Drivers on the Road to Recovery: Vaccinations, Vacations and Visitor Values
Everyone wants to travel, but not all visitors are the same
Brought to you by the Summit Daily and The Insights Collective
Local restrictions are expected to have an impact
“With more and more people being vaccinated, travelers and businesses are cautiously optimistic for a somewhat normal summer season, however, we know that we will not see an immediate return to normal,” said Blair McGary, executive director of the Summit Chamber of Commerce.
“Locally, we anticipate the Public Health board/BOCC to continue with certain restrictions even when the state dial is no longer in play. This will be a delicate balance of public and economic health, as visitors weigh where to spend their vacations based on local restrictions,” McGary said.
McGary also noted that there is a possibility for Summit County to see losses this summer related to private gatherings and events like weddings, if the county remains more restricted on those activities than surrounding counties.
More workers will be needed to support increased travel demand
McGary said businesses would be challenged with a need for increased staffing to support the expected influx of travelers, with Summit County still likely to be facing a reduced workforce.
“We know that 20 – 25% of our workforce has already left the community and those that are still here are already overworked as they are working multiple shifts a day for longer hours,” she said. “Summit County’s unemployment rate fell to 4.8% in January 2021 and we believe this is a direct result of people leaving the community. With the vaccine now available to front line workers, we are optimistic that we will see an increase in qualified applicants for front line positions.”
“We know that there is a pent up demand for travel and we are seeing that right now with the influx of spring breakers to our community. We anticipate that increasing in the summer months as vaccines and outdoor dining and recreation options become more accessible.”
Our first article in this Road to Recovery series established that vacation demand is strong. Seemingly everyone is thinking about vacation travel, and the Inntopia/DestiMetrics data shows that advanced bookings are strong, particularly for end-of-season visitation.
But COVID-19 and its variants also love to go traveling. They are spread by congregation and are full of surprises, and demand our respect and careful consideration. “Infections are trending upwards in most states, and several, including Colorado, reported increases of more than 30%,” according to Washington Post reports. Dr. Fauci cautions that we have not turned the corner but are approaching the intersection.
As summer season approaches, community leaders face tough decisions as they contemplate who, how and when to invite visitors back. It’s all in an ongoing effort to strike a balance between the safety of pandemic protocols and the benefits of economic liberation. The CDC is currently advising against non-essential travel, but promising imminent guidance, according to CDC Director Dr. Wilensky.
So now what? The Insights Collective took on the subject, from which I offer the following synopsis.
A destination-centric shift
Traditional destination tourism promotion has been largely based on marketplace demand but then the concept of “over-tourism” emerged and COVID-19 considerations accelerated, creating a distinct local-resident-centric perspective.
Travel Weekly’s Jeri Clausing writes: “some… tourism economies are pushing back on attempts to return to the status quo and advance tourism management… with an emphasis on more local input and control.” Not a new concept, but easier said than done.
Now, with the prospects of what one community leader called “more demand than we know what to do with,” there may be a unique opportunity to be more selective: identifying, inviting and hosting the type of visitors that are most compatible with the character and values of local and part time residents. Let’s call it the “Visitor Fit Factor.”
To illustrate, we’ve segmented prospective visitors by typology to demonstrate how it might work and why it matters:
1. HAVES: Those already vaccinated – over 70% of those over 65, and over 50 million who have completed vaccination per CDC at writing, plus many more with natural immunity – are all injected with a sense of liberation and impunity about travel. Our Think Tank destination experts Carl Ribaudo and Brian London expect Baby Boomers (born 1948-1964) to lead the way and emerge as the preferred target guest for many discerning destinations.
2. HAVE-NOTS: Interested but not yet vaccinated, much of the U.S. population is still in queue, but as per Dr. Fauci, “anyone who wants one (vaccination) should be able to get one by May.” Mostly mid-life and younger population (Gen X, Y, Millennials), this has been the most active emerging market segment for travel in recent past, and likely will be again in the future. For now, eager to travel and anointed with the hubris of youth, some Have-Nots are demonstrating conflicting values and generating friction with local residents in some markets – the coastal spring break news being a recent case in point.
3. WON’T/DON’T: A significant portion of the U.S. population does not intend to become vaccinated – as many as 30% of all Americans, per National Institute for Health estimates – but have already been traveling and intend to continue. This WON’T/DON’T typology is not age specific, appears to have overriding interest in freedom of choice, distrust of science and government, and follows political influence that trumps any concern for personal welfare or the greater good. As such, they could be least likely to be in sync with the values of their destination residents, and subsequently earn the lowest Visitor Fit Factor.
While all three visitor typologies demonstrate strong marketplace demand for travel, the wellbeing and compatibility with their destination community residents means their Visitor Fit Factor varies widely. And so should be the priority as resort leaders determine who, when and how to restart tourism promotional efforts going forward.
At stake is not just the ability to defend against a spring 2021 spike in COVID-19 infections in the short term, but longer-term local sentiment about the future of a tourism-based economy down the road.
The least compatible may still be the most likely visitors
Ironically, absent strong leadership and a premeditated, inclusive policy on what, when and who to target, visitors will make travel decisions based on their own preferences. The result could be counterproductive, with more business from the least compatible visitor types, and even less business from those most attractive and compatible, who have the highest Visitor Fit Factor.
The road to recovery is neither smooth nor straight, with curves, potholes, road closures and detours, especially for those who are not clear about their final destination, haven’t thought out their route map or lose their way along the path.
While the challenges are steep, the pandemic has brought with it a silver lining: a unique opportunity to emerge with a clear road map to a new reality and more sustainable future for all. The war against the pandemic is global, but this battle will be waged, won or lost locally.
Insights Collective; a Tourism Economy Think Tank and Resource Center – is a collaboration of destination travel industry experts who are collaborating and working, together with mountain resort communities and their stakeholders, to understand, plan, and navigate through the emerging tourism marketplace. http://www.TheInsightsCollective.com / firstname.lastname@example.org
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