If you’re not familiar with Inbound Travel, it’s a concept coined by a group of hoteliers and regional tourism managers in the US to describe the desire among consumers to stay connected as they explore new destinations.
The State Department released the latest findings from its 2014 “Traffic Trends” report, which revealed that inbound international travelers to the United States spent a record $265 billion in the country in 2014. The total spend is up 5 percent from 2013, and is the highest amount ever spent by inbound travelers. The top 10 countries with the biggest spend in 2014 were the United Kingdom, Germany, France, Canada, China, Italy, Japan, Mexico, Russia, and Brazil.
New Brand USA’s (NBUSA) study of inbound travelers revealed a new trend: the desire to learn more about the country first, followed by a desire to explore places in the country and discover what to do there. This is the exact order travelers list in order of priority when they go to research a place. So, if you want to know what to do in the US, research the US first.
Brand USA hosted a webinar to inform partners on how other nations around the globe perceive travel to the United States based on its most current data on international travel and consumer sentiment.
Overall, the prognosis is optimistic, with people’s desire to travel to the United States decreasing less than their want to travel abroad.
During the webinar, Julie Heizer, deputy director of the National Travel & Tourism Office at the U.S. Department of Commerce, reported that domestic travel is recovering first and that vaccines are the key to safely reopening. She also noted that cases of COVID-19 are still declining.
“This does not imply that everything is well. Not at all. At the very least, the trend lines are heading north, which is a good sign “Heizer said.
The needle is going in the right direction for the travel sector. Brand USA recently held a webinar on travel and consumer attitude, which revealed that the current condition of the recovery is brimming with promising signs.
Since March, domestic travel has increased, as has the number of passengers passing through TSA screenings.
The demand for hotel rooms is increasing, as is trip expenditure.
There are additional indications that the road to recovery is going in the correct way. During the months of February, March, and April, employment in travel-related leisure and hospitality rose by almost 1 million, bringing the total to 14.1 million.
There are, however, certain drawbacks. Employment in the industry is much lower than it was before to COVID-19, and foreign travel remains severely reduced.
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With foreign travel on pause, Brand USA looked at the intent to travel abroad and the intent to go to the United States for people outside the United States.
According to Brand USA study, certain markets are more risk-tolerant than others when it comes to foreign travel. The desire to travel abroad has lately remained stable or increased in many nations.
Residents in countries such as Canada, China, Germany, France, India, Mexico, and South Korea have shown an increased interest in traveling internationally in recent months, while interest in international travel in the United Kingdom, Brazil, and Japan has remained stable, while interest in traveling abroad in Australia has decreased.
Brand USA discovered that although international travel intent has not yet recovered to 2019 levels, younger generations are now leading the way with the greatest willingness to travel abroad.
Men are also more likely to go overseas, while women are more hesitant. In all of the nations Brand USA studied, families with children expressed a greater desire to go overseas in the following 12 months, including Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, South Korea, and the United Kingdom.
Travel over the holidays is expected to be prosperous. Brazilians, Canadians, Germans, Japanese, Indians, and Mexicans all expressed a great desire to travel internationally. Travel to the United States has become more popular in Canada, Japan, Mexico, India, and South Korea.
Except for Australia and China, the probability of visiting the United States was approaching 2019 levels in all of the nations studied. While there was no difference in willingness to go to the United States by age or gender, families with children were less inclined to travel to the United States. When it comes to vacation travel, Mexico, Brazil, India, Korea, and Japan all expressed significant interest in visiting the United States.
COVID-19 is still the most one reason for people avoiding traveling, according to Brand USA. The main source of worry was travel limitations due to the virus; nevertheless, many people were also worried about catching the illness and the availability of activities/experiences during their vacation. The study also discovered that some passengers were unable to go due to financial concerns. In Canada, for example, 29% stated they couldn’t afford to go this year.
As the United States reopens and foreign travel expands, Brand USA underlined its commitment to provide continuing advice, insights, and strategies to its partners. The organization is focusing on nations with the greatest interest in visiting the United States, and it is dedicated to allowing partners to capitalize on the momentum in countries where people are eager to travel.
According to the 2015 “New Brand USA” research, it appears that the number one goal for travel marketers in the USA is to attract more inbound travelers to their property. According to their research, inbound travelers want to feel welcomed and valued, and they want to be amazed and inspired at the hospitality their surroundings have to offer. These travelers are also interested in learning more about the culture of the country they’re visiting, which often means spending time with locals.. Read more about brand usa funding and let us know what you think.
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