Travel and leisure insights
In terms of travel, the survey asked whether people would be comfortable engaging in several hospitality-related activities within a few months, post-lockdown, such as taking a train, going to a restaurant or booking a UK holiday. 65% of those surveyed said they would be happy, 11% said they wouldn’t be happy until a vaccine or treatment was available and 4% said they wouldn’t be happy unless they and their family were vaccinated.
The majority of people would expect to pay the same once lockdown has lifted for UK bookings (69%) but the average time before considering planning (5.1) of booking (5.5) a UK holiday remains around 5 months away.
30% of people questioned said they are not sure when they will book a holiday again which has actually risen from 23% in the previous week’s report.
Surprisingly city breaks come out on top as the most popular predicated holidays in London and Edinburgh with Cornwall and Devon also mentioned.
What this means for hospitality marketing
While people do think that their travel and hospitality habits will return to some sort of normality, the time this will take will depend on the end of the lockdown period and the Government’s yet-to-be communicated exit strategy.
While the positive uplift in the mood of UK consumers is good news, the Government has said that hotels, restaurants and holiday parks will be amongst the last venues to have restrictions lifted.
Road to recovery
In the meantime, hospitality businesses need to concentrate on the areas of their business that can be controlled and may yield some revenue. Emails and social media are still great ways to promote your brand and we are still seeing very strong engagement on these channels to promote:
Weddings booked long in advance and some hotels offering virtual wedding tours, Unlocking the power of 360 & Virtual Reality video for weddings.
- Gift vouchers with flexible booking options to be taken any time in 12-18 months
- Online exercise, yoga and meditation (for those with spas or gyms)
- At home wellness and health and wellbeing advice/consultations
- Takeaway food (if your restaurant is offering it)
- Stay bookings (once travel restrictions are lifted and we are over the worse of the pandemic)
- Properties are using this time to improve and strengthen their business by developing new websites at this time
- Many properties which usually close in the winter or for Christmas are also considering extending their seasons/opening to gain from the pent-up demand that will certainly exist