In this unpredictable and challenging time, travel industry trends have been upended. Before the pandemic, the desire to travel to foreign lands was almost overwhelming tourist infrastructures in some of the world's most popular destinations. Now, travelers are more focused on domestic trips with international travel in almost all global markets at an all-time low.
Ongoing research from YouGov has been tracking consumer sentiment around the world, and its most recent research shows that interest in domestic and international travel is rising in a few markets while remaining stagnant in others.
YouGov Global Travel Profiles revealed that between November 2020 and November 2021, intent for domestic trips for both business and leisure rose from 51 percent to 56 percent among global consumers.
In individual markets, domestic travel interest increased the most in the U.S., growing by 10 points from 37 percent to 47 percent.
Travel sentiment was also up in the U.K. and in France with the interest in the U.K. increasing from 46 to 51 percent and 54 to 58 percent in France.
In the Eastern Hemisphere, travel sentiment jumped in Singapore with interest shooting up from 17 to 24 percent. However, Japan and Australia saw small dips in interest for domestic travel.
When it comes to international travel, the UAE recorded the highest appetite for both business and leisure travel outside the country.
When it comes to the U.S., intent for international travel registered a three-point rise between November 2020 and November 2021.
Again, in countries such as Australia, the desire to fly overseas was considerably less and remained relatively unchanged from 2020 to 2021.
In Australia, the desire for international travel was at 24 percent in November 2020. By November 2021, that number increased by just one point to 25 percent. Japan remained steady at six percent. Singapore also didn't budge at 33 percent.
One of the greatest motivators for traveling domestically was value for money in the U.S. Value was defined not just as the price of the vacation but also how much the trip was worth to the traveler(s).
Forty-two percent of Americans said that value was the most important factor in choosing a domestic vacation destination followed by 36 percent who said that they were looking for places with outstanding natural beauty and friends and family nearby.
Thirty-five percent said that the temperature and climate was a factor. Twenty-nine percent said that low-cost flights, hotels and activities played a part in their choice while 28 percent said that they had previously been to a destination. Cultural and historical sites were important in the choice of 28 percent of Americans, and the availability of accommodations was a factor for 26 percent. Safety measures and cleanliness were farther down the list at 22 percent, and 21 percent said their choice came down to recommendations from friends and family.
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