![Free eBooks of IT [BooksOfAll]](https://www.booksofall.com/wp-content/uploads/2022/06/booksofall-logo-2.png){kind=logo}
As travel and tourism begin to creep back on to consumer agendas, we uncover where people are planning to travel, what they’re looking for and what’s stopping those with no plans to pack their bags. In this report, we share the views of approximately 185,000 survey respondents from 25 markets globally. This representative sample shines a light on the travel plans, considerations and motivations of over 2.5 billion consumers. Using YouGov Global Travel Profiles, we look at global travel demand, health and safety concerns, travel restrictions, and rising sensitivities around the price of travel. All are putting downward pressure on travel sentiment–and the choice of destinations too. The data we collect daily from countries worldwide about people’s travel plans reveals that most consider familiar destinations closer to home. YouGov’s always-on destination brand tracker, Destination Index, helps monitor how consumer perceptions change each day, giving marketers a real sense of how their destinations are faring in these turbulent times. We shared May destination consideration scores by region and in select markets to offer insight into where people are keen to go next. COVID-19 has made many of us stop and think about climate issues and sustainability. We explore what Responsible Travelers want and how to win them over. The road back to normality is going to be a bumpy one. Only one in five consumers globally plan to travel internationally in the next 12 months, so competition to attract them will be fierce. YouGov teams are here to help capture the best data and insights about the new travel landscape, brands, and consumers.
Eva Stewart, Global Sector Head of Travel & Tourism
Current Barriers to Travel
Global appetite for travel remains but recovery depends on softening of restrictions
COVID-19 has put the world on pause and travel has been among the industries most affected. Destinations closed their borders to better control the pandemic which in turn put additional pressure on consumer confidence and willingness to travel domestically or abroad. Even as we start to emerge from the pandemic, variants of concern remain a threat and travel bans are still in place in many countries. Data from YouGov Global Travel Profiles, a survey which runs daily in 25 countries, shows health risks remain the primary barrier to travel, followed by travel restrictions. Data is pointing to increased sensitivities to price in most countries too. Encouragingly for travel companies, a gradual fall in the number of people concerned about health risks has been seen across the globe since January 2021, in line with the approvals of vaccines and their widespread rollout. As more herd immunity is reached in various parts of the world, it’s reasonable to expect to see health concerns declining, even if they don’t disappear completely.
Consumers’ Travel Intent
Global data found that more than seven in ten respondents plan some form of travel in the next 12 months, with more than half (57%) of this group expecting to take two or more trips during that time. This indicates an underlying appetite to travel worldwide, although the one in six travel-planners who said they ‘don’t know’ how much they will be traveling suggests people are still awaiting certainty on restrictions before they commit. Taken as an average across the 25 countries where Global Travel Profiles is live, about half of people plan to travel for a domestic holiday in the next 12 months, with this figure having peaked in April. Consumers who intend to take domestic trips are more concerned about the price of travel, health risks, safety and travel restrictions compared to those who intend to travel abroad. They typically take beach holidays, as well as trips to visit friends and family, and are frequently looking to combine relaxation with sightseeing or activity holidays. Appetite for international holidays remained consistent month on month, albeit lower than domestic trips. In May, around one in five consumers planned an international vacation. Popular types of trips among those with their sights on destinations abroad are multi-centre vacations staying in two or more destinations in one trip, cruises, tours, safari and wildlife vacations, health spa vacations, and sailing or boating (sea, river, canals). Roughly a quarter of those planning an international trip would typically go on beach vacations, city breaks and visit the great outdoors.
Where Travel Demand Is Coming From First
Millennials and Gen X are main source of demand in next 12 months
With competition intensifying to attract consumers who are ready to travel, it will be of increased importance for travel organisations to understand their audiences. This data suggests that demand will mainly come from Millennials during the next 12 months. They make up more than half of the total population planning to travel for a holiday, and an even higher proportion for international travel. The sentiment among this group has trended consistently higher in many major tourism markets throughout the pandemic. Gen X is the next most likely to travel in the next 12 months, ahead of both the Silent Generation and Gen Z.
The Rise Of The Responsible Traveler
A Green New Deal, or Build Back Better, are political slogans used to inspire more responsible economies in a post-COVID-19 world. The travel industry is a very visual example of carbon emissions, with aircraft and cruise ships often used to depict coverage of the climate crisis despite high-profile initiatives from tourist groups . While the world may be some way off carbon neutral international travel, some airlines are moving to Sustainable Aviation Fuels (SAFs) and offsetting carbon, while cruise lines are looking to liquefied natural gas (LNG) to limit their impact. The Budget/Value focused group is the largest segment of traveler type, but data shows that Responsible Travelers are second – and are of a higher proportion in the On-The-Go category, members of which are more likely to travel in the next 12 months as highlighted in the previous section.
Attribution
Source of this book: https://www.aptservizi.com
This book is created with Visual Paradigm Online. With this online flipbook software, you can create professional flipbooks easily by uploading PDFs. It is easy-to-use for all people. Tryout the software now!
