A recent Small Luxury Hotels of the World (SLH) study, conducted in partnership with Liz Hall Hotel & Travel Consulting, surveyed more than 6,000 North American travelers and revealed that affluent clients are driving the industry’s pent-up demand for travel. Thirty-eight percent are ready to fly internationally, and more than 90% of respondents would seek out a small hotel or private residence while on the road.
Why It Matters
In North America, 29% of those surveyed were dubbed “travel ready,” rather than “travel reserved” or “travel reluctant,” and report that they have a trip planned before October of this year. Of those individuals, 24% are looking at a vacation in the last quarter of the year. Small hotels — such as those within SLH’s collection — give clients more seclusion and privacy and are an especially viable option for small groups.
If travel advisors have such travel-ready, affluent clients, it would do them well to consider promoting less frequented destinations, suppliers with flexible booking plans and small accommodations with enhanced sanitation initiatives, which were three of the top-rated considerations for travel right now.
- The 6,000 people surveyed are members of the brand’s Invited program.
- Travel ready (29%) clients have already booked trips and have traveled with increased precautions; travel reserved guests (30%) are eager to travel but feel cautious about potential risks; and travel reluctant travelers are unlikely to travel until conditions return to pre-pandemic levels.
- 46% of those surveyed say they are expecting to be in the same position financially a year from now.
- Of the 74% respondents willing to fly, 93% agree that additional health checks at airports will help ensure the safety of travelers.
- Forty-three percent of respondents are planning to travel domestically.
- Forty-two percent of SLH reservations exist for U.S. hotels, primarily in New York and California.
- Top international destinations for SLH this year are Sweden and Finland.
What They Are Saying
“Our members have always shown great resilience and an enduring appetite for travel, so it’s encouraging to see that they are travel ready, looking at options both close to home and abroad for 2020,” said Richard Hyde, managing director of SLH. “Our small hotels are able to offer so many solutions, from their location in low-key destinations and neighborhoods, to their versatility to become essentially a private residence. We have established Stay Small, Stay Safe to ensure that our guests can travel with peace of mind, both for themselves and the destinations they are visiting, and to encourage those who are reserved or reluctant to travel that is it safe when the time is right for them.”
Small Luxury Hotels of the World