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D-SSELDORF, GERMANY July 8, 2020 – As U.S. state borders begin to reopen and cities ease restrictions on the coronavirus pandemic, Americans eagerly await the option of a summer vacation. In mid-June, search for accommodation accounted for 39% of the January 2020 volume, however, this number fell to 29% in early July as COVID-19 instances began to increase. Meanwhile, the total number of clicks recovered and, since mid-May, it exceeded 2019 levels. Signs of recovery are a positive indicator after approximately 90% collapse in the volume of studies in April.
These effects come from recent studies conducted through the control consulting firm McKinsey and Company, which employ knowledge of anonymous studies of the trivago of the hotel’s comparison site. McKinsey evaluated general search requests and booking requests measured through clicks, where the user clicks on a link to a decided offer, using knowledge from January 2019 to July 5, 2020. These studies revealed that considerations of restrictions, distance and congestion play a key role in short-term and probably longer planning. The effects show that americans’ appetite is strongly correlated with the number of COVID-19 instances. As instances increase, vacation home searches decrease.
Based on this analysis, a board was developed to interpret this knowledge and identify trends in habits and critical points of good fortune for brands.
Domestic destinations remain popular Appetite for U.S. destinations. Nationals in relation to overseas destinations were already higher before the coronavirus outbreak, representing an average of 70% to 80% of the volume of studies. Since June, this figure has risen to more than 90%. In addition, more Americans are coming to their home countries. Compared to the end of June 2019, the U.S. percentage in the state of origin (within the state) is 13% higher this year.
“The demand for family and closer options is on the rise. This trend will likely continue after the pandemic,” said Axel Hefer, CEO of trivago. “In addition to travel restrictions, regional travel provides more control at an affordable price, while providing the ability to escape. Since restrictions vary by jurisdiction, it makes sense that we see an accumulation in travel within the state.”
“Especially in the United States, it’s vital to take a look at individual progress at the state level. The market is heavily focused on the domestic matrix and we can see that the recovery behavior varies by state, mainly because demand depends heavily on the local epidemiological situation.” Understanding regional advances day by day is key to the success of industry participants,” says Nina Wittkamp, partner wife and expert at McKinsey and Company.
The five most sensitive domestic destinations for AMERICAN lers have remained largely consistent since the start of the COVID-19 crisis. Florida is the most popular place, followed by California, Texas and Nevada. South Carolina replaced New York State at the height of five. In general, significant accumulation in COVID-19 instances over the past 3 weeks has reversed the trend of resumption of searches, i.e. in the southern states. When analyzing trends in Arizona, South Carolina, Florida, and Texas, click progression is strongly correlated with COVID-19 outbreaks. After the first wave of March, the number of clicks began to accumulate. However, with significant accumulation in new instances starting in June, clicks decreased in those states, with decreases ranging from 30% to 53% compared to mid-June. Proximity is equivalent to the popularity of foreign destinations. Knowledge analysis also revealed that the popularity of a pre-pandemic destination continues to play a vital role and that Americans stand firm in their classic foreign destinies in Mexico and Canada. Knowledge of pre-pandemic studies showed that the UK was the third most popular country in terms of searches and clicks, followed by Italy, France and Spain. However, as blocking measures were implemented, the Dominican Republic replaced the United Kingdom. In the first week of July, the five most sensitive foreign click destinations are Mexico, Dominican Republic, Canada, Puerto Rico and Cuba.
The Dominican Republic, Puerto Rico and Cuba have gained particular preference. While these countries accounted for approximately 7% of all search queries between January and July 2019, they accounted for 13% of all searches between April and the first week of July 2020. Knowledge implies a preference for destinations very close to the continent. United States. Compared to last year, the total distance driven decreased by 37%, indicating a further shift to the national matrix.
Preference for longer trips It is interesting to note that trips longer than 7 days were affected and were sometimes less affected than shorter trips. However, knowledge shows that trips longer than 14 days were not recovered as temporarily as shorter trips. In mid-June, longer plans returned to 39% of January’s volume, but have since fallen to 32% of the January level. Search volume of up to six days decreased by 90% compared to the start of the year. In the first week of July 2020, the shortest seekes (1 to 6 days) returned to 37% compared to the January level.
“Given the tendency to move faster in cars, longer journeys are more desirable for apparent reasons,” Hefer said. “We hope this will continue; longer trips where lers can spend more time living their vacation while staying closer to home.”
According to Rep. McKinsey Wittkamp, the industry, adding tourism associations, occasion organizers, hotels and tourist attractions, faces completely new challenges: “They want to make sure that the call and expectations of a destination fit the realities and opportunities available. If this is not the case, steps should be taken to ensure that users continue to enjoy a smart experience. Hotels, for example, want to know when capacity may be higher or if you want to reduce.”
Hefer adds: “Tourism agencies will have to weigh the dangers associated with opening up attractions in relation to the danger of a new COVID-19 epidemic. Q&A replaces every day, which requires greater flexibility.”
About Trivago Trivago is a world-leading hotel search platform aimed at redesigning the way travelers search and compare hotels and other hotels. Incorporated in 2005 in Dusseldorf, Germany, the platform allows travelers to make informed decisions by customizing their hotel search and giving them a complete diversity of hotel data and prices. Trivago enables its advertisers to grow their business by offering a broad audience of travelers through their internet sites and apps. As of March 31, 2020, trivago has established 54 localized platforms connected to more than 4.5 million hotels and hotels of choice in more than 190 countries. Media Contact: Stephanie Lowenthal [email protected]
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