Data Tracking

Aggregated data and research from leading industry partners
View the Latest from Longwoods International's Traveler Sentiment Study

Miles is curating and summarizing critical data points from the industry’s leading research and data providers including UberMedia, Longwoods International, Destination Analysts, SparkLoft, ADARA and others.

7 Data Points to show the impact on travel

Updated September 8, 2020

Data Point 1: Responding to the Crisis

 

Summary: Tourism Economics produced three recovery scenarios for the COVID-19 crisis as part of the “Funding Futures” research project facilitated by Miles, Civitas and Tourism Economics. The most likely scenario indicates a recovery from a -40% collapse in hotel demand as of the third quarter of 2020 with a rebound in 12 months (Q3 2021) to 81% of 2019 hotel room demand.

Bottom Line: The “Funding Futures” research project highlighted the challenging short-term position facing all DMOs reliant on bed tax revenue in addition to the broader impacts on tourism and DMO funding. As the study outlined, there is an urgent need to investigate new funding options that are broad based and more resilient.

Data Point 2: Confusion is Impacting Travel’s Recovery

 

Summary: A lack of clear, consistent and comparable health and safety information is massively impacting travel confidence. An astounding 86% of all U.S. travelers indicate they are confused by travel restrictions or health and safety protocols in the destinations they’re interested in visiting. It is either hard to find, not clear or not comparable.

Bottom Line: U.S. travelers are confused and concerned; therefore they are far less likely to travel. DMOs and industry organizations from U.S. Travel down need to lead – and facilitate clear, consistent and comparable information for travelers. See "A Critical Opportunity for DMOs to Lead in the Recovery.

Data Point 3: A Quarter of All Travelers are Ready to Go

 

Summary: As part of our latest research study and webinar on The State of the American Traveler, Destination Analysts looked at traveler segments including those ready to travel during the COVID-19 crisis. These travelers represent around 25% of U.S. leisure travelers, skewed younger and male, and take considerably more trips including those for events. They are more prone to take parks-related trips and are heavy social media users.

Bottom Line: A minority of travelers are keen to travel, with VFR, outdoors and sporting related activities of most interest. Clear and consistent health and safety information is still valued by a majority of this segment as well as a clear call and compelling action that will help turn aspiration into action.

Data Point 4: The Recovery Still Starts with Locals

 

Summary: There has been some improvement in U.S. travelers’ confidence in traveling outside their community, opening their community to visitors or dining and shopping locally. However, in all cases the percent that agree or strongly agree with these statements remains below 50%. Data point #1 illustrates one of the major reasons.

Bottom Line: As we have stressed through out this crisis: the recovery starts with locals. We need locals to feel comfortable in their own community, comfortable welcoming back visitors and then comfortable traveling themselves. Once we get back to solid majorities in all these three areas, then a sustained recovery will be underway.

Data Point 5: Vacation Rentals are a Standout Performer

 

Summary: Vacation rentals are a standout in the COVID-19 crisis. In a range of destinations it is tracking above 2019 activity. After all but stopping during April, destinations reopened, pent up demand was released, and vacation rental booking activity soared. More outdoors orientated locations are performing strongly – with bigger city destinations, regions impacted by spikes in COVID-19 cases or those with border restrictions such as Hawaii, being heavily impacted.

Bottom Line: In many markets, vacation rentals recovered faster than hotels. The strength and duration of that recovery remains to be seen and will depend on local restrictions and traveler confidence. New reservation activity is one of the key indicators to watch.

Data Point 6: Road Trips are Back, 15-25% below 2019

 

Summary: Arrivalist’s Daily Travel Index shows that the recovery of road trip travel is back over recent months to 75-85% of 2019 levels (see left). Some periods such as the July 4th long weekend have seen a bounce back closer to normal.

Bottom Line: Amongst methods of travel, U.S. travelers remain most confident about road travel – often to visit friends and family (see Data Point #7). RV travel is also booming with record sales and hires over the summer. Outdoor destinations are favored so cities need to work harder to attract road trips – health and safety guidelines are particularly important.

Data Point 7: VFR Also Drives Tourism's Recovery

 

Summary: We checked in again on U.S. travelers’ immediate travel plans. For the around two-thirds with travel plans, visiting friends and relatives is a major motivator. 60% of those with travel plans intend to hit the road in their car. Around one in six are planning staycations.

Bottom Line: Local staycations can be an important part of supporting local businesses. Locals are also critical to boosting VFR travel and maximizing the spend and stay of these visitors. Engage with locals and support them with resources to be ambassadors of, and travelers in, their own community.

Data Partners

COVID-19 Traveler Sentiment Survey

U.S. traveler sentiment updated weekly including the needs of locals and the use of inspirational content to dream about future travel. 

FREE RESEARCH

Sponsored by Miles Partnership. Miles also works with Longwoods International on the U.S. Road Trips Research (2018 & to be updated July 2020).

 

COVID-19 Resource Center

A global leader in mobile geolocation reporting, UberMedia tracks public activity in select destinations vs. COVID-19 cases and metrics to assess the impact. 

FREE & SUBSCRIPTION

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 Daily Travel Index

Arrivalist is a world leading visitation platform leveraging mobile location data. Their US Daily Travel index measures one early, powerful indicator of recovery in the U.S. – road trips. 

 

Coronavirus Travel Index Report

A survey of U.S. Traveler Sentiment including leisure, business & meetings, openness to advertising – reported by U.S. Traveler segments.

 

FREE & SUBSCRIPTION

Miles works with Destination Analysts on the State of the American Traveler Research 2007 – 2020 & DMO website user conversion studies.

Live Tracker of DMO Website Traffic

YOY performance for a sample of 28 DMO websites. Overall website and organic search traffic updated daily.

FREE RESOURCE

 

Phocuswire

PhocusWire is a comprehensive daily news companion for the industry, powered by Phocuswright, one of the world’s leading travel industry research authority.

 

Weekly COVID-19 Sentiment Review

A regular review of social media sentiment assessing leisure and business travel. Summarizes sentiment and recommendations on how to engage.

FREE & SUBSCRIPTION 

 

  

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COVID-19 Vacation Rental Impact Reports

A variety of reports about the impact of the pandemic on vacation rentals. Information is available for occupancy rates, booking activity, and active cases for the U.S. overall and a selection of states.

 

 

Impacts on Global Tourism 

Tourism Economics is estimating the travel losses from the COVID-19 crisis in the U.S. with ongoing reporting with U.S. Travel.

 

FREE & SUBSCRIPTION

 

Traveler Trends Tracker

A ‘big data’ industry leader ADARA aggregates a wide range of booking data that provides almost real time data on hotel and airline by travel segments. 

FREE & SUBSCRIPTION