New survey research by Expedia Group finds that traveler confidence in North America varied significantly by country in December:
- Mexico: 71% confident
- USA: 51%
- 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.
