While some parts of the country are seeing a decline in COVID-19 infections and deaths (Connecticut), other states cases are continuing to climb (California, Texas and Florida). With different states in different stages of the pandemic, it’s only natural that U.S. consumer sentiment varies as well when it comes to traveling. It’s important for brands to have a deep, up-to-the-moment understanding of their customers and prospects, especially during a crisis, when sentiment is changing as rapidly as the weather.
Using Resonate’s proprietary, continuously updated insights, we did a deep dive of two types of people: U.S. consumers who will not be willing to travel even when COVID-19 has stopped spreading and is contained, who we dubbed Tentative Travelers, and U.S. consumers will be willing to travel both domestically and internationally once COVID-19 is contained, dubbed Jetsetters. So, who are these consumers?
TENTATIVE TRAVELERS
When asked in our Coronavirus Connected Flash Study, we asked consumers if they would be willing to travel when COVID-19 has stopped spreading and is contained – this segment answered, “not at all”.
This Tentative Travelers group is mostly made up of retired married females between ages 55-64 with no children under 18 and an annual household income between $25-50K. Their top values are safety in one’s community and nation, freedom to be creative and caring for nature. Their value of safety is clearly what’s driving their decision to stay home, even after the coronavirus is contained. Especially with them being in a high-risk age group, they don’t want to do anything that could jeopardize their health or the safety of their community. They’re driven by the respect and trust of others, as well as their devotion to their faith.
Image source: Resonate Ignite Platform, August 2020
COVID-19 SENTIMENT
When it comes to specific coronavirus concerns, they’re 22% more likely to be concerned about the coronavirus situation to a large extent and they’re 48% more likely to be concerned to a large extent that they will personally contract the virus, which again makes sense when thinking about their age group. They’re also 44% more likely to believe life won’t ever return to normal.
Not surprisingly, 70% of this segment does not feel comfortable flying or getting on a train, while 54% don’t feel comfortable staying at a hotel. So, what would be required for these Tentative Travelers to feel safe? They’re 37% more likely than the average U.S. consumer to say they’d never feel comfortable staying in a hotel again, while they’re 29% more likely to say they’d stay in one if they heard of others staying. When it comes to flights and trains, they’re 28% more likely to say they’d get on one if they heard about others doing it.
Image source: Resonate Ignite Platform, August 2020
If you’re an airline or hotel chain trying to get customers and prospects back in your seats and rooms, consider highlighting real people who’ve used your services since COVID-19 started. Consider asking for testimonials about their experience as a way to put the minds of these Tentative Travelers at ease.
MEDIA PREFERENCES AND SHOPPING HABITS AMID COVID-19
How have the preferences and habits of these Tentative Travelers shifted since COVID-19 began? According to our latest Recent Events Flash Study: Wave 6, which closely monitors consumer sentiment surrounding coronavirus, this segment is 676% more likely to have an increased likelihood of starting a new streaming service within the next 90 days. They’re also 203% more likely to have an increased likelihood of starting a new food delivery service subscription within the next 90 days. This presents an opportunity for streaming services and food delivery services alike to target this high-value audience.
Tentative travelers are 16% more likely than the average U.S. consumer to use Google Chromecast as their over-the-top device, so consider targeting ads for your streaming service or food delivery service there. As for their other media consumption preferences, their top TV networks are AMC, FX and USA. Their most-watched TV shows are Law & Order: SVU, Family Guy and Saturday Night Live. If your streaming service offers any of this content, be sure to highlight it when targeting this group.
Image source: Resonate Ignite Platform, August 2020
As for a food delivery subscription service, what grocery items do these Tentative Travelers prefer to buy online? They’re 19% more likely to prefer buying meat online than the average U.S. consumer. They’re 34% more likely to do so in order to save money and 21% more likely to do so because they can buy it in bulk. Highlight your food delivery service’s deals on buying meat in bulk in order to entice this group to begin or continue to use your services.
Image source: Resonate Ignite Platform, August 2020
WHERE ARE THEY?
According to Resonate’s proprietary DMA® data, Tentative Travelers are more likely to reside in Philadelphia, Phoenix and Tampa – St. Petersburg – Sarasota. It makes sense that the Florida and Arizona city residents wouldn’t want to travel, as they’re likely not allowed in many other states since they’re considered high risk.
JETSETTERS
When asked in our Coronavirus Connected Flash Study, we asked consumers if they would be willing to travel when COVID-19 has stopped spreading and is contained – this segment answered, “yes, both domestically and internationally”.
This Jetsetters group is mostly made up of married men ages 35-44 with full-time jobs, no children under 18 and an annual household income between $100 – $150K. Their top personal values are maintaining traditions, living a life full of excitement and enjoying life’s pleasures. Their passion for new and thrilling experiences explains their eagerness to get back to traveling as soon as it’s deemed safe to do so. They’re personally motivated by their social/professional status and proving competence/skills. They’re also 155% more likely to consider international travel one of their top hobbies.
Image source: Resonate Ignite Platform, August 2020
COVID-19 SENTIMENT
When it comes to COVID-19 concerns, they’re 73% more likely than the average U.S. consumer to be worried about the health-related consequences to a small extent. They’re also 59% more likely to be worried about the economic-related consequences to a small extent, which makes sense since they’re 72% more likely to have full-time or part-time employment. This group has been increasing taking certain precautions during COVID-19 such as avoiding touching their face, disinfecting hard surfaces, avoiding physical stores and quarantining in their homes — but only to a small extent.
Image source: Resonate Ignite Platform, August 2020
When it comes to traveling, Jetsetters are 22% more likely to be unsure about their safety staying at a large hotel chain, 17% more likely to feel safe taking a plane or train and 16% more likely to feel unsure if they’d feel safe taking a plane or a train. This group is 34% more likely to say they’d never feel comfortable staying at a large hotel chain again. However, for those who are willing to, 38% of the group said they would once there is a vaccine and 19% said they would if there was forced social distancing. If you’re a large hotel chain, highlighting your social distancing policies in your targeted ads would bode well with this group. As for taking a flight or riding a train, 47% of this group wouldn’t feel safe doing so until a vaccine becomes widely available.
MEDIA PREFERENCES AMID COVID-19
This group of Jetsetters is 665% more likely to have an increased likelihood of starting a new streaming service within the next 90 days. If you’re a streaming service looking for new prospects to target, these Jetsetters could prove to be a high-value audience. When it comes to media consumption, this group is 34% more likely to have a Google Chromecast, 30% more likely to have an Apple TV and 16% more likely to have a Roku, so consider those devices when thinking about where to place ads. Their top TV networks are AMC, Fox and CBS. Their most-watched TV shows are Law & Order: SVU, Family Guy and the Rookie. If your streaming service offers these shows, or ones like them, be sure to highlight them front and center when advertising to this group.
Image source: Resonate Ignite Platform, August 2020
WHERE ARE THEY?
According to Resonate’s proprietary DMA® data, Jetsetters are largely located in New York, Los Angeles and San Francisco – Oakland – San Jose. While New York has seen a drastic decrease in active infections, explaining the optimism for travel, Los Angeles has become a COVID-19 hot spot. Perhaps because of their eagerness to travel? As for San Francisco, they were one of the first cities to implement a stay-at-home order, so their willingness to travel is likely due to the fact that they haven’t been able to in nearly six months.
KEEPING YOUR FINGER ON THE PULSE OF CONSUMER SENTIMENT
As so much in the country and world around us changes, it’s critical that your company remember that consumers are human, and humans change, especially in the face of a crisis. With some things feeling the more normal than they have in months, like sports starting back up, there are still certain aspects of society that feel far from normal for some, like the idea of travel or group gatherings. That’s why it’s more important than ever to have a deep and continuously updated understanding of how your customers and prospects are feeling about real-world events in real-time, as they unfold.
Ready to learn more about your customers and prospects’ sentiment surrounding COVID-19? Read our latest report: Ready For What’s Next? Insights to Guide You Through the Next Consumer Evolution
