USTOA RELEASES DESTINATION RECOVERY RESEARCH FROM ASSOCIATE MEMBERS
While Uncertainty Persists, Many DMO Members Hope to
Re-enter US Marketing in Second and Third Quarters of 2020
NEW YORK (April 15, 2020) – The United States Tour Operators Association released findings from a survey of its destination management Associate Members about their post-COVID 19 recovery marketing plans. A quarter (24%) of the respondents will restart marketing efforts during the second or third quarter of this year, while 11% said campaigns will start in the fourth quarter. Roughly half (56%) do not know when they will restart.
The recent research is part of USTOA’s ongoing efforts to support and inform its members throughout the coronavirus crisis.
“Our DMO members are a highly engaged group that is eager to learn and share as much information as possible to help restart the global travel industry, especially in partnership with our tour operator members,” said Terry Dale, USTOA president and CEO. “In this time of uncertainty, the survey is revealing in that most DMOs expect to continue recovery messaging in the second and third quarters, with a hope to ‘return to normal’ messaging by the fourth quarter of this year.”
Additional key findings of the survey include:
Recovery or short-term strategies most frequently mentioned in an open-ended question focus on:
While acknowledging the present uncertainty and need to assess the situation as the recovery unfolds, roughly two-thirds (61%) of DMOs expect to change their current marketing messages. Some commonalities include:
Said Dale, “We appreciate that so many of our DMO members are planning to continue to work in partnership with our tour operator Active Members when the time is right to help get Americans traveling again. These are the people who truly make travel happen.”
The survey was completed on April 6, with a 44% response rate of DMO Associate Members.
For more information on USTOA, visit www.ustoa.com.
Representing nearly $19 billion in revenue, the member companies of U.S. Tour Operators Association provide tours, packages and custom arrangements that allow 9.8 million travelers annually unparalleled access, insider knowledge, peace-of-mind, value and freedom to enjoy destinations and experiences across the entire globe. Each member company has met the travel industry’s highest standards, including participation in the USTOA’s Travelers Assistance Program, which protects consumer payments up to $1 million if the company goes out of business. As a voice for the tour operator industry for more than 40 years, USTOA also provides education and assistance for consumers and travel agents.
Gina Dolecki/Ashley Mindnich
A travel vacation should not only be an unforgettable experience, but offer solid peace of mind. That’s why USTOA created a consumer protection fund which protects consumers who book with our Active Members.Learn More