CEAV, the Spanish Confederation of Travel Agencies, and the consulting firm BRAINTRUST, which specializes in the tourism sector among others, have published a new study on indecisive travelers, their behavior, and their needs for the summer season, continuing their collaboration agreement that began last year.
There are undecided travelers who are still recoverable.
According to BRAINTRUST, a significant portion of the Spanish travel market has yet to make a clear decision regarding their travel plans for 2021. While 48.9% of Spaniards are certain that they will travel in the coming months and 14.4% have no intention of doing so, the remaining 36.7% are still undecided, which is 19% less than at the same time last year. Among the latter, assuming an improvement in both the health and economic situations over the next three months, 62.7% would remain undecided, but 36.4% would join the ranks of those who do decide to travel.
2021 TRAVEL FORECAST
(Prepared by BRAINTRUST)
For Ángel García Butragueño, Director of Tourism and Leisure at BRAINTRUST, "this pool of undecided travelers could help reduce the impact of the pandemic crisis on the tourism market this year. Understanding their travel needs and preferences can show the way forward for those in the sector and help them prepare for their possible arrival. Adapting to traveler demand is always key to success in tourism, but now, with a market of travelers divided in their decision to travel, uncertainty, and the difficult health and economic situation we find ourselves in, this adaptation becomes the most important factor in overcoming the crisis."
Beach and nature, Spain and travel agencies: the three keys to the ideal trip for the indecisive traveler
In this study on undecided travelers, BRAINTRUST analyzed their travel needs and habits in the event that they ultimately decided to take a trip.
If this were the case, the profile of the undecided traveler shows them to be more open to choosing sun and beach destinations (53.5%) as well as rural and nature destinations (47.7%) compared to those travelers who say they will not be traveling in the coming months, who are more inclined to consider trips away from crowds to natural destinations (56.1%) or mountain destinations (33.2%).
The areas that undecided travelers would visit on their trips are within national borders (86.0%) to a greater extent than those who are determined to travel (82.9%). By region, Andalusia (32.7%), Valencia (20.7%), Galicia (20.2%), and Asturias (16.4%) would be the preferred destinations for those who are still undecided about traveling.
As for the channel through which they would book their trips, the undecided would mainly choose travel agencies (32.1%, 48% more than in 2020), in addition to booking directly with the company (17.8%).
For Carlos Garrido, President of CEAV, "travel agencies have a great opportunity ahead of us. We are the ones who can offer travelers the most confidence, security, advice, and quality in these times. We have the capacity and the means to offer indecisive travelers a safe and flexible trip, tailored to their needs and with all the necessary guarantees. Now is the time to unleash our full potential and take advantage of the changes that the pandemic is causing in traveler behavior so that they get to know us and stay with us even when all this is over."
The undecided are calling for flexible measures and health safety to resume travel
In this analysis, BRAINTRUST has investigated the reasons that lead indecisive travelers to hesitate about whether or not to take a trip. The analysis indicates that the main reasons are directly related to the pandemic situation, i.e., the health situation (45.9%) and uncertainty (39.3%). Economic reasons, such as personal financial circumstances (41.1%) or wanting to save money (19.3%), on the other hand, are the main reasons for those who have decided not to travel in 2021.
Directly related to the reasons, the moment when the undecided would decide to travel would be when the risk of infection has decreased (40.4%) or when measures have been relaxed (25.8%), while those who will not travel argue that they will do so when their economic situation improves (36.8%).
On the other hand, and considering the conditions that would need to be in place for them to decide to book any kind of trip in the coming months, those who are undecided say that 100% free cancellation (50.1%), greater health safety (42.6%), and fewer movement restrictions (25.3%) would help them take the plunge.
