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Think of your favorite spots in your destination. How many of those are local businesses? There’s no question that these unique shops, restaurants and hotels all have special places in our hearts, and COVID-19 has renewed local pride and underscored that we are in this together. The Longwoods International research from the first Clarity in a Time of Crisis webinar revealed that the top content of interest to travelers during this time revolved around ways to help our favorite local places survive. With uncertainty and travel on hold, here’s how DMOs are bringing it in to support the local businesses, communities and neighbors that color their destinations and make them hum.
1. Shining a Spotlight on Local Partners
Four questions to U.S. Travelers tell the story of when and how travel will restart
Since March 2020, Longwoods International and Miles Partnership have been surveying U.S. travelers each week on their response to and travel behavior around the COVID-19 crisis.
In each survey, we have also asked a rotating set of four custom questions which tell us a lot about how U.S. travel will return, where travelers will turn to for information and what travel will look like when it comes back.
Here is the story of the travel’s recovery in the U.S. as told by these four questions and visualized in these graphs.
1. Dreaming About Travel & Supporting Locals
U.S. travelers continue to dream about future travel when it is possible to safely do so. The travel and leisure content of most interest to U.S. travelers during the crisis are deals and offers for “travel, dining and entertainment that they can be used in the future,” when...
As we enter the next phase of responding and adjusting to the effects of COVID-19, mandatory travel restrictions are evolving and starting to loosen to different degrees around the world. The travel industry is preparing for these developments by creating plans to address safety concerns and considerations in the post-crisis travel landscape. This week, the U.S. Travel Association led the way by submitting comprehensive health-focused guidelines for travel businesses, entitled "Travel in the New Normal," to the White House and every state's governor. The guidance was developed in collaboration...
National Travel and Tourism Week is a favorite annual tradition for the U.S. travel community. This year, the spotlight for the 37th NTTW (May 3-9) is on resilience and hope in the face of the COVID-19 pandemic, reflected in this year’s theme: The Spirit of Travel.
Celebrated annually during the first full week in May, NTTW was created by Congress in 1983 to underscore the economic power of travel in the U.S. The 37th NTTW (May 3-9) arrives at an opportune moment to unite the industry, paying homage to its indomitable spirit and elevating the role it will play in America’s economic recovery.
For the last five years, Miles has analyzed top performing online videos from destination marketing organizations (DMOs) around the world. The original Moving Picture Magic blog series from 2018 identified ten DMO videos that demonstrated strong storytelling, richer information and greater organic reach.
As a special edition of this series, we reviewed more than 180 YouTube accounts of DMOs and leading visitor attractions on their video response to COVID-19. This was prompted by our research with Longwoods International that identified “Short online travel videos” as the most important digital content type that U.S. travelers were engaging with during the crisis.