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Traveler confidence in North America varies by country
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08 February 2021

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Expedia Group

New survey research by Expedia Group finds that traveler confidence in North America varied significantly by country in December:

  1. Mexico: 71% confident
  2. USA: 51%
  3. Canada: 32%

On average, North American survey respondents said they plan to take 2.1 leisure trips between January and September 2021.

But the domestic/international split of searches differs between countries, and has changed since autumn:

  • In December, 50% of searches done by Canadians were for domestic travel, vs. 85% in October.
  • In December, 80% of searches done in Mexico were for domestic travel, vs. 30% in September. (Vigorous promotion of domestic beach resorts during the holiday season likely account for this trend.)

Top destinations cited by North American respondents in December included:

  • Las Vegas
  • Orlando
  • Cancun
  • Denver
  • Atlanta
  • Los Angeles

Factors that drive travel confidence of North Americans include:

  • A widely available COVID-19 vaccine, cited by 53%
  • Flexible cancellation policies - 46%
  • Guidelines on cleaning - 43%

Leading factors in travel decisions cited were:

  • Destinations:
    • Health regulations and requirements (mandatory mask rules, etc.) - 66%
    • Cost - 65%
  • Accommodations:
    • Easy refunds, cancellation policy - 43%
    • Reduced capacity - 38%

Now vs. pre-pandemic period, the survey found that the expressed importance of pictures and information in online travel advertising increased in influence by 23%

Is your advertising aligned with factors that give travelers confidence in visiting your destination or business? If not, better get on that before it's too late for summer 2021.


David Boggs President/CEO ACRO Global|Publisher Tourism Marketer
David H. Boggs
President/CEO
ACRO Global
Publisher
TourismMarketer

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