Phocuswright-2020年旅游报告（英文）-2020.11-17页_1mb

2020 A Year in Travel Summary

Core Content

2020 was a pivotal year for the travel industry, marked by a significant decline in travel due to the global pandemic and subsequent lockdown measures. The year can be divided into three key phases: Decline, Plateau, and Emerge, reflecting the trajectory of traveler demand and the industry's response to the crisis.

Main Trends

1. Decline Phase

• A sudden drop in travel demand occurred due to government restrictions and lockdowns.
• This led to a sharp decline in both domestic and international travel.

2. Plateau Phase

• Traveler demand reached a bottoming-out point, remaining significantly below 2019 levels.
• This phase highlighted the ongoing challenges faced by the travel industry, particularly in terms of consumer confidence and safety concerns.

3. Emerge Phase

• Early signs of recovery emerged as traveler demand began to increase steadily.
• This indicated a gradual return to normalcy and the beginning of the industry's recovery process.

Key Insights

1. Health and Safety Concerns

• Health and safety were the top concerns for travelers in 2020, with a notable shift in preferences.
• April vs. October showed that these concerns remained high throughout the year, influencing travel decisions.

2. Consumer Behavior

• 66% of consumers considered the safety and cleanliness of establishments an important factor for local travel.
• Businesses that used the Travel Safe tool saw a 16% increase in user engagement, suggesting that safety certifications played a role in restoring consumer trust.

3. Regional Recovery

• Europe and Asia-Pacific (APAC) showed more resilient recovery compared to other regions.
• Domestic travel in various regions rebounded to 2019 levels, indicating a stronger preference for local trips during the pandemic.

4. Top Recovering Destinations

• Europe: Zermatt, Switzerland; Adler, Russia; Sochi, Russia; Esto-Sadok, Russia; Bath, United Kingdom; Dresden, Germany; Magny-le-Hongre, France; St. Petersburg, Russia; Brighton, United Kingdom; Windermere, United Kingdom.
• United States: Sedona, Scottsdale, Key Largo, San Diego, Key West, Charleston, Atlantic City, Myrtle Beach, Houston, Clearwater.

5. Travel Preferences

• There was a noticeable shift in travel preferences towards outdoor and nature trips.
• Consumers were more likely to choose such trips compared to pre-pandemic times, with a 13% increase in preference.

6. Distance from Home

• Travelers were more inclined to choose destinations close to home.
• The "staycation" trend gained traction, with a preference for trips within 90 minutes or less from home.

7. Hotel Type Performance

• The table below shows the year-on-year (YoY) change for different hotel types, indexed against the average YoY change in their respective regions (AMER, EMEA, APAC):

8. Days to Arrival

• The share of Tripadvisor hotel clickers by days to arrival showed a shift in booking behavior, with a notable change from 2019 to 2020.

9. Confidence in Safe Travel

• Consumer confidence in safe travel varied throughout the year.
• Less confident travelers were more prevalent in the early months, while more confident travelers increased by the end of the year, indicating a positive trend in the industry's recovery.

Conclusion

2020 was a challenging year for the travel industry, but it also highlighted the importance of health and safety, the resilience of domestic travel, and the shift in consumer preferences towards local and outdoor destinations. The gradual recovery and increased confidence in safe travel suggest that the industry is on a path to rebound, with a focus on adapting to new traveler expectations.