As Memorial Day approaches, 60 percent of Americans surveyed are
looking forward to traveling again. Americans aren’t alone –
globally 56 percent of the 4,600 travelers surveyed plan to travel
the same or more once COVID-19 travel restrictions ease and most
want to travel by air according to consulting firm Oliver
Wyman.
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56% of Global Respondents Will Travel the
Same or More Than Planned for Leisure Post-COVID (Graphic: Business
Wire)
Half of American survey respondents are waiting for their
government or the World Health Organization to indicate when it is
safe to travel. Only 20 percent are holding out for acquired
immunity or a vaccine before traveling.
“Though the timing of the return to travel is dependent on when
government authorities deem it safe, the desire to travel is strong
and comfort levels are surprisingly high,” said Jessica Stansbury,
a partner with Oliver Wyman. “This pent-up demand for leisure
travel will spark the initial recovery of the industry.”
These findings hold true globally, as well. Data from across
Europe, China, Australia, and Canada confirm reason for cautious
optimism in the travel industry. Travelers are tired of quarantine
and are eager to make up for lost vacations, though most will now
stay closer to home and away from crowded activities.
Travelers Are Comfortable Returning to the Skies
Globally travelers are significantly more comfortable flying
than with any other mode of transport besides driving. US travelers
are more comfortable flying (51 percent) than doing any of the following – staying in a hotel (48
percent), dining in restaurants (46 percent), using rideshares (25
percent) or going on public transportation (23 percent).
Travelers in the US and Australia fall just behind China in
being the most comfortable to take a flight. Italians are the least
comfortable flying and are also the least comfortable overall using
any other mode of transportation post-COVID. In the US, travelers
between the age of 30-44 are more comfortable taking a flight than
younger people (ages 18-29) and older people (ages 45+).
Respondents said that the airlines’ response to COVID-19 was the
most important reason, after price, for choosing to fly in the
future. In fact, almost 70 percent said that the airline response
so far has been positive. This is especially true among elite
travelers, with almost 80 percent feeling that their primary
airlines’ response to COVID-19 was favorable.
In terms of hotels, globally, 64 percent said that improvements
in health and cleaning of rooms and public spaces will
significantly impact their decision to stay at a hotel. Almost 70
percent of travelers globally trust their primary hotel brand’s
enhanced cleaning policies.
“There is no longer a middle ground when it comes to
cleanliness, and this -- combined with the customer experience --
will be a key differentiator,” said Bruce Spear, a partner with
Oliver Wyman. “Trusted brands define and can ensure a consistent
standard, giving them an advantage moving forward. We expect the
expansion of the sharing economy to slow as travelers favor brand
name hotels or staying with friends and family as opposed to
independents and private rentals.”
In fact, we found 80 percent of global travelers prefer to stay
at a large hotel compared to 57 percent for home rentals. For US
travelers, 83 percent would like to stay at a large hotel and 61
percent in home rentals. In China, 94 percent prefer large hotels
with 49 percent looking at home rentals.
Local Destinations Preferred
People in China, Italy, Spain, and the US are the most likely to
travel domestically for their next leisure trip. In the US, this
means travel closer to home such as other US states, Canada, and
the Caribbean instead of Europe, Asia, or Africa.
Oliver Wyman also examined business travel trends and found a
strong desire to return to business travel. Approximately 75
percent of Americans who travel by air for business intend to
travel the same or more when restrictions are lifted. However, this
doesn’t consider possible changes in corporate travel policies.
“While there will not be an immediate recovery and traveler
preferences and expectations have likely shifted for good, we see a
light at the end of the tunnel for the industry,” concluded
Stansbury.
This study will be repeated every six weeks over the summer to
determine global traveler preferences. Please email
francine.minadeo@oliverwyman.com if you are interested in learning
more about this or any upcoming travel surveys.
About the survey
The survey was administered to a nationally representative
sample of the population by using the profiled data (triple/double
opt-in panels) and confirming demographic data within the survey.
Quota caps were monitored and adjusted live during fielding to
achieve demographic representation. Respondents took one or more
roundtrip flights in 2019 and frequent traveler respondents having
taken four or more roundtrip flights in 2019. The survey was
conducted between April 24th through May 10th of nearly 4,600 total
respondents across nine countries including: US, UK, Canada,
Germany, France, Spain, Italy, Australia, and China.
About Oliver Wyman
Oliver Wyman is a global leader in management consulting. With
offices in 60 cities across 29 countries, Oliver Wyman combines
deep industry knowledge with specialized expertise in strategy,
operations, risk management, and organization transformation. The
firm has more than 5,000 professionals around the world who work
with clients to optimize their business, improve their operations
and risk profile, and accelerate their organizational performance
to seize the most attractive opportunities. Oliver Wyman is a
wholly owned subsidiary of Marsh & McLennan Companies
[NYSE:MMC]. For more information, visit www.oliverwyman.com. Follow
Oliver Wyman on Twitter @OliverWyman.
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version on businesswire.com: https://www.businesswire.com/news/home/20200521005761/en/
PR: Francine Minadeo Direct: 212-345-6417 Mobile:
917-573-8826 Francine.Minadeo@oliverwyman.com
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