Americans are building back their confidence in travel as the U.S. ramps up efforts to get on top of the pandemic. In turn, that's brought some positive changes to travel demand in the last few months, especially for domestic tourism and air travel, according to new data from YouGov.
In order to help travel marketers measure the pulse of the rapid change in the travel industry as it recovers, YouGov has delved into the latest consumer trends among key U.S. travel audiences. These are some of the biggest questions facing travel marketers today:
- How much is demand for domestic travel changing now that the vaccination program is rolling out?
- What factors drive people to book a particular vacation destination?
- Who’s ready for air travel and which destinations would they consider going to first?
- What are the best media channels to reach potential travelers post-pandemic?
Local tourism on the rise
As the U.S. accelerated its vaccine administration efforts, domestic demand for travel has now reached its highest point in the past six months, according to data from YouGov Global Travel Profiles, which tracks and measures consumer attitudes and behaviors about travel in 25 countries.
What factors are driving vacationers' choices? In April 2021, more than two in five U.S. adults (44%) said they planned to vacation in the U.S. at some point in the next 12 months, showing a 10-point increase in domestic demand since November 2020 (34%). This suggests vacations will be closer to home for many this year — likely taking the form of road trips and staycations — and this intention to holiday domestically will be critical to the factors that drive bookings among potential travelers in 2021.