US Fights Stalled International Travel Demand This Summer
Consumer Search for US Hotels is Down 39% from non-US Sources
NASHVILLE, TN (August 11, 2016) So far this summer, US travel is taking it on the chin. Based on consumer online shopping trends from third-party websites, travel intent is relatively flat at +2.6% compared to last year, while bookings have declined 5.1% from June 1 – August 5. The heightened level of uncertainty in international markets is contracting demand for US travel. The international tourism industry is experiencing a range of issues from terrorist attacks and infectious disease to economic/political changes from dynamics such as Brexit. These factors cause international travelers, who would normally travel to the US this summer, to be more conservative about travel plans and shy away from long haul trips.
As a result of these factors, the usual sources of the majority of international travel to the US, such as Europe, Canada, and South America, are showing double-digit declines this summer. The primary source of positive international demand growth is the emerging Asia Pac market, including China, with +6.5% YOY growth.
“Given that the industry is reaching the end of the hospitality up cycle, hoteliers need to be proactive about responding to these trends,” stated nSight Founder Rich Maradik. “There is still time to leverage opportunities that can improve the summer season and put hotels in a stronger position for fall by aggressively targeting the markets, both domestic and international, where consumers are actively searching. Although previous top markets are not traveling with the same vigor as last year, there are active shoppers who can be isolated by city and/or consumer profile for US travel.“
nSight has recently introduced two reports that help hoteliers make simple, fast rate and marketing decisions to help increase occupancy and maintain competitive ADR, while generating a higher digital marketing ROI:
- Marketing nSight Report: a monthly view of the top geographic and demographic targets for hotel marketing for the next 30/60/90 days. Learn more here.
- Rate nSight Report: daily rate shopping for the hotel and its top competitors, TripAdvisor ranking compared to the hotel comp set, and a weekly demand forecast of the next 90 days. Learn more here.
Hoteliers can take immediate action on the data in these new reports:
- Know and manage hotel TripAdvisor Ranking and Review volume
We know two things for sure. One, the higher your TripAdvisor rank, the more likely you will be seen and booked by an online consumer. And two, more consumer reviews mean a higher ranking. nSight shows your ranking and review volume compared to your top four competitors. In a glance you know where you stand and what you need to do.
- Target markets and demographics with the most local search activity
It is much easier to convert an active consumer shopping the local hotel market than inspiring a new shopper. nSight reveals the top cities and consumer types that are shopping a hotel and its comp set broken down by 30/60/90 day views.
- See a calendar view of future leisure demand
A weekly view of a hotel’s relative performance allows hotels to see and act on soft demand periods and days with room to raise rate without losing “looks and books.”
nSight combines the world’s largest view of consumer shopping data with predictive marketing and revenue management solutions to deliver more guests to your hotel and visitors to your destination. Only nSight aggregates more than 85 million travel consumer shops and bookings daily across over 5,000 third-party travel websites. Understanding consumer shopping behavior, rate impact and future market demand enables better marketing and revenue management decisions.
Photo: Pro Stock Images