2020
9
US Local Vacations Market Report 2020
2020-11-25T03:02:48+00:00
OX987352
3695
127947
[{"name":"Travel Destinations","url":"https:\/\/store.mintel.com\/industries\/holidays-travel\/travel-destinations"}]
Report
en_GB
“Traveling within a few hours’ drive has more or less defined leisure travel since the pandemic hit the US in the spring. Consumers are enjoying these local vacations, much to…

US Local Vacations Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Local Vacations – US market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

With the COVID-19 pandemic still active in the US, the travel industry has been hit hard. The bright spot for travel is in smallscale trips, such as road trips, RVing and camping, and getaways to remote lodging. As the pandemic wears on, these options will continue to have strong appeal among people looking to relax, escape from the stresses of their environment and reconnect with loved ones safely. This is the moment that travel providers need to seize upon if they are to persist through the pandemic.

Expert analysis from a specialist in the field

Written by Mike Gallinari, a leading analyst in the Travel & Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Traveling within a few hours’ drive has more or less defined leisure travel since the pandemic hit the US in the spring. Consumers are enjoying these local vacations, much to the benefit of campgrounds, national parks and the RV industry. However, while local vacations are popular now, they will face stiff competition from longer-distance travel when it becomes viable again, so local destinations need to make the most out of the current situation to maximize retention in the future.
Mike Gallinari
Travel & Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
            • Economic and other assumptions
            • Executive Summary

                • Top takeaways
                  • Local vacation overview
                    • Figure 1: Trips taken in past six months, August 2020
                    • Figure 2: Trip intent for next six months, August 2020
                  • Impact of COVID-19 on local vacations
                    • Figure 3: Short-, medium- and long-term impact of COVID-19 on travel and local vacations, November 2020
                  • Opportunities
                    • RVs and rental cars can be a source of trip upgrades for younger travelers
                      • Figure 4: Intended transportation for local vacations, by age group, August 2020
                    • City dwellers are eager travelers
                      • Figure 5: Attitudes about local vacations vs farther trips, by area of residence, August 2020
                    • Local vacations can be a family holiday activity
                      • Figure 6: Reasons for taking a local vacation, by age and gender, August 2020
                    • Challenges
                      • COVID-19 is a principal barrier
                        • Figure 7: Factors that discourage local vacations, August 2020
                      • Staycations are a flash in the pan
                        • Figure 8: Attitudes toward staycations, August 2020
                      • It is hard to keep young travelers interested in local vacations
                        • Figure 9: Attitudes about local vacations, by age group, August 2020
                    • The Market – Key Takeaways

                      • Travelers are timid, and recovery is tepid
                        • COVID-19 still plays a big role in travel decisions
                          • A struggling economy works against travel
                            • RVs and drivable destinations are in favor
                            • Recent Travel and Travel Intent

                              • Trips taken in the past six months
                                • Most consumers are engaging in some sort of travel during the pandemic
                                  • Figure 10: Trips taken in past six months, August 2020
                                • Recent leisure trips are likely to be short
                                  • Figure 11: Length and type of trip taken in past six months, August 2020
                                • Young adults are the most likely current travelers
                                  • Figure 12: Trips taken in past six months, by age group, August 2020
                                • Travel intent for the next six months
                                  • Travel is slowly improving, but recovery is still far on the horizon
                                    • Figure 13: Trip intent for next six months, August 2020
                                    • Figure 14: Length and type of trip intended in next six months, August 2020
                                  • Impact of COVID-19 on local vacations
                                    • Figure 15: Short-, medium -and long-term impact of COVID-19 on travel and local vacations, November 2020
                                  • Lockdown (March-June 2020)
                                    • Reemergence (July 2020-December 2021)
                                      • Recovery (2022-25)
                                        • COVID-19 is a big determinant in travel activities
                                          • Figure 16: Comfort with travel activities, May 2020
                                        • COVID-19 concern has declined from its summer peak, but remains high
                                          • Figure 17: Worry about exposure to COVID-19, by age group, May 28-September 8, 2020
                                        • Comfort with hotels rising; comfort with flying still low
                                          • Figure 18: Comfort with travel activities, July 15-October 5, 2020
                                        • Viral resurgence can temper holiday travel
                                        • Market Factors

                                          • Unemployment is improving, but still not healthy
                                            • Figure 19: Unemployment rate, January 2007-September 2020
                                          • Low gas prices help fuel road trips
                                            • Figure 20: US gasoline and diesel retail prices, January 2007-September 2020
                                          • RVs are having a hot summer
                                            • Learnings from the last recession
                                            • Market Opportunities

                                              • Choice Hotels sees surge in local stays
                                                • RV rental activity indicates newbies that may need guidance year-round
                                                  • It’s not too early to think of next season
                                                  • Competitive Strategies – Key Takeaways

                                                    • Advertising needs to reflect reality
                                                      • Young adults are open to RVing
                                                        • Work/life balance is a consideration for vacationers
                                                          • Travel shaming can create reluctance to travel
                                                          • Competitive Strategies

                                                            • LetsGoThere gets off track
                                                              • Figure 21: Let’s Go There Chicago destination creative
                                                            • GORV! goes hard for young travelers
                                                              • Figure 22: Go RVing “GORV!” campaign video, May 2020
                                                            • Airbnb goes local, gets pro
                                                              • Figure 23: Airbnb member email, September 2020
                                                            • Young travelers want fun in the sun, without the shade
                                                            • The Consumer – Key Takeaways

                                                              • Relaxation and escape are the biggest vacation motivators
                                                                • Staycations are good for a breather
                                                                  • As with most travel, COVID-19 worries local vacationers
                                                                    • Internet searching is the easiest form of research
                                                                      • Rental vehicles have an opportunity to attract vacationers
                                                                        • Hotels are building trust among local vacationers
                                                                          • Local vacations are having their moment
                                                                            • Building relationships can spur revisitation
                                                                              • Premiumization can have a big effect on local travelers
                                                                                • Staycations aren’t likely to stick
                                                                                  • Nearly one in three travelers show enthusiasm for local vacations
                                                                                  • Key Consumer Trend Drivers

                                                                                      • Wellbeing
                                                                                        • Identity
                                                                                          • Surroundings
                                                                                            • Figure 24: Mintel Trend Drivers – Wellbeing, Identity and Surroundings, and Pillars
                                                                                        • Reasons for Taking a Local Vacation

                                                                                          • Travelers need a slower pace, change of scenery
                                                                                            • Figure 25: Reasons for taking a local vacation, August 2020
                                                                                          • Local adventure can attract families during the holidays
                                                                                            • Figure 26: Reasons for taking a local vacation, by age and gender, August 2020
                                                                                          • Escaping the pandemic is a motivation better left unsaid
                                                                                            • Figure 27: Reasons for taking a local vacation, by area of residence, August 2020
                                                                                        • Reasons for Taking a Staycation

                                                                                          • Staycations are an activity for the moment
                                                                                            • Figure 28: Reasons for taking a staycation, August 2020
                                                                                          • City and suburban consumers can be delicately persuaded to stay in
                                                                                            • Figure 29: Reasons for taking a staycation, by area of residence, August 2020
                                                                                        • Discouraging Factors

                                                                                          • COVID-19 exposure is the main barrier to local vacations
                                                                                            • Figure 30: Factors that discourage local vacations, August 2020
                                                                                          • Emotional wellbeing can urge younger travelers to travel locally
                                                                                            • Figure 31: Factors that discourage local vacations, by age group, August 2020
                                                                                          • Local packages can take a mental load off of parents’ minds
                                                                                            • Figure 32: Factors that discourage local vacations, by gender and parental status, August 2020
                                                                                        • Researching Local Vacations

                                                                                          • Typical travel marketing avenues are less effective for local vacationers
                                                                                            • Figure 33: Sources of local vacation research, August 2020
                                                                                          • Health information is an important component to travel messaging
                                                                                            • Figure 34: Sources of local vacation research, August 2020
                                                                                          • Fathers need comprehensive messaging
                                                                                            • Figure 35: Sources of local vacation research, by gender and parental status, August 2020
                                                                                        • Local Vacation Transportation

                                                                                          • Rental cars and RVs can be a novelty
                                                                                            • Figure 36: Intended transportation for local vacations, August 2020
                                                                                          • Travelers under age 35 are the best target for paid transportation
                                                                                            • Figure 37: Intended transportation for local vacations, by age group, August 2020
                                                                                          • RVs are for four
                                                                                            • Figure 38: Intended transportation for local vacations, by number of children in household, August 2020
                                                                                        • Local Vacation Lodging

                                                                                          • Hotels have an edge entering the winter months
                                                                                            • Figure 39: Intended transportation for local vacations, August 2020
                                                                                          • Outdoorsy marketing is effective for urban travelers
                                                                                            • Figure 40: Intended transportation for local vacations, by area of residence, August 2020
                                                                                        • Attitudes toward Local Vacations

                                                                                          • Local vacationing’s time is right now
                                                                                            • Figure 41: Attitudes about local vacations vs farther trips, August 2020
                                                                                          • Young travelers are gung ho about local trips
                                                                                            • Figure 42: Attitudes about local vacations vs farther trips, by age group, August 2020
                                                                                          • A lot can get city dwellers to travel
                                                                                            • Figure 43: Attitudes about local vacations vs farther trips, by area of residence, August 2020
                                                                                          • Travelers are looking for familiarity during the pandemic
                                                                                            • Figure 44: Attitudes toward local vacation destinations, August 2020
                                                                                          • Parents are interested in a community
                                                                                            • Figure 45: Attitudes about local vacation destinations, by parental status, August 2020
                                                                                          • Local destinations should invest in premium experiences
                                                                                            • Figure 46: Attitudes toward local vacations – interest and upgrades, August 2020
                                                                                          • Young travelers can be harder to hook
                                                                                            • Figure 47: Attitudes about local vacations, by age group, August 2020
                                                                                        • Attitudes toward Staycations

                                                                                          • Staycations are intriguing, but have little staying power
                                                                                            • Figure 48: Attitudes toward staycations, August 2020
                                                                                          • Staycations could streamline into everyday city life
                                                                                            • Figure 49: Attitudes about staycations, by area of residence, August 2020
                                                                                          • Parents are looking to see their area in a new light
                                                                                            • Figure 50: Attitudes about staycations, by parental status, August 2020
                                                                                        • Local Vacation Segments

                                                                                            • Factors
                                                                                              • Figure 51: Local vacation segment breakdown, August 2020
                                                                                            • Segments
                                                                                              • Patient Planners
                                                                                                • Figure 52: Patient Planners segment demographics, August 2020
                                                                                              • Temporal Travelers
                                                                                                • Figure 53: Temporal Travelers segment demographics, August 2020
                                                                                              • Cautious Cloisterers
                                                                                                • Figure 54: Cautious Cloisterers segment demographics, August 2020
                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                              • Data sources
                                                                                                • Consumer survey data
                                                                                                  • Direct marketing creative
                                                                                                    • Abbreviations and terms
                                                                                                      • Abbreviations
                                                                                                        • Terms

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