Coronavirus Travel Sentiment Index - Latest Findings on How Americans are Approaching Travel Decision Making
Destination Analysis Inc. President & CEO, Erin Francis-Cummings gives an insightful presentation about data on tourism and travel trends in the United States. It's no surprise that COVID-19 has had a major impact on travel plans across the country. Nevertheless with a vaccine in progress, Americans are slowly feeling more confident to begin traveling again.
When Travelers were asked to describe in ‘one word’ how they felt about traveling during the pandemic, this is how they responded. In the first month they felt scared, in May they felt cautious, and now they feel cautious but excited.
Cummings shares some promising statistics that bring optimism for the travel industry. 52.2% of Americans have excitement and openness to travel and 78% have travel plans for the upcoming year. “There’s a lessening of fear and it has transmitted to travel,†said Cummings.
Looking back at findings from the summer, July and August were the peak travel months which mostly included college graduates and partners. Additionally, when traveling Americans were more reliant on hotels for safety information. 32% of these travelers stayed at 3-4 star hotels and 82.7% rated “satisfied†to “very satisfied†about their stays at hotels during a pandemic. In terms of operational practices wanted by guests, included well-explained cleaning procedures, hand sanitizers, and available face masks & wipes.
Due to current conditions, travelers had a decrease in their typical vacation spending. This was not due to restaurants or attractions being closed, but because travelers are purposely being more budget conscious. In addition, Cummings adds that offering discounts would cause a motivation in Americans to begin traveling.
When asked if a vaccine would change the attitude of traveling for Americans, 44.1% said yes and 47.5% said they would need to wait 3-12 months before getting the vaccine. In a Travel Sentiment Index used by Destination Analysis, it has found that those in rural areas, air travelers, cruise travelers and women are most marketable at the moment.
If you’re interested in this study, new findings come out every Monday morning or you can also visit the website at https://www.destinationanalysts.com/covid-19-insights/.
How Hotels are Making it Safe for Tourism, Meetings & Events
Illinois Hotel & Lodging Association President and CEO, Michael Jacobson weighs in on the struggles the tourism industry has been facing since the pandemic hit. Jacobson expresses that hotels were the first to be affected and are potentially going to be the last to recover. Yet, he has hopes of “opportunity and optimism†in our industry.
Jacobson, Senior Vice President of Hyatt, Steven Enselein and General Manager of Embassy Suites By Hilton Chicago - Downtown, Kathy Heneghan discuss hotel safety protocols, the adaption to change and the future for events including hybrid. Back in April hotel occupancy in Chicago was at 22% and has slowly started to recover with the most recent rate of 39% in July.
In terms of hotel and event safety, Hilton has partnered with Lysol and Mayo Clinic to start CleanStay standards. A program that is dedicated to innovative solutions during COVID-19. It includes a cleaning protocol with a verified checklist, an “event-ready seal†put on every door, ensuring vendors are compliant with social distancing guidelines, flexible contracts, sanitation stations and a safer food & beverage experience for the guests and chefs by incorporating plexiglass.
In addition, Hyatt Hotels have also incorporated a comprehensive plan. They have partnered with the Cleveland Clinic and the Global Biorisk Advisory Council (GBAC) to create a safe experience from arrival to departure. It specifically targets what guests can expect and what changes they may face. Hyatt has provided mobile check in, a digital key, limited capacity in elevators, social distancing in restaurants, clear entrances & exits, and having the flexibility of choosing a time for housekeeping.“Communication is key and we want guests to feel comfortable and safe,†Enseilein stated.
Both hotels are focusing on proper training of staff for all protocols including issued masks, social distancing markers and signage around the lobby reminding guests and staff of the requirements. “Lead with Hospitality,†Hanaghen states, to remind guests to not only wear a mask, but to also remind them of why it’s needed.
If there is a silver lining to COVID-19, Enseilen says collaboration and working together has been seen more in this era than ever before, a hybrid component will only expand events and this an opportunity to remember why we meet face to face.
Managing Through Uncertainty
Uncertainty is inevitable, but leadership takes time. Michelle Mason, President & CEO of Association Forum, Kim Mosley, President of American Specialty Toy Retailing Association, and Kimberly Barnes, President and CEO of the Magnificent Mile Association, discuss their experiences of managing through uncertainty.
We have all reacted differently to the problems this pandemic has caused throughout the year. Mosley immediately jumped into action and knew she needed to create partnerships to make sure kids still had the chance to be kids this summer. Her organization worked with local schools to give toys during their food drives and worked with children museums to create packages filled with fun activities to keep kids occupied. Barnes also worked with her association to provide meals to communities who were severely hit by Covid-19.
While the pandemic has been a prevalent issue in the industry, the recent movement of racial injustice has sparked conversation everywhere. They welcome John Hockman, Principal of McKinley Advisors, to present key 2020 research findings concerning diversity and inclusion within the work environment. “44% of members said they have witnessed, experienced–or both–harassment, discrimmiation or bias in the last year,†said Hockman. He urges companies to diversify their leadership, raise awareness beyond just the basics, and to do something. Organizations may be at different points in their journeys, but no matter where they are, it is vital that they do something to advance welcoming environments.
Both Mosley and Bares are senior leaders in the industry, and want to lead by example. They have used their real life experiences to better understand their workers and to create a welcoming work environment for all. They are both advocates of self-care, and want to make sure their workers are taking care of themselves and not feeling overwhelmed. Barnes states it’s important that executives tell themselves “I need a break, I need to get this work done, but I also need to live to fight another dayâ€. A company can only thrive if they truly care about their workers in every sense.
COVID Safe Businesses & Events: How to Keep Your Guests & Employees Secure
How will the future of safety and cleanliness look as we move forward? Global Biorisk Advisory Council (GBAC) Executive Director Patricia Olinger, Hyatt Americas Vice President of Operations Tim Obert, United Service Companies CEO Rick Simon, and GBAC Director Dr. Gavin Macgregor-Skinner discuss the safety procedures that have been created to combat COVID-19.
Olinger highlights the purpose of the GBAC is to “prepare, respond and recover.†The GBAC was created between 2014 and 2015 due to the Ebola outbreak. Additionally, the current global pandemic has caused new realizations for the GBAC, “we have real concerns and critical shifts,†said Olinger. As a response to the outbreak, the GBAC has created the GBAC STAR accreditation program. This program is a guide to help facilities demonstrate that they can provide specific practices and protocols in combating a pandemic. “We need to be prepared for what’s next and move-on from hygienic cleaning to pandemic awareness,†said Olinger.Â
Hyatt Hotels are GBAC STAR credited world-wide. In addition to the GBAC STAR credit, Hyatt has started a Global Cleanliness program that has implemented training via the GBAC, a hygiene leader at each property, global face mask coverings, and ensuring every property is engaged in the accreditation program.
Dr.Macgregor-Skinner weighs in on the importance of GBAC STAR and explains that obtaining this type of accreditation has helped with the approval of local governments. “If your event is following the GBAC protocols, it becomes easier for the local government to give you the green-light to open,†he says.
There’s uncertainty of what will happen a month from now, but the point to be made is the importance of planning during these current situations. Dr. Macgregor-Skinner expresses that we all need a “peace of mind†and that we’re doing the best we can do.
Moving forward, we need to get excited when events start happening, but asking the crucial questions of ‘how do we operate to the highest standards?’ and ‘are we protecting our occupants and the buildings?’ Most importantly Dr. Skinner says, is to focus on the health and wellness of our guests and occupants to show that we care.