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When??? Tracking Weekly American Traveler Sentiment

April 14, 2020 by Laurie Jo Miller Farr Leave a Comment

The question everybody wants answered is, when will it be SAFE to…?

As digital tourism marketers, we know the answer lies in the data. It’s important to know what people are thinking and feeling about travel in the future.

Our eTourism Community is fortunate to have access to top-rate information and weekly updates plus comments from thought leaders at these research and analytics firms.

Related: “Best Interactive Maps to Track COVID-19“

>> The Harris Poll COVID-19 Tracker, Wave 6 is out now.

To stay on top of American traveler sentiment, click on the title of each report to check out these resources:

Longwoods International American Traveler Sentiment (w/ thanks to Miles Partnership for support)

“As you will see in the results of our fifth wave of this survey, we seemed to have hit a point of stabilization in a number of factors (time to turn the corner?)… and the big news is our first uptick in those travelers indicating that they plan to travel in the next six months! Now an upswing in one week does not make this a trend, but we will be watching this closely!” – Amir Eylon, President & CEO

MMGY Global
COVID-19 Travel Insight Report – April 13

There is plenty of data to suggest that immediate bookings will be driven by more local travel and drive market trips. However, long-term strategies should not be forgotten – especially for long-haul markets where booking windows have the potential to lengthen based on safety sentiment. It will be important to sift between short-term trends and macro shifts in consumer behavior that will define the “next normal.”

Adara
COVID-19 Resource Center

Register for the Adara Traveler Trends Tracker, updated frequently, which taps into real-time travel data to track travel-related consumer behavior and identify key trends. There are also links for weekly webinars, such as COVID19 Insights Series Week 3: Inflection Detection: Discerning and Preparing for the Rebound with Tom O’Toole, Executive Director, Program for Data Analytics at Kellogg of Northwestern University and former CMO and President, MileagePlus of United Airlines and CMO of Hyatt Hotels Corporation.

Destination Analysts
Update on Coronavirus’ Impact on American Travelers – Week of April 13

Key things to know this week about Americans + travel: They are feeling somewhat better that the worst of #covid19 in the U.S. will soon be over. But while nearly 70 percent continue to say they miss travel, the vast majority say they will approach travel with at least some trepidation when they start again. It will not be a simple return to pre-pandemic sentiments and behaviors—nearly 40% now say they will change the types of destinations they choose to visit, half say they will be avoiding anywhere crowded, there is a growing number who will take a staycation this summer, and younger travelers are increasingly saying they will take more road trips to avoid air travel. When asked the place they will visit on their first trip when coronavirus is over, beach/resort destinations top the list, followed by small towns/rural areas.

Arrivalist
Daily Travel Index

Measures consumer road trips of 50 miles or more by residents from all 50 U.S. states. The data is drawn from a panel of GPS signals representing consumer road trips taken by car. Updated approximately every 48 hours.

Sparkloft Media
Weekly COVID-19 Sentiment Review

State-of-the-art machine learning and a proprietary process to analyze what social media users are saying about the coronavirus on a daily basis, generating insights and recommendations are generated. Sign-up for the free weekly report.

Simpleview
Data Report: Impact of COVID-19 on Destination Marketing Web Traffic

This dashboard offers insight into impact at the industry level. The reporting compares 2019 and 2020 Google Analytics data for 200 DMO websites across North America. It looks at web traffic overall and filtered for organic traffic vs. traffic driven by paid media (“paid traffic”).

Traveler Sentiment Weekly Update & Community News

April 7, 2020 by Laurie Jo Miller Farr Leave a Comment

Omni Dallas Hotel spells it out in the heart of downtown with its 23-story LED-lighting system. “Flatten the Curve” and “Wash Your Hands” are driving the message home, says MMGY|NJF. And if anyone needs it, the hotel has assembled quarantine kits of essentials like eggs, milk, sugar, flour, burger patties and even toilet paper for sale.

Coronavirus is changing the travel plans for 84% of those who indicate they had planned trips in the next six months. “COVID-19 Travel Sentiment Study – Wave 4” is just out, courtesy of Longwoods International with support from Miles Partnership. To find out more, get the summary and download a free, full 11-page report here.

Sparkloft Media has released the latest “Weekly Coronavirus Sentiment Report” with insights into the conversations. This week’s report through April 3, “…looks specifically at the states of New York and Washington (two states at different phases in COVID-19), to better understand how consumers’ mindsets are shifting. It is no surprise the volume of conversation regarding COVID-19 has increased, but the amount it has increased is staggering.”

Destination Analysts weekly survey, “Update on Coronavirus’ Impact on American Travel–Week of April 6th” finds that Americans are starting to look to fall as near-term concerns grow.

Track travel-related consumer booking behavior and strategize how to adapt to changing trends with ADARA’s real-time data. See total searches and bookings week to week. Updated daily.

The Daily Travel Index from Arrivalist measures consumer road trips of 50 miles or more by residents from all 50 U.S. states. The data is drawn from a panel of GPS signals representing consumer road trips taken by car. Updated approximately every 48 hours.

The latest weekly “COVID-19 Travel Insight Report” from MMGY Global is out. Is there light at the end of the tunnel? Find out how travel brands should be preparing for a rebound in the latest edition, found here.

Related: “Best Interactive Maps to Track COVID-19“

From U.S. Travel, “Weekly Coronavirus Impact On Travel Expenditures in the U.S.” After rapidly declining the first three weeks of March, travel spending in the U.S. continues to fall but at a slowing pace as travel approaches minimum levels of activity. National weekly travel spending dropped to just $3.8 billion the week ending on March 28. This is a fraction of the $19.8 billion in travel spending during the first week of March. More here.

In response to COVID-19, we all have a new universal hashtag. #TravelTomorrow has been launched by the World Tourism Organization, a special agency of the United Nations.

Delta Air Lines allows travelers impacted by COVID-19 to re-book up to two years. Delta is providing waived change fees and greater flexibility to travel through May 31, 2022; tickets normally expire one year after purchase. Read more here.

Visit California this week launched #CATakeoutTuesday to activate local communities and leverage its 2.8 million social media followers by encouraging consumers to order takeout from their favorite local restaurants weekly. The effort also draws support from the California Now Blog where human interest stories from the front lines are shared.

U.S. Travel Association is calling on Congress to support relief for DMOs, pointing out a crucial problem with the distribution of funds. U.S. Travel sent a letter to the Treasury Department and will continue to press for transparency and solutions.

501(c)(6) DMOs are eligible for Small Business Administration (SBA) disaster loans of up to $2 million and the Treasury Department’s Exchange Stabilization Fund, which will also be distributed in the form of loans.

However, these organizations are not eligible for the SBA’s Paycheck Protection Program (PPP), which provides loan forgiveness for payroll costs, group healthcare benefits and other operations expenses through June 30.

People

Stephanie Pace Brown, President & CEO of Explore Asheville Convention & Visitors Bureau since 2012, has announced her departure to join the private sector. Previously, she headed up Visit Alexandria for five years.

Visit North Carolina announced the hiring of marketing consultant Allison Schult, CDME. She is principal and co-founder of Mile Marker 630, a firm that connects destinations with leading consumer brands to create impactful campaigns. Schult is on the advisory board of eTourism Summit and was previously VP-Sales & Marketing at Visit Tucson.

Brian Solis has joined Salesforce as Global Innovation Evangelist. Solis, a futurist, anthropologist and author, is known for studying global digital trends to understand their impact on market dynamics and identifying opportunities for innovation.

Longtime respected and treasured Ocean City (Maryland) Tourism Director, Donna Abbott, has passed away. She had dedicated the past 23 years to the destination and was active within the tourism community statewide. Abbott was honored with numerous awards, including two governor’s citations for marketing and public relations campaigns. She recently served as vice chair on the executive board of the Maryland Association of Destination Marketing Organizations.

A Robust List of Resources and Research to Help DMOs and Their Partners

March 31, 2020 by Laurie Jo Miller Farr Leave a Comment

A roundup of such incredible resources from our eTourism Community.

Help yourself to real data gathered by experts to feel confident in your decision-making.

Please let us know if there are other resources to be added.

U.S. Travel Association — The go-to place for COVID-19 CARES Act Relief Resources. “The CARES Act, the largest economic relief package in our nation’s history, was signed into law on March 27 and includes major provisions U.S. Travel fought for to deliver economic support to travel businesses, travel workers and their families.” Also online, an 11-page PDF with more information: “The Small Business Owners Guide to the CARES Act.”

Also from U.S. Travel Association: “We are proud to work in cooperation with MMGY Travel Intelligence on a new bi-weekly survey tracking U.S. business and leisure traveler sentiment in the months ahead. Initial results will be shared next week.”

For more information, visit the MMGY Global “COVID-19 Research, Insights, & Resources” hub where the company’s information is gathered.

Also from MMGY Travel Intelligence — In association with Destinations International Foundation, “The Impact of COVID-19 on Destination Management Organizations in North America” (click for the link) was published on March 23. This is the second of a multi-wave study that notes,”…went from a sense of uncertainty to a strong expectation of extreme impact over the next 6 months. Since last week, the percentage of destinations reporting coronavirus-related postponements and/or cancellations of conferences, meetings, or events surged from under 40% to almost 100%. Although only 30% of destination organizations have their own pandemic emergency plan, they continue to play an important role in reassuring the traveling public.”

Also from Destinations International — Wednesday, April 1 at 11:30 a.m. ET is another weekly “Coronavirus Industry Update Webinar” (click to register). Past webinar content and a link to future webinars are found here. This week’s update focuses on how destination organizations are creating value right now in their communities. This week’s panelists:

Jack Johnson, Destinations International
John Groh and Nick Povalitis, Rockford Area Convention & Visitors Bureau
Minto Schneider, CDME, Waterloo Regional Tourism Marketing Corporation
Leah Chandler, Discover Puerto Rico

Longwoods International — “COVID-19 American Traveler Sentiment Survey,” Wave 3 fielded March 25-26 has been released. An easy-to-digest presentation with week-over-week comparisons, Amir Eylon, President & CEO, says the weekly research report “…indicates that the decline continues but the rate of decline in key sentiment factors has slowed. Potential silver lining: almost 3/4 of traveling Americans still are indicating they will travel in the next six months, suggesting the large volume of pent up demand…” Miles Partnership says, “We’re proud to support Longwoods International as they share the latest findings…” The survey covers 1,000 traveling Americans each week and the most recent highlights from the data are published every Tuesday morning. Longwoods’ news release summary of the findings is found here.

Destination Analysts — Update on “Coronavirus’ Impact on American Travel” for the week of March 30 is released. Among the data-rich findings, DA also asked American travelers how they feel about travel at the moment, expressed in one word, as seen in this word cloud.

Simpleview — For a step-by-step tutorial on how to add or update your CMS pages to display updated listings (open for business; temporarily closed; takeout available; delivery available), see the recent webinar, New Business Continuity Amenities in CRM. For a more in-depth look at how to build COVID-19 landing pages for your destination, register for an upcoming webinar on Friday, April 3.

You can also watch “Marketing in Times of Uncertainty” (13 minutes) with Jason Swick, VP of Digital Marketing and Digital Marketing Strategist, Katie Cook.

Skift — “Coronavirus and the Travel Industry” is a continually updated blog from the editorial team with the latest industry news for staying on top of things, also with pages for the airline, cruise and hospitality sectors.

Madden Media — “Protect. Plan. Recover.” is written for DMOs during their transition from destination marketing organizations to destination management organizations, it’s a “framework to provide you and your partners with a helpful guide to thinking about not just short-term actions, but preparing and planning for the recovery of your marketing efforts for your destination.”

Entrada Insights — “Five Recommendations for Leading Through a Crisis” suggests, “While medical experts race to understand more about the public health implications, as the leader of a DMO, you are left to manage your stakeholders who are looking for answers on how to protect their businesses, adjust their operations, and lead their employees through an uncertain period. Here are five things DMO leaders can do…”

Sparkloft Media — Providing a free Weekly Coronavirus Sentiment Report as a means of helping everyone better understand what consumers are thinking. A new format expands the section of Sparkloft’s recommendations on what marketers should be doing based on the most recent data plus an indication of where they think things will be going. To get the weekly report, use the form found here.

Break the Ice Media — A virtual tourism conference, Destination on the Left, takes place throughout April. Registration is free, and the topics of 12 presentations are themed around digital marketing, travel trade marketing and niche marketing. Among the presenters are speakers from Destination Innovate, ADARA, Family Travel Association, World Food Travel Association and others. Some topics will address the current outbreak, while others offer evergreen marketing advice.

Why Digital Tourism Marketers Should Pay Attention to Visit Savannah (and a Zeek Coleman Interview with ADARA)

October 10, 2019 by Laurie Jo Miller Farr Leave a Comment

Zeek Coleman, Interactive Marketing Manager at Visit Savannah, presented no fewer than three sessions with various partner agencies at the 20th Annual eTourism Summit in San Francisco.

Ever since Zeek’s first eTourism Summit presentation in 2015, we are quite certain that anybody who catches one or more of his sessions will come away from it all the wiser.

More about Zeek’s presentations: Spaceback is a featured “Bright, Shiny, New Object” in 2019; Visit Savannah’s work with ADARA and the Market Monitor tool is what Zeek calls a “must-have” and Visit Savannah’s one-to-one transactional work with Conversant caught the attention of the judges to carry off the 2019 eTSY Award for Excellence in the Innovation category.

Three sessions co-presented by Zeek Coleman / Visit Savannah at #eTS19:

Want to know more? We did, too.

ADARA is sharing this interview with Zeek, “More Than Just Heads in Beds — ADARA Market Monitor.” Take a look at how this tool helps a DMO to predict visitation peaks and valleys overlaid with information about competitive destinations and origin details.

After all, hotel revenue managers couldn’t do their jobs without this kind of information…why should we? To read the interview and learn more, click here.

Get Your People & Insider News Here (Plus a Pure Gold Toilet Heist)

September 17, 2019 by Laurie Jo Miller Farr Leave a Comment

Following an extensive international search, Tourism Toronto announced the appointment of Scott Beck as president and CEO from Oct. 15. For the past 14 years, Beck has served as president and CEO of Visit Salt Lake. A proven leader in the destination sales and marketing industry, Beck served on the executive committee of Destinations International for six years and served as the organization’s International Board Chair from 2014-2015.

Q: Which quote from his school days inspires Ed Harris, CMO of Valley Forge Tourism & Convention Board? “The cream rises to the top” or “Be real and take a chance.” A: Both. Did you know? Ed played basketball with Kobe Bryant but only one of them got drafted into the NBA. Read more about this tourism thought leader, member of the eTourism Summit Advisory Board, in this profile piece from MONTCO.TODAY.

ADARA has announced the latest update of Destination Marketing Cloud with predictive capabilities to power insights into market drivers and customer actions. The enhanced Impact Plus allows destination marketers to gain a comprehensive view of marketing efforts on flight bookings into a destination in addition to functionality for hotel bookings.

Wisconsin Department of Tourism has named three new agencies of record. They are Hiebing for marketing and advertising, Turner for public relations, and Simpleview for web development announced following a nationwide RFP round for integrated marketing that saw 27 bids from 17 agencies in nine states. Contracts with Hiebing, Turner, and Simpleview will span three years, with the option to add two, one-year extensions.

Atlas Obscura, the online travel magazine known for shining a light on little-known things, has attracted Airbnb Inc. as an investor. Positioned as a new partnership, Airbnb is leading a $20 million Series B funding round into the Brooklyn-based media and experiences company. Airbnb will offer the ability to book Atlas Obscura trips and local events through Airbnb’s site and app while taking a cut of the business. Atlas Obscura said it plans to use the money to vastly expand its trips and local experience offerings, which the company says make up more than half its business.

Vail Local Marketing District, funded by a lodging tax, is splitting from Vail Resorts for its online efforts starting in 2020. Vail Resorts’ customer data is focused primarily on winter guests and the marketing district is focused on the rest of the year. Vail Town Council has approved adding $310,000 to the district’s 2019 budget for developing a website, licensing and a third party contractor for data expected to be operational by March 2020.

Four months after Pinellas County decided against going forward with its initial Visit St. Pete/Clearwater CEO choices, a new trio of finalists is announced. Christopher Barrett, 57, the current president and CEO of the Pocono Mountains Visitors Bureau; Jeffrey Seifried, 36, president and CEO of the Branson Lakes/Area Chamber of Commerce and county visitor bureau; and Steve Hayes, 56, the president and CEO of Visit Pensacola. On the evening of Sept. 30, the community can meet all three candidates.

Sojern is looking for a chief revenue officer based in San Francisco. Responsibilities include accountability for the performance of all global revenue operations functions within the organization: sales, marketing, and customer success.

London & Partners, the Mayor of London’s official promotional agency, seeks a Chief Representative to lead international trade and investment for North America based in NYC. The nonprofit public-private partnership is funded by the mayor’s office and a network of commercial partners. The role holder is responsible for winning new investment for London, forging strong relationships with key US clients with a London base, and creating a strong network to support London high-growth businesses. Target audiences are leisure and business tourists, the travel trade, event organizers, overseas businesses and investors, and prospective higher education students.

President & CEO of San Diego Tourism Authority, Joe Terzi, has been awarded with the top honor at the 37th Annual CalTravel Summit, the F. Norman Clark Tourism Champion of the Year. Terzi retires in January 2020 and a nationwide search is underway for a new chief executive.

Love San Diego? The American professional soccer team USL San Diego has announced several key additions to its leadership and executive team while continuing the search for a VP of marketing and a content manager. Launched on June 19, USL San Diego is the newest member of USL Championship, a USSF-sanctioned Division II league. The Club will play at Torero Stadium, under a three-year agreement with the University of San Diego.

Glenn Eden has been selected by Mayor Lori Lightfoot to lead the board of Choose Chicago. He has spent 20 years at PR firm Weber Shandwick, managing corporate, tech, financial services, manufacturing and government clients. Eden takes over leadership of the board of directors, replacing Desiree Rogers, appointed by the previous mayor and chair since 2013. Eden will work alongside CEO David Whitaker, in the job since 2016.

CrowdRiff needs a bigger trophy shelf. They’ve been named to Startup 50: Canada’s Top New Growth Companies 2019. The latest award will look good next to Canada’s Top 100 Small & Medium Employers 2019, 2018 Top Startups in Canada, and Best Workplaces in Technology awards. Meet CrowdRiff in person at #eTS19.

In Brevard County, Florida, the Space Coast Office of Tourism announced the selection of Charity Stewart as the new tourism marketing director beginning Sept. 16. Stewart is currently with Move Digital in Huntsville, Alabama, a digital marketing agency. Prior to that, she served six years as social media and advertising director for the U.S. Space and Rocket Center.

Joe Taylor has resigned as executive director of the Evansville Convention & Visitors Bureau effective Sept. 27 after just over a year on the job. Taylor was previously president of the Quad Cities Convention & Visitors Bureau since 1998. A search is currently being conducted for a new tourism leader.

Tom Muldoon has been appointed interim president and CEO of Discover Lancaster (PA). Muldoon had served as president of the Philadelphia CVB for 26 years (1985-2011) and will help guide the DMO as it continues its search to find a permanent successor to Kathleen Frankford, who left the position last February to join MMGY/NextFactor as vice president of marketing. Frankford had held the job for nearly seven years.

Jim Werner has been appointed chief tourism officer at Visit Philadelphia. A 14-year veteran of the organization, Jim Werner manages the DMO’s tourism and hospitality industry relationships, working with city and regional hotels on marketing strategies. He also oversees development of the Visit Philly Overnight Hotel Package and other overnight leisure initiatives and guides policy and advocacy efforts.

In Hawaii, it’s called the Kuleana Campaign, which means responsibility. Aimed at sharing the do’s and don’ts with visitors, it’s been launched through a partnership between Hawaii Tourism Authority (HTA) and Hawaii Visitors & Convention Bureau (HVCB). Three videos of 15-, 30- and 60-seconds (also translated into Japanese, Korean, Chinese) feature 15 Hawaiians who focus on conservation, environment, ocean safety, coral reef protection and other preservation issues. Alaska Airlines, All Nippon Airways, Hawaiian Airlines and Southwest Airlines are showing these videos to passengers before arrival and some hotels show the “Kuleana” videos in guest rooms. When in-destination, visitors logging into Facebook and Instagram see the videos pop up, thanks to geo-targeting technology. See the video here.

American Airlines is not pursuing naming rights expiring this year for the Miami Heat’s home arena which has carried the $42M branding in a 200-year deal since its 1999 opening. NBA teams have secured large naming rights contracts recently: Golden State Warriors signed a 20-year, US$300 million naming rights partnership with JP Morgan Chase for the new venue in San Francisco in 2016. Last year, the Atlanta Hawks negotiated a US$175 million 20-year deal with State Farm despite having one of the lowest average attendances in the NBA. American Airlines Center, home to the Dallas Mavericks, is a deal that runs through 2031.

After 60 years, downtown Detroit’s convention venue, Cobo Hall and Cobo Center, has a new name. Larry Alexander, president and CEO, Detroit Metro Convention & Visitors Bureau, said TCF Bank is the perfect partner for the 22-year partnership. Recently merged with Chemical Bank, the bank will soon build a landmark tower as its headquarters in downtown Detroit and helped spearhead the $35 million Strategic Neighborhood Fund to bolster Detroit neighborhoods.

Everybody’s talking about: Janelle Eliana. How did a brand new YouTube channel get over 18 million view and nearly two million subscribers in one month with just two starter videos? Living out of a converted van and traveling solo around California with her pet albino snake, this 21-year-old became an overnight YouTube sensation. Experts say she nailed it on the keywords.

Steal This Idea: Greater Newark Convention & Visitors Bureau is partnering with United Airlines on a contest giveaway trip for two for “Three Perfect Days: Newark.” It’s a spin-off following reader response to a popular article published by Hemispheres in-flight magazine, said Karin Aaron, president & CEO, GNCVB. The DMO is working with Advance Media to promote the contest in three markets: Dallas, San Francisco/Oakland, and Chicago. Contestants may enter via the splashy landing page at NewarkHappening.com/3PD through Sept. 30.

Steal This Idea: Manchester United and Visit Malta have created an unlikely multi-year partnership. The UK football club in Manchester, England will provide the DMO with exposure at Old Trafford football grounds and on the club’s digital marketing channels, social and printed media. The Maltese Tourism Authority will provide exclusive travel offers for fans of the club.

Steal This Toilet: At Blenheim Palace, Oxfordshire, birthplace of Winston Churchill—a major tourist attraction and UNESCO World Heritage Site—Thames Valley Police have arrested a 66-year-old man in connection with the theft of a solid 18-karat gold toilet. Visitors were able to queue up to use the loo since its installation last week as part of an art exhibition by Italian artist Maurizio Cattelan. Stolen in the pre-dawn hours, the toilet titled ‘America’ was widely reported to be worth $1.25 million, but Blenheim’s CEO has since said it is valued at $6 million.

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When??? Tracking Weekly American Traveler Sentiment

Traveler Sentiment Weekly Update & Community News

People

A Robust List of Resources and Research to Help DMOs and Their Partners

Why Digital Tourism Marketers Should Pay Attention to Visit Savannah (and a Zeek Coleman Interview with ADARA)

Get Your People & Insider News Here (Plus a Pure Gold Toilet Heist)

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