Marketing Tips & Trends from Visit Pensacola Vendors

Destination Analysts: Update on American Travel – Week of March 15th 

Americans appeared to respond to the nation’s vaccination vision with increased optimism and record-setting travel sentiment and expected trips for their 2021. Still, the travel industry cannot lose sight that COVID-19 continues to be top-of-mind, with 43.1% of Spring Break travelers saying they remain “very concerned” about contracting the virus on their trip. 

Key Findings to Know: 

  • Americans’ optimism about the course of the pandemic is up a staggering 40 percentage points since the start of the year, with 60.3% feeling things will get better in the next month. 

  • This optimism especially shines through in their feelings towards travel. Fully two-thirds are now in a travel readiness state-of-mind. Americans rate their level of excitement about travel this year a 6.6, up from 6.2 in just the past week. Americans set another pandemic record in their openness to travel inspiration, hitting 6.5. Nearly half can now be motivated by discounts and deals to take a trip they had not previously considered.  

  • A factor in this growing openness and excitement towards travel is certainly an increasing sense of safety. A majority of American travelers no longer feel unsafe traveling in taxis or rideshares, visiting indoor attractions, dining in restaurants, shopping, flying on airplanes and staying in hotels. This week, 41.5% are firmly confident they can travel safely in the current environment, up nearly 5 percentage points since the week prior, and 17 percentage points since January 3rd.  

  • Still, COVID continues to be top-of-mind and should not be discounted in travel messaging. As an example, 43.1% of Spring Break travelers say they remain “very concerned” about contracting the virus on their trip.  

  • Over 70% of American travelers dreamt of or planned travel in the past week, and these actions look to increasingly be turning into trips. The average number of leisure trips Americans are reporting they will take in 2021 increased this week to 3.0 after hovering at 2.8 for much of the year. All months from June forward saw increases in the percent of Americans who said they had trips at least tentatively planned in them.  

  • Fully 15.0% of American travelers said they made travel reservations and/or bookings in the last week, largely for hotels and airline tickets. In fact, 35.5% of American travelers say their very next trip by air will be by August.  

  • In looking at what attributes are important to travelers as they consider cities as places to visit, safety still remains largely on top, with 74.3% saying this is important. A relaxing environment, good weather, welcoming atmosphere, ease in getting around and scenic beauty are also most critical.  

Visit Florida Influencer 101 Webinar  

Content creators, influencers, tiktoks and contracts – we know navigating the digital media space can be overwhelming. This past week, Visit Florida shared with us their selection and vetting process, policies, and expectations for hosting influencers. Watch the presentation below to explore.  

Final Webinar Deck - PDF 

10 Clever Instagram Story Ideas for Destination Marketers 

With 500+ million people using Instagram Stories every day, the format continues to grow. But between limited resources and pre-pandemic blues, it's challenging to keep up with content demands and be creative.  

Not to worry—here are 10 Instagram Story ideas you can use to engage your audience, expand your reach, and influence local tourism. Read here.  

Downs and St. Germain 

Monthly Dashboard | February 2021