking that we are over the worst of it.
- 85% of people think that there will be a second wave that leads to a lockdown
- UK Holiday participation is tracking at 14% while there is only 2% participation in overseas holidays.
- The remaining weeks of August see intentions to go on a UK holiday before the end of Au-gust and September continue to drop, due in large part to people having already taken their holiday. Intention to take a holiday before the end of December, however, increases from 45% to 48%, as those yet to take any breaks look to use up holiday allowance before the end of the year.
- The number of people that have been on holiday in the UK so far this summer (June to 13 August) is less than the number of people who went on holiday in the UK during the winter period of January – March 2020.
Google has launched a new commercial advertising unit for tours, activities and attractions featuring attractions from the likes of Viator, GetYourGuide, and Tiqets, although this is only likely to be visible to a small percentage of users at the moment.
What are the impacts and consequences of the Covid pandemic on tourism? Access a wealth of research and insights to help inform your business decisions. This page will be updated regularly.
A YouGov survey of over 2,500 British people, undertaken on 29 July, shows that nearly half do not intend on holidaying this year, although 28% are planning on holidaying within the UK (and 9% intend to holiday abroad).
VisitBritain, Customer sentiment tracker
In the most recent wave of the VisitBritain weekly consumer sentiment tracker (fieldwork undertaken 27 – 31 July), measures to reduce contamination (83%), ensure social distancing (81%) and having booking incentives such as free cancellations (80%) are the leading assurances needed by the public when staying in accommodation this summer. Offering ‘free cancellations’ continues to be the second most cited essential condition for accommodation providers to have in place.
Visit Britain, Domestic Outlook
VisitBritain have forecast a central scenario for Britain of:
- £46.8bn in domestic tourism spending in 2020, down 49% compared to 2019 when spending by domestic tourists in Britain was £91.6bn. This comprises £12.6bn from overnight tourism, down from £24.7bn in 2019, and £34.2bn from day trips, down from £67.0bn in 2019.
- This is a decline of 49% for both overnights and leisure day trips, although the pattern of the recovery will be different. While some categories of day trips started to recover first, others will be very limited for some months to come.
- This represents a loss of £44.9bn (£12.1bn from overnights and £32.8bn from day trips) – greater than the loss from inbound tourism in absolute value terms, although lower in percentage terms.
This above is a short-term forecast that describes one possible outturn and involves many assumptions and simplifications due to the fast-moving and uncertain situation; it is therefore subject to revision. Two specific assumptions made are:
(1) No major second wave of the virus that would necessitate a renewed national lockdown;
(2) By early 2021 we are unlikely to be back to baseline (pre-COVID) levels in any purpose/category. This is due to economic factors, supply loss, some continued level of social distancing, and traveller sentiment.