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The COVID-19 Impact on Travel and Destination SentimentEUROPE FOCUS
• The “sentiment” reflects the state and dynamic of destinations’ and travel brands’ e-reputation as expressed in globalweb social conversations “at large”
• Shared by medias, consumers, companies, citizens, brands, officials (…) on websites, forums, blogs & social networks
• Sentiment is not predictive alone of travelers’ planning, BUT a positive e-reputation is essential to generate favorabilitytowards destinations and travel brands, particularly in post-crisis management context.
RESTORING EUROPEAN TRAVEL AND DESTINATIONS’ REPUTATION
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1,3B COVID19-RELATED TRAVEL SOCIAL CONVERSATIONS
US-Europe Travel Ban
Outbreak shift to Europe
#Stayathome
COVID19 CRISISSTART
Daily trends !
China/Asia focus
35%… of Web Social conversations about Tourism & Travel in Europe relate the covid19 …
EUROPE e-REPUTATION IMPACTED LATER, BUT NOT LESS…
(*) The Net Sentiment Index measures the polarity of web social conversations in relation to the destination (% positive – % negative posts)
US-Europe Travel Ban
COVID19 CRISISSTART
SOME DESTINATIONS ARE HIT MORE THAN OTHERS…
(*) The Net Sentiment Index measures the polarity of web social conversations in relation to the sector (% positive – % negative posts)
COVID19 CRISISSTART
NO TOURISM SEGMENTS HAVE BEEN SPARED!
(*) The Net Sentiment Index measures the polarity of web social conversations in relation to the sector (% positive – % negative posts)
COVID19 CRISISSTART
(*) The Net Sentiment Index measures the polarity of web social conversations in relation to the sector (% positive – % negative posts)
TRANSPORT VERTICALS’ REPUTATION HIT STRONG
COVID19 CRISISSTART
1. Tourism bashing and defiance booming. Sustainable / Responsible tourism the new normal
2. Residents’ tourism-phobia and (Asian) visitors’ discrimination risks
3. Growing (forced?) “interest” for domestic destinations
4. Tourism experience offering a complete customer transparency and flexibility in cancellation terms and conditions.
5. Needs explanation about what is open, what is closed, and why. Celebrating “reopening” BUT in a smart and sustainable way!
6. Beyond “virtual reality”, people want destinations’ secrets while waiting
7. Travelers expressed a need to be consoled and rewarded by destinations
8. A focus on most at risk verticals reputation-wise is expressed (Airport, Cruise, Airlines, Public transports…).
9. Expectations for destination/attractions sanitary “certification” for generating visitor confidence
10. Dealing with concerns about experiences where population density is high.
11. Central role of frontline travel and tourism staff (info centers, guides, receptionists, transport staff, shops, etc…).
12. Solidarity - Destinations’ local “heroes” are already destination influencers…
SOCIAL SENTIMENT DRIVERS & VIGILENCE POINTS
