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Tourism Marketing: Post-COVID Travel Trends

Traveler comfort levels vary wildly right now, but the vast majority of Americans say they are ready to resume leisure travel in some form. Here's what people are looking for as they begin to travel again:


Wellness & Rejuvenation

We've seen the rise in at-home gyms and workouts; the same focus on fitness and wellness has impacted travel. Primary wellness travelers at the domestic level spend about 178% more than the average traveller. Additionally, beach and tropical vacations are on the rise. A recent Expedia study found that "rejuvenation" was the leading desire driving travel plans in 2021.


"Revenge Travel"

This new buzzword refers to "revenge" on the pandemic itself; the expected boom in travel that will happen once it is considered safe to do so. A recent Vrbo survey of 8,000-plus people found that 65% of Americans plan on traveling more in 2021 than they did pre-Covid. Consumers are no longer going to put off travel and instead will indulge: 40% of consumers plan to spend more on their next vacation than they have in the past, with an average increased spend of 45%.


Part of "revenge travel" includes longer vacations. With approximately 71% of Americans working remotely and an influx of quarantine fatigue, newfound flexibility is likely to promote longer stays.


Nature is Dominating

Tired of being stuck at home, people are looking to outdoor experiences for their vacations. Case in point: Before the pandemic, the top five Memorial Day weekend destinations for Southern Californians were:

  • Las Vegas

  • San Diego

  • Grand Canyon National Park

  • San Francisco

  • Anaheim

This year, the list looks a lot different:

  • Zion National Park

  • Bryce Canyon National Park

  • Las Vegas

  • Yosemite

  • Grand Canyon National Park

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