Travel Research Round-Up for this Week

What travelers are thinking, doing and needing changes constantly. To help you make sense of the research findings each week, the Ohio Travel Associations provides this one-page summary.

View Research Round-Up Here

Travel Sentiment Research

MUSEUMS AND OTHER CULTURAL ORGANIZATIONS SEEING MORE FIRST-TIME AND RE-ENGAGED VISITORS

Key findings from Colleen Dilenschneider April 14: 

• Exhibit-based cultural organizations are seeing a high percentage of first-time visitors and re-engaged (those who haven’t attended in the past three years).
• In 2020, the percent of visitors from these two groups was 14% of attendance versus 9% in 2019. 
• The increase is likely due to more local and regional trips during the pandemic.
• This has also created a slight increase in diverse audiences, with 15% visiting the organization self-identified as non-white in 2020 versus 11% in 2019.
• The pandemic is also providing an opportunity to better engage local, regional, and suburban audiences who may not have visited in a while or ever at all.

April 12, 2021

TRAVELERS REPORT FEELING LESS GUILTY; BOOKING WINDOWS REMAIN SHORT; SEEKING ESCAPES AND NEW EXPERIENCES

Key findings from Destination Analysts fielded Apr. 9-11:

• 39.1% of American travelers report not feeling guilty traveling, surpassing 36.7% who do feel guilty traveling.
• Over 86% of travelers currently have at least tentative leisure travel plans.
• As for what is motivating travelers right now:
  • 64.8% want to relax or escape stress.
  • 59.8% want to get away from daily life.
  • 59.7% want to spend time with family.
• Many travelers are seeking newness as well. These include:
  • 51.4% wanting to escape from boredom.
  • 48.1% want to have new experiences.
  • 44.8% want to visit a new place.
  • 35.3% want good experiences for their children.
  • 33.5% want to party, hangout, have fun.
  • 23.0% want to meet new people.
• 45.7% or American travelers say they plan to book travel reservations closer to their travel date.
  • Over 40% of travelers who will be making hotel, car, rental, attraction and event bookings say they will be booking less than four weeks out.
  • 28.5% of air travelers say they will purchase their flights less than a month before travel.
• In regard to type of travel expected in the next three months:
  • 52.4% are planning to book leisure travel.
  • 36.8% want to visit friends and relatives.
  • 12.0% are planning other.
  • 11.4% are planning group meeting travel.
• 54.4% of business travelers say they would be happy if their employer asked them to attend an in-person conference, convention, or group meeting.
• When American business travelers expect to feel comfortable attending in-person conferences/group meetings:
  • 17.3% reported they feel comfortable right now.
  • 19.0% reported feeling comfortable in the spring.
  • 25.8% reported feeling comfortable in the summer.
  • 21.1% reported feeling comfortable later in 2021.
  • 16.8% reported feeling comfortable in 2022 or later.