Report from YouGov finds travel for leisure to see greater bounceback than business travel
A recent report from YouGov has taken a deep dive into travel and tourism this year, revealing that opportunities to restart travel responsibly can be lucrative, and which generations are the most receptive to do so.
The research took insights from 185,000 survey respondents from 25 global markets, in order to learn more about the travel plans, considerations and motivations of more than 2.5 billion consumers.
The International Travel & Tourism Report 2021, which can be downloaded here, takes a look at current barriers to travel, consumers’ stated intents, and where travel demand is coming from, along with a feature on ‘The rise of the responsible traveller’.
It also goes in-depth on American and French travellers, in order to provide more insightful information on luxury international tourists, and responsible domestic travellers.
It concludes firstly that tourism will bounce back at home, and that it “could provide the springboard to a rebuilding of international travel and give companies opportunities to tap into local markets”, as well as that leisure travel will recover before business travel does so - largely due to people still feeling more confident relying on video calling.
The whitepaper also shows that generational differences matter in how people will travel in the near future.
Generation Z are probably the least at-risk group but don’t have the disposable income, while the older generation have the financial means but more risk and concerns surrounding their health. Therefore it’s Millennials and Generation X which will be the most willing and able to start travelling once again.
The research, looking at the world’s favourite destinations post-pandemic, finds that 41% of German consumers are intending to travel internationally - dropping to 28% of people in the UK, and as low as 5% in Japan.
Learn more about the preferences and plans of consumers around the world in terms of international and domestic travel, and what it means for tourism brands, by downloading the report via the form below.