×

When will tourists return? Here’s what experts say

To the editor:

Hello friends:

I have been thinking about you, and us as a community. It is incredible how Saranac Lake rallies when need be, and this time — during the COVID pandemic — we are doing it like never before, rising to the challenge of supporting each other while staying physically distant and virtually engaged.

The COVID pandemic has wreaked havoc on many industries, including tourism, and we all know tourism is a leading industry for us in the Adirondack Park. As the destination management organization for Franklin County, the Franklin County Local Development Corporation team is keeping a watchful eye on the day-to-day nuances of this pandemic. We are educating ourselves by staying up-to-date on information, tracking trends and data, participating in conversations, and being fiscally responsible — including not utilizing paid promotional advertising.

To keep the information flowing and the lines of communication open, I wanted to share some statistics that are important to be aware of in regard to travel and tourism:

¯ According to a Longwoods International tracking study of American travelers and the coronavirus pandemic, 85% of them are changing their travel plans for the next six months because of coronavirus.

¯ STR and Tourism Economics project a 51% RevPAR decline in 2020 in the U.S., due mostly to an occupancy decline. However, GDP is forecasted for healthy growth in 2021, driving an 82% room demand increase that will push occupancy up 57%.

¯ According to a MMGY Travel Intelligence and Destinations International Foundation survey, destination organizations have remained connected with prospective travelers during this pandemic through social media and email. Paid promotional advertising has experienced a pause with 90% of organizations not currently investing. However, 50% of organizations expect to return to paid promotional advertising within the next 60 days.

¯ Most experts are predicting it will not be a simple return to pre-pandemic sentiments and behaviors for travelers. We can expect to see pent-up demand, and people will be ready to travel. But travel will look different. American travelers increasingly say they will be avoiding crowds, traveling closer to home, and opting for driving over air and mass transit.

The truth is, no one knows for sure what will happen a day, a week, or a month from now, but I am confident of this: Through this unfathomable time, Saranac Lake will emerge as it was. A historic village where lakes and mountains are as accessible as the fresh air. A creative community where art, music and healthy living define the culture. And above all else, it will remain an ideal place to live and a welcoming place to visit.

Below I have included links to the resources I referenced. Check them out, and please reach out with any questions, ideas or insights. We’re all learning how to adapt to this ever-changing situation, but the good news is we’re all in this together, which means we’ll get through it, together.

Be well,

Kelly Brunette

Destination manager, Saranac Lake region

Franklin County LDC Tourism Office

Saranac Lake

Resources:

MMGY Travel Intelligence, tracks traveler sentiment, https://www.mmgyintel.com/coronavirus

Longwoods International, tracks traveler sentiment, https://longwoods-intl.com/news-press-release/COVID-19-travel-sentiment-study-wave-5

U.S. Travel Association & Tourism Economics, a week-by-week outlook on travel spending in the U.S., https://www.ustravel.org/sites/default/files/media_root/document/Coronavirus_WeeklyImpacts_04.08.20.pdf

Arrivalist, measures consumer road trips of 50 miles or more, https://www.arrivalist.com/daily-travel-index/

Adara, tracks travel-related consumer behavior and changing trends, https://adara.com/traveler-trends-tracker/

NEWSLETTER

Today's breaking news and more in your inbox

I'm interested in (please check all that apply)
Are you a paying subscriber to the newspaper? *

Starting at $4.75/week.

Subscribe Today