What: Pent-Up Demand and Improved Health Conditions Are Leading to an Interest in Summer Travel
Earlier this week, the Let’s Go There coalition — a group of 75 travel companies and organizations with the mission of keeping travel on the minds of Americans during the COVID-19 pandemic — released the findings of a Harris Poll survey indicating that more than three-quarters (77%) of Americans plan to take a trip this summer. Significant improvements in the health landscape, pent-up demand and a rising tide of traveler confidence have led the coalition to roll out the next phase of its campaign, with the tagline “Ready? So are we.” Thousands of travel businesses are joining the initiative, which begins May 17 and encourages Americans to safely visit their sites and destinations this summer.
The moment has finally arrived when most of us can scratch the travel itch that’s been building in us for over a year.
Why It Matters: Although the Travel Industry’s Outlook Is Improving, More Needs to Be Done
The findings of the Harris Poll reveal a strong turnaround for the leisure travel industry; a similar poll taken in June 2020 found that just 29% of Americans were planning summer travel. The coalition expects that momentum to continue to build, as well, as more and more Americans get vaccinated and guidance from the Centers for Disease Control and Prevention (CDC) keeps evolving to match the changing landscape of the pandemic. Increasing intention to travel is especially welcome news given the devastation that the travel industry has endured over the course of the pandemic, with a staggering 65% of all jobs lost in 2020 supported by travel, and the total economic impact on the industry expected to be 10 times worse than 9/11.
That said, there is still much work to be done for the industry’s overall recovery. In a virtual media briefing on May 13, Roger Dow, president and CEO of the U.S. Travel Association, said that while the comeback of domestic leisure travel is looking “phenomenal,” there is still a need to bring other parts of the industry (such as international and business travel) back. To accomplish that goal, U.S. Travel is calling on the Biden administration to “take a risk-based, scientific approach to reopening international travel,” as well as to provide clear directions and a standardized approach for the resumption of travel.
Fast Facts:
- According to the recent poll, two-thirds of Americans already have a summer trip planned (36%) or booked (30%).
- Of those who have summer travel planned or booked, 53% will be traveling for the first time since the pandemic began.
- Respondents indicate that they are most looking forward to “reconnecting with friends and family (19%) while traveling this summer, followed closely by “rest and relaxation” (18%).
- In the May 13 media briefing, Dow stressed the importance of continued health and safety protocols, such as getting vaccinated, wearing masks and social distancing, to support the industry’s recovery. Tori Emerson Barnes, executive vice president of public affairs and policy for the U.S. Travel Association, added that the industry “can’t afford to have any backsliding in the positive progress that we’re seeing.”
- Julius Robinson, chief sales and marketing officer for the U.S. and Canada at Marriott International and co-chair of the Let’s Go There coalition, revealed in the briefing that leisure business is up 30-40% over 2019 for the company, with high numbers expected to continue over the summer and into early fall.
What They’re Saying: Americans Are Eager and Ready to Travel
“It’s time to stop dreaming, and start exploring,” Dow said. “The moment has finally arrived when most of us can scratch the travel itch that’s been building in us for over a year. Polling confirms that Americans are fired up to get back out on the road for a host of reasons. The 100 million or so Americans who are vaccinated need not have any lingering hesitation about booking that trip to get out and see the country this summer.”
“With summer just weeks away, we know travelers are ready to go — whether that means exploring favorite destinations they missed over the past year, discovering new outdoor activities or reconnecting with their families,” Robinson said. “At Marriott, we are excited to continue to support this industry-wide effort as Americans begin to enjoy summer travel once again, as well as think about their 2022 vacation plans and the future travel experiences that await them.”
The Details
Let’s Go There
