UP IN THE AIR 2.0: TENTATIVE TRAVEL - Our readers' holiday plans as we move out of lockdown JULY 2020 - Mail Metro Media
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UP IN THE AIR 2.0: TENTATIVE TRAVEL Our readers’ holiday plans as we move out of lockdown JULY 2020
APRIL 2020 Our original ‘Up in the Air’ research was conducted at
the start of April 2020 when there was a travel ban on all
but essential travel.
The research explored how MMM readers’ travel plans
had been impacted and looked forward to assess the
implications of COVID-19 on their future plans. The
research also identified emerging travel trends and
touched on what content interested readers.
JULY 2020 Our follow up was conducted at the start of July 2020,
after some of the travel restrictions were lifted and air
bridges were introduced.
Using our Matters panel we explored: how the easing of
restrictions has impacted readers’ current / future travel
plans and priorities, what is expected from brands at
this time and the power of the newsbrand environment
in delivering information and inspiration.
SURVEY:
15 min online survey
Readers recruited through Matters Panel
UP IN THE AIR 2 FIELDWORK DATES:
7th-14th July (441 respondents)
METHODOLOGY SAMPLE:
Data weighted to be representative by age and
gender of MMM monthly readership
AGENDA
SAFETY MEASURES VIEWS
EXECUTIVE TENTATIVE NETS & TO GET ON
SUMMARY TRAVEL COMPANY MOVING NEWS
REPS
10 key take outs Our readers’ 2020/20201 Are people The impact of Why newsbrands
from our second travel plans looking to brands bridges & traffic remain important
wave of research and priorities as for leadership? light initiatives and relevant
lockdown eases during this time
TENTATIVE TRAVEL – EXEC SUMMARY
CHALLENGE
OPTIMISM NEWSBRANDS
TO MITIGATE
AROUND SHOULD PLAY
SHORT-TERM
2021 A KEY ROLE
CONCERNS
No immediate return Short-term concerns over health People are increasingly
to ‘normal’ but need to be mitigated and reliant on newsbrands
people are clearly processes explained. Consider keeping them informed
optimistic about 2021 financial barriers to travel. during pandemic
2021 sees strong growth Reassurance is required; Advertising plays a key role.
in consideration of all government schemes only Consider the implicit values
holiday types help so much communicated by advertising
and media choice
Safety nets and company
reps are more important
than ever
WANDERLUST: SHOWING SIGNS OF GROWING
1 Younger audiences more likely to be interested in / planning trips
Up in the Air – April 2020 Up in the Air 2 – July 2020
16
24
55% 55%
Under-34 Under-34
39
46
I AM STILL INTERESTED I AM CURRENTLY PLANNING
IN READING ABOUT TRAVEL TRIPS I WOULD LIKE TO MAKE
AND HOLIDAYS IN THE FUTURE
Source: Matters Community Travel Survey July 2020 N=441 In the wake of the Coronavirus
pandemic, please state whether you generally agree or disagree with each of the following
statements about travel and holidays?
OPTIMISM FOR '21 BUT NO IMMEDIATE RETURN
2 Older audiences more cautious towards travel than younger ones
UK trips significantly more popular in 2020 than trips abroad
Holidays normally / likely to take by destination Attitudes towards planning holidays
57%
10 55+
18
27 53
47
64 38 32
51
42 THERE IS NO POINT
46 TRYING TO PLAN
HOLIDAYS AT THIS TIME
Normal 2020 2021 Up in the Air – April 2020 Up in the Air 2 – July 2020
Source: Matters Community Travel Survey July 2020 N=441. In a normal year, what types of holidays &
short breaks do you typically take? Thinking about holidays / short breaks over the next 18 months.
What types of holidays and short breaks are you likely to take a) this year (2020) b) next year (2021)?
OUT OF ISOLATION AND INTO THE RETREAT?
3 Holidays types that avoid crowds more in demand in 2020 and 2021
Almost half say avoiding crowds now more important than pre-COVID
Which, if any, of the following types of holidays are you considering taking this / next year?
SAY THAT GETTING AWAY FROM
39% 39%
AS MANY PEOPLE AS POSSIBLE
45% IS NOW MORE IMPORTANT
WHEN CHOOSING HOLIDAYS
25%
24%
23%
19%
18%
12% 12%
11% 11%
8% 8%
2% 7%
6% 6% 2% 6% 6% 6% 6% 6% 2% 6%
3% 3% 3%
ALL
HOLIDAY
BEACH CITY INCLUSIVE SCENIC VILLA CENTRE SPA MULTI COACH SAFARI RIVER CRUISE E. TOUR WINTER
2020 2021
Source: Matters Community Travel Survey July 2020 N=441. Which, if any, of the
following types of holidays are you considering taking next year (2021)? How important
to you when booking a holiday than they were in the past? (More important)
DESTINATION UNKNOWN? – OVERSEAS IN 2020
4 Old favourites top overseas destinations but are there opportunities for less
popular destinations in the wake of the recent Spanish travel restrictions?
Please indicate whether you would on balance consider visiting this country this year?
*FIELDWORK TOOK PLACE BEFORE THE Yes Maybe
RECENT 14 DAY QUARANTINE IMPOSED
ON TRAVELLERS COMING BACK FROM
SPAIN BY UK GOVERNMENT
11%
12% 14% 17%
13%
13% 13% 14% 15%
10% 11% 13% 16%
7% 9% 14%
7% 6%
22% 8%
19% 18% 17% 16% 7%
14% 14% 14% 13% 13% 13% 12% 12% 12% 4%
11% 10% 9% 9%
6% 6% 4%
SPA FRA GRC PRT IRE DEU ITA FIN NZL NOR AUS CAN TUR SWE NLD THA POL USA EGY BRA CHN
33% 31% 32% 30% 33% 27% 27% 28% 23% 28% 20% 33% 21% 25% 27% 17% 23% 15% 14% 13% 8%
Source: Matters Community Travel Survey July 2020 N=441. Please indicate whether
you would on balance consider visiting this country this year?(2020)?WEST IS BEST – UK IN 2020
5 South West, North West, coastal and country areas are favoured
Younger audiences are driving city break demand
Which UK regions are you likely to visit? What type of areas will you be visiting?
Northern Scotland 11%
BEACH / RURAL / NATURAL MARKET LARGE
TOWNS
Central Scotland 14% COASTAL COUNTRY BEAUTY TOWNS CITIES
Northern Ireland 5%
North-East 9% 57% 55% 41% 35% 28% 27%
North West 21% ABC1– 29% 55+ – 71% 35-54– 64% 35-54– 48% 18-34–35%
Yorkshire &… 15%
Wales 17%
Main concerns about UK trips and breaks
West Midlands 6%
58% 54%
East Midlands 6% 51%
East of England 14% 35% 32%
26%
London 18% 18-34 – 26% 18%
11% 10%
South East 17% 35-54 – 29%
South West 37% 55+ / ABC1– 44% Others behaving Over-crowding Unable to follow Facilities ot open Attractions being
recklessly social distancing closed
Places being
littered
No
accommodation
Increased travel Unable to park
time
guidelines
Source: Matters Community Travel Survey July 2020 N=441. You said you are likely to
take a break / holiday in the UK in 2020. Which regions are you likely to visit? | Team
Nation July 2020 N=330REASSURANCE IS REQUIRED
6 Short-term concerns over health need to be mitigated and processes
explained, particularly for 55+ audiences
Travel concerns at this time (concerned a lot) The ‘new’ planning process
Implications of catching COVID / being ill holiday 69%
55%
Companies refund policies
'Staying safe' in transit
50%
48%
59%
59%
✔ IS THE COMPANY OK?
Emergency assistance by insurance companies
Company going out of business
47%
47%
62%
61%
✔ WHAT HAPPENS IF
I CHANGE MY MIND?
'Staying safe' whilst on holiday
Restrictions in place whilst on holiday
47%
46%
50%
57%
✔ WHAT’S COVERED
BY INSURANCE?
Company cancelling my holiday
Companies re-booking policies
46%
42%
49%
50%
✔ HOW DO I GET
THERE SAFELY?
Emergency assistance offered by companies
'Staying safe' at the airport
41%
41%
55%
51%
✔ WHAT’S THE COVID
IMPACT LOCALLY?
Emergency assistance offered by Government
Changing Government advice impacting holidays
40%
38%
47%
50%
55+
All
✔ WHAT HAPPENS IF
I GET ILL ABROAD?
Source: Matters Community Travel Survey July 2020 N=441. Please indicate how much or
how little the following issues concern you at this time (concerned a lot)SAFETY NETS AND COMPANY REPS
7 1 in 2 say that booking with a reputable agent / company is now more
important in the wake of coronavirus. Even more so for the 55+ audience
Factors now more important when booking a holiday than they were in the past
66% 57%
66% 55+ 55+
63%
61% 60%
53% 51%
45%
AGENT ACTIONS
A SAFETY NET IS 32%
ALSO 30% 28%
MORE IMPORTANT INCREASING IN 23%
THAN BEFORE IMPORTANCE
Being covered The confidence Destination Going Guarantees Booking with a Getting away Cost of a Convenience A flight-free Choosing a
by insurance of being able having good somewhere not from agent / reputable from as many holiday of departure holiday sustainable /
to get home infrastucture badly company agent / people as airport Eco-friendly
during an (i.e. health impacted by company possible travel
emergency systems) coronavirus company
Source: Matters Community Travel Survey July 2020 N=441. We'd like you to think about what is/what would be important
to you when booking a holiday or short break. We'd like to know how important each of the following attributes are
important to you when booking a holiday (in the wake of Coronavirus) than they were in the past? (More important)THEY EXPECT TO HEAR FROM YOU
8 People expect brand leadership to help navigate the uncertainty
Doing what is right can build trust, loyalty and advocacy
Talk to customers… Address concerns… Build Trust…
Value of trust
91% 70% 81% BUY FIRST >
STAY LOYAL >
ADVOCATE >
WOULD STILL LIKE NOW MORE THAN EVER A MAJOR CONSIDERATION DEFEND
TO HEAR FROM IT IS IMPORTANT TO FOR BRAND PURCHASE IS
BRANDS DURING UNDERSTAND WHAT IS TRUST NOT JUST IN
COVID HAPPENING IN TRAVEL FULFILMENT BUT TRUSTING
AND HOLIDAYS THEM TO DO WHAT IS RIGHT
Source: Matters Community Travel Survey July 2020 N=441. *Kantar Coronavirus tracker
2020. Source: MMM Finance Study 2020. q119: Please indicate your level of agreement
or disagreement with each of the following statements. (Any agree)NEWSBRANDS: INFORMED AND INSPIRED
9 Newsbrands are the perfect platform for delivering in-demand practical
information as well as inspirational content. 1 in 3 more reliant on newsbrands
Why newsbrands? Content most interested in
43% What happens if we are lockdown when abroad 46% PRACTICAL
ABC1 What happens if we get ill abroad 41% INFORMATION IS
46%
Official government travel advice 41% MORE READILY
41%
REQUIRED
49% Tips on the safest places to visit 38%
Under-34 Consumer rights around cancellation 38%
Consumer rights around repatriation 34%
News / reviews on travel insurance policies 33%
ABTA / ATOL policies 32%
Special offers for 2020/2021 31%
NEWSPAPERS / ADVERTISING IN News on companies booking policies with regards to… 31%
Tips on the safest types of holiday to take 29%
NEWSPAPER WEBSITES NEWSPAPERS / NEWSPAPER Tips on staying healthy when travelling 27%
KEEP ME INFORMED WEBSITES ADDS TO WHAT I News/ reviews on UK based holidays 23% REVIEWS
ABOUT TRAVEL AND KNOW ABOUT TRAVEL News / reviews on holidays abroad 19% AND NEWS
HOLIDAYS COMPANIES AND HOLIDAYS Short haul destinations 19% OF HOLIDAYS
Long haul destinations 14%
Source: Matters Community Travel Survey July 2020 N=441. Newspapers /
newspaper websites help me decide what holidays to take. Which, if any, of the
following travel information would be of interest to you at the moment?THE POWER OF MMM IN TRAVEL ARENA
10 Our powerful cross-media portfolio allows you to engage with
valuable travel audiences in a trusted and effective environment
The Power of MMM Reaching all Audiences Engaging Environments
MMM REACHES 9.6M WE HAVE THE MOST READ TRAVEL
£62BN
18-34 YR. OLDS MONTHLY SECTIONS IN NATIONAL PRESS.
67% OUR BRANDS ARE TRUSTED AND
18-34s HIGHLY ENGAGED WITH
SPENT BY MMM READERS ON
MMM REACHES 12.1M
TRAVEL IN LAST 12 MONTHS
71% 35-54 YR. OLDS MONTHLY
70%
35-54s
MMM REACHES 11.7M
55+ YR. OLDS MONTHLY 1 in 2 3 in 5
OF ALL GB EXPENDITURE
TRAVEL IS ACCOUNTED FOR
58% SAY OUR TRAVEL SAY THAT THEY FIND
55+ CONTENT IS A GOOD THE ADVERTISING
BY MMM READERS SOURCE OF ADVICE USEFUL
Source: PAMCo 1 2020 and TGI Clickstream 2020 Q1 Multi-base.
Mail Travel Research 2019TENTATIVE TRAVEL 2020
1 How has the easing of lockdown
impacted our readers’ current and
future travel plans and priorities?IMPACT OF COVID-19
The pandemic has had a profound practical and psychological impact
on holiday choice this year (2020)
What impact, if any, the Coronavirus pandemic has had on your decision to take, or not take, these type of trips in 2020?
RoW 27% 10% 14% 17% 33%
MORE THAN 4 IN 5
MMM HOLIDAYMAKERS
EUROPE 27% 16% 11% 20% 26%
UK 30% 22% 14% 15% 18%
HAVE HAD PLANS Lockdown / medical advice prevented me travelling
No impact - won't stop me taking this type of holiday
IMPACTED BY COVID-19 A little impact - making me slightly less likely to take this type of holiday
A large impact - making me a lot less likely to take this type of holiday
A major impact - I am otherwise able to travel but it is the only reason why I am NOT TAKING this type of holiday
Source: Matters Community Travel Survey July 2020 N=4441 Please indicate what impact, if any,
the Coronavirus pandemic has had on your decision to take, or not take, these type of trips in
2020? (removed won’t take anyway / Don’t know / Not sure)FUTURE TRAVEL PLANS
No immediate return to ‘normal’ but MMM audience
is clearly more optimistic for 2021
% who normally take / are planning to take a holiday / short break in the following destinations
10
18
27
38 32
64 51
42
46
UK EUROPE R.O.W
NOTE: 2020 shows planning to book but doesn’t
Normal year 2020 2021 take into account those who may have already
been on holiday to these destinations
Source: Matters Community Travel Survey July 2020 N=441. In a normal year, what types of holidays &
short breaks do you typically take? Thinking about holidays / short breaks over the next 18 months.
What types of holidays and short breaks are you likely to take a) this year (2020) b) next year (2021)?WANDERLUST
Supressed, not extinguished and building since
the last wave of research in April 2020
% agreement with travel statements in the wake of coronavirus
Up in the Air – April 2020 Up in the Air 2 – July 2020
12
24
36
42
46 49
I AM STILL INTERESTED I AM STILL LOOKING I AM LOOKING FORWARD TO
IN READING ABOUT TRAVEL AT HOLIDAYS AND TRAVEL PLANNING AND BOOKING
AND HOLIDAYS NEWS AT THIS TIME HOLIDAYS AGAIN
Source: Matters Community Travel Survey July 2020 N=441 In the wake of the Coronavirus
pandemic, please state whether you generally agree or disagree with each of the following
statements about travel and holidays? (Agree shown)HOLIDAY TYPES CONSIDERED - 2020
Beach and city breaks most in demand this year.
Holiday types in demand vary by demographic
% Which, if any, of the following types of holidays are you considering taking this year?
Younger and upmarket groups are,
24% on average, considering a greater
23%
number of holidays this year
2.2 1.8
16-34 ABC1
12% 12% Average number of types of
holidays considered
8%
6% 6% 6%
3% 3% 3% 2% 2% 2%
HOLIDAY
ALL
CITY BEACH VILLA SCENIC INCLUSIVE SAFARI CENTRE SPA RIVER CRUISE WINTER E. TOUR COACH MULTI
18-34 – 33% 18-34 – 23%
Source: Matters Community Travel Survey July 2020 N=441. Which, if any, of the
following types of holidays are you considering taking this year (2020)?HOLIDAY TYPES – COVID-19 IMPACT
Scenic, beach and all-inclusive trips are the least impacted by COVID-19
but reassurance is needed irrespective of holiday type
Which, if any, of the following statements best describes how Coronavirus has impacted your attitude to booking each of these types of trip?
No impact Some Negative impact Stopped me booking
8% 11% 13% 13% 11% 15% 15% 14% 12%
17% 18% 18% 18%
26%
51% 50% 49% 51%
48% 50% 49% 51% 57% 63%
54% 54% 56%
57%
40% 40% 39% 38% 38% 35% 34% 34% 29% 28% 27% 26% 25%
17%
Lakes & Mountains Beach/Resort All inclusive Villa holiday City Break Holiday Centre (e.g. Skiing/Winter Sports Safari Escorted tour Coach Tour Multi-Country Tour River Cruise Spas/Health Spas Sea Cruise
Butlins, Centre Parcs)
HOLIDAY
ALL
SCENIC BEACH INCLUSIVE VILLA CITY CENTRE WINTER SAFARI E. TOUR COACH MULTI RIVER SPA CRUISE
NET %
-19% -21% -22% -24% -24% -30% -32% -32% -32% -44% -45% -50% -50% -66%
Source: Matters Community Travel Survey July 2020 N=441. Q13_Coronavirus_impact: Which, if any,
of the following statements best describes how Coronavirus has impacted your attitude to booking
each of these types of trip? No impact / Some impact / Stopped bookingUK TRAVEL IN 2020
South and North West areas hold the most appeal.
Younger audiences are more open to UK city breaks
Which UK regions are you likely to visit? What type of areas will you be visiting?
Northern Scotland 11% C2DE – 19% BEACH / RURAL / NATURAL
COASTAL COUNTRY BEAUTY
Central Scotland 14%
Northern Ireland 5%
North-East 9%
57% 55% 41%
North West 21% ABC1– 29% 55+ – 71% 35-54 – 64%
Yorkshire & Humberside 15%
MARKET TOWNS LARGE
Wales 17% CITIES
TOWNS
West Midlands 6%
East Midlands 6%
35% 28% 27%
East of England 14%
35-54– 48% 18-34 – 35%
London 18% 18-34 – 26%
South East 17% 35-54 – 29%
South West 37% 55+ / ABC1– 44%
Source: Matters Community Travel Survey July 2020 N=441. You said you are likely to
take a break / holiday in the UK in 2020. Which regions are you likely to visit?COUNTRIES CONSIDERED IN 2020
Old favourites are most considered but could outbreaks lead to
opportunities for less ‘popular’ destinations?
Please indicate whether you would on balance consider visiting this country this year?
Yes Maybe
11%
12% 14% 17%
13%
13% 13% 14% 15%
11% 13% 16%
10%
7% 9% 14%
7% 6%
22% 8%
19% 18% 17% 7%
16%
14% 14% 14% 13% 13% 13% 12% 4%
12% 12% 11% 10% 9% 9%
6% 6% 4%
SPA FRA GRC PRT IRE DEU ITA FIN NZL NOR AUS CAN TUR SWE NLD THA POL USA EGY BRA CHN
33% 31% 32% 30% 33% 27% 27% 28% 23% 28% 20% 33% 21% 25% 27% 17% 23% 15% 14% 13% 8%UP IN THE AIR
LOOKING AT 2021
TRAVEK
2 People more open to all holidays but
older consumers ready to bookHOLIDAY TYPES CONSIDERED - 2021
Strong growth in consideration of all holiday types.
Less crowded holidays have higher demand
% Which, if any, of the following types of holidays are you considering taking this year?
39% 39%
Younger & upmarket groups
have a broader repertoire
3.3 2.6
25%
23%
24% 16-34 ABC1
19% Average number of types of
18% holidays considered
12% 12%
11% 11%
8% 8%
7%
6% 6% 2% 2% 6% 6% 6% 6% 6% 2% 6%
3% 3% 3%
ALL
HOLIDAY
BEACH CITY INCLUSIVE SCENIC VILLA CENTRE SPA MULTI COACH SAFARI RIVER CRUISE E. TOUR WINTER
Source: Matters Community Travel Survey July 2020 N=441. Which, if any, of the
following types of holidays are you considering taking next year (2021)?HOLIDAY BOOKING - 2021
3 Mature groups are ready to book
Younger groups are mid-term prospects
5% 5% 5%
15% 52% 47% 52%
55+ 21% 55+
26% 37% 55+
44% 42%
36%
31% 32%
SHORT BREAK / SHORT BREAK / SHORT BREAK /
HOLIDAY IN HOLIDAY IN HOLIDAY OUTSIDE
THE UK EUROPE EUROPE
Source: Matters Community Travel Survey July 2020 N=441 You said you are likely to take each of the
following trips next year. Which, if any, of the following statements best describes you attitude to
booking each of these types of trip?SAFETY NETS &
COMPANY REPS
3 Are people looking to brands for
3 leadership?THE BACKDROP
COVID is a constantly changing crisis unlike any other,
not just about health, but also economy
Business UK debt bigger Delayed
UK hit hard uncertainty than economy impact
-20% 9.1m £1.95tn 73%
GDP April currently on in debt. Debt see this having
furlough exceeds the a long term
value of the impact on jobs
economy for the and businesses
1st time in 50 (from 47%)
years
Source: ONS / Kantar Media Coronavirus tracker / BBC News
(https://www.bbc.co.uk/news/business-53104734)HOLIDAY PLANNING INHIBITED
There is an increased desire to plan holidays but it’s a huge
challenge to overcome the uncertainty
HALF OF PEOPLE ARE CURRENTLY PLANNING TRIPS: YOUNGER GROUPS MORE LIKELY TO BE ACTIVELY PLANNING, OLDER
GROUPS FEELING MORE DISCONSOLATE (IMPACT OF HEALTH RISKS / FINANCE?)
16
45% 55% 57%
35-54 Under-34 55+
(vs 37%)
39 53
47
I AM CURRENTLY PLANNING THERE IS NO POINT
TRIPS I WOULD LIKE TO MAKE TRYING TO PLAN
IN THE FUTURE HOLIDAYS AT THIS TIME
Source: Matters Community Travel Survey July 2020 N=441 You said you are likely to take each of
the following trips next year. Which, if any, of the following statements best describes you attitude
to booking each of these types of trip?A CRISIS NOT JUST ABOUT HEALTH
Economic uncertainty is a direct factor for some groups
25-34 yr. olds appear to be the ideal target
Current financial
wellbeing
Healthy
45%
of 35-54 say
“I AM (NOT) CURRENTLY PLANNING TRIPS I
75+ WOULD LIKE TO MAKE IN THE FUTURE”
65-74
M 25-34
40% 17%
face uncertain say the COVID
Finances
55-64 employment pandemic will
next 12 Worse 35-44
Better
months prospects have a long term
F 15-24
negative impact
30% say they on their pay &
45-54 don’t know – wages – higher
higher than any than any other
other age group age group.
Struggling
Source: MMM Finance Study 2020. q13: Thinking about your own personal situation. How do you think your personal
financial situation will change in the next 12 months? q11: We’d like to ask you a few questions about your personal
finances. Which of the following describes your current financial situation? HealthyCONCERNS ABOUT TRAVEL
Concerns loom large and covers all elements of the trip
How much or how little the following issues concern you at this time (concerns me a lot)
Implications of catching COVID / being ill holiday 55%
Companies refund policies 50%
'Staying safe' in transit 48%
Emergency assistance offered by insurance companies 47%
Company going out of business 47% MATURE CONSUMERS
'Staying safe' whilst on holiday 47%
ARE MORE LIKELY TO
HOLD STRONG
Restrictions in place whilst on holiday 46%
CONCERNS
Company cancelling my holiday 46%
Companies re-booking policies 42%
Level of emergency assistance offered by companies 41%
'Staying safe' at the airport 41%
Emergency assistance offered by Government 40%
Changing Government advice impacting holidays 38%
Going to country with a low COVID-19 infection rate 25%
Source: Matters Community Travel Survey July 2020 N=441. Please indicate how much or
how little the following issues concern you at this time (concerns me a lot)THE ‘NEW’ PLANNING PROCESS
Short term concerns need to be mitigated and
processes need to be explained
WHAT WHAT’S WHAT
IS THE WHAT’S HOW DO I
HAPPENS IF THE COVID HAPPENS
COMPANY COVERED BY GET THERE
I CHANGE IMPACT IF I GET ILL
OK? INSURANCE? SAFELY?
MY MIND? LOCALLY? ABROAD?SAFTETY NETS AND COMPANY REPS
Our data shows that safety nets and the reputation
of the company are more important than before
Factors more important when booking a holiday than they were in the past
66%
63%
61% 60%
53%
51%
45%
AGENT ACTIONS
A SAFETY NET IS
ALSO 32%
MORE IMPORTANT INCREASINGLY 30% 28%
THAN BEFORE IMPORTANT 23%
Being The Destination Going Guarantees Booking with Getting away Cost of a Convenience A flight-free Choosing a
covered by confidence having good somewhere from agent / a reputable from as many holiday of departure holiday sustainable /
insurance of being able infrastucture not badly company agent / people as airport Eco-friendly
to get home (i.e. health impacted by company possible travel
during an systems) coronavirus company
emergency
Source: Matters Community Travel Survey July 2020 N=441. We'd like you to think about what is/what would be important
to you when booking a holiday or short break. We'd like to know how important each of the following attributes are
important to you when booking a holiday (in the wake of Coronavirus) than they were in the past? (More important)TRAVEL CONTENT
Concerns about travel are reflected in content readers are most interested in
Travel content interested in reading at the moment
What happens if we are lockdown when abroad 46% PRACTICAL INFORMATION IS
What happens if we get ill abroad 41% MORE READILY REQUIRED
Official government travel advice 41% (ILL ABROAD / CANCELLATION)
Tips on the safest places to visit 38%
Consumer rights around cancellation 38%
Consumer rights around repatriation 34%
News / reviews on travel insurance policies 33% ABC1
ABTA / ATOL policies 32% ABC1
Special offers for 2020/2021 31% 16-34 ABC1
News on companies booking policies with regards to Coronavirus 31% 55+
Tips on the safest types of holiday to take 29% 16-34
Tips on staying healthy when travelling 27% ABC1
News/ reviews on UK based holidays 23%
News / reviews on holidays abroad 19% Male
Short haul destinations 19% ABC1 REVIEWS AND NEWS OF
Long haul destinations 14% HOLIDAY
Source: Matters Community Travel Survey July 2020 N=441. Which, if any, of the
following travel information would be of interest to you at the moment?TRAVEL INFORMATION FROM BRANDS
Concerns about travel reflected in what people want
from travel companies as well
What they would be interested in seeing from travel brands
Refund / cancellation policies 48%
Booking guarantees / offers with regards Coronavirus cancellation 41%
IF IT ALL GOES
Insurance policies 35% WRONG, WHAT
How they are helping / will help consumers during Coronavirus 35%
HAPPENS?
Discounts / offers 34%
Policies / proceedures whilst at destination 34%
UK based holidays / breaks 31%
Policies / proceedures whilst travelling 31%
Trips to places relatively unaffected by Coronavirus 30%
European based holidays / breaks 24%
Upgrade opportunities 19%
Trips to isolated resorts 18%
Holidays/breaks outside Europe 16%
Source: Matters Community Travel Survey July 2020 N=441. Travel companies are keen to know what
you’d be interested in seeing/reading during this difficult period. Please indicate which if any of the
following would be of interest to you.PEOPLE EXPECT BRAND LEADERSHIP
Recent lessons from financial brands
Talk to customers… Address concerns…
91% 61% 71% 70%
91% would still like Financial brands / Financial brands / Financial brands /
to hear from brands companies should be companies should be companies should be
during COVID* running relevant reassuring consumers showing consumers how
messaging around that they can help they can access
coronavirus at this time services/advice
Source: *Kantar Coronavirus tracker 2020. Source: MMM Finance Study 2020. q119: Please indicate
your level of agreement or disagreement with each of the following statements. (Any agree)PEOPLE EXPECT BRAND LEADERSHIP
Recent lessons from finance brands
Value of trust
81% BUY FIRST >
STAY LOYAL >
ADVOCATE >
DEFEND
A MAJOR CONSIDERATION FOR
BRAND PURCHASE IS TRUST NOT JUST
IN FULFILMENT BUT TRUSTING THEM TO
DO WHAT IS RIGHT (81% AGREE)
Source: https://www.edelman.com/research/trust-barometer-special-
report-in-brands-we-trust.MEASURES TO
GET MOVING
4 Looking at the impact
of bridges & traffic
lights initiativesGOVERNMENT RATING SCHEMES
1 Government rating schemes will influence some holiday decisions
24%
21% 22%
18% 18%
12% 18% 16%
15%
Strongly Agree
10% 13%
Tend to Agree
+18%
Neither Agree or Disagree
Tend to Disagree
15%
Strongly Disagree 26%
I don't know / Not Sure
20%
Total Male Female 18-34 35-54 55+ ABC1 C2DE
A COUNTRY’S RATING WOMEN, OLDER & DOWNMARKET GROUPS ARE
WOULD INFLUENCE MY MOST LIKELY TO HEED RATINGS ADVICE
DECISION TO VISIT
Source: Matters Community Travel Survey July 2020 N=441. We would like to get your views on 'air
bridges' and the 'traffic light' system. Please indicate how much you agree or disagree with each
of the following statements. Statement responses reversed.2 AIR BRIDGES
Air bridges are a good idea but not about keeping people safe
11% 11% 11% 9% 12% 10%
19% 16%
8% 10% 7%
3% 20%
25%
11%
+26% 33%
5% +44% +6% 19%
+4%
18%
36%
21%
26% 32%
28%
'AIR BRIDGES' 'AIR BRIDGE' I FIND THE 'AIR IT IS SAFE TO VISIT
ARE A GOOD AGREEMENTS ARE BRIDGE' AGREEMENTS AN 'AIR BRIDGE'
IDEA INFLUENCED BY REASSURING COUNTRY
FACTORS OTHER THAN
PUBLIC HEALTH
Source: Matters Community Travel Survey July 2020 N=441. We would like to get your views on 'air
bridges' and the 'traffic light' system. Please indicate how much you agree or disagree with each of
the following statements.3 TRAFFIC LIGHTS
Not exclusively about health, but have an influence
15% 12% 10% 10%
20% 3% 26%
9% 6%
2%
5% +42% 14%
+13% 27%
16%
+54%
35%
23%
28% 38%
TRAFFIC LIGHT RATINGS I FIND THE TRAFFIC I WOULD LOOK AT THE
ARE INFLUENCED BY LIGHT SYSTEM TRAFFIC LIGHT
FACTORS OTHER THAN REASSURING GUIDANCE BEFORE
PUBLIC HEALTH TRAVELLING
Source: Matters Community Travel Survey July 2020 N=441. We would like to get your views on 'air
bridges' and the 'traffic light' system. Please indicate how much you agree or disagree with each of
the following statements.4 GOVERNMENT SYSTEM SUMMARY
Both systems seemingly offer some reassurance, but are not the solution
31%
22%
15%
12% 17%
15%
13%
10% 7% 11%
6%
3%
1%
Total Male Female 18-34 35-54 55+ ABC1 C2DE Total Male Female 18-34 35-54 55+ ABC1 C2DE
-2% -1%
-6%
I FIND THE 'AIR BRIDGE' AGREEMENTS REASSURING I FIND THE TRAFFIC LIGHT SYSTEM REASSURING
(NET AGREE) (NET AGREE)
Source: Matters Community Travel Survey July 2020 N=441. We would like to get your views on 'air
bridges' and the 'traffic light' system. Please indicate how much you agree or disagree with each of
the following statements.VIEWS ON NEWS 5 Newsbrands remain important and relevant 3 during this time
THE ROLE OF NEWSBRANDS
Travel is a focus, newsbrands keep people informed,
increased reliance during pandemic
70% 46% 52%
Under-34
32% 43%
Under-34
NOW MORE THAN EVER NEWSPAPERS / I AM MORE RELIANT ON
IT IS IMPORTANT TO NEWSPAPER WEBSITES NEWSPAPERS /
UNDERSTAND WHAT IS KEEP ME INFORMED NEWSPAPER WEBSITES
HAPPENING IN TRAVEL ABOUT TRAVEL AND FOR INFORMATION ON
AND HOLIDAYS HOLIDAYS TRAVEL AND HOLIDAYS
Source: Matters Community Travel Survey July 2020 N=441.THE INFLUENCE OF NEWSBRANDS
3 in 10 acknowledge newsbrand influence.
Interest in ads because they educate
32% 41% 43%
ABC1 ABC1 ABC1
28% 40%
Under-34 35% 43%
Under-34 41% 49%
Under-34
NEWSPAPERS / I AM INTERESTED IN SEEING ADVERTISING IN NEWSPAPERS /
NEWSPAPER WEBSITES ADVERTISING IN NEWSPAPER WEBSITES ADDS TO
HELP ME DECIDE WHAT NEWSPAPERS / NEWSPAPER WHAT I KNOW ABOUT TRAVEL
HOLIDAYS TO TAKE WEBSITES FOR HOLIDAYS COMPANIES AND HOLIDAYS
INTEREST HIGHEST AMONG THOSE GROUPS WHO ARE
MOST LIKELY TO TAKE BREAKS IN 20/21
Source: Matters Community Travel Survey July 2020 N=441.THE VALUE OF ADVERTSING
Consider the implicit values communicated by ‘just’ advertising
14% 33% 15%
I am re-assured by Companies would 17% Only credible 40%
the brands / only advertise if
40% brands/companies
companies I see they had would be able to
advertising during something to say advertise in
this time newspapers
43% 31% 32%
Agree Neutral
Disagree Don't know / Not sure
Source: MMM Finance Study 2020.IMPORTANCE OF MEDIA CHOICE
Consider the implicit values communicated by media choice
45%
40%
BRANDS NEED TO BE WARY OF
THE VALUES IMPLICITLY
35%
COMMUNICATED THROUGH
30% MEDIA CHOICE
25%
SOCIAL: ADVERTISERS ARE CHEAP,
20% NOT TO BE TAKEN SERIOUSLY
15%
TV: NOT CURATED, ADVERTISERS
10% NOT AS RELIABLE OR SERIOUS
5% FINANCIAL SECTIONS: ESTABLISHED,
0% RELEVANT, RELIABLE, TRUSTWORTHY
Are for people Cheap Credible Established Relevant Reliable Serious Trustworthy
like me
TV Financial Sections Social media
Source: MMM Finance Study 2020. We would like you to think about financial advertising in
different media. Which, if any, of the following words would you tend to associate with financial
brands who advertise in []?UP IN THE AIR
APPENDIX
TRAVEK
6 Category specific questionsRIVER NOT COMPLETELY
1 CONVERTING OCEAN CRUISERS
Yes, I would consider
19% but I would still rather
an ocean cruise
Only ONE IN 35% Yes, I would consider
them both equally
TEN ocean 10%
Yes, and I would now
cruisers would
prefer a river cruise
now prefer a I don't know / Not
sure
river cruise 36%
Source: Matters Community Travel Survey July 2020 N=441. You said you have taken
an ocean cruise holiday in the past, would you consider a river cruise holiday as an
alternative to an ocean cruise holiday?FLIGHT-FREE TRAVEL HOLDS
2 GREATER APPEAL THAN
PREVIOUSLY
A lot more appealing
8% 9%
Flight-free travel 6% A little more
5% appealing
holds greater 22% No change
appeal than A little less appealing
previously.
A lot less appealing
18-34 year olds 50% I don't know / Not
sure
and ABC1s say it
appeals most.
Source: Matters Community Travel Survey July 2020 N=441 Is a flight-free rail
holiday more or less appealing than it was in the past?You can also read
