June 2021: CP&I – Consumer Update

27 July 2021

Consumer Insights

• The initial spike in domestic trip intentions resulting from the Government’s announcement of accelerated easing of Covid-19 restrictions (made in April) has abated. Intentions and bookings have levelled off and remain at levels lower than those seen at this time last year. 

• Consumers are, therefore, approaching domestic travel with a greater degree of caution this year. Safety remains important in this context, as waiting to be fully vaccinated is now the lead barrier to booking. However, the uncertainty around opening indoor dining has also made some consumers pause their planning. Anecdotal evidence suggests that some are unwilling to commit to a holiday where dining is restricted to their place of stay, especially in the case of poor weather. There continues to be a gap between intent and booking that supports a lack of certainty and commitment to domestic travel at this point. 

• There is a need for safety messaging to continue. The industry needs to be cognisant that consumers will need to re-adjust to being in proximity to others, after a long period of social distancing. In this respect, the COVID-19 Safety Charter has a vital ongoing role to play. 

Download the full report published June 2021 [PDF 221kb]