Journey, leisure, hospitality business traits

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Journey increase or journey bust?

It’s been multiple yr since journey host and producer Rachel Rudwall boarded an airplane. The times of capturing her abroad adventures on TV got here to a crashing halt final yr. Like many people, the COVID-19 pandemic squashed any hopes of long-distance journeys and journey adventures. It was particularly crippling for these working within the journey and hospitality business.

“For me, the pandemic meant there have been new considerations and new methods of deciding every individual’s stage of accountability within the international response,” Rudwall shared with BBB. “I needed to pivot what I’ve been doing during the last yr to working in numerous roles.”

Rudwall’s journey changed into a full-time enterprise earlier than the pandemic. As an expert traveler and storyteller, Rudwall shares her adventures on TV and thru images along with her greater than 100-thousand followers on social media. She says journey experiences will really feel totally different transferring ahead.

“Belief might be crucial. Vacationers will wish to make sure that the distributors they’re spending their cash with are taking them significantly,” Rudwall defined. “It is going to be central to the best way individuals make selections.”

In a 2021 Journey Traits Report by Expedia Group, a BBB Accredited Enterprise, 44% of vacationers say they may embark on extra journeys and lengthen their holidays in comparison with a yr in the past. With vaccines extra available and a pent-up demand for journey, returning to normalcy doesn’t appear to be a far-off dream.

MMGY World, a journey communications and advertising agency, expects journey demand to spike over the following a number of months. In an interview with BBB, Chris Davidson, Government Vice President of MMGY Journey Intelligence, expects leisure journey to increase by summer time.

“We all know from our knowledge that vacationers who make at the least $50,000 yearly anticipate to take extra holidays within the subsequent 12 months,” Davidson shared with BBB. “However they anticipate to spend significantly much less on journey total in 2021 in comparison with earlier years, not stunning given we’re nonetheless very a lot within the grip of the pandemic a 3rd of the best way by way of the yr.”

Whereas the kind of journey will tackle many shapes and varieties in 2021, companies have a possibility to reemerge from the pandemic by making security a much bigger precedence, assembly new buyer expectations, and working with belief and integrity.

On this report, BBB takes a deeper dive into the journey, leisure, and hospitality business by uncovering key insights and journey traits. We’ll present you what customers are demanding from journey and hospitality-related companies and listen to from BBB Accredited Companies about how they’re overcoming challenges. Moreover, we’ll offer you actionable steps to assist your corporation gear up and achieve an edge out there throughout what some are predicting to be a journey increase.


Embarking on a brand new journey

Customers are anxious to journey once more in 2021. In an American Specific on-line survey, 64% of respondents miss touring a lot that they’re keen to surrender social media for a month to go on trip safely. However will the expertise be the identical, and the way lengthy will it take for the journey and hospitality sectors to get well?


Journey & hospitality business hit exhausting throughout pandemic

Airline business grounded

When the pandemic began its international unfold in March 2020, the airline business was virtually grounded. Widespread lockdowns led to canceled flights as 1000’s of airline staff had been furloughed. In line with the Worldwide Civil Aviation Group (ICAO), passenger site visitors suffered almost a 60% drop in 2020. In the identical report, seat capability fell by 50%, with simply 1.8 billion passengers taking to the air, in comparison with 4.5 billion in 2019.


Motels endure devastating yr

Motels and lodging additionally suffered a devastating yr with low occupancy, lodge closures, and jobs misplaced. The American Lodge & Lodging Affiliation (AHLA) research projected that half of U.S. lodge rooms would stay empty in 2021. And whereas leisure journey might spike, AHLA says enterprise journey might be gradual.


Most difficult yr for restaurant business

The Nationwide Restaurant Affiliation describes 2020 as essentially the most difficult yr for the restaurant business. Within the State of the Restaurant Trade Report, the business completed 2020 $240 billion beneath the pre-pandemic forecast for the yr. Moreover, the sector ended the yr with 2.5 million fewer jobs.

Regardless of the setbacks, the outlook isn’t all doom and gloom. Davidson with MMGY says traveler optimism is already again to pre-pandemic ranges. Earlier than Christmas, airports soared to a brand new pandemic excessive, eating places expanded supply and pick-up providers, and resorts attracted extra vacationers.

“We’re predicting that the lodge business will expertise one thing we’re calling ‘reverse-compression,’ the place heavy leisure demand on the weekends pushes, or compresses, leisure vacationers to mid-week, Davidson instructed BBB.  “What outcomes is larger leisure occupancy and price will increase for what’s often dominated by enterprise journey.”

One other business group trying to rebound and benefit from the business progress is journey companies. Like different enterprise segments, journey companies took a plunge in 2020. Nonetheless, in accordance with IBISWorld, client progress and confidence will possible spur progress – as a lot as an 11% enhance in annualized income over the following 5 years. (IBISWorld Journey Businesses within the U.S.)


Journey, leisure, & hospitality business 5-Yr Development Forecasts: 2021–2026

Journey companies

2020 income: $32.1 Billion (U.S.), $1.6 Billion (Canada)

Annual income progress: 10.9% (U.S.), 17.2% (Canada)

Annual progress of companies: 7.1% (U.S.), 8.9% (Canada)

Annual employment progress: 9.2% (U.S.), 13.9% (Canada)

Annual progress in wages: 9.5% (U.S.), 14.6% (Canada)


Motels & motels

2020 income: $133.5 Billion (U.S.), $13.0 Billion (Canada)

Annual income progress: 11.7% (U.S.), 8.6% (Canada)

Annual progress of companies: 4.0% (U.S.), 3.9% (Canada)

Annual employment progress: 7.7% (U.S.), 6.2% (Canada)

Annual progress in wages: 8.6% (U.S.), 6.7% (Canada)


Eating places (U.S. single location, full-service / Canada full-service)

2020 income: $192.5 Billion (U.S.), $33.1 Billion (Canada)

Annual income progress: 2.8% (U.S.), 3.4% (Canada)

Annual progress of companies: 2.2% (U.S.), 1.9% (Canada)

Annual employment progress: 2.6% (U.S.), 2.8% (Canada)

Annual progress in wages: 2.7% (U.S.), 2.0% (Canada)


Key Traits

Digital offers

Customers discount store on-line offers.

Customer support

High quality customer support and product information are key success elements.

On-line entry

Worth-driven market propels progress in on-line bookings.

Losses exceed earnings

Regardless of a journey rebound, the sector is anticipated to finish the yr within the crimson.

Journey spending

Spending projected to extend as customers earn larger incomes.

Declining income

Declining income for resorts and motels led to the closure of small, impartial operator areas.

(Supply: IBISWorld)


Concentrate on shifting journey expectations

Assembly new traveler calls for will play a giant half in a enterprise’s restoration and success. Journey will appear and feel totally different as client expectations proceed to evolve and alter over time. The journey and hospitality industries face new alternatives and challenges, together with authorities regulation, well being consciousness, variety and equality, and buyer calls for.


In line with Vacation spot Analysts, 58% of vacationers say they’ve an elevated concern that one thing might go unsuitable with their subsequent journey.


BBB analyzed greater than 55,000 buyer opinions over the previous 12 months to get a greater pulse on what prospects like and don’t like with regards to journey companies, resorts, trip leases, and eating places.


Customer support and cleanliness topped the charts as the most important drivers for individuals leaving optimistic opinions – rating larger than worth and security.


Journey, Leisure, & Hospitality Trade High Drivers for Constructive and Adverse Evaluations


What reviewers stated they appreciated:

35% Good service and friendliness

19% Cleanliness

15% Aesthetics

13% Facilities


What reviewers stated they disliked:

16% Poor service

16% Disrepair

13% Rudeness


Trip Leases

What reviewers stated they appreciated:

40% Good service and friendliness

19% Cleanliness

11% Aesthetics

10% Facilities


What reviewers stated they disliked:

26% Disrepair

23% Poor service

4% Rudeness


Eating places

What reviewers stated they appreciated:

42% Meals

40% Good service and friendliness

12% Ambiance

6% Prices


What reviewers stated they disliked:

32% Poor service

27% Rudeness

14% Poor meals high quality

14% Prices


Journey Businesses

What reviewers stated they appreciated:

64% Good service and responsiveness

25% Friendliness

11% Prices


What reviewers stated they disliked:

99% Cancellations and refunds

(Supply: Buyer opinions)


A enterprise case for variety, fairness, and inclusion

Embracing a various, equitable, and inclusive atmosphere might help companies restore buyer confidence and increase gross sales. In his interview with BBB, Davidson with MMGY stated 2020 was a reckoning yr.

“This recognition has spurred many organizations, together with ours, to take motion. For instance, we partnered with organizations just like the Black Journey Alliance to area an in-depth research designed to know higher the views, alternatives, and challenges for Black vacationers in a number of nations around the globe,” Davidson stated.

The 2021 World Journey Traits Report, revealed by American Specific Journey, discovered 69% of individuals agree that they wish to select an airline/lodge that values variety and inclusion and whose staff replicate a various buyer base.

BBB sat down with Dr. Tony Byers, a world variety and inclusion knowledgeable, on how firms can efficiently create a collaborative tradition by way of their services. Byers says by making small tweaks, firms can embrace variety and inclusion to make prospects need or want their services extra.

Watch the complete interview with Dr. Byers on BBB Enterprise Leaders Unplugged.


BBB Accredited Enterprise highlight: Hawai‘i Guests and Conference Bureau

Honolulu, HI

Like many travel-related companies, the Hawai‘i Guests and Conference Bureau (HVCB) undoubtedly had its most tough yr in 2020. The pandemic introduced with it unimaginable challenges and created new alternatives.

“HVCB regarded for brand new methods to do enterprise and keep related with our guests, residents, and our members,” HVCB Director of Membership, Karen Wataru Nakaoka, stated. “Because the pandemic unfold globally and the financial impression grew exponentially, we reevaluated our assets and checked out methods we might ease the monetary burden of our members.”

In enterprise for greater than 100 years, BBB Accredited HVCB suspended its dues whereas it maintained 100% of its member advantages to help the sector. Nakaoka says the choice helped create belief with shoppers and allowed the group to drag collectively.

Wanting forward, Nakaoka feels optimistic in regards to the outlook for the journey and tourism business. With elevated vaccinations, up to date CDC tips, and extra journey accessibility – HVCB is as soon as once more welcoming guests to the Aloha State.

“Hawai‘i is inviting guests to come back to Hawai‘i and depart higher than after they arrived,” Nakaoka tells BBB. “It’s an invite to reconnect and rethink how we journey. We’re encouraging our guests to essentially get to know the vacation spot, our tradition, and our individuals.”

Nakaoka says Hawai‘i is forecasted to have a powerful journey summer time, with June bookings larger than 2019. Sturdy security and well being protocols, contact tracing, and a masks mandate by the state contributed to traveler confidence. HVCB says the pandemic taught everybody to be nimble and able to meet altering wants.

“Belief is on the basis of a relationship between the vacation spot and the customer,” Nakaoka stated. “Hospitality might want to proceed to satisfy the altering wants of our guests and the varied ranges of journey confidence.”


BBB Accredited Enterprise highlight: SellOffVacations

London, Ontario

At its peak, the pandemic took a toll on journey companies throughout the globe. SellOffVacations Department Supervisor Marion Boulton from London, Ontario, says Canadians nonetheless face strict journey restrictions.

“Journey restrictions are so excessive,” Boulton defined to BBB. “It’s placing such a damper on the journey business right here in Canada and making it tough for individuals to go anyplace.”

From masks mandates, quarantines, and repeat coronavirus exams – Boulton says vacationers find yourself paying a whole lot of {dollars} further to be admitted into the nation. However like many journey companies at present, Boulton is assured the worst is behind her.

“As soon as the restrictions are lifted, all these individuals ready to spend their journey cash and use their future journey credit are going to e book as quickly as they will,” Boulton says. “Then costs will go up. We are going to see a journey increase.”

In enterprise for 42-years and BBB Accredited since 2012, SellOffVacations makes a speciality of journey reserving and trip packages. Boulton says a lot of her shoppers are sitting on journey credit, both hoping to get a refund or to spend the cash on a future dream trip.

2020 definitely had its share of challenges, however Boulton says her enterprise relied on belief and buyer loyalty to assist get by way of a number of the hardest moments.

“When you may have a shopper who has 1000’s of {dollars} tied up in journey vouchers, and so they’re not getting their a refund, we turn into the sounding board,” Boulton shared. “It was actually robust. I let shoppers know that the identical factor occurred to me personally.”

Whereas Canada’s journey restrictions look totally different than the U.S., Boulton says enterprise is selecting up. Purchasers require extra consideration and need assistance navigating journey restrictions and authorities mandates. Boulton says their sister firm within the U.S. briefly employed Canadian brokers by way of September to maintain up with the demand.

“Belief for vacationers goes to be so essential proper now and I believe that’s why we’ve to undergo all these touchpoints with shoppers,” Boulton defined.


Restoring buyer confidence, making certain peace of thoughts

Folks will mood their want to journey with a precedence on well being and security. Companies might want to preserve authorities and well being tips on the middle of their operations  to make sure prospects really feel assured and safe.

Within the PwC client survey, 43% of respondents say they’re prone to spend extra to verify bodily distancing on their subsequent flight. The survey exhibits that customers need extra management of their environment by avoiding public transportation, utilizing their automobile to journey, and avoiding experience shares.

“Folks will wish to really feel that the locations they journey to are persevering with to take COVID precautions,” Rudwall stated when requested about new traveler calls for. “I might say the overwhelming majority of people who I’ve spoken to wish to know that the airways, the resorts, and the locations are taking their well being significantly.”

BBB recommends companies be a part of the answer by deploying extremely seen, community-centric ways to exhibit their dedication. Trusted and profitable companies will make it a precedence to guard staff and prospects.


Take a proactive stance

Put on masks

Observe CDC steerage to guard staff and unvaccinated visitors.

Apply good hygiene

Wash your fingers typically with cleaning soap and water or use hand sanitizer with at the least 60% alcohol. Proceed to make hand sanitizer accessible to visitors in public areas.

Encourage bodily distancing

The place doable go above and past the mandates to assist your prospects really feel relaxed.

Disinfect surfaces

Routinely disinfect surfaces like doorknobs, tables, desks, and handrails.

Use video conferencing

Keep away from pointless conferences or giant gathering by providing video conferencing as an answer to staff and prospects.

Observe well being and security tips

Observe official suggestions concerning occasions, journey, and conferences.

Talk with prospects and staff

Apply transparency with staff and prospects by speaking a shared accountability to defending one another in a COVID atmosphere.

For a free enterprise toolkit on making a more healthy atmosphere at your corporation, please obtain the BBB COVID-19 TOOLKIT.


Develop your corporation with artistic advertising and sincere promoting

Selling your journey enterprise isn’t nearly pushing adverts and hoping for referrals. In line with Assume with Google, a buyer can encounter a whole lot of interactions with manufacturers whereas researching their journey. Corporations should vie for buyer belief; getting in entrance of the appropriate viewers may be difficult.

One of many quickest and only methods to develop your corporation is by increasing what you provide to prospects. By understanding what’s essential to your buyer and pinpointing their wants, you may create a perfect buyer roadmap to help it.

Study extra: BBB Enterprise Tip: How one can optimize each buyer touchpoint to extend gross sales


BBB recommends 5 artistic advertising concepts that can assist maximize your cash with out compromising outcomes.

  1. Outline your model

Create a worthy “elevator pitch” that describes your corporation and the way it might help a potential buyer clear up an issue or fulfill a necessity. Pitch your model in two sentences or much less by highlighting what makes your corporation totally different and distinctive.

  1. Leverage social media

Prefer it or not, social media can impression client perceptions of your organization’s credibility, belief, and transparency. As extra companies transfer their providers on-line, social media is commonly the go-to place for purchasers. Listed below are just a few easy methods to make use of social media to assist your journey, vacation spot, or hospitality enterprise.

  1. Create partaking content material

Producing top quality and fascinating content material about your corporation might help drive site visitors to your web site and make it simpler for individuals to search out you. Think about making a weblog or sharing social media posts on subjects that will curiosity potential prospects.

  1. Associate with the group

Giving again can go a good distance and make an actual impression on how your model is perceived locally. Supporting space causes that align together with your firm’s values cannot solely assist enhance your visibility however could increase your repute amongst potential prospects and the group.

  1. Promote truthfully

Construct belief with prospects by promoting truthfully and ethically. The BBB Code of Promoting spells out all kinds of promoting finest practices. Construct your repute the appropriate approach by being clear and sincere with individuals occupied with your providers or merchandise.

For extra inspiration, see BBB’s Seven ideas for advertising your corporation on a small price range.


Why belief issues in 2021

As journey restrictions proceed to elevate, client confidence will possible develop. Belief might be entrance and middle for many individuals itching to flee the confines of their properties. However reserving journey isn’t with out its dangers. Within the 2020 BBB Rip-off Tracker(SM) Danger Report, journey scams ranked within the high ten riskiest scams, with victims dropping on common greater than $1,300.

“I believe belief is crucial, and it’s a vital pillar of sturdy journey business manufacturers,” Davidson with MMGY stated. “Corporations, and even locations, which have established a stage of belief with their visitors, guests, or customers will, for my part, fare a lot better than those that haven’t.”

Within the Expedia Journey Traits Report, the common individual saved $3,444 for his or her subsequent 2021 journey, with Millennials projected to spend much more. And with the journey agent sector forecasted to develop greater than 11% over the following three years, customers will depend on trusted journey advisors.

The BBB Requirements for Belief serves as a stable barometer on how nicely companies function with integrity and honesty.


Be guided by the BBB Requirements for Belief

Construct belief

Talk overtly with prospects by answering questions and resolving points rapidly. Preserve a optimistic repute and provides customers the boldness they should do enterprise with you.

Promote truthfully

Align your corporation with the BBB Code of Promoting by not fueling fears and over-promising. Act as a chilled and reassuring companion to your prospects by promoting truthfully and pretty.

Inform the reality

Be sincere together with your prospects about service, timelines, and prices. Set practical and clear expectations together with your prospects, and in flip, they may respect you for taking their wants significantly.

Be clear/honor guarantees

If you’re unable to meet commitments, talk instantly together with your prospects, fairly than disappointing them, and rationalize the explanations after the actual fact.

Be responsive/embody integrity

Reveal function and help in your group. Companies can play an important position in sustaining sturdy communities, even in difficult occasions.

Safeguard privateness

Defend buyer knowledge and stop fraud. Gather private data solely as wanted, and respect the privateness preferences of customers.


The BBB Benefit

Whereas the journey, leisure, and hospitality business is on an uncharted restoration in 2021, client optimism is excessive. Corporations centered on constructing belief and loyalty with prospects could have a definite benefit particularly rising from the pandemic.

For greater than 100-years, customers have relied on BBB to search out reliable companies. The BBB Accreditation seal makes it simpler for patrons to attach with firms which have pledged to uphold the BBB Requirements for Belief.

Since 1912, BBB has been supporting companies and customers in its mission of advancing market belief. Right now almost 400,000 Accredited Companies throughout North America help that mission. The necessity for belief has by no means been higher. BBB is dedicated to guiding all companies and serving to customers make wiser buying selections.

Should you’re a journey, leisure, or hospitality enterprise, contemplating including the BBB Accreditation seal subsequent to your organization’s title. Annually hundreds of thousands of customers flip to BBB to assist them get hold of goal details about a enterprise and consider creditability. Assist give customers the boldness they want earlier than they plan their subsequent journey by contemplating BBB Accreditation and make belief and integrity on the middle of your corporation.


The BBB Benefit and why it issues in enterprise

82% of individuals within the US and 70% of individuals in Canada are acquainted with BBB.

88% of US customers and 87% of Canadian customers who’re acquainted with the BBB letter grade usually tend to buy from a enterprise with an A score or larger.

70% of US customers and 66% of Canadian customers acquainted with the BBB Accreditation seal usually tend to understand the corporate as an excellent enterprise.

81% of US customers and 78% of Canadian customers acquainted with the BBB seal usually tend to belief the enterprise is moral and sincere.

(Supply: BBB 2021 Shopper Survey)


Take the following step by including belief.

Turn out to be BBB Accredited.


Concerning the analysis

This report’s knowledge contains responses from BBB Accredited Companies, analysis from the Worldwide Affiliation of Higher Enterprise Bureaus, and a number of on-line enterprise and advertising sources cited all through the report.

For extra data on the report findings, please e-mail [email protected]

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