NEEDHAM, Mass., June 10, 2020 /PRNewswire/
-- Tripadvisor®, the world's largest travel
platform, today released the findings of a multi-month study that
analyzed consumer travel sentiment and first party behavioral data
related to the ongoing pandemic. The report outlines a five-stage
recovery for the travel and hospitality industry, inclusive of the
period of decline created by the pandemic through the anticipated
market recovery and the return of international travel.
The research paper, entitled "Beyond COVID-19: The Road to
Recovery for the Travel Industry," can be read in full, for free,
here: https://www.tripadvisor.com/Covid19WhitepaperMay2020.
This research paper also explores and identifies where the
tourism and hospitality industry is on this road to recovery as
well as 1) outlines the significant pent up demand that exists in
the marketplace for travel and dining, 2) details the change in
travel and dining behaviors resulting from the ongoing pandemic and
3) illustrates recent search and traffic patterns on Tripadvisor
globally related to the crisis.
A snapshot of some key findings:
- New Zealand, Germany and Switzerland among first markets to enter the
Emerge stage, with restaurant searches on Tripadvisor resurging
strongly
- Consumer desire to travel remains resilient - around two in
five (41%) consumers are optimistic that they will take the same or
more trips than last year
- Shorter trips to destinations closer to home are a recurring
theme, with nearly half (44%) of consumers saying they are more
likely to take a road trip, and two thirds (61%) saying they are
most comfortable taking a road trip for 3-5 days
- Consumers are 218% more likely to want to take a trip where
they can relax compared to before the
pandemic1, and nearly two thirds (59%) would
prefer to go somewhere off the beaten path
- Nature and beach destinations on the rise as Tripadvisor sees
spike in North American traffic researching Campgrounds, Ranches
and Beach Motels, while Myrtle
Beach, San Diego and Key
West are among the most popular domestic U.S. destination searches
in recent weeks
"We're encouraged to see positive signs of recovery and are here
to help our travelers and partners understand the pathway through
this pandemic with clear insights and tangible data," said
Kanika Soni, chief commercial
officer for Tripadvisor, Inc. "Our path to recovery will depend on
the steps the industry takes to prepare for the road ahead - not
just in terms of new standards and practices but also in how we
collectively educate and engage consumers in a new, more thoughtful
way of traveling."
The five stages to recovery
The Tripadvisor in-house market research and insights teams have
outlined five distinct stages of tourism impact and recovery:
- Decline - Travel declines sharply as widespread
restrictions enforced
- Plateau - Sharp decline in bookings levels out, but
travelers start dreaming their next trip
- Emerge - Easing of travel restrictions begins,
early signs of recovery in dining sector
- Domestic Travel - Travelers book their first trips
away, but stay close to home
- International Travel - Border restrictions ease,
and international travel begins to rebound
An industry eager for actionable insights
Tripadvisor continues to leverage its research and insights to
educate the tourism and hospitality industry and brands on how to
appropriately attract more consumers as stay-at-home orders begin
to lift globally. Media buyers, hoteliers, restaurateurs, and tour
operators alike can gain functional advice on how to best serve
their customers' needs in each stage of the recovery. Across the
board, safety, flexibility and transparency are key to rebuilding
traveler and diner confidence.
For additional information on the impact COVID-19 has had on the
tourism industry, visit our webinar series found at:
https://www.tripadvisor.com/TripAdvisorInsights/w5933.
Note to Editor:
The data cited in this report was
gathered and analyzed from two key sources:
- A Tripadvisor Consumer Sentiment Tracking Survey, based on data
drawn from an online survey of consumers, in partnership with
Qualtrics, conducted approximately every two weeks from 3/27
through 5/18 across six countries worldwide.
- Tripadvisor site behavioral data sourced from first party
traffic data on the Tripadvisor platform.
About Tripadvisor
Tripadvisor, the world's largest
travel platform*, helps 463 million travelers each month** make
every trip their best trip. Travelers across the globe use the
Tripadvisor site and app to browse more than 860 million reviews
and opinions of 8.7 million accommodations, restaurants,
experiences, airlines and cruises. Whether planning or on a trip,
travelers turn to Tripadvisor to compare low prices on hotels,
flights and cruises, book popular tours and attractions, as well as
reserve tables at great restaurants. Tripadvisor, the ultimate
travel companion, is available in 49 markets and 28 languages.
The subsidiaries and affiliates of Tripadvisor, Inc.
(NASDAQ:TRIP) own and operate a portfolio of websites and
businesses, including the following travel media brands:
www.airfarewatchdog.com, www.bokun.io, www.bookingbuddy.com,
www.cruisecritic.com, www.familyvacationcritic.com,
www.flipkey.com,www.thefork.com (including www.lafourchette.com,
www.eltenedor.com, and www.bookatable.co.uk),
www.holidaylettings.co.uk, www.holidaywatchdog.com,
www.housetrip.com, www.jetsetter.com, www.niumba.com,
www.onetime.com, www.oyster.com, www.seatguru.com,
www.singleplatform.com, www.smartertravel.com, www.tingo.com,
www.vacationhomerentals.com and www.viator.com.
* Source: Jumpshot for Tripadvisor Sites, worldwide,
November 2019
** Source: Tripadvisor internal log files, average monthly
unique visitors, Q3 2019
TRIP-G
1 Tripadvisor Consumer Sentiment
Survey Wave 2, Qualtrics; 2,291 respondents, U.S., U.K.,
Australia, Italy, Japan,
Singapore; 4/7-4/12
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SOURCE Tripadvisor