A shift in traveller behaviours has been one of the key findings in the latest monthly whitepaper TripAdvisor consumer travel analysis, specifically in relation to the staged recovery of tourism in the COVID-19 era.
The report outlines a five-stage recovery for the travel and hospitality industry, inclusive of the period of decline created by the pandemic through the anticipated market recovery and the return of international travel.
The research paper, entitled “Beyond COVID-19: The Road to Recovery for the Travel Industry” also explores and identifies where the tourism and hospitality industry is on this road to recovery, and outlines the significant pent-up demand that exists in the marketplace for travel and dining, the change in travel and dining behaviours resulting from the ongoing pandemic and recent search and traffic patterns on Tripadvisor globally related to the crisis.
“We’re encouraged to see positive signs of recovery and are here to help our travellers and partners understand the pathway through this pandemic with clear insights and tangible data,” said Kanika Soni, chief commercial officer for Tripadvisor, Inc. “Our path to recovery will depend on the steps the industry takes to prepare for the road ahead – not just in terms of new standards and practices but also in how we collectively educate and engage consumers in a new, more thoughtful way of travelling.”
Key findings:
- Consumer desire to travel remains resilient – around two in five (41%) consumers are optimistic that they will take the same or more trips than last year
- Shorter trips to destinations closer to home are a recurring theme, with nearly half (44%) of consumers saying they are more likely to take a road trip, and two thirds (61%) saying they are most comfortable taking a road trip for 3-5 days
- Consumers are 218% more likely to want to take a trip where they can relax compared to before the pandemic, and nearly two thirds (59%) would prefer to go somewhere off the beaten path
- Nature and beach destinations on the rise as Tripadvisor sees spike in North American traffic researching Campgrounds,
“We know the travellers and diners who engage on Tripadvisor are some of the most valuable, high intent consumers online today. Advertisers will benefit from the wealth of first party data during a time when more brands want to understand the right way to engage with consumers,” said Christine Maguire, vice president, global advertising revenue for Tripadvisor, Inc. “Brands can help consumers feel confident about traveling again by focusing on cleanliness and activities that are conducive to social distancing – while still maintaining a human connection with their audiences.”
For additional information on the impact COVID-19 has had on the tourism industry, TripAdvisor’s webinar series can be found HERE.
