HSMAI Customer Insight: With Vaccines Arriving, U.S. Trip Planning Surges | Longwoods

According to the latest Longwoods International tracking study of American travelers, 81% plan to travel in the next six months, an increase of 16 percentage points since mid-January and the highest level since the beginning of the pandemic last March.  Coupled with a surge in travel plans for the upcoming six months, the percentage of travelers who say that the coronavirus is greatly impacting their decision to travel during this time period has dropped to 40%, the lowest level since March 2020.  CEO Amir Eylon provides insights for HSMAI:

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HSMAI Customer Insight: Vaccine Progress a Factor in Upcoming Travel for Most | Longwoods

According to the latest Longwoods International tracking study of American travelers, 70% of them say a vaccine will have an impact on their upcoming travel plans.  This as traveler optimism about future travel is slowly growing.  In November, 77% said they were changing their travel plans because of COVID-19.  That percentage has steadily declined to 68% in the most recent survey. “The arrival of coronavirus vaccines is a game-changer for future travel in the U.S.”, said Amir Eylon, President and CEO. Exclusive insights on the research for HSMAI from Eylon:

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HSMAI Customer Insight: Will A Vaccine Bring Back Leisure Travel? | Fuel

Melissa A. Kavanagh, Director of Analytics, Fuel, provides HSMAI exclusive insights into the impact of a Covid vaccine on the intention to travel, finding that 60-70% of people said that some form of the vaccination being administered would improve the likelihood of booking a vacation in the next 6 months.

» FUEL COVID-19 CONSUMER SENTIMENT STUDY VOLUME 11: WILL A VACCINE BRING BACK LEISURE TRAVEL?

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

HSMAI Customer Insight: First 2021 Travel for Many Will Be to Family, Friends | Longwoods

According to the most recent Longwoods International tracking study of American travelers, about 50% are planning to visit family and friends on their first trip this year, with the vast majority planning to travel by car. About 40% of American travelers do not plan to hit the road before there is vaccine distribution.

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The Golden Metric

HSMAI’s Hotel Digital Marketing Essentials online class is designed for hospitality professionals seeking a deeper understanding of hotel digital marketing and/or hoping to earn the Certified Hospitality Digital Marketer (CHDM) credential. In this video, course instructor Dan Wacksman, CHDM, principal at Sassato, shares a preview of what to expect from the six-week class focusing on what he calls the Golden Metric: Conversion. The next class begins on Jan. 26.

Learn more about the course or register to join.

Becoming a Trusted Resource for Your Clients

HSMAI’s Hotel Digital Sales Essentials online class is designed for hospitality professionals who have sales-related responsibilities and/or want to gain practical digital selling skills. In this video, course instructor Holly Zoba, CHDM, principal at Scout Simply, shares insights on how you can become a trusted resource for clients as an example of what you can expect in the six-week class, which next begins on Jan. 26.

 

Learn more about the course or register to join.

HSMAI Customer Insight: Rising COVID-19 Numbers Put Pressure on Holiday Travel Plans | Longwoods

According to the most recent Longwoods International tracking study of American travelers, 15% of them have canceled their holiday travel plans in the last two weeks as the coronavirus surges nationwide.  Another 10% shifted their holiday trips from a fly trip to a driving one. Meanwhile, almost half say they did not plan to travel during the holidays and that has not changed since mid-November.

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Using Regular Expressions in Google Analytics to Segment Traffic

Amid all the uncertainty today, there is a greater need than ever to know your data and to deploy data-driven decision making. That’s where Regular Expressions within Google Analytics comes in. Regular Expressions is a way of asking Google Analytics specific questions that you’re most interested in, helping you get to the next level of granularity to deliver actionable insights.

In this “Education to Drive Revenue” video from HSMAI’s Marketing Advisory Board (MAB), MAB Vice Chair John Jimenez, vice president of eCommerce for Noble Investment Group, and Zack Regner, CHDM, CHBA, board member of the HSMAI Hawaii Chapter, walk you through how to use Regular Expressions to segment your traffic — by geolocation and by direct channel.