PULSING THE LEISURE MARKET · 2020. 12. 9. · PULSING THE LEISURE MARKET. Public opinion insights from the “Back-to-Normal Barometer” CONTEXT: RESPONDENTS ACTIVELY ENGAGE. n=538,

PULSING THE LEISURE MARKETPublic opinion insights from the “Back-to-Normal Barometer”

CONTEXT: RESPONDENTS ACTIVELY ENGAGE

n=538, Back to Normal Barometer, Nov. 18, 2020

CONFIDENCE BAROMETER PLATEAUS

Back to Normal Barometer, Nov. 18, 2020

27%

30% 30%

34%32%

27%

29%

27% 27%

32% 33%31% 32%

34% 34%

40%40%

44%

42%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 Wave 12 Wave 13 Wave 14 Wave 15

Total Timeshare Owners

TIMESHARE OWNERS ARE MORE CONFIDENT THAN THE TOTAL SAMPLE

A DECLINE IN FUTURE EXPECTATIONS LED TO A SMALL DROP IN OVERALL CONFIDENCE AMONG TIME SHARE OWNERS

42%

32%

52%

-5

Confidence Barometer

Future Expectations

Current Conditions

--

-2

Wave 15: n=279, Back to Normal Barometer – Nov. 16, 2020Wave 14: n=275, Back to Normal Barometer – Oct. 21, 2020

MOST PERSONAL/SOCIETAL CONCERNS ABATE


55%55%

58%

Personal Finances

53%

59%

Potential to contract COVID-19

The U.S. Economy

PERSONAL

SOCIETAL

MEDICAL $$$

-6

-2-5

Impact on leisure activities

57%

Impact on American society

UNREST

The overall public health crisis

*Percentage who said they are extremely concerned (top three box).Wave 15: n=279, Back to Normal Barometer – Nov. 16, 2020Wave 14: n=275, Back to Normal Barometer – Oct. 21, 2020

-3

-4 --

TIME SHARE OWNERS ARE SLIGHTLY LESS CONCERNED ABOUT KEY PERSONAL AND SOCIETAL ISSUES

The post-election landscape

2/3 THINK THE ELECTION WAS EXECUTED FAIRLY


3/4 THINK IT’S TIME FOR AMERICA TO COME TOGETHER


MAJORITY HOPE BIDEN WILL UNITE AMERICA


MAJORITY WANT TRUMP TO BE GRACIOUS IN DEFEAT


MOST THINK A PEACEFUL TRANSFER OF POWER IS ESSENTIAL


“HISTORIC TURNOUT DEMANDS ACTION” ARGUMENT RESONATES


THEY HOPE FOR AN END TO GRIDLOCK, BUT DON’T EXPECT IT


STRESS LEVELS ABATE A BIT…


…BUT REPUBLICANS ARE NOT BOUGHT IN


The pandemic

THEY EXPECT IT TO GET WORSE, AND OTHERS NOT FOLLOW RULES


3/4 WOULD WEAR A MASK IF BIDEN ASKED


HALF DEFINITELY WILL GET VACCINATED; 1/5 DEFINITELY NOT


NEARLY HALF EXPECT VACCINE AVAILABILITY BEFORE MARCH 1


Ready or Not

WILLINGNESS TO ENGAGE CONTINUES TO RISE


TIME SHARE OWNERS HAVE RE-ENGAGED


READINESS TO STAY AT HOTEL HITS ALL-TIME HIGH


READINESS TO FLY HITS ALL-TIME HIGH


ARDA: WITH ASSURANCES, 70% RETURN IN 3 MONTHS


NEARLY 1/5 ARE CHANGING TYPICAL HOLIDAY TRAVEL


THE BIGGEST CONCERN IS BEING LOCATED CLOSE TO OTHERS


THE BIGGEST CONCERN IS GETTING SICK, THEN QUARANTINES


DRIVE AND NOT FLY

n=576, Back to Normal Barometer, July 22, 2020

COOK MY OWN FOOD

n=576, Back to Normal Barometer, July 22, 2020

MORE THAN HALF HAVE TAKEN A TOUR OR SEEN PRESENTATION

n=502, Back to Normal Barometer, Oct. 21, 2020

>1/4 TOURED OR SAW PRESENTATION SINCE APRIL

n=267, n=238, Back to Normal Barometer, Oct. 21, 2020

MAJORITY HAVE USED THEIR TIMESHARE DURING PANDEMIC


MAJORITY PLAN NEXT TIMESHARE VACATION IN NEAR FUTURE


THEY WANT TO GO BACK TO SOMEWHERE FAMILIAR

n=538, n=107, Back to Normal Barometer, Nov. 18, 2020

MOST KEEP A BUCKET LIST, AND COVID HAS ALTERED IT

n=538, n=376, Back to Normal Barometer, Nov. 18, 2020

HERE’S WHERE THEY PLAN TO VISITWhich, if any, of the following destinations would you consider visiting for vacation over the next six months?

n=279, Back to Normal Barometer, Oct. 7, 2020

Las Vegas 25% Nashville 9%

Los Angeles 17% Boston 9%

New York 17% Seattle 9%

Washington, DC 16% Denver 8%

Orlando, FL 15% Memphis 7%

San Francisco 14% Oklahoma City 7%

Dallas 13% Phoenix 7%

Chicago 13% Portland, OR 5%

San Diego 12% None 31%

HERE’S WHERE THEY WOULD GO OVERSEASAssuming that international travel restrictions and all required quarantines were lifted, which of the following regions of the world would you be most likely to travel to first?

n=279, Back to Normal Barometer, Aug. 19, 2020

Western Europe 23% Mexico 4%

Caribbean 13% Middle East 3%

Asia 7% Eastern Europe 3%

Australia 6% South America 3%

Central America 5% None of the Above 29%

Africa 5%

NYC TOPS TRIP CANCELLATIONSSince the onset of the pandemic, for which of the following destinations, if any, have you cancelled travel reservations?

New York 16% Phoenix 4%

Las Vegas 9% Nashville 3%

Washington, DC 8% Seattle 3%

Los Angeles 7% Oklahoma City 3%

Orlando, FL 7% Dallas 3%

San Diego 5% Boston 2%

Chicago 4% Portland, OR 2%

Denver 4% Memphis 1%

San Francisco 4% None 47%

n=317, Back to Normal Barometer, Sept. 9, 2020

CANCELLATIONS DRIVEN BY HEALTH CONCERNS


HEALTH CONCERNS TOP REASON TO SKIP VEGAS & ORLANDO

n=491, Back to Normal Barometer, Aug. 19, 2020

WIDE VARIANCE IN ROADTRIPS TAKEN THIS SUMMER


THOSE WHO ROAD-TRIPPED VISITED FRIENDS/FAMILY


HALF PLAN TO SPEND SAME OR MORE ON ‘21 LEISURE TRAVEL


A ‘21 VACCINE WOULD NOT BOOST LEISURE TRAVEL SPENDING


MORE WILLINGNESS TO FLY 1,000 MILES NOW VS. AUGUST

n=177, Aug. 19, 2020; n=212, Oct. 7, 2020

HERE’S HOW THEY’RE ALLOCATING UNSPENT ‘20 TRAVEL $


NEARLY HALF WOULD TAKE A TRIP IF PANDEMIC ENDED TOMORROW


QUESTIONS?

• What questions do you have about the findings?

• What should we ask in future waves?

Documents

PULSING THE LEISURE MARKET · 2020. 12. 9. · PULSING THE LEISURE MARKET. Public opinion insights from the “Back-to-Normal Barometer” CONTEXT: RESPONDENTS ACTIVELY ENGAGE. n=538,