After conducting an extensive survey on travelers’ plans for summer 2020 and beyond, we look at how you can tailor your tours and activities to the new traveler mindset. 

As countries gradually begin to reopen their borders, travelers are getting back on the road and booking new tours and activities. In addition to our Travel Demand Recovery Index, we asked thousands of respondents from 6 countries (France, Germany, Italy, Spain, the United Kingdom, and the United States) in our reopening survey about their plans for travel in 2020.

Travelers plan to take more leisure trips in 2021 than they did in 2019 

Travel and tourism will still grow, not by reverting back to what it was, but by adjusting to a new world. According to our survey, travelers plan to take more leisure trips in 2021 than they did in 2019 (an average of 3.4 trips compared to 2.9). 30% of respondents said they are planning to travel within the next 3 months, and over 74% of respondents said they are planning to travel within a year. It’s clear that travelers are still hungry for travel. 

TIP: As they dream about and plan their next trip, use this time to get ready for an increase in travelers. Find solace in the fact that the industry remains resilient and that your tours and activities are very much at the forefront of travelers’ minds. 

Vaccine, drop in infection and travel deals are the top triggers to go back traveling while flexibility and smaller crowds are important incentives to book tours and activities 

The discovery of a vaccine (56%), drop in infections (50%) and travel deals (38%) are the main triggers for customers to travel again.  

When looking at which initiatives from a local partner would incentivize travelers to book a tour or an activity, we have seen the following:

The most popular criteria for travelers choosing an activity (in order of rank) are: cancellation flexibility, discounts, small crowds, private tours, and hygiene standards. 

TIP: So what can you do to incentivize travelers to book a tour or activity? Don’t forget to unblock availability once you start your operations again as well as remembering to stick to GetYourGuide’s standard cancellation policy. 

It’s also clear that people want to avoid excessive interaction or high-traffic areas. So think about adding a private option to your activity in the Supplier Administration.

Consider reducing group sizes to make sure travelers feel comfortable too. You can manually show when is your activity available to be booked at any time according to your capacity. Read this FAQ for more help on editing availability.

As travel restrictions slowly loosen, a majority of travelers want to rediscover their own country

The majority of travelers want to travel within their own country: we found that domestic travel makes up more than 50% of intended trips across the 6 markets, and over 70% in the US, Italy, and Spain. Plus, 65% of respondents intend on traveling domestically for their next vacation. 

Wary travelers who are still seeking to try new things are looking for things on their own doorstep instead of traveling abroad. 

Overall, when asked what are the places travelers want to see next, domestic destinations are rising across countries especially in the USA (9 out of 10), Italy (8), and Spain (7).

Top 10 regions and cities most frequently named by travelers for their next 3 leisure trips :

TIP: Take this opportunity to capitalize on the demand by making your audio guides and tours suitable for a more local market. According to our Demand Recovery Index, bookings of tours in local languages have seen an increase of 40% compared to the beginning of the year.

Travelers are keen on doing more outdoor activities and city sightseeing  as they consider them safe 

According to our survey, 65% of respondents intend on traveling domestically for their next vacations. Additionally, most of those respondents are interested in countryside or beach destinations: beach destinations are popular in France, Spain, Italy, and the US. In Germany and the UK, the countryside is preferred for domestic travel. Here are major trends broken into the 6 markets:

  1. City breaks in own city, beaches in International locations appeal most to Germans
  2. Major cities preferred in the US for long haul international trips. Beach destinations in domestic or nearby locations are also popular.
  3. City breaks in their own city is popular in the UK (60%). Countryside domestic trips and Beach International locations are most preferred.
  4. The preferred destinations for the French are beach locations, both domestically or internationally.
  5. Italians and Spanish prefer to spend their holidays at the beach, or having a city break, both domestically and internationally.

Why do travelers intend to travel domestically and experiment outdoors? Because they consider these factors to reduce their chance of catching COVID-19.  Respondents consider the following activities to be safe: visiting outdoor attractions (~23%), outdoor walking tours (~29%), and outdoor adventures (~22%). In contrast, respondents considered the following activities to be unsafe: visiting theme parks (~18%), using public transport (~36%), river cruises (~20%), or hop-on-hop-off buses (~35%).

TIP: Consider whether your meeting points, itinerary stops, venues visited on the tour, and transfer methods can be moved to outside locations. Avoid meeting travelers in highly crowded places, ensure that they have accessible transport options such as parking spaces, and maintain social distancing in transfers.

If this is not possible, place an emphasis on the things that you can control such as cleaning, providing masks, and social distancing.

To learn more about current trends in travel demand, check our Demand Index Recovery Index. Read our hygiene safety regulations overview for health and safety measures per country.

Survey Methodology

Quantitative research from Dynata commissioned by GetYourGuide among adult leisure travelers aged between 25 and 64 years old. In total 7,182 respondents were surveyed across 6 markets (1000+ from Germany, UK, France, Italy (1013 respondents) and Spain. In the United States 2000+ respondents were surveyed. Respondents completed an online quantitative survey from 22 May to 3 June, 2020.