UP IN THE AIR? › flipbooks › 2020 › 04-mmm-cv-travel-… · TRAVEL INSURANCE POLICIES THIS...

UP IN THE AIR?How COVID-19 has impacted MMM readers’ travel plans and how

they expect it to affect their future travel plans and priorities

April 21st, 2020

1HOW HAS COVID-19

ALREADY IMPACTED OUR

READERS TRAVEL PLANS?

COVID-19: CANCELLATIONS & CONFUSION

2 in 5 of our readers have already had to cancel holiday plans as a result of COVID-19.

Source: Matters Community Travel Survey April 2020 N=475 |Q: Which one of the statements below, most applies to you when thinking of

holidays / short breaks abroad in 2020? | *TGI Clickstream 2019 Q4. Approximately 7 in 10 MMM readers took a holiday/short break last year

3 IN 10 OF MMM READERS

HAVE ALREADY TAKEN A HOLIDAY OR

SHORT BREAK SO FAR IN 2020

4 IN 10 COULD MISS OUTIF UK AND GLOBAL TRAVEL BANS

ARE NOT LIFTED THIS YEAR*

CANCELLATIONS

HAVE ALREADY

HAD HOLIDAYS

CANCELLED

UP IN THE AIR

OF THOSE WITH 2020

PLANS ARE WORRIED

ABOUT CANCELLATIONS

37% 89%

Whilst 3 in 4 say that consumers should try to be understanding and help companies during

this time, an equal number feel not enough was done to contain COVID-19.

43%35%

21% 20%13% 17% 15% 11%

41%

37%

46%

36%41% 34%

32%31%

There will be significant job

losses across all areas of

the industry

Airports and travel hubs did

not do enough to stop the

disease spreading

Consumers should try to be

understanding and help

companies during this time

They put their commercial

interests ahead of public

health

Reputable operators will

survive the current

disruption

The industries reputation

has been negatively

impacted by their conduct

during this time

They haven't done enough

to help ill people stranded

abroad

There should be more

government help for the

travel industry

Definitely agree Tend to agree

MIXED EMOTIONS TOWARDS TRAVEL INDUSTRY

Source: Matters Community Travel Survey April 2020 N=475

Q: To what extent do you agree or disagree with the following statements about the travel industry?

“Airports could have done more

to check out people from known

corona virus hot spots, before

allowing them into the country.”

“Helped tourists abroad

instead of leaving them to

sort things out themselves!.”

“Not encouraged

people to travel when

the crisis was imminent.”

1 in 5 didn’t have insurance on their cancelled trip abroad.

1 in 2 say that being covered by insurance is now more important than pre-COVID-19.

THE GROWING IMPORTANCE OF INSURANCE

4 IN 5 READERS

HAD INSURANCE ON

THEIR TRIP ABROAD THAT

WAS CANCELLED

1 IN 2 AGREE THAT

BEING COVERED BY INSURANCE

IS MORE IMPORTANT TO THEM

Source: Matters Community Travel Survey April 2020 N=475 |Q: Did you have travel insurance on your holiday/short break abroad? | We'd like to

know which of the following attributes are more important to you when booking a holiday (in the wake of Coronavirus) than they were in the past?

1 IN 4 WANT TO READ

NEWS AND REVIEWS FOR

TRAVEL INSURANCE POLICIES

THIS RISES TO 61% FOR

55+ YR. OLDS


GLOBOSAPIENS

2HOW THEY EXPECT COVID-19

TO AFFECT THEIR TRAVEL

PLANS FOR 2020 AND BEYOND

OUR READERS' CURRENT 2020 PLANS

1 in 3 readers still hope to plan trips later in 2020, highest amongst globosapien audience.

HAVE HOLIDAYS BOOKED

FOR LATER IN 2020

30%

WOULD CONSIDER BOOKING

TRIPS LATER IN 2020

34%

HAVE NO PLANS TO BOOK

TRIPS LATER IN 2020

35%


16-34YR. OLDS


GLOBOSAPIENS


55+ YR. OLDS


Which one of the following statements about travel and holidays booking applies to you?

SNAPSHOT: THOSE WITH 2020 HOLIDAYS BOOKED

9 in 10 of those with pre-booked plans for 2020 are concerned about cancellations.

IN THE DIARY

HAVE HOLIDAYS

BOOKED FOR

LATER IN 202030%

3%

5%

8%

16%

12%

13%

18%

18%

6%

December '20

November '20

October '20

September '20

August '20

July '20

June '20

May '20

April '20

WHEN IS THEIR NEXT TRIP? DESTINATIONS

SPENDING PLANS

UK EUROPE ROW

CONCERN

CONCERNED

THAT TRIP WILL BE

CANCELLED DUE

TO COVID-19

89%

39% 45% 13%

30%

9%

MORE THAN

NORMAL

LESS THAN

NORMAL

Source: Matters Community Travel Survey April 2020 N=475 |Q: Which one of the following statements about travel and holidays booking applies to

you?| Q: When do you plan to take this trip? | Where do you plan to visit? | Q: Do you plan to spend more or less than you normally do?

Half agree there is no point planning travel at this time, travel enthusiasts are pining for the

day the restrictions are lifted and many are planning their next adventure.

THERE IS NO POINT IN TRYING

TO PLAN HOLIDAYS AT THIS TIME

53%

ARE LOOKING FORWARD TO

PLANNING/BOOKING AGAIN

36%

CURRENTLY PLANNING TRIPS I WOULD LIKE TO MAKE

16%

WANDERLUST, SUPRESSED BUT NOT EXTINGUISHED


35-54YR. OLDS


GLOBOSAPIENS


GLOBOSAPIENS


Which one of the following statements about travel and holidays booking applies to you?

SNAPSHOT: 2020 HOLIDAY PLANNERS

September is the most popular month for planners. Beach and city breaks are the

most popular types of holiday under consideration with UK taking preference.

IN THE DIARY

CONSIDER

BOOKING TRIPS

LATER IN 202034%

26%

2%

6%

11%

27%

13%

5%

6%

2%

0%

Don't know

December '20

November '20

October '20

September '20

August '20

July '20

June '20

May '20

April '20

WHEN IS THEIR NEXT TRIP? DESTINATIONS

SPENDING PLANS

UK EUROPE ROW

HOLIDAY TYPE

43% 34% 15%

17%

9%

MORE THAN

NORMAL

LESS THAN

NORMAL

BEACH CITY SCENIC

33% 22% 6%

Source: Matters Community Travel Survey April 2020 N=475 |Q: Which one of the following statements about travel and holidays booking applies to

you?| Q: When do you plan to take this trip? | Where do you plan to visit? | Q: Do you plan to spend more or less than you normally do?

16%

32%

43%

54%

59% 60%63%

11%

23%

32%

44%

51%53%

57%

6%

16%

24%

33%

41%

45%

50%

6%

15%

21%

31%

37%

41%

45%

7%

15%

22%

29%

37%39%

43%

April '20 May '20 June '20 July '20 August '20 September '20 October '20 November '20 December '20

WHEN DO YOU THINK RESTRICTIONS WILL BE LIFTED ON TRIPS TO…

UK EUROPE USA AUSTRALASIA ASIA

2021-22 NOT SURE

11% 26%

13% 30%

14% 36%

15% 40%

18% 38%

WHEN DO THEY THINK RESTRICTION WILL LIFT?

54% of our readers think UK restrictions will lift by September and 63% by year end.

In general, the further the away destination, the less sure our readers they are.


Q; When do you think restrictions will be lifted on trips to?

17%

21%

23%

26%

29%

33%

36%

40%

47%

48%

Going somewhere I have never been before

Getting away from as many people as possible

Going somewhere not badly impacted by coronavirus

Convenience of departure airport

Guarantees from agent / company

Cost of a holiday

Destination having good infrastucture

Booking with a reputable agent / company

The confidence of being able to get home during emergency

Being covered by insurance

FACTORS MORE IMPORTANT POST COVID-19

1 in 2 readers claim that insurance is more important in the wake of COVID-19 than they

were in the past. 2 in 5 say booking with a reputable company is more important.

Source: Matters Community Travel Survey April 2020 N=475 | Q: We'd like to know which of the following attributes are

more important to you when booking a holiday (in the wake of Coronavirus) than they were in the past?

BRAND HEALTH &

REPUTATION WILL BECOME

MORE IMPORTANT TO

HOLIDAY DECISIONS FOR

CONSUMERS

BOOKING WITH A REPUTABLEAGENT OR COMPANY

40%

29% FOR

16-34YR. OLDS

38% FOR

35-54YR. OLDS

48% FOR

55+ YR. OLDS

GUARANTEES FROMAGENT OR COMPANY

32%

26% FOR

16-34YR. OLDS

25% FOR

35-54YR. OLDS

32% FOR

55+YR. OLDS

CONSUMERS WANT MORE HAND HOLDING

There appears to be a slight shift towards consumers wanting more hand holding

from trusted companies, this is driven by the older audience.

Source: Matters Community Travel Survey April 2020 N=475 | Q: We'd like to know which of the following attributes are

more important to you when booking a holiday (in the wake of Coronavirus) than they were in the past?

3HOW HAS COVID-19 AFFECTED

THEIR VIEWS ON HOLIDAY TYPES

AND DESTINATIONS?

44%33% 29%

-24% -23% -23%

-16%-25% -29%

-9%

-11% -9%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

No impact - won't stop me taking this type of holiday A little impact - making me slightly less likely to take this type of holiday

A large impact - making me a lot less likely to take this type of holiday It has the biggest impact on my view of taking this holiday type

COVID-19 AND DESTINATION CONSIDERATION

UK holidays are more immune to the impact of COVID-19 than holidays further afield.

-5%NET

UK EU ROW

-26%NET

-32%NET


Q: How much or how little would you say that the coronavirus is impacting your current view on taking this type of trip?

IMPACT OF COVID-19 ON VIEWS ON DESTINATION

33% 30%

13%8% 9%

17%8% 7% 8% 11% 9% 7% 5%

51%47%

54%

49% 43%33%

42%38% 35% 30% 30%

21%20%

City Break Beach/Resort Lakes &

Mountains

Multi-Country

Tour

River Cruise Spas/Health

Spas

Sea Cruise Safari Escorted tour Holiday Centre Coach Tour Boating/Sailing

Holiday

Skiing/Winter

Sports

I'd consider taking in 2020 Consider but not in 2020

HOLIDAY TYPES CONSIDERED: 2020 & BEYOND

Beach and city breaks are the most considered and have the highest 2020 conversion.

Spa breaks and scenic holidays are the next highest for consideration in 2020.


Q: Which, if any, of the below statements best describe how you feel about taking any of the following holiday types?

CITY BEACH SCENIC MULTI RIVER SPA CRUISE SAFARI E. TOUR

39% 39% 20% 13% 18% 33% 16% 16% 16% 26% 23% 24% 19%

COACHHOLIDAY

CENTRE SAILING WINTER

2020 consideration % conversion

TY

PE

% 2

020

Source: Matters Community Travel Survey April 2020 N=475 (Base consideration)

How much or how little would you say that the coronavirus is impacting your current view on taking this type of trip?

44% 44% 43%35% 33% 33% 33% 32% 29% 28%

23% 22% 23%

-19% -21% -23% -23% -23% -23% -22%-28% -24% -23% -19% -17% -21%

-18%-19% -18% -18% -20% -20% -20%

-17% -24% -23% -27% -29% -25%

-11% -9% -9% -13% -13% -14% -15%-16% -13% -16% -17% -16%

-21%

-80%

-60%

-40%

-20%

0%

20%

40%

60%No impact - won't stop me taking this type of holiday

A little impact - making me slightly less likely to take this type of holiday

A large impact - making me a lot less likely to take this type of holiday

IMPACT OF COVID-19 ON HOLIDAY TYPE

COVID-19 is having the most impact on perceptions of sea cruise and winter sports

holidays. It is having the least impact on scenic, beach, city and spa holidays

SCENIC BEACH CITY SPA SAFARI E. TOUR MULTI RIVERHOLIDAY

CENTRE COACH SAILING WINTER CRUISE

-3% -5% -8% -20% -23% -23% -24% -29% -32% -35% -40% -42% -44%

-50

-45

-40

-35

-30

-25

-20

-15

-10

-5

0

0 10 20 30 40 50 60 70 80 90

Ne

t Im

pa

ct

of

CO

VID

-19

Overall consideration of Holiday Type

HOLIDAY CONSIDERATION VS COVID-19 IMPACT

Beach, city and scenic holidays have the highest consideration and the least impact of

COVID-19. There is much work to be done with holidays associated with COVID-19.

CITY

BEACH

SCENIC

CRUISEWINTER

MULTI

SPA

RIVER

SAILING

COACH

HOLIDAY

CENTRE

E. TOUR

SAFARI MASS APPEALNICHE APPEAL

LO

W I

MP

AC

TH

IGH

IM

PA

CT

Source: Matters Community Travel Survey April 2020 N=475 (Base consideration) How much or how little would you say that the coronavirus is impacting your current

view on taking this type of trip? Q: Which, if any, of the below statements best describe how you feel about taking any of the following holiday types?

4WHAT DO THEY WANT

AND EXPECT TO SEE FROM

TRAVEL BRANDS AT THIS TIME?

GOVERNMENT

TRAVEL ADVICE

40%

SPECIAL OFFERS

FOR 2020/2021

35%

UK HOLIDAYS NEWS

AND REVIEWS

24%

TRAVEL INSURANCE

NEWS/REVIEWS

23%

TIPS ON THE SAFEST

PLACES TO VISIT

34%

CONSUMER RIGHTS

ON CANCELLATION

30%

22% 20%

TIPS ON STAYING

HEALTHY WHEN AWAY

21%

COMPANIES COVID-19

BOOKING POLICIES

20%

16%

I DON’T WANT TO

READ ABOUT TRAVEL

AT THE MOMENT

20%

OVERSEAS HOLIDAYS

NEWS & REVIEWS

SHORT HAUL

DESTINATIONS

LONG HAUL

FEATURES

33%

WHAT CONTENT DO THEY WANT TO READ?Government advice, consumer rights and transparency on booking policies is what

consumers most want to read as they deal with the aftermath of COVID-19. However,

again we see a desire amongst savvy groups for discounts and offers.


Q: What travel content are you interested in reading at this time?

WHAT DO THEY WANT TO SEE FROM TRAVEL BRANDS?

Only 1 in 3 say they are not interested in reading about travel at this time, although the

type of messaging they are open to depends on age and stage of refund process.

UK BASED HOLIDAYS

AND BREAKS

37%

DISCOUNTS/

OFFERS

35%

UPGRADE

OPPORTUNITIES

23%

REFUND/CANCELLATION

POLICIES

33%

COVID-19 BOOKING

GUARANTEES

31%

22% 20%

EUROPEAN BASED

HOLIDAYS

27%

HOW THEY ARE HELPING

CONSUMERS

27%

16%

I AM NOT INTERESTED IN

ANY OF THESE FROM

TRAVEL COMPANIES

20%

HOLIDAYS

OUTSIDE EUROPE

PLACES UNAFFECTED

BY CORONA

TRIPS TO ISOLATED

RESORTS

32%


Q: What do you want to hear from brands at this time?

+33%

MORE LIKELY TO WANT TO READ

ABOUT LONG HAUL BREAKS

32%

32% FOR

16-34YR. OLDS

24% FOR

35-54YR. OLDS

15% FOR

55+ YR. OLDS

HOW THEY ARE HELPING/WILL

HELP CONSUMERS AT THIS TIME

36% FOR

16-34YR. OLDS

27% FOR

35-54YR. OLDS

21% FOR

55+ YR. OLDS

16-34s AND TRAVEL CONTENT/MESSAGING

50% more likely to want to see travel content and messages from brands at this time.

45% more interested in long haul content and also want to see how brands help consumers

MORE LIKELY TO BE INTERESTED IN

TRAVEL CONTENT AT THIS TIME*

+50%

84% FOR

16-34YR. OLDS

62% FOR

35-54YR. OLDS

63% FOR

55+ YR. OLDS

+45%


Q: What do you want to hear from brands at this time? What content are you interested in reading

+19%


ABOUT SPECIAL OFFERS FOR 2020/21

32%

35% FOR

16-34YR. OLDS

42% FOR

35-54YR. OLDS

30% FOR

55+ YR. OLDS

MORE LIKELY TO WANT TO SEE

COVID-19 BOOKING GUARANTEES/OFFERS

28% FOR

16-34YR. OLDS

36% FOR

35-54YR. OLDS

29% FOR

55+ YR. OLDS

35-54s AND TRAVEL CONTENT/MESSAGING

This audience are more family focussed and are more interested in reassurance that if they

spend money, they are getting the best deal and have a plan in place if things go wrong.

+20%



+17%


ABOUT UK HOLIDAYS NEWS/REVIEWS

32%

22% FOR

16-34YR. OLDS

21% FOR

35-54YR. OLDS

28% FOR

55+ YR. OLDS


TRAVEL INSURANCE NEWS/REVIEWS

19% FOR

16-34YR. OLDS

21% FOR

35-54YR. OLDS

27% FOR

55+ YR. OLDS

55+ AND TRAVEL CONTENT/MESSAGING

We have seen this audience are more likely to adapt a safety first approach. This is reflected

in their content choice. They’re likely to want to read about UK holidays and insurance.

+20%



5FOUR KEY FINDINGS

AND EXECUTIVE SUMMARY

FOUR KEY FINDINGS MOVING FOWARD

UKAY

HUN?

It makes sense that after such a

shock to the system, that

consumers prioritise familiarity and

favour somewhere closer to home.

As well as city breaks and beach

holidays, there are opportunities

scenic and spa holidays

companies to benefit from the

desire to holiday in the UK.

IN GOOD

COMPANY?

After a period of uncertainty where

experiences with brands have been

mixed. Consumers are putting greater

value on reputation and guarantees

and slightly less value on trust.

Will we see a slight shift in consumer

attitudes towards price and service,

with them willing to pay more for a

service with a good reputation over

getting the lowest possible price.

OUT OF THE ISO(LATION)

INTO THE RETREAT

COVID-19 has had a profound affect on

consumer behaviours around cleanliness

and disease and is only natural that

these will be front of mind for consumers

when making holiday choices.

The desire to travel remains strong but

evidence suggest that scenic holidays,

spas or holidays that allow consumers to

keep their distance will prove more

popular, at least in the short term.

THAT SHIP

HASN’T SAILED

BUT there is a long way to go to rebuild

trust in this category. 1 in 2 would

consider a cruise in the future but it is

thee holiday type most impacted by the

outbreak of COVID-19.

To rebuild trust in the sector, companies

may have to adapt their offerings to

adhere to the ‘new normal’. That could

mean smaller capacities and clarity on

cleanliness and health facilities.

UP IN THE AIR: SUMMARYThe impact of COVID-19 is ongoing and as a result it is fair to conclude that our readers

travel plans are up in the air. 4 in 10 have already had holidays cancelled in 2020 and

89% if those with 2020 plans are worried about them being cancelled.

Everything is not lost though. The is a strong undercurrent of wanderlust still flowing inside

of our audiences. In the short term brands clearly need to be transparent, clear and

helpful to help their customers navigate the crisis. Those that achieve this will then be

better placed to be the conduits to get people back up in the air.

Evidence suggests that future travel for the UK is most likely to start in the UK, with a

ripple effect over time as people feel more comfortable travelling longer distances.

Guarantees, clarity and insurance will play a key role in reassuring consumers.

NEW SOCIAL RULESIs it time for a replacement of the traditional British handshake? Readers suggest they will

maintain their cleanliness habits formed since the outbreak

SOURCE: MATTERS SURVEY APRIL 2020. N=420

Q: How do you think post-Coronavirus life will be like? Do you think anything will have changed, and if so, what?

New greeting needed? New habits Avoiding crowds

“I think that people will be more

cautious generally, about shaking

hands, washing hands.”

“I'll still be using antiseptic wipes

before I touch anything for a while, and washing my hands much more than I used to.”

“People washing hands more

often and more thoroughly.”

“Maybe, we will all find the

old hustle and bustle and

crowds of previous modern city life too much and value peace a

bit more.”

“People will be very wary of

personal contact with those they don't know for some time”.

“People will be more cautious

about big crowds and keeping their distance from each other.”

“Hand shaking will be a thing of

the past.”

“I sincerely hope that people will

continue to wash / gel their hands properly and as frequently.”

Whilst many understand the unforeseen consequences of the pandemic, there is

notable disgruntlement amongst holiday makers with different expectations

EXPERIENCES WITH COMPANIES ARE MIXED

OFFERED CHANCE TO

REBOOK/VOUCHERS

I WAS REFUNDED NO

QUESTONS ASKED

I AM YET TO BEGIN

REFUNDING PROCESSDIFFICULT FOR ME

TO GET A REFUND

25% 21% 24% 30% 17% 13% 17% 9%

“Difficult to see how the travel industry

could have foreseen this situation. Most

operators, cruise companies have offered

to change bookings free of charge in

an act of goodwill.”

“Make it much easier to contact them

with issues about holidays, flights, etc.

Have gone out of their way to

make contacting them

almost impossible.”

“Introduce a clear policy for refunds –

Company I booked with has changed their

policy several times since February and I

still don't know whether I will get a

refund for flights.”

Source: Matters Community Travel Survey April 2020 N=425 |Q: You said you have had a trip abroad/UK cancelled as a result of the

coronavirus. Which, if any, of the below describes your experience around cancellation and refund?

ABROAD IN UK ABROAD IN UK ABROAD IN UK ABROAD IN UK

U P I N T H E A I R

METHODOLOGY

S U R V E Y :

15 min online survey

Readers recruited through Matters Panel

F I E L D W O R K D A T E S :

3rd – 10th April (475 respondents)

S A M P L E :

Data weighted to be representative by age

and gender of MMM daily readership

UP IN THE AIR: TRAVEL AND COVID-19The travel industry has been severely impacted

by the COVID-19 pandemic. The government

implementation of a ban on all but essential

travel has caused chaos, confusion and uncertainty

for both consumers and companies alike.

Using our Matters community omnibus survey, we

conducted this research to understand how readers

plans have been impacted. And to look forward to

assess the implications of COVID-19 for future travel.

UP IN THE AIRThe travel backdrop and our analysis groups

GLOBOSAPIENSTHE GENERATIONS

U P I N T H E A I R

The true extent of the damage

caused by COVID-19 is difficult to

quantify. As the virus continues to

spread, so do the consequences.

This study is effectively a snapshot in

time; focusing on how readers

have already been impacted by

COVID-19 and to gauge how they

feel it will impact their future plans.

O U R A N A L Y S I S G R O U P S

These are those with a

truly global outlook, for

whom travel is a right

and not a pastime.

DEFINITION:

PASSION FOR TRAVEL +

ONE PLUS HOLIDAY +

LIKE TO TRY NEW PLACES

Throughout this study, we

will be highlighting where

there are differences

amongst these groups.

GROUPS:

16-34 YEAR-OLDS

35-54 YEAR-OLDS

55+ YEAR-OLDS

UP IN THE AIR? › flipbooks › 2020 › 04-mmm-cv-travel-… · TRAVEL INSURANCE POLICIES THIS...

Documents

Transcript of UP IN THE AIR? › flipbooks › 2020 › 04-mmm-cv-travel-… · TRAVEL INSURANCE POLICIES THIS...