New Research by Tripadvisor and Phocuswright reveals latest traveler trends and top recovering destinations
The report, entitled '2020 - A Year in Travel: Charting the Travel Industry's Path to Recovery', analyzes Tripadvisor's first-party data on travel planning behaviors around the globe, as well as consumer sentiment across six major markets, to provide a unique insight into global travel trends.
The full report can be read, for free, here: https://www.tripadvisor.com/Covid19WhitepaperNovember2020
Key findings from the report include:
- After positive signs of recovery in domestic leisure travel over the summer, demand for accommodation is now falling back in a number of markets as infection rates rise
Europeexperienced the strongest leisure travel recovery during the summer, with the number of travelers researching domestic hotel stays reaching 2019 levels of demand for a sustained period in late July and August. However, the recent re-introduction of lockdown restrictions in countries like France, Germanyand the U.K.has seen demand for rooms drop
- In the
U.S., the domestic hotel recovery was slower but steadier than major markets in Europe. By the first week of September, domestic hotel clickers in the U.S.- likely driven by leisure travelers - outnumbered those in the same week in 2019
- Signs of recovery in
Asia-Pacificwere less obvious across the region as a whole between June and October, though some markets - such as Singapore- saw a surge in demand for domestic stays
- Confidence to travel remains fragile, but with big differences by market
- Of consumers surveyed in six markets, confidence to travel was highest among
U.S.respondents (48% said they felt more confident it would be safe to travel in the next three months compared to the previous three) and lowest among respondents in Italy(just 12%)
- Travelers are reassessing the type of trips they want to take…
- Two-thirds of consumers surveyed (65%) say the ability to avoid crowded places when traveling is now a more important factor in their choice of destination than it was pre-pandemic, and more than half (52%) say they are more likely to take an outdoor/nature trip than they were before the pandemic.
- Between May and September, outdoor activities, nature and parks accounted for thirty-four percent (34%) of all attraction page views on Tripadvisor, up from 25% in 2019.
- ...and as a result, their choice of destination is changing too
- Looking at year-on-year data over the October period, ski and seaside resorts, as well as other rural destinations, dominated the list of fastest recovering destinations in
Europefor domestic accommodation searches on Tripadvisor, with Zermatt in Switzerlandand Adler in Russiatopping the list based on year-on-year demand
- Over the same period, destinations like
Key West, Myrtle Beachand Sedona were recovering quicker than larger destinations like New Yorkand Las Vegasin the U.S., based on year-on-year demand for domestic accommodation searches.
- Despite continuing consumer uncertainty, the desire to travel remains very strong
- Nearly two-thirds (65%) of respondents are still thinking about where they want to travel next
"While there was positive progress over the course of the summer, the re-introduction of tighter restrictions on travel in many countries is clearly having an impact on demand in the short-term," said
"The industry has shown incredible adaptability and resilience in what has been a long and difficult year for travel," said
The joint report by Tripadvisor and Phocuswright provides an update to the findings published in a June research paper by Tripadvisor, entitled 'Beyond COVID-19: The Road to Recovery for the Travel Industry', which outlined five distinct stages of tourism impact and recovery resulting from the pandemic:
- Decline - Travel declines sharply as widespread restrictions enforced
- Plateau - Sharp decline in bookings levels out, but travelers start dreaming their next trip
- Emerge - Easing of travel restrictions begins, early signs of recovery in dining sector
Domestic Travel- Travelers book their first trips away, but stay close to home International Travel- Border restrictions ease, and international travel begins to rebound
For additional information on the impact COVID-19 has had on the tourism industry, visit Phocuswright at https://www.phocuswright.com/ or visit Tripadvisor's webinar series found at: https://www.tripadvisor.com/TripAdvisorInsights/w5933.
NOTES TO EDITOR
The data cited in this release was gathered and analyzed from two key sources:
Tripadvisor Consumer Sentiment Survey, based on data drawn from an online survey of up to 2,400 consumers per survey, in partnership with Qualtrics, conducted approximately every two weeks from 3/27 through 10/21 across six countries - U.S., UK, Australia, Italy, Singaporeand Japan
- Site behavioral data sourced from first party traffic data on the Tripadvisor platform.
Tripadvisor, the world's largest travel platform*, helps hundreds of millions of travelers each month** make every trip their best trip. Travelers across the globe use the Tripadvisor site and app to browse more than 878 million reviews and opinions of 8.8 million accommodations, restaurants, experiences, airlines and cruises. Whether planning or on a trip, travelers turn to Tripadvisor to compare low prices on hotels, flights and cruises, book popular tours and attractions, as well as reserve tables at great restaurants. Tripadvisor, the ultimate travel companion, is available in 49 markets and 28 languages.
The subsidiaries of
** Source: Tripadvisor internal log files
Phocuswright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, Phocuswright fosters smart strategic planning, tactical decision-making and organizational effectiveness.
To complement its primary research in
Phocuswright also operates PhocusWire (http://www.phocuswire.com), a media service that covers the world of digital travel 365 days a year with a range of news, analysis, commentary and opinion from across the travel, tourism and hospitality sector.
The company is headquartered in
Phocuswright is a wholly owned subsidiary of
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