February 23, 2021

METHODOLOGY
• Weekly tracking survey of a
representative sample of adult American
travelers in each of four U.S. regions
• Designed to track traveler sentiment and
generate insights into when tourism
businesses can expect demand to return
and from whom
• Week 50 data (fielded February 19-21)
will be presented today
• 1,200+ fully completed surveys collected
each wave
• Confidence interval of +/- 2.8%
• Data is weighted to reflect the actual
population of each region
Independent,
Unbiased
Research
YLL = Years of Life Lost

25% of all YLL = Over 75

45% of all YLL = 55-75 years

30% of all YLL = under 55

TAKEAWAYS
Enthusiasm for travel, while still challenged, has
significantly improved in recent weeks .

Our predictive indexes continue to move forward. Our

hopes are high for a break-through period.

Recent changes in traveler optimism have not yet driven

significant increases in trip planning behavior.

Progress from efforts to encourage vaccination appears to

have stalled.

A majority of travelers expect they will feel comfortable

returning to commercial outdoor attractions by July.
Enthusiasm for travel,
while still challenged,
has significantly
improved in recent
weeks .
TRAVEL STATE-OF-MIND
Question: When it comes to getting back out and traveling again, which best describes your current state of
mind? (Select one)

Historical data

I'm already traveling 16.3%

Ready to travel Not ready to travel
70%
I'm ready to travel, with no
16.1%
hesitations 65%
60.2%
I'm ready to travel, but feel 60%
27.7%
some hesitation
55%
I need a little more time to
20.4% 50%
be ready to travel 50.0%
45%
I need a lot more time to be
19.4%
ready to travel 40%
39.8%
0% 10% 20% 30% 35%

30%
(Base: Waves 12-13 and 15-50. All respondents, 1,257, 1,214, 1,205, 1,231, 1,365,
1,213, 1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205,
1,203, 1,203, 1,204, 1,203, 1,203, 1,205, 1,206, 1,205, 1,205, 1,204, 1,206, 1,201,
1,207, 1,206, 1,225, 1,205, 1,206, 1,209, 1,209, 1,216 and 1,210 completed surveys.)
EXPECTATIONS FOR THE CORONAVIRUS OUTBREAK

Question: In the NEXT

MONTH, how (if at all) do you Get much worse 4.4% 18.3%
expect the severity of 22.7%
the coronavirus situation in the Last
week
Get worse 13.9%
United States to change? (Select
one)
Neither worsen nor get
37.6%
In the next month the better

coronavirus situation will

________ Get better 36.1% 44.2%
(Base: Wave 50 data. All respondents, 1,210 completed 39.3%

surveys. Data collected February 19-21, 2021)

Get much better 8.1% Last
week

0% 10% 20% 30% 40%

EXPECTATIONS FOR THE CORONAVIRUS OUTBREAK (WAVES 1-50)
80%

Question: In the NEXT “Worse” or

MONTH, how (if at 70% “Much worse”
all) do you expect
61.5%
the severity of 60%

the coronavirus situatio

n in the United 50%
44.2%
States to change?
40% Another record high!
34.7%
In the next month the
30%
coronavirus situation
will ________ 21.8%
20%
18.3%
Another
10% “Better” or
“Much better” record low!
0%
EXCITEMENT TO TRAVEL NOW
10 - Extremely excited 19.3%
Question: Imagine that a good
friend (or close family 56.0%
9 8.0%
member) asks you to take a weekend
getaway with them sometime in the 8 54.8%
11.0%
next month. Last
week
7 11.4%
How excited would you be to
go? (Assume the getaway is to a 6 6.2%
place you want to visit)
5 - Neutral – Neither excited nor unexcited 15.5%

4 3.4%
(Base: Wave 50 data. All respondents, 1,210
3 3.3%
completed surveys. Data collected February 19-
21, 2021) 2 5.0%

1 2.9%

0 - Not at all excited 14.0%

0% 5% 10% 15% 20% 25%

EXCITEMENT TO TRAVEL NOW

Question: Imagine that a 80%

good friend (or close
family member) asks you
56.0%        
to take a weekend 60%
getaway with
them sometime in the
next month. 40%
42.1%        
How excited would you
be to go? (Assume the 20% 27.9%         33%
(Since November)
getaway is to a place
you want to visit)
0%
OPENNESS TO TRAVEL INSPIRATION

Question: At this moment, 10 - Extremely excited 17.4%

how excited are you in 9 56.6%
7.9%
learning about new, exciting
8
travel experiences or 11.9% 55.8%
Last
destinations to visit? 7 12.4%
week

6 7.1%
5 - Neutral – Neither excited nor
unexcited 20.3%

4 3.4%

(Base: Wave 50 data. All respondents, 1,210 completed 3 2.5%

surveys. Data collected February 19-21, 2021)
2 3.2%

1 3.0%

0 - Not at all excited 11.0%

0% 5% 10% 15% 20% 25%

OPENNESS TO TRAVEL INSPIRATION
Question: At this
moment, how excited 70%

are you in learning

56.6%
about new, exciting 60%

travel experiences or
destinations to visit? 50%

40%
40.6%
39%
30% 33.5% (Since November)

20%
PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVE 50)
Top 2-Box Score: Percent Selecting Each as
Question: At this “Somewhat Unsafe” or “Very Unsafe”

moment, how safe would Traveling on a cruise line

Traveling outside the United States
65.0%
62.0%
you feel doing each type Traveling by bus or motor coach on a group tour 61.3%
Intercity bus travel 60.7%
of travel activity? Sporting events - Large venue 59.6%
Attending a performance 58.6%
Attending a conference or convention 58.5%
Go to a casino 56.8%
(Base: Wave 50 data. All respondents, Train travel (intercity travel - e.g., AMTRAK) 54.4%
1,210 completed surveys. Data Sporting events - Small venue 52.7%
Traveling on a commercial airline 47.8%
collected February 19-21, 2021)
Traveling in a taxi/Uber/Lyft 47.8%
Visiting a museum or other indoor attraction 46.2%
Traveling for business reasons 45.3%
Staying in an Airbnb or home rental 41.0%
Visiting an amusement park or other outdoor attractions 40.5%
Dining in a restaurant 37.8%
Visiting an observation deck 35.0%
Staying in a hotel 34.2%
Visiting friends and relatives 26.0%
Going shopping 22.4%
Non-team outdoor recreation 18.7%
Taking a road trip 17.8%
0% 10% 20% 30% 40% 50% 60% 70%
PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVE 50)
Top 2-Box Score: Percent Selecting Each as
Question: At this “Somewhat Unsafe” or “Very Unsafe”

moment, how safe would Traveling on a cruise line

Traveling outside the United States
65.0%
62.0%
you feel doing each type Traveling by bus or motor coach on a group tour 61.3%
Intercity bus travel 60.7%
of travel activity? Sporting events - Large venue 59.6%
Attending a performance 58.6%
Attending a conference or convention 58.5%
Go to a casino 56.8%
(Base: Wave 50 data. All respondents, Train travel (intercity travel - e.g., AMTRAK) 54.4%
1,210 completed surveys. Data Sporting events - Small venue 52.7%
Traveling on a commercial airline 47.8%
collected February 19-21, 2021)
Traveling in a taxi/Uber/Lyft 47.8%
Visiting a museum or other indoor attraction 46.2%
Traveling for business reasons 45.3%
Staying in an Airbnb or home rental 41.0%
Visiting an amusement park or other outdoor attractions 40.5%
Dining in a restaurant 37.8%
Visiting an observation deck 35.0%
Staying in a hotel 34.2%
Visiting friends and relatives 26.0%
Going shopping 22.4%
Non-team outdoor recreation 18.7%
Taking a road trip 17.8%
0% 10% 20% 30% 40% 50% 60% 70%
PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVE 1-50)
Top 2-Box Score: Percent Selecting Each as
Question: At this “Somewhat Unsafe” or “Very Unsafe”

moment, how safe 100%

Would you feel doing 86.8%        
each type of travel Take a cruise
activity? 80%

60%
65.0%        

40%

20%

0%
PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVE 1-50)
Top 2-Box Score: Percent Selecting Each as
Question: At this “Somewhat Unsafe” or “Very Unsafe”

moment, how safe 100%

Would you feel doing 86.8%        
each type of travel Take a cruise
activity? 80%

60%
47.0% 65.0%        

40%

20%

Take a road trip 17.8%

0%
PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVE 50)
Top 2-Box Score: Percent Selecting Each as
“Somewhat Unsafe” or “Very Unsafe”
Question: At this
Traveling on a cruise line 65.0%
moment, how safe would Traveling outside the United States 62.0%
you feel doing each type Traveling by bus or motor coach on a group tour 61.3%
of travel activity? Intercity bus travel 60.7%
Sporting events - Large venue 59.6%
Attending a performance 58.6%
Attending a conference or convention 58.5%
Go to a casino 56.8%
(Base: Wave 50 data. All respondents, Train travel (intercity travel - e.g., AMTRAK) 54.4%
1,210 completed surveys. Data Sporting events - Small venue 52.7%
Traveling on a commercial airline 47.8%
collected February 19-21, 2021)
Traveling in a taxi/Uber/Lyft 47.8%
Visiting a museum or other indoor attraction 46.2%
Traveling for business reasons 45.3%
Staying in an Airbnb or home rental 41.0%
Visiting an amusement park or other outdoor attractions 40.5%
Dining in a restaurant 37.8%
Visiting an observation deck 35.0%
Staying in a hotel 34.2% 45.7%
Visiting friends and relatives 26.0%
Going shopping 22.4%
Non-team outdoor recreation 18.7%
Taking a road trip 17.8%
0% 10% 20% 30% 40% 50% 60% 70%
PERCEIVED SAFETY OF TRAVEL ACTIVITIES (WAVES 1-50 COMPARISON)
Question: At this moment, % Somewhat unsafe or Very unsafe (AVERAGE SCORE FOR ALL ACTIVITES TESTED)
how safe would 75%
you feel doing each type
of travel activity? 70%

65%

60%
57.8%
55%

50%
45.7%
49.2% Lowest recorded average
45%

40%
Question: What ONE
WORD best describes
how you feel about
travel right now?
Feelings About Traveling Now: Historical Perspective

Question: What ONE WORD best describes how you feel about travel right now?

March April May

September
ONE WORD THAT DESCRIBES TRAVEL RIGHT NOW

Question: What one word best

describes how you feel about
travel right now?

(Base: Waves 50 data. All respondents,

1,210 completed surveys. Data collected
February 19-21, 2021)
CONFIDENCE IN ABILITY TO TRAVEL SAFELY

Question: How confident are you that you can travel safely in the current environment?

Somewhat confident, Historical data

29.7%

Confident or Very confident Not very confident or Not at all confident

Not very 60%
confident,
26.0% 55%

50%

Confident, 45%
14.4%
40%
36.9% 38.8%
35% 34.2%
Not at all confident, 31.5%
Very
31.5% confident,
12.8% 30%
17.1%
25%

20%
(Base: Wave 24-34 and 39-50 data. All respondents, 1,202, 1,246, 1,222,
1,205, 1,200, 1,205, 1,203, 1,203, 1,204, 1,203, 1,203, 1,204, 1,206,
1,201, 1,207, 1,206, 1,225, 1,205, 1,206, 1,209, 1,209, 1,216 and
1,210 completed surveys.)
AVOIDING TRAVEL UNTIL THE CORONAVIRUS BLOWS OVER
How much do you agree with the following statement?
Statement: I’m planning to avoid all travel until the Coronavirus situation blows over.
Neutral
(neither agree
nor disagree),
Historical data
23.8%
Agree or Strongly agree Disagree or Strongly disagree
Agree, 23.4% 90%

80%
Disagree,
15.9% 70%

60%
45.3% 50%
61.1%

40% 45.3%
Strongly Strongly disagree, 30.9%
agree, 21.9% 15.0% 30%
18.6%
20%

10%
(Base: Waves 1-50. All respondents, 1,201, 1,200, 1,201, 1,216, 1,263, 1,238, 1,208,
1,204, 1,200, 1,212, 1,223, 1,257, 1,214, 1,214, 1,205, 1,231, 1,365, 1,213, 0%
1,200, 1,206, 1,224, 1,201, 1,202, 1,207, 1,250, 1,225, 1,205, 1,200, 1,205,
1,203, 1,203, 1,204, 1,203, 1,203, 1,205, 1,206, 1,205, 1,205, 1,204, 1,206,
1,201, 1,207, 1,206, 1,225, 1,205, 1,206, 1,209, 1,209, 1,216 and 1,210 completed
surveys.)
DISCOUNTS AND PRICE CUTS
How much do you agree with the following statement?
Statement: The coronavirus has led many travel providers to cut their prices. These discounts and price
cuts (airline, hotel, etc.) make me more interested in traveling in the NEXT THREE (3) MONTHS.

Historical data
Agree, 26.4% Agree or Strongly agree Disagree or Strongly disagree
50%
43.1%
45% 43.1%

Strongly Neutral (neither

agree, 16.7% agree nor 40% 38.4%
disagree),
31.2%
35%
33.7%
30%
Strongly disagree,
11.5% 25%
Disagree,
14.2% 25.7%
20%
AVOIDING CONVENTIONS & CONFERENCES
How much do you agree with the following statement?
Statement: I will be unlikely to attend any conferences or conventions until the coronavirus
situation is resolved.
Historical data
63.2%
Agree or Strongly agree Disagree or Strongly disagree
Agree, 23.4% 100%
90%
Strongly 80%
agree, 39.8% 63.2%
70%
60% 66.8%
50%
40%
30%
Strongly disagree, 20%
Neutral (neither agree
8.3% 9.3%
nor disagree), 21.9% 10% 13.5%
Disagree,
6.5% 0%
COMFORT ENJOYING HOME COMMUNITY
How much do you agree with the following statement?
Statement: I feel comfortable going out in my community to restaurants, local attractions and
undertaking local activities.
Historical data

47.0% Agree, 27.5%

Agree or Strongly agree Disagree or Strongly disagree
70%

60%
Strongly
agree, 19.5% 50.8%
Neutral (neither 50% 47.0%
agree nor
disagree), 24.7% 40%

30%
28.3%
Strongly 20% 22.4%
disagree, 14.0% Disagree,
14.3% 10%
EXCITEMENT FOR LEISURE TRAVEL IN 2021

Question: Which best describes how 10 - I am extremely excited 20.6%

excited you are about LEISURE
TRAVEL in this year (2021)? (Please 9 7.8% 62.1%
answer using the 11-point scale 8 12.4%
below) 57.6%
7 13.2% Last
week
(Base: Waves 50 data. All respondents, 1,210 completed 6 8.2%
surveys. Data collected February 19-21, 2021)
5 13.2%

4 3.2%

3 4.2%

2 4.1%

1 1.6%

0 - I am not at all excited 11.5%

0% 5% 10% 15% 20% 25% 30%

TRAVELERS IN COMMUNITY ARE UNWANTED
How much do you agree with the following statement?
Statement: I do not want travelers coming to visit my community right now.

Historical data

Agree or Strongly agree Disagree or Strongly disagree

Neutral 80%
(neither agree
Agree, 25.1% nor disagree), 70%67.6%
31.5%
60%

50%

48.3% 40%
48.3%

30%
Disagree, 20.2%
20%
Strongly 11.3%
agree, 23.2% 10%
9.7%
Strongly disagree, 0%
8.9%
FEELINGS SEEING AN AD PROMOTING TOURISM TO COMMUNITY
Question: How would you feel if you saw an advertisement today promoting your community
as a place for tourists to come visit when it is safe?

Historical data

41.9% Happy or Very happy Unhappy or Very unhappy

Happy, 50%
Very happy, 21.5%
20.4% 45% 41.9%
40%
36.2%
35% 33.1%

30%
Very unhappy,
10.6% 25%

Neutral, 20% 23.1%

35.0%
15%
Unhappy,
12.5% 10%
HOW WELCOMING WAS THEIR MOST RECENT DESTINATION

Question: During your

most recent trip, how Very welcoming 35.1%
welcoming were the 70.0%
local residents? (Select
Welcoming 34.9%
one)
Neutral (neither welcoming nor
unwelcoming) 28.7%
(Base: Waves 50 data. All respondents, 1,210
completed surveys. Data collected February 19-21,
2021)
Unwelcoming 0.8%

Very unwelcoming 0.5%

0% 20% 40% 60%

Our predictive indexes
continue to move forward.
Our hopes are high for a
break-through period.
Predictive Index Formula
Concern for Openness to
Personal Health Messaging

Concern for Excitement to

Personal Finances Travel Now

*Normalized to a 100pt scale

 Healthy Travel Outlook

Neutral
70.0%
Potentially
Not Ready to Travel Ready to Travel
Marketable
60.0%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%
0 1 - 25 26 - 50 51 - 75 76 - 100
High Travel
 Travel Outlook
Neutral
80.0%
Potentially
Not Ready to Travel Ready to Travel
Marketable

60.0%

40.0%

20.0%

0.0%
0 1 - 25 26 - 50 51 - 75 76 - 100

December 4-6 December 11-13 December 18-20 December 25-27 January 1-3 January 8-10

January 15-17 January 22-24 January 29-31 February 5-7 February 12-14 February 19-21
 Total
100.0
Millennials or younger
Gen X
Boomer or older

Ready to Travel
WEST

Consistent Growth MIDWEST

NORTHEAST
75.0
for Most Segments SOUTH
International Travelers
Air Travelers
Cruise Travelers
Leisure Travelers
VFR Travelers
Business Travelers
50.0 Convention Travelers
Female
Potentially Male
Marketable Affluent - Over $125K
$80K - $125K
Under $80K
City Travelers
25.0
Beach Travelers
US National Parks Travelers
Mountain Travelers
Desert Travelers
Suburban area
Not Ready to
Large city (urban area)
Travel
0.0 Rural area
Luxury Hotel
Non-Luxury Hotel
Peer-to-peer lodging
Campground or RV park
 Percent Potentially Marketable
(Index Above 25)
50.0%

Airline and 25.0%

Cruise Travelers 30.0 0.0%

Air Travelers Cruise Travelers 25.0

60.0%

20.0
40.0%
15.0
24.5%
20.0% 11.7% 10.0

5.0
0.0%

0.0

Air Travelers Cruise Travelers

 Percent Potentially Marketable
(Index Above 25)
50.0%

25.0%

Gender 30.0 0.0%

Female Male 25.0

60.0%

20.0
40.0%
15.0

20.0% 10.0

5.0
0.0%

0.0

Female Male
 Percent Potentially Marketable
(Index Above 25)
50.0%

25.0%

Generation 30.0 0.0%

Millennials or younger Gen X Boomer or older 25.0

60.0%

20.0
40.0%
15.0

20.0% 10.0

5.0
0.0%

0.0

Millennials or younger Gen X Boomer or older

 Percent Potentially Marketable
(Index Above 25)
50.0%

25.0%

US Regions 30.0 0.0%

WEST MIDWEST NORTHEAST SOUTH 25.0

60.0%

20.0
40.0%
15.0

20.0% 10.0

5.0
0.0%

0.0

WEST MIDWEST NORTHEAST SOUTH

 Percent Potentially Marketable
(Index Above 25)
50.0%

25.0%

Residence Type 30.0 0.0%

Suburban area Large city (urban area) Rural area 25.0

60.0%

20.0
40.0%
15.0

20.0% 10.0

5.0
0.0%

0.0

Suburban area Large city (urban area) Rural area

 Percent Potentially Marketable
(Index Above 25)
75.0%

50.0%

Lodging 25.0%

Preference 35.0 0.0%

Luxury Hotel Non-Luxury Hotel 30.0

Peer-to-peer lodging Campground or RV park
60.0%
25.0

20.0
40.0%
15.0

20.0% 10.0

5.0
0.0%
0.0

Luxury Hotel Non-Luxury Hotel

Peer-to-peer lodging Campground or RV park
Recent changes in traveler
optimism have not yet
driven large increases in
trip planning behavior.
MONTHS OF EXPECTED LEISURE TRIPS IN 2021

Question: Even if only

tentatively scheduled, in 30%
28.6%
which months do you
currently plan to take any 25%
22.7% 22.2%
leisure trips? (Select all that 20.4% 20.6%
20% 19.2%
apply)
16.5% 16.5%
16.1% 15.9%
14.7%
15%
(Base: Waves 50 data. All respondents, 1,210
completed surveys. Data collected February 19-21,
10.2%
2021) 10%
6.7%
5%

0%
MONTHS OF EXPECTED LEISURE TRIPS IN 2021
Question: Even if only tentatively scheduled, in which months do you currently plan to take any
leisure trips? (Select all that apply)
February 19-21 January 1-3
35%
Expectations up from beginning of the Expectations down from beginning of
year the year
30% 28.6%

25%
22.7% 22.2%
20.4% 20.6%
20% 19.2%

16.1% 15.9% 16.5% 16.5%

14.7%
15%

10.2%
10%

5%

0%
March 2021 April 2021 May 2021 June 2021 July 2021 August 2021 September October 2021 November December Sometime in NONE OF
2021 2021 2021 2022 or later THESE - I HAVE
NO PLANS TO
TRAVEL RIGHT
NOW
TRAVEL PLANNING IN THE PAST WEEK

Question: In the PAST WEEK,

Day-dreamed about taking a leisure trip 32.1%
which of the following have
you done? (Select all that
complete the sentence) Talked to a friend or relative about a future
trip 24.7%
In the PAST WEEK I have
____________
Researched travel ideas online 23.2%

Made travel reservations (lodging,

(Base: Waves 50 data. All respondents, 1,210 transportation, tickets, etc.) 12.3%
completed surveys. Data collected February 19-
21, 2021)
Researched travel ideas offline (magazines,
printed visitor guides, etc.) 9.4%

NONE OF THESE 36.3%

0% 10% 20% 30% 40% 50%

TRAVEL PLANNING IN THE PAST WEEK
Question: In the PAST WEEK, which of the following have you done? (Select all that complete the sentence)
In the PAST WEEK I have ____________

50% January 1-3 January 8-10 January 15-17 January 22-24 January 29-31 February 5-7 February 12-14 February 19-21

36.3% 36.3%
40% 38.4%
33.2%
32.1%
30% 24.7%
23.9% 23.2%

20%

9.4% 12.3%
10% 9.3%
8.0%

0%
Day-dreamed about taking Talked to a friend or Researched travel ideas Researched travel ideas Made travel reservations NONE OF THESE
a leisure trip relative about a future trip online offline (magazines, printed (lodging, transportation,
visitor guides, etc.) tickets, etc.)
EXPECTED NUMBER OF LEISURE TRIPS IN 2021

Question: IN TOTAL, 10 or more 3.6%

how many leisure trips 9 0.5%

Mean = 2.7 trips State of the
(of 50 miles or more 8 1.4% American Traveler
from your home) do you 7 1.1% = 4.9 trips actually
taken in 2019
expect to take in 2021? 6 3.4%

(Select one) 5 7.2% -45% from

4 9.9% pre-pandemic
levels
3 14.1%
2 20.1%
(Base: Waves 50 data. All respondents, 1,143
completed surveys. Data collected February 19-21,
1 17.2%
2021)
Zero 16.4%
I don't know 5.2%

0% 5% 10% 15% 20% 25%

EXPECTED NUMBER OF LEISURE TRIPS IN 2021
Question: IN TOTAL, how many leisure trips (of 50 miles or more from your home) do you expect to
take in 2021? (Select one)

3.20

3.00
3.00
2.85 2.82 2.84 2.81
2.80 2.77
2.73
2.68

2.60

2.40
January January January January January February February February
1-3 8-10 15-17 22-24 29-31 5-7 12-14 19-21
LEISURE TRIPS EXPECTED (NEXT 3 MONTHS)

Question: HOW MANY LEISURE

TRIPS do you expect to take (even if Zero 47.1%
tentatively) in the next three
months?
1 28.3%
I expect to take _______ leisure trips

2 11.1%

(Base: Waves 50 data. All respondents, 1,210 Mean = 1.1 trips

completed surveys. Data collected February 19-21, 3 6.4%
2021) (Unchanged from 1.1 last week)

4 2.6%

5 or more 4.5%

0% 10% 20% 30% 40% 50%

LEISURE TRIPS EXPECTED (NEXT 3 MONTHS)
Question: HOW MANY LEISURE TRIPS do you expect to take (even if tentatively) in the next three months?
I expect to take _______ leisure trips

1.40
1.20 1.07 1.11 1.11 1.11
1.05 1.05
0.99
1.00
0.80 0.68
0.60
0.40
Mean leisure trips expected
0.20
0.00
January 1-3 January 8-10 January 15- January 22- January 29- February 5-7 February 12- February 19-
17 24 31 14 21
Progress from efforts to
encourage vaccination
appears to have stalled.
EXPECTATIONS TO TAKE A COVID-19 VACCINE
Question: Will you take (or FDA Approves
have you already taken) one First Vaccines Average = 58.4%
of the COVID-19 vaccines? % Who Say Yes
70% 66.3%
61.4% 62.4%
60.1% 61.0%
(Base: Waves 27, 30, 35-50 data. All 58.6% 57.0%
respondents, 1,205, 1,203, 1,205, 1,206, 60% 54.1%
1,205, 1,205, 1,204, 1,206, 1,201, 1,207, 51.7%
49.6% 50.7%
1,206, 1,225, 1,205, 1,206, 1,209, 1,209,
1,216 and 1,210 completed surveys.)
50% 46.2%
44.1% 44.7%
41.5% 42.0% 40.7%
39.2%
40%

30%

20%

10%

0%
Sep Oct Nov Nov Nov Nov Dec Dec Dec Dec Jan Jan Jan Jan Jan Feb Feb Feb
11-13 2-4 6-8 13-15 20-22 27-29 4-6 11-13 18-20 25-27 1-3 8-10 15-17 22-24 29-31 5-7 12-14 19-21
EXPECTED SAFETY OF COVID-19 VACCINES

Question: How safe do you

expect a COVID-19 vaccine will
ultimately be? (Select one)
Very safe 30.9% 65.3%
62.5%
(Base: Wave 50 data. All respondents, Last
Safe 34.4% week
1,210 completed surveys. Data collected
February 19-21, 2021)

Neither safe nor unsafe 14.3%

Unsafe 6.2%

Very unsafe 5.4%

I don't know 8.9%

0% 5% 10% 15% 20% 25% 30% 35% 40%

EXPECTED SAFETY OF COVID-19 VACCINES
FDA Approves
Question: How safe do you
First Vaccines Average =64.6%
expect a COVID-19 vaccine will 80%
ultimately be? (Select one)
67.8% 69.9%
70%
(Base: Waves 35-50 data. All respondents, 65.4% 65.5% 65.3%
1,205, 1,206, 1,205, 1,205, 1,204, 1,206, 62.4%61.6%63.8% 63.3% 63.4% 62.5%
58.6%
1,201, 1,207, 1,206, 1,225, 1,205, 1,206, 60% 55.0% 55.5%
1,209, 1,209, 1,216 and 1,210 completed 53.3%
surveys.) 50.3%
50%

40%

30%

20%

10%

0%
Nov Nov Nov Nov Dec Dec Dec Dec Jan Jan Jan Jan Jan Feb Feb Feb
6-8 13-15 20-22 27-29 4-6 11-13 18-20 25-27 1-3 8-10 15-17 22-24 29-31 5-7 12-14 19-21

Historical data (% Safe or Very safe)

VACCINES AND OPTIMISM FOR A RETURN TO NORMAL
Question: Do vaccine
developments affect your
optimism about life returning to Much more optimistic 23.4% 62.0%
normal (or near normal) in the
next SIX (6) MONTHS? (Select one 58.6%
to fill in the blank) Last
More optimistic 38.5% week

The vaccine news has made me

_______________________ about
life returning to normal (or near Neutral (Neither more nor less
32.0%
optimistic)
normal) in the next six months.

(Base: Wave 50 data. All respondents, Less optimistic 3.4%

1,210 completed surveys. Data collected
February 19-21, 2021)

Much less optimistic 2.6%

0% 10% 20% 30% 40% 50%

VACCINES AND OPTIMISM FOR SAFE TRAVEL
Question: Do vaccine
developments affect your
optimism about being able to
Much more optimistic 20.0% 57.6%
travel safely in the next SIX (6)
52.9%
MONTHS? (Select one to fill in the Last
blank)The vaccine news has More optimistic 37.6% week
made me
_______________________ about
BEING ABLE TO TRAVEL SAFELY Neutral (Neither more nor less
in the next six months. 36.2%
optimistic)

(Base: Wave 50 data. All respondents, Less optimistic 4.0%

1,210 completed surveys. Data collected
February 19-21, 2021)

Much less optimistic 2.1%

0% 10% 20% 30% 40% 50%

VACCINES AND OPTIMISM FOR LIFE NORMAL + SAFE TRAVEL
Life returning to normal Traveling safely
70%

62.0%
60%
58.9% 57.6%
51.0%
50%

FDA Approves
First Vaccines
40%

% More Optimistic or Much more Optimistic

TRAVEL PLANS DUE TO COVID-19 VACCINES

Question: Have you begun

planning (or booking) any
future travel in anticipation
of the COVID-19 vaccine
being widely available?
(Select one)
No, 65.2%
Yes, 34.8%
(Base: Wave 50 data. All respondents,
1,210 completed surveys. Data collected 29.4%
February 19-21, 2021) Last
week
A majority of travelers expect
they will feel comfortable
returning to commercial
outdoor attractions by July.
OUTDOOR ATTRACTION VISITATION: PAST 6 MONTHS

Question: Have you visited

an outdoor attraction (e.g.,
zoos, gardens, parks,
amusement parks, etc.) in
the past SIX (6) MONTHS?
No, 68.0%

Yes, 32.0%
(Base: Waves 50 data. All respondents, 1,210
completed surveys. Data collected February 19-21,
2021)
FEELINGS OF SAFETY AT OUTDOOR ATTRACTIONS

Question: In general, how

safe did you feel during your Very safe 39.7%
most recent visit to an
outdoor attraction? (Select
one)
82.6%
Safe 42.9%

(Base: Waves 50 data. Respondents who

visited an outdoor attraction in the past Neutral (neither safe nor unsafe) 12.9%
six months, 375 completed surveys. Data
collected February 19-21, 2021)

Unsafe 3.8%

Very unsafe 0.8%

0% 20% 40% 60%

REASONS FOR NOT VISITING OUTDOOR ATTRACTIONS

Question: Which of the

General COVID-related safety concerns 43.6%
following (if any) describe
why you haven’t visited an Concern about social distancing 33.0%
outdoor attraction in the PAST I don’t trust other visitors to act responsibly 31.5%
SIX (6) MONTHS? (Select all I don’t trust the attraction and its staff to act
that apply) 14.7%
responsibly
Limited hours of operations 14.5%

COVID protocols are too strict at these attractions 14.0%

(Base: Waves 50 data. Respondents who have not
My family/friends don’t want to visit 11.3%
visited an outdoor attraction in the past 6 months,
835 completed surveys. Data collected February 19-
21, 2021) Concern about COVID shaming 9.6%

It is (or was) not allowed in my community 8.8%

NONE OF THESE 18.8%

0% 10% 20% 30% 40% 50%

INTEREST IN OUTDOOR ATTRACTION TYPES

Question: How interested are you

% Interested or Very interested
to visit each of the following National parks 53.8%
types of outdoor attractions while
traveling in the NEXT SIX (6) State, county or regional parks 52.3%
MONTHS?
Gardens or local parks 48.8%
(Base: Waves 50 data. All respondents, 1,210
completed surveys. Data collected February 19-21, Historical landmarks 45.9%
2021)
Aquariums or zoos 39.3%

Theme parks 34.2%

Festivals 31.5%

Concerts 31.1%

Sporting events 30.2%

0% 10% 20% 30% 40% 50% 60% 70%

DESIRED SAFETY PROTOCOLS AT OUTDOOR ATTRACTIONS
Top 3 Box Score (10-8 on 11-pt scale)
Question: Thinking about safety
protocols you would want at
commercial outdoor attractions Many hand sanitizing stations 70.1%
(e.g., zoos, amusement parks,
theme parks, festivals, concerts, Cleaning activity during open hours 67.3%
sporting events, etc.), tell us how
you feel about each of the Required masks for visitors/patrons/staff 66.2%
following options.
Floor markings to enforce social distancing 57.9%
In general, would they be a good Staggered arrival time slots (designated arrival
or bad idea? (Use the scale times to avoid crowding upon entry) 56.7%
provided to evaluate each)
Body temperature screenings upon entry 56.6%

(Base: Waves 50 data. All respondents, 1,210

Pre-arrival health questionnaire 44.6%
completed surveys. Data collected February 19-21,
2021) Proof of COVID-19 vaccination for entry 40.9%

Proof of COVID-19 testing for entry 38.1%

0% 20% 40% 60% 80% 100%

WHEN THEY’LL FEEL COMFORTABLE AT OUTDOOR ATTRACTIONS

Now - I am already comfortable 17.0%

Question: Thinking about the
future, when do you expect you March 2021 2.6%
will feel comfortable visiting a April 2021 5.6%
commercial outdoor attraction(s)
(e.g., zoos, amusement parks, May 2021 6.9%
theme parks, festivals, concerts, June 2021 8.2%
sporting events, etc.)? 50% expect to
July 2021 10.0%
be comfortable
(Select the FIRST month you think August 2021 7.0%
you will start to be comfortable)
by July
September 2021 7.9%
October 2021 4.0%
(Base: Waves 50 data. All respondents, 1,210 November 2021 2.0%
completed surveys. Data collected February 19-21,
2021) December 2021 2.5%
Sometime in 2022 or later 19.0%
NONE OF THESE - I don't expect to ever be comfortable 7.2%

0% 5% 10% 15% 20%

UPCOMING WEBINAR

THE VALUE OF DMOS

Best Practices in Official DMO
Websites & Visitor Guides During the
COVID-19 Crisis

Thursday, February 25, 3pm ET

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