Tracking the road to recovery
Amir Eylon, President & CEO of Longwoods International, discusses the findings from the Travel Sentiment Study Wave 28, which surveyed 1,000 Americans on Jan. 6, and anticipated travel trends for the upcoming year.
What were some of the most surprising findings from the latest Travel Sentiment Study?
Two things really stood out in this latest survey:
That key sentiment indicators overall were beginning to move in the positive direction, despite the record covid surge… Was it New Year or vaccine optimism? The next survey should tell us more.
Only 9% of American travellers tell us they do not currently have any plans to travel in 2021 —that bodes well for a quick release of pent up demand.
Travel Advisors demonstrating the best knowledge of airlines, accommodations, etc. protocols will become trusted resources to travellers.
This may be the best time ever for Travel Advisers to grow their client base among those who were independent travel planners before simply due to their knowledge of the situation.
Amir Eylon
What do you think are some of the key takeaways from the results that impact travel advisors?
Travel Advisors who are best able to demonstrate their knowledge of the various travel requirements, restrictions, etc., will have an advantage as our data still shows a lack of clarity and growing confusion among travellers about those protocols and rules in the destinations they want to visit… and confusion leads to frustration, which leads to not travelling.
Also, Travel Advisors demonstrating the best knowledge of airlines, accommodations, etc. protocols will become trusted resources to travellers as they seek to minimize [planning] while enjoying their experiences.
This may be the best time ever for Travel Advisers to grow their client base among those who were independent travel planners before simply due to their knowledge of the situation.
Although the survey was done with Americans, I think the sentiment about first trips being to visit friends and family would also be important for Canadians. Tell us about why that’s likely to be the case?
Yes, one should expect the same pattern among Canadians to a certain extent as many of us have been separated from friends and loved ones for almost one year. We have missed family gatherings, milestones, holidays, and other routines with our loved ones. We are all seeking to reconnect.
What are some of the ways you think the travel industry will be different after covid-19?
We should expect some changes to remain with us in some form or fashion:
1) Mask wearing will likely be the normal expectation for travelling in public with a cold or illness (even if no longer mandated), just as they have in Asia for years.
2) Travellers will expect more flexibility in changing air and hotel bookings… and will be loyal to those with lenient policies.
3) Travellers will equate cleanliness with safety… that will not go away quickly… and some of the extra protocols out in place by the hotels, airlines, etc… will still be expected… (Ex. That little inspection sticker on hotel room doors, or the extra cleaning of the aircraft, or availability fo wipes or sanitizer, etc…
Are there any other predictions you have for the future of travel or travel trends as it relates to North Americans?
1. Road trips will continue to grow in popularity
2. People will continue to seek outdoor experiences in greater numbers
3. Travel party size will grow in the near term as folks seek to reconnect while engaging in leisure experiences.
Do you have anything to add?
If Canadian/U.S. Travel restrictions can be quickly eased once the pandemic subsides and vaccinations hit a critical mass, I think it will be a great opportunity to grow market share from each other as perhaps other markets will be slower to re-open. Leisure will begin a quick rebound at some point in mid 2021, but business travel will lag until the liability of sending employees to travel greatly subsides due to vaccination, and the fact that some have learned to transact business virtually… it will just take longer to rebound.
