A nationwide research study provides insights into the impact of the delta variant on leisure travel consumers.
A September 2021 joint study by TravelBoom and its sister agency, The Brandon Agency (TBA), releases new data on current consumer sentiment regarding leisure travel during the evolving COVID-19 pandemic.
The study, “COVID-19 Travel Consumer Sentiment,” includes the responses of nearly 2,000 individuals collected over seven days via online survey and panel outreach.
With the growing uncertainty of travel in light of the newly emerging COVID-19 strains, TravelBoom and TBA set out to understand how the mindset of leisure travelers has changed.
The research focuses on three primary topics:
Key results of the study reveal that:
- The majority of respondents were fully vaccinated, with four percent becoming immunized in response to the Delta variant.
- Only one in 10 respondents indicated that they do not plan to become vaccinated.
- Nearly half of respondents were hesitant to book a vacation or do not intend to book at all due to the Delta variant, and 39 percent will not travel until 2022 or later.
- Most respondents indicated that if a hotel property provides a deep cleaning between guests, they would be more comfortable staying.
“With new developments in COVID-19 continuing to progress, we realize how important it is to stay vigilant in monitoring its impact on our key industries,” said Scott Brandon, CEO of TravelBoom and The Brandon Agency. “Research like this will help companies and communities better prepare for the ongoing changes in consumer behavior and sentiment so that they can weather the pandemic.”
TravelBoom and The Brandon Agency will continue monthly consumer sentiment monitoring until the confidence in travel returns to normal levels.
To read more about this study, please download the full report at www.travelboommarketing.com/covid-travel-study-edition13/.
TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for its clients and reduce reliance on third-party channels. TravelBoom is also the host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study, both of which can be found at www.travelboommarketing.com.
About The Brandon Agency
The Brandon Agency is a data-driven, digitally-centric, integrated marketing agency. By turning data into weapons, the agency delivers on its mission to execute revolutionary business-building ideas that help its clients grow. As one of only 24 certified and accredited brand strategist agencies in the United States, The Brandon Agency is composed of smart, business-minded, results-obsessed experts who develop creative marketing solutions that achieve everyday business goals and overcome challenges. The Agency has powered successful programs and campaigns for hundreds of national brands in a variety of industries, offering deep expertise in the B2B, healthcare, financial services, telecom, outdoor lifestyle, lifestyle apparel, travel & tourism, consumer packaged goods, real estate, utilities, and health & fitness categories. Consistently recognized as one of the Best Places to Work, the Agency operates virtually and via home offices in Charleston, S.C.; Charlotte, N.C.; Myrtle Beach, S.C.; Orlando, Fla.; and Sophia Bulgaria. Learn more at www.thebrandonagency.com.