Today's Takeaways
From SCT's senior research manager, Conrad Braganza
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As travel restrictions ease, travelers continue to hit the roads and skies—contributing to a significant recovery of the travel and tourism economy in Sonoma County over the devastating losses experienced in 2020. In 2021, total travel spending in Sonoma County rose to $1.97 billion, a 58% increase over 2020 resulting in $198 million in state and local tax revenue; travel spending also directly supported 17,640 jobs, an increase of 8.3% over 2020 (Dean Runyan Associates, Economic Impact of Travel in California, 2021). One of the key trends to watch is also a recovery being aided by a marked shift toward sustainable travel and tourism. According to a recent Expedia sustainability travel study, consumers are willing to pay 38% more to make their travels more sustainable. More than ever, it is important to communicate the authentic and purpose-driven aspect of sustainable travel—by delivering experiences to travelers that provide the best value as a result of making conscientious choices.
Here are a few trends shaping the future of travel:
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A survey of 1,000 U.S. adults fielded by Miles Partnership in April 2022 reported that rising gas prices will impact travel decisions of nearly two thirds of travelers over the next 6 months. Travel Pulse reports that the weekend of July 4th will exceed Memorial Day weekend travel; however, it will be equally important to watch how gas prices impact long-distance travel. According to a survey by AAA, three quarters of Americans will adjust their lifestyle if the national average of gas rises to $5 per gallon. Click here to see the latest on national average gas prices.
Over half of Americans plan to travel within the next 6 months. Despite strong economic headwinds, and following 2 years of pent-up demand, travelers are ready to see people and experience the world again. Reconnecting with family and friends remains the leading motivator for travel. As travel has and always remains a force for good, it “promotes diversity, equity, and inclusion – when you meet someone face to face, you understand the things that you have in common.”
As the travel industry continues to recover, it has become imperative to meet face-to-face—with business partners, colleagues, or to attend an industry trade show or conference. While a hybrid world of interaction remains popular, in-person also communicates value. These meetings improve relationships by building trust and sustained connections. “The effort of the travel, and the power of a handshake, can communicate the strength of your commitment to a relationship.”
There is little doubt that travelers are taking personal responsibility to make their own travel behavior more sustainable; carbon conscious travelers are shaping the future of travel. 66% of these travelers want to have authentic experiences that are representative of the local culture and 59% want to leave the places they visit better than when they arrived. These travelers are much more open to alternative destinations and timing, seeking to travel outside of peak season to avoid overcrowding.
According to Expedia, travel searches surged 75% over Q1, 2021. This also resulted in a 190% increase in searches over the 180-day search window and a decrease of 15% over the 0-to-21-day search window. As sustainable travel is a core component of the responsible travel ethos, 50% of travelers surveyed in Expedia’s 2022 Sustainable Travel Study also report that the local destination, tourism, or visitor resource group is their preferred source for sustainable travel information.
According to Destination Analysts, over a half of business travelers will take a business trip in the next 3 months. As of April 2022, 85% of U.S. business companies are currently conducting travel, up from 65% in January. According to the Global Business Travel Association (GBTA), occupancy in 2022 will be driven by smaller group bookings for board meetings and retreats. A return to live meetings will be driven by more localized groups, usually domestic or a short haul flight away. As markets open up, 2022 will see more long-haul demand grow, led by corporate incentives and large conferences.
In terms of number of international air tickets to California actually on the books over the next six months, Canada, U.K., Germany, France, and Mexico lead the way. Mexico, Canada, Germany, and U.K. demonstrate the most likelihood to visit California relative to pre-pandemic baseline levels. It will be important to track both consumer sentiment and public health indicators on the path to recovery. Based on Tourism Economics data for Sonoma County, between March 1 – March 31, 2022, the average length of stay of international visitors to Sonoma County was 5.4 days, leading with U.K. (6.2 days); Mexico (5.8 days); Canada (4 days).
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Occupancy Data for Hotels & Short Term Lodgings
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*Please note the charts below contain different date ranges. |
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Air Travel Year over Year
At Charles M. Schulz Sonoma County Airport
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Recent Travel by Month
At Charles M. Schulz Sonoma County Airport
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STR Tracking for Sonoma County
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Things to Note:
- STR is comparing “Weekly Year Over Year.”
- 55 of the county’s 127 hotels report to STR.
- The average from other destinations includes: Napa, Palm Springs, Monterey, South Lake Tahoe, and Vallejo/Napa Valley.
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For more information on how data is calculated due to hotel closures, please refer to this document.
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STR is the recognized leader in hospitality industry benchmarking around the globe. Powered by the world's largest hotel data sample, they deliver confidential data, accurate and actionable insights, and comprehensive solutions to empower decisions. Discover how STR collects data, how it is calculated, and a glossary of terms, by clicking here.
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To get your full statistics fix, with data from STR, AirDNA, and the Charles M. Schulz Sonoma County Airport, make sure to check out the Monthly Tourism Destination Data Dashboard at sonomacounty.com/statistics. |
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