Adrian Loveridge Column – the Right Customer
While the words ‘Holiday safety more important than price’ may not bring immediate comfort to our tourism industry and policy planners, it just could be a critical deciding factor in the recovery process, as and when that materializes.
AllClear Travel Insurance which boasts on its website that it is the UK’s most trusted travel insurance provider, holding the coveted Trustpilot customer review 5-star (excellent) rating, recently concluded in a report that British holidaymakers value safety and quality over a cheap deal.
According to Louise Longman, Contributing Editor of the informative online travel trade source TravelMole, ‘the insurance company tracked consumer sentiment towards travel at each pivotal point of the last year – the lockdowns, the tiers and the response to the vaccines – to give forecasts for what the industry will look like in 2021’.
MaruBlue, the customer insights company, conducted the research online at intervals during 2020 – in June, July, November and December with each sample poll representing an audience of 2,000 UK adults.
The conclusions were that safety was a top priority, rather than price, with more than two in five respondents (44%) wanting to visit a country with a good Covid-19 record , while 36% wanting to have the best insurance cover possible, covering them for Covid -19, was top of the agenda.
Our tourism marketing people may wish to also take into account that the over 55 year olds (56%) were more likely to pick a destination based on its perceived Covid-19 safety record, verses 28% of those aged under 34 years.
Interestingly, AllClear found that of those UK adult ‘s surveyed, they were prepared to spend GB Pounds 1,334.82 more than they would usually on their holidays to ensure their trips would be as safe as possible. This rose to GB pounds 1,644.23 for those having pre-existing underlying health issues.
Following the news of a widely available vaccine, more than half of the respondents (55%) stated they would feel comfortable going on holiday again as travelling became a top priority for plans in 2021.
Almost one in two of the respondents believed that the Caribbean would be safe to visit within a year.
The factors that became more important to those considering booking an overseas holiday in the months ahead by percentages, included:
- The risk of the country (UK) going back into lockdown (44%)
- Social distancing on flights – not getting onto a packed plane (39%)
- The state of the health service in the country visited (36%)
- The prospect of having to go back into quarantine on return (30%)
- Comfort that airports would be safe (29%)
- Avoid using public transport (27%)
- Good customer reviews online for the safety of the resort (26%)
While consumer polls like these cannot be totally adopted as a ‘holy grail’ for shaping strategies to aid the recovery of our tourism industry, they can offer insightful guidance and a powerful benchmark to ensure we are most cost-effectively reaching our target market.