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 July 13, 2020

Data Point 1: Health is the Primary Driver of Recovery

 

Summary: Four months into the crisis facing travel and hospitality we return to its foundation: the trajectory of the COVID-19 pandemic. As of July, the U.S. has seen dramatically rising case numbers across most of states with hot spots across the West, the upper Midwest and South.

Bottom Line: The health crisis is driving the crisis in travel and hospitality. The failure of government, health authorities and communities to adequately tackle the health crisis is continuing the crisis in tourism and the wider economy, undermining any opportunity for a sustained or robust recovery. See more in “8 Essentials for Tourism’s Restart & Recovery"

Data Point 2: U.S. Road Trip Recovery Stalls

 

Summary: Road trip travel in early July has recovered to slightly above February 2020 levels. Arrivalist’s Daily Travel Index shows a return to road travel in the U.S. overall but only to winter road trip levels which is just a small proportion of typical summer road trip travel volumes. Road trip travel is recovering first and is one bright spot in the recovery but is also sensitive to rising COVID-19 case numbers and the perception of risks.

Bottom Line: In a COVID-19 environment, U.S. travelers remain most confident about road travel, often to visit friends and family. However, maximizing their spend once they arrive is critical. Destinations need to build confidence for locals to dine, shop and do activities with friends and family. All of this is heavily impacted by the scope of pandemic and perception of safety in their destination.

Data Point 3: Flight’s Recovery Hits Turbulence

 

Summary: The recovery in U.S. air travel has been far more modest than in road trips and has hit some turbulence in early July. After a slow but sustained rebound from late April, airline booking volumes have dropped in early July in line with rising concern about the growth of COVID-19 cases across the U.S.

Bottom Line: Flights remain hugely exposed to health concerns with the perception of airport and airline safety a major challenge. Inconsistent standards across the U.S. are not helping. Any sustained recovery in air travel will rely on the wider pandemic coming under control and clearer and more consistent national standards.

Data Point 4: More U.S. Travelers Deferring All 2020 Travel

 

Summary: Destination Analysts has been tracking U.S. traveler intentions since early March and consistent with increased concerns around the COVID-19 pandemic is the rising percentage of U.S. travelers not planning any travel in 2020. This has now reached 40% of U.S. travelers as of the start of July. In fact, Destination Analysts research highlights that 44% of U.S. travelers agree or strongly agree with the statement “I’m not traveling until there is a vaccine”.

Bottom Line: The continuing and (current) rising trajectory of the pandemic in the U.S. is undermining all efforts to reopen and rebuild the tourism and hospitality sectors. This is driven by perceptions of the health crisis; over 60% of Americans see the pandemic getting worse through the balance of 2020.

Data Point 5: Building Confidence Starts with Locals

 

Summary: In recent weeks, there was a clear deterioration in U.S. travelers’ confidence in traveling outside their community, opening their community to visitors or dining and shopping locally. Of most concern, the percentage of U.S. travelers in support of opening their community to travel declined to 34% in early July (down from 41% two weeks ago) as COVID-19 case numbers rose in many parts of the nation. Also concerning, the proportion of U.S. travelers feeling confident dining or shopping in their local community dropped from 47% to 40% since late June.

Bottom Line: Tourism and hospitality’s recovery still starts with locals out and about in their community and feeling comfortable in welcoming visitors back. This has taken a step back, yet another reminder that the recovery starts with effectively managing COVID-19 community by community.

Data Point 6: VFR is the First Part of Tourism’s Recovery

 

Summary: Even in this environment, the majority of U.S. travelers still want to travel in the next six weeks but have modest plans. As of early July, only 34% have no plans to travel at all. The top trips planned are focused on visiting friends and relatives by car. The number of U.S. travelers planning an international trip did quadruple from late May, albeit from near zero levels (1%).

Bottom Line: Destinations and the tourism industry need to continue to address and build consumer confidence, starting with locals. This will encourage locals to get out in their communities and feel comfortable welcoming visitors, especially friends and family. Destinations’ recovery marketing needs to start at home, engaging with and activating locals.

Data Point 7: Cautious First Steps in the Summer

 

Summary: Confidence is a key impediment to the recovery of travel. U.S. travelers are looking for a consistent and comprehensive commitment to health and safety starting with a thorough cleaning and hygiene plan, regular health checks and PPE for staff, and strict controls on group size and social distancing.

Bottom Line: A rigorous approach to health and safety protocols is central to building confidence. Destinations need to support their businesses investing in consistent, rigorous standards that make locals and visitors feel safe. See more in “8 Essentials for Tourism’s Restart & Recovery”.

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 

 

  

 

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