KEY INSIGHTS

The Guestbook is fortunate to serve a loyal base of customers who enjoy the rewards of booking directly with distinctive properties around the world. We’ve worked hard to build that trust with our family of travelers, so the COVID-related drop in consumer confidence among travelers this past spring has been unsettling to say the least.

Fortunately, as airlines, airports, hotels and resorts around the world have stepped up their efforts to adapt to the new realities of travel, recent surveys suggest there’s reason to be hopeful.

And while some markets that recently reopened have seen temporary reversals, it does appear that American consumer confidence is rising. According to this July 10^th article from Hospitalitynet, “In North America, new bookings for July, August, and September saw double-digit growth in the current Duetto Pulse Report, when compared to data from the previous edition, which tracked data from June 1-14.”

Global consulting firm PWC confirms this growing confidence, reporting that “Consumers surveyed are most definitely looking forward to traveling again. Almost 40% of consumers plan to travel by July 2020, while close to 75% plan to do so by September.”

Of course, there is still much ground to be regained when compared to numbers this time last year, and many markets are still seeing declines. Hotel and resort revenue for 2020 will almost certainly pale in comparison to last year. However, just has homebound travelers have found reason to be hopeful, so have many in the travel industry.

“We’re optimistic to see indications that consumers are eager to travel again,” says James Gancos, CEO & Founder of The Guestbook. “We will continue to monitor these indicators and track signs of improvements and progress as the pandemic evolves.”

Several European destinations are seeing a dramatic uptick in visitors. The Hospitalitynet.org article reveals that the UK saw a nearly 500% increase in July bookings alone, compared to the previous Duetto Pulse Report. The report also notes a 95% increase in July net pickups for properties in the Asia Pacific region.

And while summer booking for upscale luxury properties have been slower than hoped, it is encouraging to see mid to late-summer re-openings at a wide variety of properties from Massachusetts to the Maldives, albeit with many offering modified resort services and dining options.

It’s clear that demand remains strong, but if we’re going to see a full recovery in the travel industry, it all comes back to trust. According the PWC report, the vast majority of consumers surveyed — almost 85% — said their decision to travel would depend on assurances they receive from hotels and airlines regarding safety. Some 40%, however, said they are unsatisfied with the communications they’re currently receiving about safety protocols.

Grant Schilling, Director Of Customer Growth at The Guestbook, sums it up: “Confidence in safety and cleanliness has become the top purchase factor when it comes to making travel decisions. It is more important than ever for hotels to communicate how they are implementing safety protocols and procedures with their guests.”

So whatever marketing messaging or booking enticements you may offer potential guests in the last half of 2020, just be sure they know that you value safety first.