Update 10/01/21: Ohio's Travel Industry and the Coronavirus (COVID-19)
KEEP YOUR ONLINE ENGAGEMENT STRATEGIES IN PLACE DESPITE BEING OPEN FOR VISITATION
Key findings from IMPACTS Experience fielded in September 2021
Impact Research studies visitors to exhibit-based organizations (museums zoos, aquariums, gardens, historic sites, science centers, etc.) as well as performance-based organizations (theaters, symphonies, dance companies, etc.)
More people are engaged with attractions online now than before or during the height of the pandemic.
- Since 2019, there was a 31%% increase in the percentage of people who visited an exhibit-based organization’s website, and a 25% increase for performance-based.
- Since 2019, there was a 43% increase in people following an exhibit-based organization on social media and a 35% increase in the percentage of people following a performance-based entity.
- During the same time period, there was a 38% increase in people liking an exhibit-based organization’s social media post and a 33% increase for performance-based entities.
- During the same time period, there was a 15% increase in the percentage of people opening an email from an exhibit-based organization and a 35% increase in opening an email from a performance-based entity.
Visitors have higher expectations now, as difficulty purchasing tickets online is increasing as a barrier to attendance, as well as lack of response on social media.
Engagement with paid online strategies dropped, but that could be due to fewer investments by attractions because of budgetary constraints.
While website content pre-pandemic may have focused on why and how to visit in person, during the pandemic, content shifted to mission-focused content and activities to position attractions as “more than just attractions.” The authors recommend that future online content should serve both purposes and that organizations develop engagement plans for both onsite and online visitors.
HOTEL BOOKING FLEXIBILITY REPLACES PRICE AS TOP PRIORITY
Key findings from SiteMinder fielded September 2021:
- There has been an increasing appreciation for travel as well as the sentiment from more than a third of travelers surveyed that they plan to travel more.
- According to the report, 52% say they have higher expectations from hotels including flexibility, value for the money and security. These elements have the greatest impact on booking behavior.
- Of the 14 factors that are likely to influence booking, free cancellations and booking modifications is in the top two priorities for almost a third of travelers.
- Other important booking factors include low pricing, inclusion of breakfast, safety protocols, experience packaging and free wifi.
Travel Research Round-Up
This week's latest trends and traveler sentiments in a one-page research summary.