Table of Contents
Executive Summary
-
- Top takeaways
- Local vacation overview
-
- Figure 1: Trips taken in past six months, August 2020
-
- Figure 2: Trip intent for next six months, August 2020
- Impact of COVID-19 on local vacations
-
- Figure 3: Short-, medium- and long-term impact of COVID-19 on travel and local vacations, November 2020
- Opportunities
- RVs and rental cars can be a source of trip upgrades for younger travelers
-
- Figure 4: Intended transportation for local vacations, by age group, August 2020
- City dwellers are eager travelers
-
- Figure 5: Attitudes about local vacations vs farther trips, by area of residence, August 2020
- Local vacations can be a family holiday activity
-
- Figure 6: Reasons for taking a local vacation, by age and gender, August 2020
- Challenges
- COVID-19 is a principal barrier
-
- Figure 7: Factors that discourage local vacations, August 2020
- Staycations are a flash in the pan
-
- Figure 8: Attitudes toward staycations, August 2020
- It is hard to keep young travelers interested in local vacations
-
- Figure 9: Attitudes about local vacations, by age group, August 2020
The Market – Key Takeaways
-
- Travelers are timid, and recovery is tepid
- COVID-19 still plays a big role in travel decisions
- A struggling economy works against travel
- RVs and drivable destinations are in favor
Recent Travel and Travel Intent
-
- Trips taken in the past six months
- Most consumers are engaging in some sort of travel during the pandemic
-
- Figure 10: Trips taken in past six months, August 2020
- Recent leisure trips are likely to be short
-
- Figure 11: Length and type of trip taken in past six months, August 2020
- Young adults are the most likely current travelers
-
- Figure 12: Trips taken in past six months, by age group, August 2020
- Travel intent for the next six months
- Travel is slowly improving, but recovery is still far on the horizon
-
- Figure 13: Trip intent for next six months, August 2020
-
- Figure 14: Length and type of trip intended in next six months, August 2020
- Impact of COVID-19 on local vacations
-
- Figure 15: Short-, medium -and long-term impact of COVID-19 on travel and local vacations, November 2020
- Lockdown (March-June 2020)
- Reemergence (July 2020-December 2021)
- Recovery (2022-25)
- COVID-19 is a big determinant in travel activities
-
- Figure 16: Comfort with travel activities, May 2020
- COVID-19 concern has declined from its summer peak, but remains high
-
- Figure 17: Worry about exposure to COVID-19, by age group, May 28-September 8, 2020
- Comfort with hotels rising; comfort with flying still low
-
- Figure 18: Comfort with travel activities, July 15-October 5, 2020
- Viral resurgence can temper holiday travel
Market Factors
-
- Unemployment is improving, but still not healthy
-
- Figure 19: Unemployment rate, January 2007-September 2020
- Low gas prices help fuel road trips
-
- Figure 20: US gasoline and diesel retail prices, January 2007-September 2020
- RVs are having a hot summer
- Learnings from the last recession
Market Opportunities
-
- Choice Hotels sees surge in local stays
- RV rental activity indicates newbies that may need guidance year-round
- It’s not too early to think of next season
Competitive Strategies – Key Takeaways
-
- Advertising needs to reflect reality
- Young adults are open to RVing
- Work/life balance is a consideration for vacationers
- Travel shaming can create reluctance to travel
Competitive Strategies
-
- LetsGoThere gets off track
-
- Figure 21: Let’s Go There Chicago destination creative
- GORV! goes hard for young travelers
-
- Figure 22: Go RVing “GORV!” campaign video, May 2020
- Airbnb goes local, gets pro
-
- Figure 23: Airbnb member email, September 2020
- Young travelers want fun in the sun, without the shade
The Consumer – Key Takeaways
-
- Relaxation and escape are the biggest vacation motivators
- Staycations are good for a breather
- As with most travel, COVID-19 worries local vacationers
- Internet searching is the easiest form of research
- Rental vehicles have an opportunity to attract vacationers
- Hotels are building trust among local vacationers
- Local vacations are having their moment
- Building relationships can spur revisitation
- Premiumization can have a big effect on local travelers
- Staycations aren’t likely to stick
- Nearly one in three travelers show enthusiasm for local vacations
Key Consumer Trend Drivers
-
- Wellbeing
- Identity
- Surroundings
-
- Figure 24: Mintel Trend Drivers – Wellbeing, Identity and Surroundings, and Pillars
Reasons for Taking a Local Vacation
-
- Travelers need a slower pace, change of scenery
-
- Figure 25: Reasons for taking a local vacation, August 2020
- Local adventure can attract families during the holidays
-
- Figure 26: Reasons for taking a local vacation, by age and gender, August 2020
- Escaping the pandemic is a motivation better left unsaid
-
- Figure 27: Reasons for taking a local vacation, by area of residence, August 2020
Reasons for Taking a Staycation
-
- Staycations are an activity for the moment
-
- Figure 28: Reasons for taking a staycation, August 2020
- City and suburban consumers can be delicately persuaded to stay in
-
- Figure 29: Reasons for taking a staycation, by area of residence, August 2020
Discouraging Factors
-
- COVID-19 exposure is the main barrier to local vacations
-
- Figure 30: Factors that discourage local vacations, August 2020
- Emotional wellbeing can urge younger travelers to travel locally
-
- Figure 31: Factors that discourage local vacations, by age group, August 2020
- Local packages can take a mental load off of parents’ minds
-
- Figure 32: Factors that discourage local vacations, by gender and parental status, August 2020
Researching Local Vacations
-
- Typical travel marketing avenues are less effective for local vacationers
-
- Figure 33: Sources of local vacation research, August 2020
- Health information is an important component to travel messaging
-
- Figure 34: Sources of local vacation research, August 2020
- Fathers need comprehensive messaging
-
- Figure 35: Sources of local vacation research, by gender and parental status, August 2020
Local Vacation Transportation
-
- Rental cars and RVs can be a novelty
-
- Figure 36: Intended transportation for local vacations, August 2020
- Travelers under age 35 are the best target for paid transportation
-
- Figure 37: Intended transportation for local vacations, by age group, August 2020
- RVs are for four
-
- Figure 38: Intended transportation for local vacations, by number of children in household, August 2020
Local Vacation Lodging
-
- Hotels have an edge entering the winter months
-
- Figure 39: Intended transportation for local vacations, August 2020
- Outdoorsy marketing is effective for urban travelers
-
- Figure 40: Intended transportation for local vacations, by area of residence, August 2020
Attitudes toward Local Vacations
-
- Local vacationing’s time is right now
-
- Figure 41: Attitudes about local vacations vs farther trips, August 2020
- Young travelers are gung ho about local trips
-
- Figure 42: Attitudes about local vacations vs farther trips, by age group, August 2020
- A lot can get city dwellers to travel
-
- Figure 43: Attitudes about local vacations vs farther trips, by area of residence, August 2020
- Travelers are looking for familiarity during the pandemic
-
- Figure 44: Attitudes toward local vacation destinations, August 2020
- Parents are interested in a community
-
- Figure 45: Attitudes about local vacation destinations, by parental status, August 2020
- Local destinations should invest in premium experiences
-
- Figure 46: Attitudes toward local vacations – interest and upgrades, August 2020
- Young travelers can be harder to hook
-
- Figure 47: Attitudes about local vacations, by age group, August 2020
Attitudes toward Staycations
-
- Staycations are intriguing, but have little staying power
-
- Figure 48: Attitudes toward staycations, August 2020
- Staycations could streamline into everyday city life
-
- Figure 49: Attitudes about staycations, by area of residence, August 2020
- Parents are looking to see their area in a new light
-
- Figure 50: Attitudes about staycations, by parental status, August 2020
Local Vacation Segments
-
- Factors
-
- Figure 51: Local vacation segment breakdown, August 2020
- Segments
- Patient Planners
-
- Figure 52: Patient Planners segment demographics, August 2020
- Temporal Travelers
-
- Figure 53: Temporal Travelers segment demographics, August 2020
- Cautious Cloisterers
-
- Figure 54: Cautious Cloisterers segment demographics, August 2020
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Back to top