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COVID-19 Webinar SeriesAPRIL 21, 2020

travelInspired by

APRIL 21, 2020

C L A R I T YIN A TIME OF CRISIS

Special Edition Earth Day Webinar

With YouErin Francis Cummings

President & CEODestination Analysts

Kristin DahlVice President, Destination Development

Travel Oregon

Chris SeekCEO

Solimar International

Cathy RitterDirector

Colorado Tourism Office

Chris AdamsHead of Research & Insights

Miles Partnership

Today’sagenda

COVID-19 UPDATES:

1. Coronavirus Travel Sentiment Index

2. Quick COVID-19 Updates

EARTH DAY SPECIAL:

1. Destination Management Research

2. Next Steps for DMO Sustainability

3. Panel Discussion & Q&A

COVID-19 COMMUNICATION CENTER covid19.milespartnership.com

Thanks to

Coronavirus Traveler Sentiment Index

Coronavirus Travel Sentiment Index

Key Findings—Week of April 20th

IMPORTANTThe data and findings presented here are from our independent research, which is unique in that it is not sponsored, conducted or influenced by any advertising or marketing agency. This means that you can trust that it is not serving any agenda other than to provide you reliable information upon which to base decisions for your organization’s or tourism community’s future.

Complimentary Report of Findings (and lots of other info):

DestinationAnalysts.com/covid-19-insights

Project Overview & Methodology

Weekly tracking survey of a representative sample of adult American travelers in each of four U.S. regions

Designed to track traveler sentiment and generate insights into when tourism businesses can expect demand to return and from whom

Week 6 data (fielded April 17th-19th ) will be presented today

1,200 fully completed surveys were collected each wave

Confidence interval of +/- 2.8%

Data is weighted to reflect the actual population of each region

Map of U.S. Showing Survey Regions

Most Desired Activities on First Post-Pandemic Trip

Question: Imagine it is some time later when

you first begin feeling it is safe to travel again

for leisure.

On your first trip what activities do you most

want to do? (OPEN-ENDED QUESTION)

(Base: Wave 6. Cancelling trips, 643 completed surveys. Data collected April 17-19, 2020)

“I think a few things. A part of it is hearing confirmation from national, regional and local governments that it is safe to travel and also safe to travel to those locations. I’m wanting to go to Hawaii (after the pandemic) and part of that is confirmation from government officials saying yes we are ready for visitors, that we have the medical equipment, that yes we have different practices. I also want to see from the hotels that I want to stay at and other businesses that they’re ready, their affirmation. Part of it is saying they are ready for you and ready to take care of their employees. So that affirmation: ‘yep we’re back in business, we’re good to go and come on over. ‘…I just want that confirmation.”

How Travelers Will Determine for Themselves that It Is Safe to Travel

Coronavirus Research IndexTravel Marketing Potential Influence CalculationHighlights from the Week of April 20th

Raw Index Formula

Concern for Personal Health

Concern for Personal Finances

Openness to Messaging

Excitement to Travel Now

*Normalized to a 100pt scale

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

0 1 - 25 26 - 50 51 - 75 76 - 100

High Travel

Not Ready to Travel Ready to TravelWaiting to

Travel

Neutral

Healthy Travel Outlook

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

0 1 - 25 26 - 50 51 - 75 76 - 100

March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19

Waiting to Travel

Neutral

Not Ready to Travel Ready to Travel

Raw Index Charted

Wai

ting

to

Trav

elN

ot R

ead

y to

Tr

avel

Rea

dy

to T

rave

l

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19

Raw IndexTotal

Millennials or younger

Gen X

Boomer or older

WEST

MIDWEST

NORTHEAST

SOUTH

Commercial LodgingTravelersInternational Travelers

Air Travelers

Cruise Travelers

Generation

0.0

5.0

10.0

15.0

20.0

25.0

March 13-15

March 20-22

March 27-29

April 3-5 April 10-12

April 17-19

Millennials or younger

Gen X

Boomer or older

Points of Interest Impacting Index Scores:• Gen X again showed the most personal concern for contracting the virus this

week, Boomers the least.• Boomers this week showing “millennial-like” levels of concern for personal

finances this week• Boomers report being the most optimistic this week being the most likely to

say the Coronavirus situation will get better or much better in the next month

Gender

0.0

5.0

10.0

15.0

20.0

25.0

March 13-15 March 20-22 March 27-29 April 3-5 April 10-12 April 17-19

Female

Male

Points of Interest Impacting Index Scores:• Women continue to report higher levels of personal concern for

contracting the virus as well as concern for personal finances• Both Men and Women show low expectation to be able to travel in the

summer, but Men more likely to say they’ll be traveling by the Fall 2020• Women more likely to say they expect to change the types of travel

destinations they choose to visit after the coronavirus situation

US Region

0.0

5.0

10.0

15.0

20.0

25.0

March 13-15

March 20-22

March 27-29

April 3-5 April 10-12 April 17-19

WEST

MIDWEST

NORTHEAST

SOUTH

Points of Interest Impacting Index Scores:• Northeast reported the highest levels of personal concern for contracting

the virus again this week• All regions showed slight decreases in concern across the board with the

West showing the relatively biggest decreases• Midwest shifted and is now the most optimistic this week being the most

likely to say the Coronavirus situation will get better or much better in the next month

Next/Ongoing Updates

• Key Findings to Know released via email every Monday morning

• Online Presentation of Findings every Tuesday at 8:00am PST/11:00am EST

• Shareable infographics and gifs week-daily

COVID-19 Updates from Colorado, Oregon and Solimar International

Destination Management & Sustainability Research

THE FUTURE OF TRAVEL

AS A BRAND

The State of the American Traveler Study

• Quarterly online tracking survey conducted since 2006

• Survey invitation sent to a nationally representative sample of US adults

• Total sample of 2,000+ American leisure travelers each wave

• Examines traveler sentiment, motivations & behaviors

31.2%American travelers who consider leisure travel “extremely important” to their overall well-being and sense of happiness

Top 3 Most Important Leisure Activities

4.2%

4.5%

9.4%

14.7%

18.0%

19.1%

19.6%

21.1%

26.5%

37.5%

61.8%

63.5%

0% 20% 40% 60% 80%

Volunteer activities

Education, classes or seminars

Gardening

Arts, crafts or hobbies

Media consumption (watching TV, listening…

Reading

Sports and exercise

Music (enjoying, listening to)

Culinary activities (cooking, dining out, etc.)

Outdoor recreation

Leisure travel

Spending time with friends and family

Tourism in my community makes it a better place in which to live

Strongly agree, 10.0%

Agree, 22.1%

Neutral, 43.2%

Disagree, 13.3%

Strongly disagree,

11.3%32.1%

Tourism is important to the economy of the community in which I live

Strongly agree, 19.7%

Agree, 30.4%Neutral,

23.1%

Disagree, 13.8%

Strongly disagree,

13.0%

50.3%

I enjoy interacting with visitors to my community

Strongly agree, 12.5%

Agree, 32.7%

Neutral, 38.2%

Disagree, 9.6%

Strongly disagree,

7.0%

45.2%

Perceptions of Excess

Travel’s Perceived Impact on the Environment

The Impact of Climate Change

I live in a place that has an issue with over-tourism (i.e., a place that has too many tourists)

Strongly agree, 8.4%

Agree, 10.4%

Neutral, 17.1%

Disagree, 28.7%

Strongly disagree,

35.5%

18.8%

How serious is the problem of over-tourism where you live?

6.9%

33.9%

31.5%

27.7%

0% 20% 40%

I’m not sure/no opinion

A problem, but not tooserious

A serious problem

An extremely seriousproblem

Which of the following do you believe have contributed to over-tourism in your community?

22.0%

9.3%

9.6%

9.6%

11.8%

13.3%

13.6%

14.7%

15.8%

16.0%

17.1%

17.3%

20.4%

21.3%

21.8%

26.2%

31.3%

0% 5% 10% 15% 20% 25% 30% 35%

NONE OF THESE

Cheaper air options (low cost carriers)

Growth in air service

Displacement of local businesses (by tourism…

Capacity constraints in place visitor gather

Small number of places visitors gather

AirBnB or home-sharing rentals

A limited number of places tourists congregate

Poor planning by local officials

Increased access (e.g. new air service, roads,…

Rapid development of new tourism attractions

Social media driven bucket lists

Higher prices caused by tourism

Too much tourism promotion and advertising

Hotel development

Growing local population

Too many visitors at certain times of year

If a U.S. destination has a problem with over-tourism, I am less likely to visit it

Strongly agree, 17.7%

Agree, 33.5%

Neutral, 31.2%

Disagree, 13.0%

Strongly disagree,

4.7%

51.2%

In the past three years, have you personally visited a U.S. destination that you felt had an issue with over-tourism?

Yes, 31.1%

No, 60.6%

I don't know, 8.3%

Are you more or less likely to visit this place again?

Because of over-tourism, I am___________________

7.1%

6.4%

40.2%

24.6%

21.7%

0% 10% 20% 30% 40% 50%

Much more likely tovisit

More likely to visit

Neutral (neither morenor less likely)

Less likely to visit

Much less likely tovisit 46.3%

Have you told any friends or relatives about this destination having an over-tourism problem?

Did you recommend they not visit that destination?

I don't know, 3.7%

Yes, 63.0%

No, 33.2%

No, 52.7%

I don't know, 2.3%

Yes, 45.0%

I believe that people generally should not travel long distances via air as it is bad for the environment.

Strongly agree, 6.6% Agree,

9.2%

Neutral, 30.2%Disagre

e, 31.0%

Strongly disagree, 23.0%

15.8%

I believe that people generally should not travel long distances via air as it is bad for the environment.

11.4% 12.9% 8.4% 6.7% 3.9%

9.8% 10.3%

6.4%2.6% 4.9%

0%5%

10%15%20%25%

Agree Strongly agree

By Generation

Do you believe that people traveling for leisure have an overall negative impact on the environment?

No, 64.8%

I don't know, 18.4%

Yes, 16.9%

Do you believe that people traveling for leisure have an overall negative impact on the environment?

By Generation

25.0% 21.3%15.5% 13.3% 9.7%

0%5%

10%15%20%25%30%

When planning your trips, how often do you think about the impacts on the environment of your travels?

Always, 9.0%

Usually, 11.7%

Sometimes, 21.6%

Rarely, 28.4%

Never, 29.3%

20.7%

When planning your trips, how often do you think about the impacts on the environment of your travels?

13.1%8.9%

4.8% 6.8% 6.8%

16.6%

11.3%

6.1%7.8% 7.8%

0%

5%

10%

15%

20%

25%

30%

Generation Z Millennials Generation X Baby Boomers Pre-Boomers

Always Usually

By Generation

When traveling, what aspects of your environmental impact do you typically think about?

19.1%12.6%

15.2%17.4%

19.3%21.1%

23.2%24.3%24.9%

26.3%33.5%

46.8%

0% 10% 20% 30% 40% 50%

NONE OF THESE

Use of renewable energy sources

Costs associated with managing the solid waste I create (i.e.,…

Impacts on ecosystems

Other solid waste I create (sewage, food waste, etc.)

Water consumption

Impacts on wildlife/wildlife trafficking

Carbon emissions contributing to global warming (from the…

Recycling and reusing waste generated

Energy consumption from fossil fuels (oil, natural gas, etc.)

Carbon emissions contributing to global warming (from ground…

Plastic waste I create (plastic bottles, single use plastics, etc.)

Do you believe that human activity is responsible for climate change?

73.5% 72.9% 65.1% 53.3% 58.3%

0%10%20%30%40%50%60%70%80%

No, 20.5%

I don't know, 15.4%

Yes, 64.1%

By Generation

In the PAST FIVE (5) YEARS, on a scale of 1 to 10 please rate, how much you think climate change has impacted your leisure travel?

In the NEXT FIVE (5) YEARS, on a scale of 1 to 10 please rate, how much you think climate change will impact your leisure travel?

46.6%8.6%8.4%

10.7%9.4%

5.9%3.9%

2.0%4.4%

0.0%

0% 10% 20% 30% 40% 50%

1 – NO IMPACT ON MY …

2

3

4

5

6

7

8

9

10 - SIGNIFICANT IMPACT…

33.1%

7.9%

7.5%

12.9%

11.4%

11.0%

7.4%

2.8%

6.0%

0.0%

0% 10% 20% 30% 40% 50%

1 – NO IMPACT ON MY LEISURE …

2

3

4

5

6

7

8

9

10 - SIGNIFICANT IMPACT ON…

In the next 5 years, I anticipate climate change will_____________

0% 10% 20% 30% 40%

None of these

Other

Change the destinations I choose to visit (i.e., where I travel)

Change the timing of my trips

Change the attractions or assets I will visit in destinations

Change how I travel

Change the costs associated with my travel

23.5%

3.0%

25.8%

26.5%

26.5%

27.3%

34.1%

“I won’t visit any place where a lot of people go”

“I will not travel anywhere that has not shown virus cases to be 0%”

“I will probably be more local with only one person in party”

“I will be camping, instead of relying on how others clean and care for different spaces”

“I will be spending more time doing individual things and outdoor activities”

THANK YOUerin@destinationanalysts.com@erincummings31

Cathy RitterColorado Tourism Office

Earth Day is Every Day in Colorado

Miles PartnershipCOVID-19/Earth Day Webinar

April 21, 2020

THE COLORADO TOURISM ROADMAP: A strategic plan not just for the Colorado Tourism Office, but for the Colorado tourism industry.

2018 travelers generated a record $1.37 billion in tax revenues

About 61% went into local tax coffers

A Tool for DispersionA searchable, online collection of nearly 200 three-to-ten-day itineraries, guiding travelers to less-

visited and off-peak destinations. Industry partners have a standing invitation to contribute to itineraries. All include sustainability and insider’s tips.

Messaging is embedded throughout

CTO signed MOU with Leave No Trace October 2017, agreeing to:

• Develop shared messaging based on the iconic Leave No Trace Seven Principles.

• Support development of additional strategic partnerships

• Engage in shared research

A First of its Kind PartnershipAIMED AT INSPIRING TRAVELERS TO REDUCE IMPACTS ON COLORADO

Inspiring Travelers to be ‘Colo-Ready’

BeAColoradoConcierge.com

FREE RESOURCE FOR ALL COLORADO BUSINESSESAn online platform to turn frontline workers into Colorado experts and teach them Colorado-style hospitality –and aims at driving traveler spending across our state.

Our ‘Care for Colorado’ Ambassadors …

… now starring in four new ‘Etiquette’ videos

• Colorado Hotel & Lodging Association: Colorado hotels managed 24 million overnight stays in 2017.

• Colorado River Outfitters Association: Served over 600,000 rafters in 2018.

• Colorado Dude & Guest Ranch Association: Welcome an average of 16,000 guests for weeklong stays every year.

• Colorado Association of Destination Marketing Organizations (CADMO): Colorado largest DMOs

• Colorado Association of Ski Towns: Represents 28 municipalities and four countries whose economies are dependent on the ski industry and tourism.

• Colorado Mountain Club: State’s leading organization dedicated to adventure, conservation and education.

The Care for Colorado CoalitionSHARING A UNIFIED MESSSAGE WITH MILLIONS MORE COLORADO TRAVELERS

CADMO

• Sustainability continues to grow in importance among visitors, which makes sense since the topic of climate change and weather impacts is an increasing common topic of news coverage. More than a quarter of this summer’s visitors say the topic is very important.

• Among high-value households, sustainability is even more valued, with more than a third of these visitors deeming it very important in the section of their destination.

Visitors increasing value stewardship

Source: Strategic Marketing Research & Insights (SMARI), Colorado 2019 Summer Advertising Effectiveness

15% 20%27%

21% 12%

25%15% 22%

14%

49% 45%34%

2017 2018 2019

Importance of sustainability in destination selection

Not important

Unsure

Moderately/slightly important

Very important

24%35%

26%

24%

15%12%

35% 31%

Under $100k HHI $100k+ HHI

Importance of sustainability by HH income

Electrifying Our Byways

Renewable Energy

Working with the Colorado Energy Office to ‘electrify’ our 26 Colorado Scenic and Historic Byways (11 are National Scenic Byways too)

Kristin DahlTravel Oregon

Chris SeekSolimar International

COVID-19 SUSTAINABLE

TOURISM RECOVERY

STRATEGIES FOR DESTINATIONS

CHRIS SEEK

SOLIMAR INTERNATIONAL

WE ARE EXPERTS AND PASSIONATE ABOUT

SUSTAINABLE TOURISM FOR DEVELOPMENT

SUSTAINABLE TOURISM

125

1) Become the catalyst to inspire industry and government to support sustainability initiatives

UNDERSTANDING THE 7 PHASES OF COVID-19 TRAVEL IMPACTS

UNDERSTANDING THE 7 PHASES OF COVID-19 TRAVEL IMPACTS

CONTENTS

https://visitsedona.com/sustainable-tourism-plan/

CONTENTS

2) Strengthen tourism planning and site management through partnerships

OVERTOURISM WAS A PROBLEM BEFORE COVID

AND WILL REMAIN A PROBLEM AFTER

20,000 Chinese travelers flocked a National Park when Stay at Home Restrictions were lifted

OVERTOURISM WAS A PROBLEM BEFORE COVID

AND WILL REMAIN A PROBLEM AFTER

20,000 Chinese travelers flocked a National Park when Stay at Home Restrictions were lifted

OVERTOURISM WAS A PROBLEM BEFORE COVID

AND WILL REMAIN A PROBLEM AFTER

3) Develop visitor funding mechanisms to support biodiversity conservation

THE ISLAND OF ATAURO IN TIMOR LESTE IS ONE OF THE MOST BIODIVERSE REEF SYSTEMS IN THE WORLD

TO SUPPORT CONSERVATION THE LOCAL DMO CREATED A $2 FEE FOR SNORKLERS AND DIVERS THAT GOES TO LOCAL FISHERMAN & CONSERVATION

PROJECTS

1) Become the catalyst to inspire industry and government to support sustainability initiatives

2) Strengthen tourism planning and site management through partnerships

3) Develop visitor funding mechanisms to support biodiversity conservation

SUSTAINABLE TOURISM STRATEGIES

Panel Discussion and Q&A

Additional Resources

Placeholder slide

• Add screen shot of Part I of Blog – Earth Day Principles

www.TravelCareCode.org

Find it by searching for: "UN measures to support travel"

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Clarity in a Time of Crisis: COVID-19 Webinar #3

LONGWOODS TRAVEL SENTIMENT SURVEY – SPONSORED BY MILES

Clarity in a Time of Crisis: COVID-19 Webinar #3

covid19.milespartnership.com/data-tracking

• Data Points & Analysis

• 2 Page Summary

• OnDemand 5 min Webinar

Panel Discussion and Q&A

covid19.milespartnership.comwww.destinationanalysts.com/covid-19-insights

www.colorado.comtraveloregon.com

www.solimarinternational.com

Additional Resources

Thank You

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