Reunioune Industrie Ëmfro: Re-Engagement Erwaart bis Juni

“COVID-19 has had a substantial financial impact on the tourism industry, and destination organizations have responded quickly by deferring marketing funds in a responsible manner,” said Craig Compagnone, chief operating officer, MMGY Global commenting on the results of a recent meetings industry survey.

MMGY Travel Intelligence, in partnership with Destinations International Foundation, has released the findings from the third wave of a series of bi-weekly tracking surveys of North American destination professionals. The surveys assess how this sector has been affected by Covid-19 a wéi eng Verréckelungen Organisatiounen maachen an enger Period vu ganz flësseger Verännerung. Déi lescht Erkenntnisser weisen datt wärend bal de ganze Secteur (95 Prozent) geplënnert ass fir bezuelte Promotiouns Reklammen ze reduzéieren oder ze posten, an 80 Prozent de Verkaf, Marketing oder Messagerie verännert hunn, erwaarden d'Halschent vun der Destinatiounsorganisatiounen op verschidde Forme vu bezuelte Promotiouns Reklammen zréckzekommen. déi nächst 60 Deeg.

“However, search data is telling us that there is still a strong desire to travel, and we believe this pent-up demand will result in a high volume of shorter booking window trips when bans are lifted and consumers believe it is safe to get out and explore again,” added Compagnone.

More than half of respondents indicated that they expect to conduct paid promotional email campaigns, paid search and paid social media campaigns in the next 60 days, while half said they expect paid advertising to also resume in that timeframe. The data also showed that destination organizations have continued to use owned social media channels and informational email campaigns consistently throughout the pandemic.

Zousätzlech Resultater, déi d'Erwaardunge fir zukünfteg Marketingefforten ervirhiewen hunn opgedeckt datt Industriesponsoren a Markaktivéierungen am meeschte beaflosst kënne ginn, op d'mannst an den nächsten zwee Méint, well ongeféier 20 Prozent vun reagéierten Organisatiounen an den nächsten 60 Deeg an dësem Beräich investéieren, am Verglach zu méi wéi 80 Prozent déi an dëse Channels virum Coronavirus investéiert hunn.

Jack Johnson, chief advocacy officer with Destinations International and executive director of the Destinations International Foundation remarked, “This survey validates some of what we have seen anecdotally on the ground – that we need to see what the status of the pandemic is over April and early May and, if we have gotten behind the worst of it, start touching base with key segments of the visitor base in June. The cautious approach being reflected in the data is a smart approach as more and more markets join in during July and August.”

This survey was conducted among employees of destination organizations representing U.S. cities, regions and states.  Wave II of the survey was conducted March 16-22, 2020, and Wave III was conducted March 30 – April 6, 2020. This study does not include U.S. consumers. The full report is available online on MMGY Intelligence’s website hei.