Today's Takeaways

With coronavirus restrictions being lifted or relaxed throughout the U.S., prospective travelers are increasingly eager to take a trip, and feel confident they can do so safely. The majority of spring breakers have yet to determine their vacation destination but are favoring cities in addition to beaches and rural areas. Family travel remains a high priority for Americans, with survey respondents excited to make new memories with their loved ones. Even as the country prepares to move into an endemic stage with the virus, an overwhelming majority of American travelers recognize the importance of safety protocols.
Introducing our Senior Research Manager
Sonoma County Tourism is delighted to introduce you to our new Senior Research Manager, Conrad Braganza. During his time with the California Water Service, the City of Fresno, and the Fresno/Clovis CVB, Conrad implemented new programs and sites, presented findings from studies to both community groups and government agencies, promoted sustainability measures related to water conservation, and was a key member collecting data and analyzing results for the Drought Functional Leaders Committee.

As Senior Research Manager, Conrad will play in integral role in the development of our destination master plan. If you would like to extend a hello, you can email Conrad at cbraganza@sonomacounty.com.
Destination Analysts Key Findings to Know
Americans’ excitement to travel over the next 12 months is the highest it has ever been in the pandemic era. 

  • Over 80% of American travelers exhibit higher levels of excitement for their prospective travel future and those in a ready-to-travel mindset hit an all-time high 84.6%. More Americans than ever, since the onset of the pandemic, plan to take at least one leisure trip in the next 12 months (93.3%).

  • Americans’ optimism about the pandemic’s course in the next month leapt 10-points (to 51.2%), while the proportion highly concerned about contracting the virus dropped (57.4%).

  • Americans’ confidence in their ability to travel safely and their perception of travel activities’ safety are nearing all-time highs—ones not seen since last Summer. In addition, for only the second time in the past two years, the proportion of American travelers who want tourists in their own communities exceeds those that do not (34.4% vs 32.8%). Still, over 70% of American travelers do agree it is important to maintain pandemic safety protocols.

The outlook for Spring travel looks robust. 

  • Over 20% of American travelers already have trips planned for April and May (Note: Summer also already looks strong with over 30% with July trip plans). When it comes to upcoming holiday travel, while 13.1% plan to travel specifically for the upcoming Easter Holiday, a slightly higher proportion, 14.8%, plans to travel for Spring Break this year.

  • Amongst upcoming Spring break travelers, just under half (48.2%) have selected the specific destination they will visit, marking a notable opportunity for marketers to reach and convert those who are still in the destination decision phase.

  • When asked which types of destinations they are likely to visit on Spring Break, in good news for urban recovery, 42.9% will head to cities. Meanwhile, 37.3% plan to visit beach destinations and 28.4% will be visiting small towns or rural attractions.

In this highly enthusiastic and open mindset, exploration looks to be back in vogue this year. 

  • While only one-in-three American travelers said, “I strongly prefer to travel to places I have been to before,” more than half (53.0%) said that “visiting new places they hadn’t been to before” would be an essential of high priority to them this year. Similar to the last two years, however, enjoying the outdoors will again be a high priority for American travelers.

  • When asked how they feel about various types of destinations the two most popular were beaches and National Parks. More than half of travelers (56.2%) said that enjoying nature would be an essential or high priority to them. More than half (52.3%) also said “being outside and reconnecting with nature motivates me to travel” described them as an 8-10 on a ten-point scale.

  • Americans love for family travel is also remaining strong. When asked what experiences they would be prioritizing this year, three-in-four (76.2%) said family experienced would be either an essential or high priority. Similar proportions (72.1%) said that the statement “Spending time with family and making memories with them is important to why they travel” described them, rating this as an 8-10 on a ten-point scale. Further, when asked what trip types they were excited for this year, family travel topped all other options.

Travel marketers do need to be cognizant that America’s contentious political climate is indeed still having an impact on destination decisions. 
 
  • A significant proportion of American travelers (25.3%) strongly rated that the statement, “I won’t vacation in places in which their local political culture is sharply different from mine,” described them. Nevertheless, many American travelers are not averse to visiting places where residents might live and think quite differently from themselves. Almost half (48.5%) strongly agreed that they “travel to open my mind to new cultures and experiences.”
Occupancy Data for Hotels & Short Term Lodgings
*Please note the charts below contain different date ranges.
Air Travel Year over Year
At Charles M. Schulz Sonoma County Airport
Recent Travel by Month
At Charles M. Schulz Sonoma County Airport
STR Tracking for Sonoma County
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.
  • For more information on how data is calculated due to hotel closures, please refer to this document.
Smith Travel Research (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
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.