Research provides insights on attitudes and preferences for future travel.
More than three-quarters (78%) of travelers from Greater Philadelphia are very or somewhat likely to travel in 2022, with 69% stating they are likely to visit a regional destination within 250 miles of their home. This data comes from a travel survey of 200 consumers living within 80 miles of Philadelphia. AB&C conducted the survey in January 2022, using Pollfish, a national quantitative online survey platform.
Results indicate that 89% of respondents prioritize visiting family and friends in their future travel plans. Having new experiences and seeing new places are also important.
“These are strong numbers and point to a recovery for the travel-destination industry,” said AB&C Vice President of Strategy and Planning David Brond. “We also learned that it is important to stay vigilant in addressing consumers’ concerns regarding COVID-19.”
Approximately one-third (34%) of respondents are very concerned about contracting (or having a family member contract) the COVID-19 virus or being quarantined when traveling away from home. Another 43% are somewhat concerned, while 16% are not very concerned and 7% are not at all concerned.
More than half (55%) of respondents will actively seek less populated attractions/locations, and 72% will seek outdoor dining/entertainment options.
When traveling alone, respondents rate the following as very important in terms of determining that a travel destination is safe:
- Mandatory masks
- Mention on the destination’s website that shows they’ve seriously considered the virus
- Social distancing requirement
For individuals who travel with their family, tangible measures like air-filtration systems, contact-free services and enhanced cleaning are rated higher than a mention on a destination’s website. For respondents traveling with a group that is not their family, outdoor options are very important.
64% of respondents say that if a travel destination does not mention safety, that may impact their willingness to try it.
“We designed the survey to reflect the demographics of the Philadelphia region and will use the results to reach target consumer and business audiences with appropriate messages,” said Brond. “By grouping survey respondents into four clusters, or personas, based on how much they agree with specific statements, we can tailor communications that will resonate with a variety of travelers.” The four clusters AB&C developed are as follows:
- “I’m so over COVID. I’ll go anywhere.” We call this cluster of travelers done with the pandemic.
- “COVID isn’t over, but I can’t be a hermit. I’m vaccinated and willing to risk it.” These travelers are adventurous but cautious.
- “I’m going or would be willing to go only to places that can convince me they’re safe.” Safety matters most to these travelers.
- “Until COVID is over, I’m not traveling.” These are no-go travelers.
Over one-third (36%) of respondents are adventurous but cautious, and only 17% fall within the no-go traveler cluster.