Insights Type: Reports

HSMAI Customer Insight: Have We Reached the New Normal? | Fuel

This is the 10th release of Fuel’s COVID-19 Consumer Sentiment Study series.  For this edition, Melissa A. Kavanagh, Director of Analytics, Fuel, provides HSMAI exclusive insights, including that more than half of the respondents have traveled since the pandemic, and most have traveled more than once, and of those who have traveled, more than 40% booked within 2 weeks of the trip.

Full Report: FUEL COVID-19 CONSUMER SENTIMENT STUDY VOLUME 10

HSMAI Customer Insight: Confidence In Travel Fueled By Affluent | MMGY

There are a lot of good things happening these days, but sometimes we just don’t know where to look when there is so much noise.  As marketers, we have to process vast amounts of data and sometimes dig deep into the data at a granular level to reveal insights and patterns that are actionable.  For instance, we have all been preaching for weeks that road trips will lead the recovery, consumers are preferring outdoor activities, etc.

But by digging into the data each week, we can sometimes identify key moments which allow us to better understand while consumers want to learn something, do something, discover something, watch something, or buy something. In the accompanying chart, we can see how the perception of travel safety compares between the affluent (HHI $100k+) traveler against the less affluent (HHI<$100k) traveler.  By identifying these intent-rich moments and where preferences are being shaped, we are going to be able to better understand the path to recovery.

Full Report: COVID-19 TRAVEL INSIGHT REPORT, October

HSMAI Customer Insight: Fear of Coronavirus Continues to Hammer U.S. Travel Industry | Longwoods

According to the most recent Longwoods International tracking study of American travelers, about half of American travelers say fear of spreading or contracting COVID-19 is preventing them from taking trips. Beyond fears of spreading or contracting COVID-19, American travelers are hindered from taking trips by unclear health and safety protocols (37%) and personal health concerns (36%). Only 13% of American travelers have no hesitations about traveling. Insights from President & CEO Amir Eylon for HSMAI:

Full Report:

COVID-19 Travel Sentiment Study-Wave 23: Fear of Coronavirus Continues to Hammer U.S. Travel Industry

HSMAI Customer Insight: Home for the Holidays? | Longwoods

Amir Eylon, President & CEO of Longwoods International, provides HSMAI insight into his firm’s latest traveler sentiment survey findings that half of American travelers are currently planning to stay home for Thanksgiving, Christmas, Hanukkah, Kwanzaa or New Year’s Eve.

Full Report

» COVID-19 Travel Sentiment Study-Wave 22: Half of American Travelers May Be Staying Home for the Holidays

HSMAI Customer Insight: Where Do We Go Next? | MMGY

As We Emerge from Fear, Where Do We Go Next?

At no other time in history have we understood so swiftly and clearly how critical travel and tourism are to the global economy. Factually, we knew that the tourism industry made up more than 10% of the global GDP last year, valued at nearly $9 trillion. But when travel simply stopped we didn’t just see the impact; we felt it reverberating across every aspect of our industry. Here’s what else we now know: As a driver of economic growth and job creation, travel and tourism will be on the front end of recovery as we emerge from a fear-based state and into the next phases of understanding, action and rational behavior. Forging ahead is our best path to recovery, and as we continue to analyze traveler behavior it’s clear that this is becoming a more widely shared sentiment. Psychologically, Americans are becoming increasingly comfortable with pursuing travel-related activities. Even the most negatively impacted activities, such as theme parks, meetings and conventions, and cruising are seeing positive signs. We have learned how to incorporate safety measures such as wearing masks, social distancing and washing our hands into our day-to-day lives, and that is fast becoming a natural part of travel as well. As confidence rises, and with the holidays just around the corner, the desire for attractive travel deals is also on the upswing at last – meaning we are in a pivotal time to start shifting strategies and shaping mindsets in the weeks and months ahead.

Full Presentation:

» Perceptions of Travel Safety Rising Steadily in Advance of Holiday Travel Season

HSMAI Customer Insight: Global Booking Levels Off with Pockets of Growth | Siteminder

In this video, SiteMinder’s Founder Mike Ford provides HSMAI insight into how hotel booking has reached a global plateau with many regional differences. Sourced from SiteMinder’s guest acquisition platform, used by 35,000 hotels and connected to more than 400 hotel booking channels globally, the SiteMinder World Hotel Index provides data and commentary for the hotel industry at both a macro and local scale never before seen.

 

HSMAI Customer Insight: More People Are Travelling Than You Think | Fuel

This is the ninth release of Fuel’s COVID-19 Consumer Sentiment Study series.  For this edition, Melissa A. Kavanagh, Director of Analytics, Fuel, provides HSMAI exclusive insights  on how confidence in travel has continued to rebound since their last survey, and is nearly at the level seen in June.

Full Report:

» FUEL COVID-19 CONSUMER SENTIMENT STUDY VOLUME 9: MORE PEOPLE ARE TRAVELING THAN YOU THINK

For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Resources page.

HSMAI Customer Insight: Turning Traveler Comfort Into Confidence | MMGY

While there’s no denying the uncertainty across the nation and the travel industry as a whole, we have uncovered data that reveals a collective sense of ease as we move into the next phase of our new normal: The likelihood of booking domestic leisure trips during the next six months is the highest ever since we began tracking in mid-March. Americans are continuing to gravitate toward regional travel and road trips in their personal vehicles, and over Labor Day weekend we saw the highest number of air travelers since the early days of the pandemic. As we enter into what MMGY Global has identified as the new Stretch Season, now is not the time to sit back and wait to see what’s coming next; it’s time to nurture that growing level of comfort and amplify messages around health and safety initiatives, and yes – even hotel travel deals.

Full Report: 

» MMGY Travel Intelligence Travel Safety Barometer, September 2020