RESEARCH

In an effort to provide the most up-to-date, salient resources for industry partners, Visit Williamsburg continues to consolidate information from various research partners across the country and around the globe.   

 

U.S. Travel Association (USTA) Travel Industry Impact and Weekly Analysis

The most recent analysis by Tourism Economics shows a week-by-week outlook on travel spending in the U.S. as well as regional and state-by-state breakdowns. The July 30 report is available here

Key findings from the July 22, Back-to-Normal Barometer, a study listening to the voice of the leisure activity customer, can be found here

Take advantage of Longwoods International and Miles Partnership travel sentiment survey to better navigate the current travel environment. Click here for highlights from the July 21, Wave 16, Travel Sentiment Study. 

The Travel Intentions Pulse Survey (TIPS) is an ongoing survey that tracks traveler sentiment and looks at the impact on travel with regard to planning, booking, cancellations, as well as intention to travel during the next six months. Key findings from July 13 here.

New analysis reveals that while the economy is in the midst of a recession, the travel industry is in a depression: overall travel industry unemployment is 51 percent—twice the unemployment rate of the worst year of the Great Depression. View the full fact sheet

USTA commissioned an Oxford Economics study to model the expected downturns in the U.S. travel industry as a result of COVID-19.

 

U.S. National Parks Visitation Trends

In partnership with Rove Marketing and Uber Media, USTA is offering a new and exclusive dashboard that monitors daily unique mobile devices across various points of interest at sample U.S. national parks and provides a breakdown of top origin cities and driving distances. This product can serve as a leading indicator to help destinations better understand American travel trends related to drive markets and outdoor recreation locations in the U.S.

 

COVID-related Leisure Traveler Sentiment 

Visit Williamsburg’s research partner, SMARI, has completed research to gauge traveler sentiment during COVID-19. Findings include, that more consumers are looking forward to taking road trips as the outlook continues to improve. View the full reports below:

May 26

April 17 

March 23

      

Virginia Tourism Corporation (VTC) COVID-19 Industry Survey 

The VTC just completed a follow-up to an online survey conducted in March and April to gauge partners’ perceptions of the impact of the COVID-19 crisis on the tourism industry in their area and on their organization. The survey also assessed VTC partners’ understanding, usage, sentiment, and needs regarding the national Coronavirus Aid, Relief, and Economic Security (CARES) Act.

Highlights include:

  • Nearly all businesses believe the COVID-19 crisis has been extremely disruptive to tourism and to their organizations
  • While many are unsure how long the impact will last, and few are confident they’ll ever return to pre-COVID levels, most need revenue very soon to cover fixed costs
  • Views of the CARES Act are mixed, with slightly more feeling it was unhelpful versus helpful
  • Many are using this time to consider changes to their business, while others, especially larger businesses, are focusing on safety protocols 
  • While many, especially hotels and attractions, need tourism advocacy messaging in the near-term, the need for consumer messaging strategy will grow in importance in the future, along with the need for marketing content ideas, particularly among retailers

 

Arrivalist’s Daily Travel Index

Using mobile location data to provide insights into traveler visitation patterns, Arrivalist has introduced a free, publicly accessible Daily Travel Index. This index pulls GPS data to measure consumer road trips of 50 miles or more in all 50 U.S. states and can help gauge fluctuations in drive market trips within or around any particular state.   

 

ADARA COVID-19 Resource Center

ADARA provides real-time travel data, by region, that tracks travel-related consumer behaviors and identifies key trends. Custom analytics and webinars are also available. 

 

Smith Travel Research (STR) 

STR provides data benchmarking, analytics, and marketplace insights for global hospitality sectors. With a focus on COVID-19’s impact on the hotel industry, STR offers regular webinars, weekly newsletters, and daily updates. 

 

Miles Partnership

Miles Partnership, along with its industry partners, has created and curated a resource center with essential insights, expert sources, webinars, and data tracking. These resources offer clear, timely answers to questions about COVID-19 and its impact on travel and tourism.  

 

Travel and Tourism Research Association (TTRA) research resource library

TTRA provides aggregated source links for the most recognized research and analytic companies providing COVID-19 data and insights.   

  

Last Updated:  8/04/20