Traveler safety ranks as important, but budget is still paramount
Volatility in various places around the world is reflected in travelers’ concern for safety. MMGY Global’s data from 2016 shows that travelers emphasize a destination’s overall safety as a consideration factor.
But while safety is an area of increasing importance, it is not the main inhibitor when people decide not to go on a vacation. Although worries about air travel safety and security rose from 2015 to 2016, they ranked eighth overall among the reasons for taking fewer vacations. Budget, economic concerns and the cost of travel in general were more prohibitive than safety concerns for travelers when surveyed in 2016. Time off work also played a bigger role in restricting travel.
Growth was present across the board in 2016 with both increasing digital travel content consumption and leisure travel alike. While safety concerns increased, budget remained paramount and didn’t slow down the leisure travel growth, indicating a continual positive growth projection as we move into 2017.
With this ever growing expansive digital travel marketplace it’s more imperative than ever to create a cohesive integrated travel marketing strategy to impact where and when travelers are jet-setting next.
Learn more insights to help inform your 2017 marketing strategy with a few of our recent studies: