CJM Management Consultancy

Initial signs of travel industry

18 February 2019
Matthias Kolowrat

According to BVA BDRC, nearly 40% of consumers polled plan to book an accommodation, whether a hotel or vacation rental, within the next three months. In addition, providing clear communication on cleanliness measures should be top of mind for accommodation providers. Here are points for accommodation partners to consider:

  • More than 50% of respondents expect hand sanitizer to be available throughout the hotel and enhanced cleaning regimes;
  • Forty percent of respondents expect staff to wear protective gear, such as face masks;
  • Vacation rental guests similarly expect new cleaning standards, with more than 50% expecting hand sanitizer on property;
  • Nearly half also expect a company-wide cleanliness standard for vacation rentals comparable to hotels. 

Price consciousness is top of mind during trip planning

Expedia Group search data shows a 9-point increase from mid-April to mid-May in the number of searches for 2-star hotels, with 3, 4 and 5-star hotel searches down, indicating that lower price points are a factor in booking decisions. This value consciousness is further supported by BVA BDRC research showing a 57% increase from April to June in intent to use an online travel agency to book a trip, with 73% saying their reasoning is to get the best nightly rate. To meet traveler expectations on price, hotels should consider adding flexible rates and promotions to draw attention to their listings. 

Travelers take the wheel in the near-term

According to the BVA BDRC survey, more Americans are considering traveling by car this year for their next vacation, up 20% year-on-year. Traveler interest in motorhomes and campervans is also on the rise, while trains, ships and planes are down approximately 25% to 35% from last year. Only 15% of consumers polled plan to book a flight for a trip in the next month, with around 1 in 10 showing interest within the next one to three months. With drive-to destinations on the rise, hoteliers should consider marketing strategies to attract customers within a 250-mile radius.

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