What: In Some Areas, Travel Sentiment Is the Highest Since the Vaccine Rollout
A new survey from Destination Analysts of 1,200 travelers indicates that travel sentiment has recovered as Omicron retreats, and in some areas even soared to levels not seen since the vaccine rollout in summer 2021. The percentage of respondents who are optimistic about the course of the pandemic climbed to 41%, and nearly 77% report high levels of excitement about traveling in the next 12 months. Almost all (92%) of the travelers in the survey say they will take at least one trip in the next 12 months with most anticipating taking 3.3 leisure trips on average this year, the highest reported figure in 14 months.
Why It Matters: Travel Advisors Have a New Opportunity to Connect With Clients
In addition, the survey shows that family travel looks to be a top motivator in 2022, with about two-thirds of travelers saying it is something they are “highly excited” about. Not surprisingly, spending time with loved ones is one of respondents’ top priorities during travel. With this in mind, travel advisors should be reaching out to new and past clients now while optimism is at a high — focusing marketing efforts on family vacations and small-group, multigenerational trips.
- Every week since March 15, 2020, Destination Analysts has surveyed 1,200-plus American travelers about their thoughts, feelings, perceptions and behaviors surrounding travel. The findings presented here represent data collected January 26-28, 2022.
- In terms of the pandemic’s cloud, while 44.3% still feel COVID-19 is impacting their ability to have meaningful travel experiences and 23.8% remain expectant that their travels plans will be impacted by the virus in the next six months, these sentiments are both on a continued decline.
- New York, Florida, Las Vegas and California are the top destinations in 2022.
- With increased desire for travel inspiration, Americans are using a variety of media. The top sources for travel inspiration include online articles and blogs; websites found via search engine; streaming video services; email; Facebook and Instagram; and printed travel and lifestyle magazines. In addition, over 40% recently turned to an official destination resource produced by a DMO when planning a trip.