11/11/2022
Updates 11/11/2022: Ohio's Travel Industry and Current Travel Research
NEW STUDIES SHOW THE VALUE OF SOCIAL MEDIA AMONG TRAVELERS, PLANS FOR HOLIDAY TRAVEL, AND AN OUTLOOK ON BUSINESS TRAVEL
Key findings from Expedia Group Media Solutions, a look at Q3:
- According to this new report, 46% of respondents say travel is more important to them now compared to pre-pandemic.
- This study of 11,000 consumers also found travel demand is on the rise and expected to return to pre-pandemic levels soon.
- Notably, this study showed nearly 8 in 10 consumers will take a leisure trip in the next 12 months, and more than half will take at least two trips.
- Social media is playing a big role for younger travelers:
- 53% of Gen Z travels say social media is a popular source of travel inspiration.
- 48% of Millennial travelers say social media is a popular source of travel inspiration.
- Following a similar trend to Q3 2021, travelers are planning for the 2022 holiday season.
- For global searches in Q3 during the holiday season, searches were up more than 60% year-to-year.
- Though enthusiasm for travel is steady, consumers are paying attention to cost, still being the top concern of travel.
- Optimism and eagerness for business travel continues to improve, yet is still down compared to 2019.
- According to US Travel Association, most respondents plan to travel in the next 6 months for business, with 80% expecting to travel for business meetings and 78% for conferences.
IMPACTS RELEASES A STUDY ON FREE VS. PAID ADMISSION: DOES THIS BRING A MORE DIVERSE AUDIENCE?
Key findings from IMPACTS, published Nov. 9:
- Overall satisfaction is generally lower when admission is offered free vs. paid.
- Studies show visitors willingness to recommend an organization where admission is free vs. one that requires payment also is not higher and suggests people generally value their time over their money.
- Having free admission also does not generally stream new people through your door, however it does encourage the same people to visit more often.
- This study also found offering free admission does not bring greater diversity to your organization.
FAMILY INTENT TO TRAVEL IS ON THE RISE; RESPONDENTS GIVE INSIGHT TO WHERE THEY FIND TRAVEL INSPIRATION
Key findings from NYU School of Professional Studies, with responses collected between June 22 and July 23, 2022:
- The intent to travel remains high with 85% of parents likely or very likely to travel with children in the next 12 months. Travel intent in 2022 is higher than it was in 2019, with just 70% of parents reporting their intent to travel with children.
- Almost half of the respondents reported they are planning to take a family vacation:
- 47% reported they are planning a multi-generational trip
- 46% reported they are planning a trip with family members beyond in-laws.
- 44% reported they are planning a trip with people not related to them.
- Though families still feel divided over the pandemic, its impact on decision making of travel is declining. 57% of respondents feel the pandemic is mostly contained and feel comfortable to travel. While 43% reported the pandemic is not contained and remain cautious when making travel decisions.
- Pre-pandemic travel behaviors are making a comeback:
- The percent of families planning a city vacation is up from 34% in 2021 to 65% in 2022.
- The percent of families traveling for an event has doubled with 23% reporting they were traveling for an event in 2021, to 46% in 2022.
- The percent of families planning to visit a museum or cultural attraction is also up from 36% in 2021, to 48% in 2022.
- This study shares respondents’ sources of inspiration to travel:
- 81% say movies inspired them to travel.
- 73% say TV shows inspired them to travel.
- 71% say Pinterest inspired them to travel.
- 49% say travel bloggers inspired them to travel.
- Social media has continued to play a role in inspiration as well for those looking to travel. 68% say they found inspiration from Instagram, 61% said Facebook and 58% said TikTok.