GetYourGuide survey finds caution being replaced by eagerness to travel

A GetYourGuide survey of nearly 7,500 travelers in six countries find that while fear of catching COVID-19 still exists, there is a growing eagerness to travel in the near future. The survey, conducted by Dynata, includes consumers in the United States, United Kingdom, Spain, France, Italy and Germany. 

According to GetYourGuide’s Reopening Research report, more than half – 56% - of respondents say they plan to travel within the next six months, which the report classifies as “eager.” In 2020, that category was just 40%. At the same time, the percentage of “cautious” consumers – those not traveling for at least 12 months, dropped from 25% in 2020 to 11% at the time of the survey earlier this year. 

Across all six countries, the top factors that would spur respondents to book a trip include being vaccinated, being able to see friends and family and a drop in infection rates. Conversely the top barriers to booking are fear of catching COVID-19 and fear of being quarantined or stuck in a destination.

“We know that the new era of travel will be different – health and safety, flexibility and individuality are the top priorities for travelers” and make “touchless ticketing, stringent hygiene measures, small groups, managed crowds and flexible cancellation policies” a must, says Emil Martinsek, chief marketing officer at GYG. 

Regarding participation in tours and activities, respondents perceive outdoor attractions and walking tours as being the most safe and public transportation and hop on-hop off buses as being the least safe. 

When asked what incentives might prompt them to try an activity, across all six countries having the flexibility to cancel and get a refund, discounts and smaller crowds were all among the top three choices. 

And for booking tours and activities, respondents pick “online directly from activity provider” as the preferred method.