US Travel Intentions on June 2021 - BVA BDRC
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US Travel Intentions
June 2021
ClearSight® on Recovery – Introduction The speed and disruption caused by the COVID-19 pandemic is hard to overstate, whether from the direct impact (or timing) of government intervention, the science of a mutating virus and the race against time to vaccinate entire populations, changes to the industry supply-side and distribution channels or shifts in the priorities and preferences of citizens and consumers. Through ClearSight®, our goal is to help organisations make sense of this rapidly changing world and join the dots between how their target audiences live, work, spend and play. In this latest edition of ClearSight® on Recovery, we examine the US summer travel market to assess the prospects of the hotel and travel industry as Americans head into a key travel period. This is the first of a series of reports that will quantify the state of the US travel sector. If you’ve not already signed up to get the latest insights, you can do so here: https://hcontent.bva-bdrc.com/clearsight-usa 2
Executive summary Signs of a strong summer travel season Trip planning and summer vacation Like many endeavors in the United States in mid 2021, intent to engage in For the majority of consumers, trip planning will include using an Online Travel travel and destination-based leisure activities increased dramatically. Agent (OTA), especially for hotels. Gen Z and Millennials are most likely to Good news is especially favorable for domestic travel, visitor attractions want to use OTAs for hotels and flights, while Boomers are least likely to use and cultural destinations. Nearly half of Americans plan to take a OTAs for any travel planning or research. Nearly half of Americans intend to summer vacation and/or stay in paid for accommodation and one third travel at least once during the summer of 2021. Among these summer plan to travel by plane. Millennials and the emerging Gen Z age cohort travelers two-thirds plan to travel by car and about half by plane. Summer are most keen on engaging in travel related activities, but Boomers are 2021 travelers are more affluent and younger than non-summer travelers. As more cautions. Millennials represent more than half of all US a result, this summer season has the potential to be a profitable one with international leisure travelers. more than a third of travelers with household incomes of over $100,000. Hotel guest expectations Paid accommodations: Hotels have the edge Guest expectations of cleanliness for their next hotel stay are high with Despite the buzz about alternative hotel accommodations (e.g. Airbnb), hotels nearly half saying they expect enhanced cleaning regimes and a hotel still dominate share of trip nights with more than half of all summer trip stays brand’s ‘cleanliness guarantee’. Cleanliness expectations are highest and nearly three quarters of all paid stays. The average length of stay in hotel among Boomers and lowest among Millennials. About half of American accommodations was about four nights compared to three nights for hotel consumers have flexible expectations about the availability of hotel alternatives. Across all paid accommodations, the highest number of stay amenities for their next stay. For example, only half of future hotel nights was among Boomers, especially among non-hotel accommodations. A guests expect that self coffee-serving areas, restaurant dining and free majority of 2021 summer travelers are loyal to their preferred hotel brand breakfast will be fully available for their next stay. Further, at least one- with nearly two thirds saying they try to stay at their preferred hotel brands fifth of consumers expect a pool or gym not to be available in time for whenever possible. This strong relationship holds across age cohorts, which their next hotel stay. bodes well for the branded hotel industry. 3
Like many endeavors in YOY change in intent to engage activities in the next 3 months
the United States in mid May-20 May-21
2021, intent to engage in 60%
58% N=1000 N=1931
travel and destination- 88%
67%
based leisure activities 50% 52% 81%
119%
increased dramatically. 40%
47%
45%
Good news is especially 38%
109%
35%
favorable for domestic 30% 33%
travel, visitor attractions 20% 25%
27%
23%
and cultural destinations. 21%
16%
10%
11%
Includes any
0% destination outside
Go on a day out Go on a US Stay in paid-for Visit a Travel by plane Go on an the United States.
to a visitor vacation/leisure accommodation museum/art international
attraction trip (e.g. a hotel, gallery vacation/leisure
Airbnb/VRBO, trip
B&B, etc.)
YOY percent increase in intent to engage in the next 3 months
Q2. Now, for each of the activities below, please indicate when you next intend to engage in each. Total population.
5Millennials and the Plan to engage in leisure activity in the next three months
emerging Gen Z age
cohorts are most keen on Ranked by high to
low by Millennials
engaging in leisure
activities, especially a US
based vacation/leisure
trip. Boomers are more
cautious about summer
travel with only about a
third planning to venture
out on a leisure trip.
Q2. Now, for each of the activities below, please indicate Significantly higher/lower in comparison to other
segments at a minimum confidence level of 90%.
when you next intend to engage in each.
Among total population
6Millennials drive the Share of summer travel by ag cohort
largest share of summer Gen Z (18 to 24) Millennial (25 to 40) 2021 summer
travelers across key travel Gen X (41 to 56) Boomers (57+) travel incidence
categories and represent
more than half of all US Go on a US vacation/leisure trip
12% 36% 23% 28% 47%
international leisure
travelers.
Stay in paid-for accommodation (e.g. a 12% 37% 24% 26% 45%
hotel, Airbnb/VRBO, B&B, etc.)
13% 42% 21% 24% 35%
Travel by plane
19% 54% 20% 7% 23%
Go on an international vacation/leisure trip
0% 10% 20% 30% 40% 50%
Q2. Now, for each of the activities below, please indicate when you next intend to engage in each.
Among total population
8Guest expectations of Enhanced cleaning regimes 45%
cleanliness for their next Hotel brand "cleanliness guarantee" 45%
hotel stay are high with
nearly half saying they Sanitizing hand gel or wipes throughout the hotel 42%
expect enhanced cleaning Staff to wear face masks 40%
regimes and a hotel Guests to wear face masks 36%
brand’s ‘cleanliness The ability to cancel my hotel for any reason 35%
guarantee’. Further, one-
Enforced social distancing 29%
third of consumers
expect the ability to Measures in place to prompt social distancing (e.g. signage, staff) 29%
cancel their hotel for any Reduced maximum capacity 26%
reason. Controlled numbers in each area of the hotel 25%
Using your own device as a room key (e.g. keyless entry at hotels) 23%
I won't stay in a hotel 3%
Q2.7. In general, for your next hotel stay, which of the following do you expect from your hotel?
Base: Total sample n=1426
9Cleanliness expectations Ranked by high to
are highest among low by Boomers
Boomers and lowest
among Millennials, and Older consumers
by far are most
so too is the ability to concerned about
hotel cleanliness
cancel their hotel for any
reason. Using a mobile
device for keyless entry
appealed most to
Millennials and least to
Boomers.
N=153 N=465 N=275 N=533
Q2.7. In general, for your next hotel stay, which of the Significantly higher/lower in comparison to other
following do you expect from your hotel? segments at a minimum confidence level of 90%.
Base: Total sample n=1426
10About half of American Fully available Partially available Not at all available
consumers have flexible
expectations about the Self coffee-serving areas/stations 51% 33% 15%
availability of hotel
amenities for their next Restaurant dining 50% 38% 11%
stay. For example, only
Free buffet breakfast 50% 33% 17%
half of future hotel
guests expect that self
Grab & go food service (e.g. pre-package food) 50% 36% 15%
coffee- serving areas,
restaurant dining and Contactless (i.e. mobile device) check-in 46% 38% 15%
free breakfast will be
fully available for their Pool 44% 36% 20%
next stay. Further, at least
one-fifth of consumers Gym 36% 37% 28%
expect a pool or gym not
to be available in time for
their next hotel stay.
Q2.8. For each of the following hotel amenities, please rate the level of availability Note: some differences in amenity availability
or degree that you expect them to be provided for your next hotel stay. between age cohorts were different, however
Base: Total sample none had a meaningful impact.
12For the majority of Total sample OTA usage by age cohort
consumers, trip planning
will involve using an
Online Travel Agent
(OTA), especially for
hotels. Gen Z and
Millennials are most
likely to want to use OTAs
for hotels and flights,
while Boomers are least
likely to use OTAs for any
travel planning or
research.
N=1426 N=153 N=465 N=275 N=533
Q3. At any point in your trip planning or research are you likely to use an Online Travel Agent Significantly higher/lower in comparison to other
(e.g. Expedia, booking.com, etc. ) for one or more of the following? Please select all that apply. segments at a minimum confidence level of 90%.
13Nearly half of Americans Time horizon for next US vacation 2021 Summer travelers
intend to travel at least
once during the summer Car 65%
of 2021. Among these Do not intend to
engage in this activity
11%
summer travelers two- More than a year 13% Flight/airplane 49%
thirds plan to travel by from now
car and about half by 6 to 12 months
13%
plane. 16%
Train 12%
4 to 6 months Note: The relatively
high proportion of
12% Bus expected/planned
9%
3 months plane travel is likely
the result of pent-up
2021 summer demand and as a result
16% 47%
2 months be an overestimate of
travelers
Ship/boat 5% actual consumer
behavior.
Within the next 18%
month N=907 *Among those who intend
to travel in next 3 months
N=1931 (i.e. summer travelers)
Q2. Now, for each of the activities below, please indicate when you next intend to engage in each. /Q4. What mode of
transportation will you be using for this next trip? Please select all that apply.
15Summer 2021 travelers Household income Age cohort
are more affluent and
younger than non-
summer travelers. As a 39% ↑
26% ↓
100K or More
28% ↓
42% ↑ Boomers (57+)
result, this summer
season has the potential 32% 50K to LT 100K 23%
Gen X (41 to 56)
to be a profitable one
24%
with more than a third of 34%
25K to LT 50K Millennial (25 to 40)
travelers with household 24% ↑ 36% ↑
incomes of over $100,000 18% ↓
Less than 25K
25% ↓
Gen Z (18 to 24)
and likely more 10% ↓
18% ↑
12% ↑ 8% ↓
disposable income. Within the next 3 More the 3 months Within the next 3 More the 3
months months months
44.6 50.3 Average age
Summer 2021 travelers
Significantly higher/lower in comparison to other
segments at a minimum confidence level of 90%.
162021 summer trips will Traveling party size Traveling with children under 18
have a party size of 2.5
travelers and a third will
include children under
18. Despite the buzz
2.6
about alternative hotel
accommodations (e.g. 2.8
Airbnb), hotels still 2.5 No Yes
Total
68% 32%
dominate share of trip 2.6
nights with more than
half of all stays and 2.1
nearly three quarters of
all paid stays.
*Among Americans planning to travel in summer 2021. Sample size N=907.
172021 summer trips will Share of paid and non-paid accommodation Number of nights away from home
have a party size of 2.5
travelers and a third will Share of paid stays 70%
include children under Hotel All stays 59%
18. Despite the buzz 5.3
about alternative hotel Hotel alternative - Airbnb, VRBO 10%
4.5
accommodations (e.g.
Airbnb), hotels still B&B or guesthouse 4% 5.2
dominate share of trip Hostel 2%
6.7
nights with more than
Camper/Recreation 5.5
half of all stays and vehicle/Camping tent
4%
Total
nearly three quarters of
Other paid-for accommodation 6%
all paid stays.
Non-paid accommodations
16%
(friends/family)
*Among Americans planning to travel in summer 2021. Sample size N=907.
18The average length of 2021 Summer travelers Average number of stay nights among users of each
stay in hotel accommodation type
accommodations was
about four nights
compared to three nights
for hotel alternatives.
Across all paid
accommodations, the
highest number of stay
nights was among
Boomers, especially
among non-hotel
accommodations.
Among summer travelers N=907 Note: Sample sizes among some accommodation platforms and
age cohorts are small
Q10. Of these nights away how many nights will you be staying in the following types of accommodation?
19A majority of 2021 Hotel brand loyalty Hotel brand loyalty by age cohort
summer travelers are
loyal to their preferred
hotel brand with nearly I am loyal to a
hotel brand or
two thirds saying they try brands and try to
to stay at their preferred stay at these
properties
4%
hotel brands whenever whenever possible
possible. This strong I do not have a
hotel brand
36% 60%
relationship holds across preference and
stay at properties
age cohorts, which bodes that meet my
needs
well for the branded Don't know/not
hotel industry. sure
Among summer travelers N=907
Q11. For your nights in a hotel on this next trip, which of the following best describes your view about your hotel selection
20Methodology Consumer survey Nationally representative online survey. Data collected over a 7 day period. Details of survey waves: • May 2020 (n= 1,000) • May 2021 (n= 1,931) The data in this report is weighted to be representative of United States. US Census population benchmarks were used in the weighting of the data. 21
Contacts at BVA BDRC Americas
Matthew Petrie
President
matthew.petrie@bva-bdrc.com
+1 202 841 5855
Liz Healy
Director
liz.healy@bva-bdrc.com
+1 202 550 0051
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