Findings from the second global tourism sector survey: destination certification still the most important
Travel Advance, a company specializing in destination marketing, operating in Central and Eastern Europe, in cooperation with Travel Consul – a global network of leading destination marketing and PR agencies, published the results of the second global study on the impact of COVID-19 on tourism.
The second round of the survey was conducted on September 14-28, 2020. Over 1,000 travel organizers (tour operators, travel agents, owners of travel agencies) from over twenty countries took part in it. The results of the survey confirm the importance of destination certification. They also show traveler preferences and trends in international travel bookings.
Below are the key findings from the international study:
Certification is the most important
Both the first and second survey results show that introducing destination certification is the most important action that DMOs can take to help their travel partners (almost 60% respondents). The next three responses included marketing campaigns, sharing up-to-date data, and running a resource center for their trade partners.
74% respondents cited certification of facilities as a key consideration when choosing a destination. The destination government’s management of the COVID-19 pandemic and financial conditions came second and third, respectively.
Activities implemented by tourism organizers
Adapting the business model to the current situation was indicated in first place as the main activity implemented in Q3 2020 (indicated by almost half of the respondents). Interest in training decreased by 11% compared to the first survey (from 38% to 27%). Creating new products and improving them increased by 5% compared to the previous round (45% and 35%, respectively).
Customer preferences – mainly individual travel and hotel accommodation
Tour operators' clients are showing growing interest in individual travel (66% responses), staying in hotels and resorts (64%) and all-inclusive holidays (60%). Self-catering apartments, travelling in small groups (8-15 people) and, as a means of transport, flying are also popular.
Advance bookings
48% of customers are postponing their travel decisions. 21% of respondents are booking their international travel less than a month in advance. Last-minute bookings are gaining popularity among European travelers (35%). Meanwhile, 34% of North American customers are booking their vacations 7 months to a year in advance.
What influences partners in the tourism industry
45% partners believe that flexible cancellation and change policies have a positive impact on their business.
Tour operator associations as the main source of information
During the pandemic, the most common source of information remains tour operator associations (64% respondents) and travel agencies (40%). During the second survey, industry friends as the main source of information moved up from fifth to third place (selected by 35% respondents).
Marketing activities mainly in social media
Marketing activities undertaken during the economic reopening were clearly focused on social media: seven out of ten respondents claimed that their main activity was social marketing. Digital marketing and sales came second and third, respectively.
How COVID-19 changed the rules
As in the first wave of the survey, 70% respondents believe that updating policies or cancellation terms will be one of the main actions taken in 2020 and 2021. The offer of insurance policies itself increased by 12% compared to the first wave of the survey.
You can find a summary of the study and detailed results here.
The results of the study from Poland can be seen here.