60
• IntroductionMichael Chapaloney, Executive Director of Tourism, Pennsylvania Tourism Office
• Ground Rules
• Pollfish Research, Results and Implications Theresa Zonia, VP Strategic Planning and Hannah Hauptman, Junior Strategic Planner, Tierney
• Update from Pennsylvania Tourism Office Using a variety of travel and tourism-related indicatorsElizabeth Sechoka, Director of Research and Statistics, Pennsylvania Tourism Office
• Q&A
• Submit any questions via the chat function– If we don’t get to your question, we will respond 1 on 1 after the webinar
• Please remain muted
• We will distribute the presentation and recording after the webinar
BRAND EXPECATIONSSHIFTING BEHAVIORSEVOLVING MINDSETS
• Continue high frequency of information sharing through uncertainty phase
• Reassure consumers by delivering a sense of control and security, whenever possible
• Share how your brand fits into the context of new routines
• Re-entry will be all about weighing risk vs. reward in every decision
• Consumers will remain wary and take continued precautions once restrictions are lifted
• Consumers are oscillating between seeking relief and seeking information
• Consumer expect certain habits developed during quarantine to be long-lasting
• While consumers are still very concerned, hope is prominently on the sidelines.
• Coming out of the immediate threat, consumers want to feel positive, optimistic, secure and prepared.
• Consumers are craving stability over disruption or innovation.
Sources: Tierney. Attitudes in a Post-Pandemic World. 2020.
GENDERMale: 44%
Female 56%
AGE18-24: 17%25-34: 23%34-44: 21%45-54% 18%
>54: 21%HOUSEHOLD INCOME
<25K: 20%25K-50K: 24%50K-75K: 18%
75K-100K: 15%100K-125K: 9%125K-150K: 6%
>150K: 9%
ETHNICITYAsian: 5%Black: 13%
Hispanic: 7%Latino: 1%
White: 71%Multiracial: 2%
Other: 1%
STATEPA: 31%DC: 2%
MD: 10%NJ: 18%NY: 19%OH: 10%VA: 10%
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•
•
•
What one word best describes how you feel about travel right now?From the list of words below, select the word that most resonates with how you feel about travel right now.
45%
40%
4%2%
5% 4%
32%
42%
10%
5%7%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Scared Uncertain Ready Excited Timid Prepared
Wave 1 Wave 2
From the list of words below, select the word that most resonates with how you feel about travel right now.
IMPLICATIONShare the information that can assuage uncertainty
and boost readiness and excitement.
What month was your trip planned for?Have you rescheduled your travel yet?
28%29%
23%
19%21%
30%27%
21%
0%
5%
10%
15%
20%
25%
30%
35%
Yes No, but we plan tosoon.
No, but we'vethought about it.
No
Have you rescheduled your travel yet?
Wave 1 Wave 2
81%of those with affected travel plans had trips planned between February 2020 and June 2020.
DIFFERENCES BASED ON AGE
More younger consumers (18-34) have re-scheduled (27%) or plan to
soon (32%)
More older consumers (>54) are just thinking about it (35%) or have
not at all (31%)
DIFFERENCES BASED ON ETHNICITY
African Americans (36%) and Asian (35%) consumers are more likely to
have rescheduled their trips.
Are you starting to plan for future trips?
20%
28%
40%
12%
22%
36%34%
9%
0%
10%
20%
30%
40%
50%
Yes, definitely Yes, somewhat No, not really No, definitely not
Are you starting to plan for future trips?
Wave 1 Wave 2
DIFFERENCES BASED ON OVERNIGHT FREQUENCY
Those who frequently travel for at least one night are more likely to be planning new trips.
DIFFERENCES BASED ON AGE
More younger consumers (18-24) are planning new trips (68% indicated yes, definitely or yes, somewhat)
Fewer older consumers (>54) are planning new trips (only
39% indicated yes, definitely or yes, somewhat)
IMPLICATIONFor those who seek it out, provide the tools (e.g., itineraries, up
to date hours of operation) to think about future trip possibilities.
What month have you rescheduled your travel for?
8%
6%
12%14%
11%
7%6%
3%
8% 9%
15%
What month have you rescheduled your travel for?
IMPLICATIONAlign marketing timelines and media budgets with
two waves.
No meaningful demographic
differences
Are you comfortable with travelers coming to your home town…
DIFFERENCES BASED ON AGE
Younger consumers are more comfortable with travelers coming right now
(56% indicated “Not, not really” and “No, definitely not”)
Older consumers are less comfortable with travelers coming right now
(68% indicated “Not, not really” and “No, definitely not”)
38%
57%
73%80%
86%
0%
20%
40%
60%
80%
100%
Right now 1-3 months fromnow
3-6 months fromnow
6-8 months fromnow
8-12 months fromnow
Are you comfortable with travelers coming to your home town…
(Visualization of “Yes, Definitely” and “Yes, Somewhat”)
All clear messages from trusted sources (i.e., gov’t, destinations, etc.)26%
Discounts17%
Options where I can practice social distancing16%Replacing “Options closer to home”
TOP THREE MOTIVATIONS
What will motivate you to travel in the future (please rank)?
IMPLICATIONConsumers are increasingly more concerned with the experience
at a destination than with distance from home
Do you trust each of the following to provide travel safety advice?
63%
43%
77%
58%
37%
52%
30%
24%
55%
40%
70%
59%
38%
47%
32%
27%
Governmentrecommendation
Mediarecommendation
Health organizationrecommendation
Friends/familyrecommendation
Travel companyrecommendation
State or Localdestinationmarketing
organization
Travelinfluencers/bloggers
Paid Advertising
Do you trust each of the following the provide travel safety advice?(Visualization of “Yes, definitely” and “Yes, somewhat”)
Wave 1 Wave 2
IMPLICATIONLeverage relatable messages and messengers to share information
DIFFERENCES BASED ON AGE
Younger consumers (18-34 y/o) are more likely to trust friends and family (63%) and travel influencers/bloggers (41%)
DIFFERENCES BASED ON ETHNICITY
Hispanic consumers are more trusting across the board.
African American consumers are more likely to trust state or local DMOs (57%),
travel influencers/bloggers (44%) and paid advertising (44%)
Indicate how much you agree with the following statements. In the coming year…
36%
41%
16%
6%
2%
28%
42%
18%
9%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Strongly Agree Agree Undecided Disagree StronglyDisagree
Cost will have a large impact on where I travel.
Wave 1 Wave 2
DIFFERENCES BASED ON OVERNIGHT FREQUENCY
Those who frequently travel 5-10 nights or 10+ nights expect an increase in their budget
DIFFERENCES BASED ON AGE
The youngest adult consumers (18-24 y/o) care more about discounts than all clear messages from
trusted sources
Fewer older consumers (>54 y/o) strongly agree and agree that cost will have a large impact on
where they travel (63% vs 70%)
DIFFERENCES BASED ON HHI
Consumers with HHI <$50 are more likely to report that cost will have a large impact on where they
travel (32% vs 28%)
76% ranked car as their most likely form of transportation
57% agree or strongly agree they are more likely to take a staycation* in the coming yearFollowed by Train, Plane, and finally, bus
Compared to 68% in Wave 1
49% agree or strongly agree they are more likely to find excursions that don’t involve an overnight stay
Rank the likelihood of using the following modes of transportation when traveling again.Indicate how much you agree with the following statements. In the coming year…
Compared to 49% in Wave 1
*Staycation includes at least one overnight stay
TOP THREE CONCERNS(based on answers of “extremely concerned”)
Safety39%
Contracting COVID-1939%
Attractions being open31%Replacing “All other health concerns”; In Wave 1, respondents were relatively unconcerned about things being open
65% indicated that they will now seek out attraction safety and health protocolsUp from 63% in Wave 1
Indicate your level of concern for the below regarding traveling after the immediate threat of COVID-19 (novel coronavirus) passes.What types of information, if any, will you now seek when traveling?
DIFFERENCES BASED ON OVERNIGHT FREQUENCY
Those who frequently travel at least 3 nights are more likely to seek out transportation refund policies more
so than any other information
IMPLICATIONProtocols and new procedures need to be front and center
Over halfof respondents indicated that their likely activities are unchanged from before COVID-19
Top activities include:• Exploring a small town (Moved up from 3rd position in Wave1)
• Getting away to a city• Biking, hiking or other outdoor activities• Attending a sporting event• Going on a food, wine or beer tourOther options included Camping; Touring museums; Visiting a historical site or battlefield; Attending a festival; None of the above
Are the activities chosen different than the activities you traveled for before COVID-19?Which activities might you travel for once social distancing policies are lifted?
DIFFERENCES BASED ON AGE
Younger consumers (18-34) note getting away to a city as their top activity
DIFFERENCES BASED ON STATE
Pennsylvanians are more likely to select biking, hiking or other outdoor experience than any other activity
DIFFERENCES BASED ON HHI
Consumers with HHI >$100k note getting away to a city as their top activity.
What are you most excited to do when traveling again?
Spend time with friends and family
28%
Get away from home
25%
Visit attractions10%
Feel a sense of adventure
12%
Relax15%
Dine out in restaurants
11%
What are you most excited to do when traveling again?
DIFFERENCES BASED ON OVERNIGHT FREQUENCY
Those who frequently travel 5-10 nights are most excited to visit attractions
IMPLICATIONStill, the “feeling of vacation” will trump actual experiences. People
will choose “safer” options.
73% are very or somewhat likely to visit PA as a tourist for a getaway in the next 6
months to a year
38% indicated activities of interest are different than before COVID-19
Biggest concern is safety; smallest is
lodging being open
Most excited to get away from home; least
excited to visit attractions
Top ranked motivations: all clear from trusted
source (24%), discounts (15%), Options close to
home (15%)
43% definitely orsomewhat trust state or local DMOs to provide
travel safety advice
56% agree or strongly agree they are more
likely to take a staycation in the coming year
18% have re-scheduled travel; Only 23% haven’t thought about it
People are still thinking of PA as a safe and accessible destination that will have what they need in this new age of travel!
68% somewhat likely or very likely to visit PA as a tourist for a getaway in the next 6 months to a yearUp from 63% in Wave 1
Approximately how many times have you visited Pennsylvania as a tourist within the past 5 years?How likely are you to visit Pennsylvania as a tourist for a getaway (two to three nights) in the next six months to a year?
16%
29%
16%
29%
11%
16%
28%
18%
30%
8%
0%
5%
10%
15%
20%
25%
30%
35%
Approximately how many times have you visited Pennsylvania as a tourist within the past 5 years?
Wave 1 Wave 2
DIFFERENCES BASED ON OVERNIGHT FREQUENCY
Those who frequently travel for at least one night are more likely to visit PA as a tourist for a getaway
in the next 6 months to a year (80%+)
Be a reliable source of information to help consumers weigh their personal risk tolerance
Show tangible ways your destination is adapting for travelers (e.g., safety, discounts, socially distant options)
To appeal to both waves of travelers, cater to those more ready and eager to travel without alienating those who will play it safe for longer
Show the intangible benefits of a vacation (relaxation, time with loved ones, etc.), no matter how far from home or long it is
Norwegian Cruise LineOffering discounts to entice booking now
HiltonPositioned as a reliable information source
Shanghai DisneylandShowing tangible adjustments made
Maine hospitality and lodging businessesTurning Vacationland into Staycationland
Source: U.S. Department of Transportation*April estimate by Pennsylvania Tourism Office based on average gas price from U.S. Department of Energy and gasoline sales from U.S. Census Bureau
248.3
226.7
271.6281.6 286.2 281.4
295.7286.8
271.9284.1
260.5
274.1
253.6
232.0221.0
189.2
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan2020
Feb Mar Apr*
Total U.S. Vehicle Miles (in billions)
Source: Transportation Security Administration
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
2,200,000
2,400,000
Mar 1 Mar 6 Mar 11 Mar 16 Mar 21 Mar 26 Mar 31 Apr 5 Apr 10 Apr 15 Apr 20 Apr 25 Apr 30 May 5 May 10 May 15 May 20 May 25
Transportation Security Administration – Passengers Screened by Day
Source: U.S. Census Bureau
$38.8$40.6 $42.1 $43.0 $42.5 $41.6 $42.2 $41.6 $41.4 $42.0 $42.3 $42.8 $42.6 $41.3
$34.5
$24.6
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan2020
Feb Mar Apr
Total U.S. Gasoline Sales (in $billions)
Source: U.S. Census Bureau
$61.6 $62.2 $62.7 $63.1 $63.7 $64.4 $64.7 $64.6 $65.0 $64.9 $64.3 $65.0 $65.6 $65.4
$45.9
$32.4
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2020 Feb Mar Apr
Total Sales at U.S. Food Services & Drinking Places (in $billions)
Source: U.S. Census Bureau, Quarterly Services Survey* Estimate by Pennsylvania Tourism Office
$70.3$64.3 $62.5
$71.1 $74.1$65.7
$52.9
$28.5
Q 3 2018
Q 4 2018
Q 1 2019
Q 2 2019
Q 3 2019
Q 4 2019
Q 1 2020
Q2 2020(Est.)*
Quarterly Revenues for U.S. Accommodations Industry (in $billions)
Source: U.S. Census Bureau, Quarterly Services Survey* Estimate by Pennsylvania Tourism Office
$59.4 $56.5$52.5
$61.0 $61.0 $58.4
$44.4
$12.2
Q 3 2018
Q 4 2018
Q 1 2019
Q 2 2019
Q 3 2019
Q 4 2019
Q 1 2020
Q2 2020(Est.)*
Quarterly Revenues for U.S. Air Transportation Industry (in $billions)
Source: U.S. Census Bureau, Quarterly Services Survey* Estimate by Pennsylvania Tourism Office
Q 3 2018
Q 4 2018
Q 1 2019
Q 2 2019
Q 3 2019
Q 4 2019
Q 1 2020
Q2 2020(Est.)*
Quarterly Revenues for U.S. Arts, Entertainment, & Recreation Industry (in $billions)
Source: U.S. Travel Association/Tourism Economics
$708 $704
$500
$192$133 $118 $98 $81 $72 $82 $86 $89 $96
Feb 29 Mar 7 Mar 14 Mar 21 Mar 28 Apr 4 Apr 11 Apr 18 Apr 25 May 2 May 9 May 16 May 23
Pennsylvania Weekly Visitor Spending (in $millions)
Week Ending
Source: U.S. Travel Association
-$10 -$55
-$258
-$566-$625 -$649 -$669 -$685 -$695 -$684 -$680 -$678 -$670
Feb 29 Mar 7 Mar 14 Mar 21 Mar 28 Apr 4 Apr 11 Apr 18 Apr 25 May 2 May 9 May 16 May 23
Week Ending
Year-Over-Year Net Change in Weekly Travel Spending (in $millions)
Industry “Unemployment Rates” were calculated by Pennsylvania Tourism Office comparing the number of persons employed in April 2019 vs. April 2020, using data from the U.S. Bureau of Labor Statistics.
0.1%
9%
10%
10%
12%
14%
15.1%
16%
21%
26%
31%
40%
60%
Financial Activities
Professional & Business Services
Information
Transportation & Utilities
Wholesale Trade
Manufacturing
PENNSYLVANIA TOTAL
Mining & Logging
Retail Trade
Air Transportation
Other Services
Construction
Leisure & HospitalityEstimated Unemployment Rate, April 2020
Source: U.S. Bureau of Labor Statistics
Feb583.5
Mar553.2
Apr230.2200
250
300
350
400
450
500
550
600
20… 20… 20… 20… 20… 20… 20… 20… 20… 20… 20… 20… 20… 20…
Employment in Pennsylvania’s Leisure & Hospitality by Month (in thousands)
Source: U.S. Bureau of Labor Statistics, Calculations by Pennsylvania Tourism Office* Data is Seasonally Adjusted
Industry SegmentApril
EmploymentFebruary to April
Loss % ChangeLeisure & Hospitality* 230,200 -353,800 -61%
Arts, Entertainment, Recreation 34,400 -51,200 -60%Accommodation 27,500 -28,900 -51%Food Services & Drinking Places 166,300 -241,700 -59%
Full-Service Restaurants 37,100 -154,900 -81%Limited Service Restaurants, etc. 96,400 -63,800 -40%
Industry “Unemployment Rates” were calculated by PA Tourism Office comparing the number of persons employed in April 2019 vs. April 2020, using data from the U.S. Bureau of Labor Statistics.
41%
81%
60%
53%
64%
Limited-Service Restaurants& Other Eating Places
Full-Service Restaurants
Restaurants & Other Eating Places
Accommodation
Arts, Entertainment, & Recreation
Source: STR and PA Tourism Office Estimates for 2019
0
15
30
45
60
75
Feb 23 Apr 18 Apr 25 May 2 May 9 May 16 May 23
Occupancy Rate
Week Ending
2019 and 2020 Pennsylvania Weekly Hotel Occupancy Rate
2019
2020
Source: STR
0 10 20 30 40
Pennsylvania's Great Lakes Region
The Alleghenies
Pocono Mountains
Pittsburgh & Its Countryside
Dutch Country Roads
PA STATE AVERAGE
Laurel Highlands
Pennsylvania Wilds
Philadelphia & The Countryside
Valleys of the Susquehanna
Upstate PA
Lehigh ValleyOccupancy Rate by Region, April 5-11 and May 17-23
May 17-23
Apr 5-11
Source: Pennsylvania Tourism Office calculations based on data from STR.
NUMBER OF PA HOTEL ROOMS AND PROPERTIES CLOSED BETWEEN MARCH and APRIL 2020
PROPERTIES ROOMS
Luxury Chains -5 -1,463
Upper Upscale Chains -16 -4,622
Upscale Chains -24 -3,656
Upper Midscale Chains -49 -4,692
Midscale Chains -16 -1,790
Economy Chains -11 -841
Independents -15 -2,919
TOTAL DECREASE -136 -19,983
Source: PA Tourism Office Estimates based on data from STR, LLC
$63.6$58.6
$47.6
$21.1
$14.7$12.0 $11.4 $12.5 $13.4 $14.7 $15.7 $17.0 $18.2
Feb 29 Mar 7 Mar 14 Mar 21 Mar 28 Apr 4 Apr 11 Apr 18 Apr 25 May 2 May 9 May 16 May 23
Pennsylvania Hotel Room Revenues (estimated, in $millions)
Week Ending
Source: Tourism Economics
Source: Transportation Security Administration
025,00050,00075,000
100,000125,000150,000175,000200,000225,000250,000275,000300,000325,000350,000
Mar
24
Mar
26
Mar
28
Mar
30
Ap
r 1
Ap
r 3
Ap
r 5
Ap
r 7
Ap
r 9
Ap
r 1
1
Ap
r 1
3
Ap
r 1
5
Ap
r 1
7
Ap
r 1
9
Ap
r 2
1
Ap
r 2
3
Ap
r 2
5
Ap
r 2
7
Ap
r 2
9
May
1
May
3
May
5
May
7
May
9
May
11
May
13
May
15
May
17
May
19
May
21
May
23
May
25
May
27
Transportation Security Administration – Passengers Screened by Day
Source: Transportation Security Administration
3,066,381
1,203,982
794,486677,724 695,259
828,821
1,065,475
1,332,219
1,597,562
2,054,545
Mar 19-25 Mar 26-Apr 1 Apr 2 -8 Apr 9 -15 Apr 16 -22 Apr 23 - 29 Apr 30 -May 6 May 7 -13 May 14 -20 May 21 -27
Transportation Security Administration – Passengers Screened by Week
XX
Source: STR
18.519.9
21.522.9
24.8 25.9
Apr 12-18 Apr 19-25 Apr 26 - May 2 May 3-9 May 10-16 May 17-23
Pennsylvania’s Weekly Hotel Occupancy Rate, 2020
Source: Destination Analysts
