09/11/2020

Weekly Updates for Ohio's Travel Economy, 9/4 - 9/11

Marketing Channels Preferred, Slow Signs of Improvement, Federal Relief Stalled

Economic Relief Update

ECONOMIC RELIEF TO RESTORE JOBS IS STALLED

Yesterday, the most recent coronavirus relief package failed to pass the Senate. The relief package, offered by Senate Republicans, which included many provisions Ohio Travel Association, U.S. Travel and all of you have fought hard to secure failed mostly along party lines 52-47. Help is needed to rehire Ohioans and recover our economy, so be on the lookout for an additional OTA Legislative Alert very soon.

Economic Impact Update

$9.3 BILLION HIT TO OHIO BUSINESSES AND COMMUNITIES THUS FAR

Based on weekly traveler spending tracking conducted by Tourism Economics, Ohio has lost $9.3 billion in visitor spending since mid-March. Less spending in hotels, restaurants, gas stations and attractions means greater unemployment and less taxes paid to support libraries, schools, safety services, roads and other social programs. Losses in tax revenues due to decreased Ohio travel spending as of Aug. 22 total $565 million for federal programs, $265 million for state programs and $158 million for local governments. (SOURCE: Tourism Economics and US Travel) 

Travel Research Update

OHIO ROAD TRIPS RECOVERING AT SLOWER PACE, LABOR DAY TRAVEL SHOWED PROMISED

Arrivalist measures consumer road trips of 50 miles or more in all 50 U.S. states by tracking a panel of GPS signals. On a national level, road travel over Labor Day week 2020 was just 5% lower than Labor Day weekend 2019. In Ohio, we experienced 10% less road travel over the same time period. (Comparing Labor Day travel that occurred a week earlier last year).

Ohio road travel is recovering at a slower pace. Ohio road travel is down 22% in the past 30 days, compared to 14% nationally. Within our competitive set (MI, IN, IL, WV, KY, PA and NY) road travel was down 16%.

AIR TRAVEL STILL STUNTED

The Transportation Security Administration (TSA) updates passenger screenings on a daily basis, providing a comparison to the same time last year. Air travel over the Labor Day holiday travel period (Thursday-Monday) in 2020 was 64% lower than the same period in 2019; a significant decline but considerably better than the 70% y/y declines seen in recent weeks. Source: US Travel and TSA

Traveler Sentiment Research Update 

LEISURE AND BUSINESS TRAVEL INTENT IMPROVING, DEALS ON TRAVEL THOUGHT TO INFLUENCE

MMGY released its monthly survey of 1,200 Americans on Sept. 4.

• 42% report they are likely to take a domestic leisure trip during the next six months, up 4% from last month.
• 35% report they are likely to take a domestic business trip in the next six months, also up 4% from last month. Perhaps even more telling is that those saying they are not at all likely to take a business trip in the next six months fell from 35% to 25% during the same time period.  
• Personal car is still the vehicle of choice, and reached a high of 75%, with 39% saying they are willing to drive 300 miles or more each way.
• While containing the spread of COVID-19 continues to have the greatest influence on future travel decisions, survey respondents report they could be influenced by great travel deals (33%).
• Likelihood of attending a business meeting (21% from 17% last month) or conference (18% from 13% last month), as did taking a group tour (16% from 13%).

LAST-MINUTE GETAWAYS, SAFETY-FIRST, BUDGET-FRIENDLY, OUTDOOR TRAVEL LEADING TRENDS

Tripadvisor released its Seasonal Travel Index for Fall report this week.

• 61% of U.S. travelers are more likely to consider outdoor or nature trips, and 54% are more likely to consider road trips now, compared to before the pandemic.
• Travelers are looking for short getaways with 55% of fall travelers booking two to five night stays, and 36% booking one-night stays.
• Fall travelers are booking more near-term trips, often less than a week in advance.
• 68% of global travelers say safety and cleanliness of establishments are important.
• Domestic travelers across the globe are searching for hotel stays less expensive than last year.
• While more travelers are viewing luxurious resorts and all-inclusive properties, campgrounds and farmhouses are recovering the fastest year over year.
• Hiking is recovering faster than any other amenities offered by hotels across the world year over year.
• While hotels make up the majority of interest due to size, Bed & Breakfasts have shown continuously stronger recovery year-over-year. Quaint, romantic and charming hotel properties over-index in the U.S.

FOCUS ON SEO, WEBSITE CONTENT, EMAIL, SOCIAL MEDIA, PRINTED PUBLICATIONS TO ATTRACT TRAVELERS

Destination Analysts released its weekly survey of 1,200 Americans fielded Sept. 4-6:

• Top marketing channels preferred right now differ by generations:
  • BOOMERS
    • Websites found via search engine, 33%
    • Email, 25%
    • Official local or state travel guide, 21%
    • Travel or lifestyle magazines (printed), 20%
    • Online content (articles and blogs), 20%
    • Broadcast television, 17%
  • GEN X
    • Websites found via search engines, 32%
    • Email, 28%
    • Facebook, 24%
    • Online content (articles and blogs), 24%
    • Travel and lifestyle magazines (printed), 23%
    • Advertising on Internet, 22%
  • MILLENNIALS/GEN Z
    • Facebook, 29%
    • Instagram, 28%
    • Websites found via search engines, 25%
    • Online content (articles and blogs) 21%
    • Streaming video (Hulu, YouTube, etc.), 20%
    • Email, 20%
• Over one-third of American travelers reports they took a leisure trip this past summer, with beaches and rural areas the most popular destinations.
• More than 80% of these travelers stayed overnight on these leisure trips, largely in friends/relatives homes and hotels, and over two-thirds said they researched the coronavirus-related rules and regulations in their trip destination.
• 36% access online travel content, 21% asked friends and relatives, 16% used printed travel guides and 10% used social media content to plan their trips.
• 49% who traveled said their trips inspired more confidence that they can safely travel right now; 7% feel less confidence after the experience.