Get me vaccinated, I want to travel

Half of Americans say travel affects their decision to get vaccinated, but it's not just our friends across the pond who feel that way.

Recently YouGov carried out the analysis for The Points Guy (American travel website) about the attitudes to vaccination and what relation that bears with a consumer desire to travel.

The survey found that "though health concerns are certainly top of mind, half of Americans (49%) say their willingness to get vaccinated is influenced by their desire to travel, according to a new survey by TPG.

More than a quarter of Americans (over 26%) — mostly millennials and those earning more than $80,000 a year — said travel had a “major impact” on their decision to get vaccinated, while 23% said travel had a “minor impact” on their vaccination plans."

For further insight, please follow this link: thepointsguy.com/guide/vaccine-travel-plans-survey/

We also ran a nationally representative survey in the UK (28th - 29th January) and found that while the rollout of vaccines is gathering momentum nearly a fifth (39%) of adults said they would not go on any holiday – either in the UK or abroad – until they have had the vaccine.

Around 27% said they would only go on UK-based holidays even if they had been inoculated. This was a view shared proportionately by both men and women and most age groups.  

However, older consumers, those who are 55-plus, were more cautious about their plans - 48% said they would not go on holiday without being vaccinated and even if they were, 31% would prefer a staycation after being inoculated. Over half of retirees (52%) said they would not go on holiday without being vaccinated, so it's unlikely they will rush to book unless they are certain they would be vaccinated well ahead of their trip. For those who want to travel, bookings later in the year are more likely than earlier.

Younger people, who felt they lost out on their travel adventures and exploring the world in 2020 are feeling ever-more eager to travel as soon as the restrictions are lifted - 14% of GB adults said they would holiday in both the UK and abroad even if they have not had the vaccine (split 13% for males and 16% for females). This attitude was most common among 25-34-year-olds, 22% of whom would travel unvaccinated, compared to the far more tentative 55-and-overs (7%).

Those with more wealth would be marginally more prone to holidaying unvaccinated, according to the data: 16% of ABC1s versus 12% of C2DEs. Regionally, the Scots appear to be the most sensible – just 9% would holiday unvaccinated, compared with 15% of the English and 18% of the Welsh. 

Luxury travellers in the UK, US and globally are the type of traveller most eager to travel internationally this year and will be a major focus for many brands. However, destinations are heavily focused on sustainable tourism and thus looking to attract Responsible traveller type, who is also keen to take domestic and international trips. The great news is that both traveller categories can be combined as Luxury travellers often cite the importance of sustainability in their lives. It is essential to look at sentiment and demand data for each market to inform the Travel recovery strategy.

For further insight or questions, please reach out at [email protected]