Will Vaccine Confidence Be Enough to Get Travelers Out the Door This Holiday Season?

Holiday Booking Insights 

Many families made their holiday 2021 travel arrangements earlier this year, excited to reunite with loved ones after a year of lockdowns. Flight bookings for November and December 2021 are 30% higher than they were at this point in 2019. 

Others are holding out on making holiday travel plans and monitoring the evolving pandemic. We will continue to see last-minute bookings – and cancellations – this holiday. 

Millennials and Gen Z continue to be more open to travel during the winter holidays compared to older counterparts. 

Delta Variant Drives Uncertainty 

Delta variant-related concerns are disrupting travel plans, with 27% saying the variant caused trip postponements. The number of travelers reporting a “not ready” mindset has climbed to 28.4% from 19.3% one month ago. 

The intersection of technology and safety, namely in tools like vaccine passports, has become increasingly important to consumers. 

Flexibility continues to remain a top priority for travelers in Q4; interest in “cancel for any reason (CFAR)” coverage has doubled in the past year. 

New Types of Trips Emerge 

Multi-generational travel increases as families reconnect after extended time apart. 

Sustainability is important for travelers, though most are not willing to be inconvenienced by it. 

Weddings are now back on the books and the number of weddings in 2021 is 30% higher than 2019, driving group bookings. 

“Taking a road trip” still leads as the method of travel people are most comfortable with, and will likely remain a popular option for travel this holiday season. 

RECOMMENDATION 

Traveler confidence has been impacted by the delta variant, causing some to postpone their winter travel plans. Brands must stay close to evolving travel restrictions and public health measures and communicate requirements and procedures clearly on site and in marketing messaging. Travel marketers must also meet new consumer expectations for flexible booking and cancellation policies, prominently highlighting these flexible options in marketing efforts. Marketers should tap into the new trip themes and traveler types, targeting interested audiences with relevant messaging and offerings.