尽管有潜在的威胁,但旅行社在2022年看涨
byDaniel McCarthy/
根据美国旅游经营者协会(USTOA)的最新数据,在本周在圣地亚哥举行的年度会议上发布的美国旅游经营者协会(USTOA)的最新数据显示,旅行社将前往2022年。
根据特里·戴尔(Terry Dale)的说法,有86%的USTOA活跃成员参加了该调查,该调查于11月10日进行。结果显示,巡回演出和旅行行业的主要令人鼓舞的迹象。
The first was that members are seeing more new bookings versus rebooking, an indicator of just how far consumer sentiment has moved since those early stages of the pandemic—59% of 2022 existing bookings were new bookings, with the rest (41%) rebooked or canceled 2020 or 2021 departure.
In terms of booking windows, “It's really all over the place for a lot of the tour operators,” Scott Wisemen, the SVP and GM at Apple Leisure Group and new USTOA chairman said.
他补充说:“这确实向我们展示了Covid的这种持续不确定性。”
根据调查,绝大多数预订都在出发后的12个月内进行,最多的预订出发了四到六个月。更少的时间要提前一年。
“It’s good news and bad news because it means more people want to book short term. In the previous years, we were seeing a farther out booking pattern and you felt if you missed the booking window you were in trouble,” Wisemen added.
这些预订中的大多数是国际预订(北美为75%vs 25%),这种模式显示自2020年以来,北美代表预订的35%,这是国际旅行返回的好兆头。
Looking to the future, there is a strong sentiment that 2022 will be better—9 out of every 10 active members are either “highly confident” or “confident” that bookings will increase in 2022, with two-thirds expecting a big year with a 7% to 10% or higher boost from 2021.
In total, half of all members expect to reach a full recovery of pre-pandemic levels by the end of 2023, with 20% expecting a recovery by the end of 2022 and another 20% expecting it by the end of 2024.
“There is a relatively optimistic outlook from our members,” The Travel Corp.’s Madhvi Buch said.
However, members aren’t blind to potential risks. The survey found that the pandemic and health crisis is still the top of mind for threats followed by global financial instability and recession risks.
“They are not blind to some threats out there,” Elizabeth Crabill, the CEO of CIE Tours said.
今年感知到的威胁的最大举动之一是新闻周期,与去年相比,该新闻周期实际上在2021年的回答前五名中上升。
“I think that most of our membership has learned that changes in customer behavior can very much be driven by the media cycles in what’s reported in the news,” Crabill said, adding that a perfect example was news that the European Union was putting the U.S. onto its red list, a headline that impacted business for so many tour operators.
Where and how consumers want to travel to
即使大流行迅速改变了旅游业的许多事情,北美消费者的主食国际目的地仍然相同。
The top international destinations, according to the survey, were Italy, France/Greece (tied 2nd), and Ireland, a clean sweep for Europe for the third year in a row.
布赫说:“就人们的去向而言,这里没有真正的重现。”
In terms of where people want to go domestically, the National Parks were the top choice, the same pattern that tour operators reported in 2020, followed by Alaska and Hawaii.
For how consumers want to travel, most prefer small group tours, a trend that started surging prior to the pandemic. Classic group tours moved up to fourth from sixth place.
What about the next decade?
Members expect the pandemic to fade over the next ten years and other issues to have a bigger impact on the travel industry including sustainable travel along with artificial intelligence and advanced travel technology.
According to Holland America’s Charlie Ball, almost two-thirds said that sustainability is somewhat important and another quarter said it is important to their customer base. But it’s not all about the customer. Creating sustainable business practices can help to create a better business for employees, too.
“Make yourself an employer of choice by leaning into these things,” he said.