Research Update- February 9 th , 2021 A full eleven months into the coronavirus pandemic, and it appears the travel industry is beginning to turn a corner as more vaccines are rolled out across the U.S. After consumers pulled back on travel in November and December, both occupancy and bookings have seen steady increases since the beginning of the year. The week-over-week increases in occupancy in Puerto Rico in January have not been seen since the destination initially re-opened to travel in June last year. The future booking pace in recent weeks has been similarly encouraging. This comes as consumers are feeling that coronavirus will get better, the first time since the start of the pandemic. In the February 5-7 Coronavirus Travel Sentiment Report, Destination Analysts says “Although
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Research Update- February 9th, 2021
A full eleven months into the coronavirus pandemic, and it appears the travel industry is beginning to turn a corner as more vaccines are rolled out across the U.S. After consumers pulled back on travel in November and December, both occupancy and bookings have seen steady increases since the beginning of the year. The week-over-week increases in occupancy in Puerto Rico in January have not been seen since the destination initially re-opened to travel in June last year. The future booking pace in recent weeks has been similarly encouraging.
This comes as consumers are feeling that coronavirus will get better, the first time since the start of the pandemic. In the February 5-7 Coronavirus Travel Sentiment Report, Destination Analysts says “Although
financial worries remain elevated, Americans’ anxiety about contracting the coronavirus is down. For the first time ever, optimism about the course the pandemic will take in the United States over the next month significantly outweighs pessimism. This week, 37.9% of American travelers feel the situation will get better in the next month, while just 27.0% believe it will get worse—a record low.”
Similarly, in the bi-weekly Travel Sentiment Study fielded February 5, Longwoods International finds that 81% of American travelers report they plan to travel in the next six months. Not only is this the biggest weekly increase the study has ever seen, it is the highest measured since the early weeks of the pandemic in March 2020.
With optimism about the future of the virus and increasing travel plans, Destination Analysts finds that consumers are more open to travel inspiration than at any other period in the last eleven months. With this, brands and destinations have begun to again invest significantly in paid media. And as Destination Analysts finds, “Advertising may play a role in this excitement and openness Americans are feeling. In total, 39.0% of American travelers say they saw one or more ads for travel destinations in the past month, up from 31.1% in December and 17.8% last May. In terms of other types of travel advertising, one-in-five American travelers recall seeing a hotel or resort ad in the last month, and a similar proportion recall seeing an airline ad.”
With this, it is certain to be a highly competitive marketplace for travelers looking to escape after being home for more than a year. Discover Puerto Rico has been able to ensure that Puerto Rico remains part of that consideration set by beginning to invest CARES Act funding in paid media in January. These efforts are designed to make consumers comfortable with travel to the Island, providing the imagery and messaging consumers indicate they want, while continuing to emphasize safety.
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