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Beyond COVID-19

Beyond COVID-19: The Road to Recovery for the Travel Industry

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Tripadvisor Releases Findings

The tourism industry is one of the first-most affected industries during the COVID-19 pandemic. Tripadvisor–the world’s largest travel platform–has released its research “Beyond COVID-19: The Road to Recovery for the Travel Industry” this month. The findings of the multi-month study analyzed consumer travel sentiment and first-party behavioral data related to the ongoing pandemic. The report outlines a five-stage recovery for the travel and hospitality industry, inclusive of the period of decline created by the pandemic through the anticipated market recovery and the return of international travel.

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Beyond COVID-19 also explores and identifies where the tourism and hospitality industry is on this road to recovery as well as:

  1. outlines the significant pent up demand that exists in the marketplace for travel and dining.
  2. details the change in travel and dining behaviors resulting from the ongoing pandemic.
  3. illustrates recent search and traffic patterns on Tripadvisor globally related to the crisis.

Tripadvisor has seen positive signs of recovery and they are keen to help their travelers and partners understand the pathway through this pandemic with clear insights and tangible data.

A snapshot of some key findings:

  • New Zealand, Germany, and Switzerland among first markets to enter the Emerge stage, with restaurant searches on Tripadvisor resurging strongly
  • Consumer desire to travel remains resilient – around two in five (41%) consumers are optimistic that they will take the same or more trips than last year
  • Shorter trips to destinations closer to home are a recurring theme, with nearly half (44%) of consumers saying they are more likely to take a road trip, and two thirds (61%) saying they are most comfortable taking a road trip for 3-5 days
  • Consumers are 218% more likely to want to take a trip where they can relax compared to before the pandemic1, and nearly two thirds (59%) would prefer to go somewhere off the beaten path
  • Nature and beach destinations on the rise as Tripadvisor sees spike in North American traffic researching Campgrounds, Ranches and Beach Motels, while Myrtle Beach, San Diego, and Key West are among the most popular domestic U.S. destination searches in recent weeks

The five stages to recovery

The Tripadvisor in-house market research and insights teams have outlined five distinct stages of tourism impact and recovery:

  1. Decline – Travel declines sharply as widespread restrictions enforced.
  2. Plateau – Sharp decline in bookings levels out, but travelers start dreaming about their next trip.
  3. Emerge – Easing of travel restrictions begins, early signs of recovery in dining sector.
  4. Domestic Travel – Travelers book their first trips away, but stay close to home.
  5. International Travel – Border restrictions ease, and international travel begins to rebound.


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