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缤客揭示美国旅游业今夏困境:反弹容易,复苏难

缤客揭示美国旅游业今夏困境:反弹容易,复苏难

Rachel King 2021年04月11日
最新调查结果,超过一半的美国民众称,自己已经意识到了旅行对其心理健康的重要性,较疫情爆发前更加重视旅行在其生活中所发挥的作用。

封城、关闭边境的政策施行已有一年有余,很多人已迫不及待地想要拿上行李箱出门旅行——去哪儿都行。

缤客(Booking.com)的一项最新研究显示,71%的美国成年人表示,由于新冠疫苗已经开始接种,他们对2021年能够出门旅行感到更有信心也更为乐观了。

缤客首席执行官格伦·福格尔在接受《财富》采访时表示:“我们从疫情爆发伊始就一直在说,疫苗对旅游业的全面恢复至关重要。疫苗接种人数的日益增加令人备受鼓舞,很显然,对此大家都抱有乐观态度,也相信这将推动旅游业的复苏,但距离全面恢复,我们还有很长的路要走。”

根据最新调查结果,超过一半(60%)的美国民众称,自己已经意识到了旅行对其心理健康的重要性,较疫情爆发前其更加重视旅行在其生活中所发挥的作用。

“我们认为,旅游业要想恢复到疫情爆发前的水平还需要几年时间,旅游需求遭到抑制所产生的影响也依然存在,对此,我们保持谨慎乐观态度,”福格尔表示,“话虽如此,我们确实也认为美国国内游将于今夏迎来反弹,目前,许多市场的暑期旅行预订量已经出现积极变化。”

2021年1月,这家总部位于阿姆斯特丹的线上旅行社对未来12个月内有旅行计划的成年人进行了一次抽样调查,受访者来自28个国家和地区,共计28042名。

随着得以接种辉瑞/BioNTech、Moderna和强生(Johnson & Johnson)新冠疫苗的美国成年人越来越多,航空公司、连锁酒店、邮轮公司等旅游股股价已经开始回升。

最新一轮刺激支出也给上述企业带来利好,通过工资保障计划(PPP)注入的额外资金支持促使美联航、美航等诸多公司彻底取消了针对数千名员工的裁撤和强制无薪休假计划。

在此背景之下,虽然美国疾控中心(CDC)多次发出警告,但美国民众的出行热情依然不减。

根据美国运输安全管理局(TSA)提供的数据,3月第3周,美国通过机场安检系统的人数首次超过去年同期水平,3月24日当天,共有110万人通过安检,而在去年同期这一数字还不到95.4万人。3月25日,增幅进一步扩大,当天通过安检的人数达到140万人,较去年同期几乎翻倍。

福格尔表示:“我们知道,在当前这样一个充满不确定性的时期,游客在预定行程时希望获得更多的灵活性,对卫生标准的关注程度也显著提升。为了满足游客对灵活性的需求,我们协助合作酒店更新了其预订取消及行程更改政策。考虑到游客在预订酒店时比以往任何时候都更加重视卫生问题,我们还全新推出物业清单功能,方便合作伙伴在此更新自己的健康保障举措。

但旅游业还远未走出困境,从各大航空公司到酒店老板,所有人都对2021年的大反弹翘首以盼——不止是为了弥补2020年的损失,更是为了能够活到2022年。

福格尔称,美国游客也很乐于为旅游业提供支持。他指出,在缤客的调查中,26%的受访者表示自己愿意在独立酒店预订房间;24%的受访者表示自己计划选择冷门景区;20%的受访者表示自己愿意在家乡或附近地区预订酒店度假。

“新冠疫情给旅游业带来的影响将是永久性的,经过本次巨变之后,无论是我们所处的行业,还是整个世界,无疑都将呈现出不一样的面貌,”福格尔说,“但旅游依然会是民众生活的重要组成部分。”

尽管缤客近75%的美国住宿业合作伙伴表示自己对未来的业务发展持谨慎乐观态度,但他们中的许多人也认为,旅游业需要得到更多支持(无论是救助还是贷款),超过一半的受访者表示,其希望看到政府在未来采取更多措施,为身处危机之中的旅游业提供支持。

福格尔表示:“现在我们看到了一线希望,也想呼吁所有的旅游业从业者与各州、各地及联邦政府携手推出各种解决方案,为旅游业提供支持,推动旅游业的复苏。我们清楚,复苏绝非一日之功,我们也明白,要想让旅游业再次站稳脚跟,整个行业和政府必须通力协作。”

近日,美国疾控中心宣布,已接种疫苗的美国民众可以自由出行,但仍应采取预防措施,在此消息发布之后,缤客也推出了一项名为“重返旅途”全新激励措施,用户可以通过缤客手机应用参与该项活动。想在近期出行的美国民众可以通过该活动获得价值50美元的旅游积分,在进行周边游或(在条件允许的国家)跨国旅行时使用。

“美国民众宅居家中已有一段时间,为了支持他们实现外出旅行的愿望,我们推出了本次活动,让人们能够在确保安全的前提下重新发现更多美景、结识更多朋友、体验更多元的文化、获得不一样的人生体验,” 福格尔说,“此外,考虑到疫情给旅游业造成的巨大损失,推出本次活动也是为了在游客回流初期给合作酒店和景区提供支持。”(财富中文网)

译者:梁宇

审校:夏林

封城、关闭边境的政策施行已有一年有余,很多人已迫不及待地想要拿上行李箱出门旅行——去哪儿都行。

缤客(Booking.com)的一项最新研究显示,71%的美国成年人表示,由于新冠疫苗已经开始接种,他们对2021年能够出门旅行感到更有信心也更为乐观了。

缤客首席执行官格伦·福格尔在接受《财富》采访时表示:“我们从疫情爆发伊始就一直在说,疫苗对旅游业的全面恢复至关重要。疫苗接种人数的日益增加令人备受鼓舞,很显然,对此大家都抱有乐观态度,也相信这将推动旅游业的复苏,但距离全面恢复,我们还有很长的路要走。”

根据最新调查结果,超过一半(60%)的美国民众称,自己已经意识到了旅行对其心理健康的重要性,较疫情爆发前其更加重视旅行在其生活中所发挥的作用。

“我们认为,旅游业要想恢复到疫情爆发前的水平还需要几年时间,旅游需求遭到抑制所产生的影响也依然存在,对此,我们保持谨慎乐观态度,”福格尔表示,“话虽如此,我们确实也认为美国国内游将于今夏迎来反弹,目前,许多市场的暑期旅行预订量已经出现积极变化。”

2021年1月,这家总部位于阿姆斯特丹的线上旅行社对未来12个月内有旅行计划的成年人进行了一次抽样调查,受访者来自28个国家和地区,共计28042名。

随着得以接种辉瑞/BioNTech、Moderna和强生(Johnson & Johnson)新冠疫苗的美国成年人越来越多,航空公司、连锁酒店、邮轮公司等旅游股股价已经开始回升。

最新一轮刺激支出也给上述企业带来利好,通过工资保障计划(PPP)注入的额外资金支持促使美联航、美航等诸多公司彻底取消了针对数千名员工的裁撤和强制无薪休假计划。

在此背景之下,虽然美国疾控中心(CDC)多次发出警告,但美国民众的出行热情依然不减。

根据美国运输安全管理局(TSA)提供的数据,3月第3周,美国通过机场安检系统的人数首次超过去年同期水平,3月24日当天,共有110万人通过安检,而在去年同期这一数字还不到95.4万人。3月25日,增幅进一步扩大,当天通过安检的人数达到140万人,较去年同期几乎翻倍。

福格尔表示:“我们知道,在当前这样一个充满不确定性的时期,游客在预定行程时希望获得更多的灵活性,对卫生标准的关注程度也显著提升。为了满足游客对灵活性的需求,我们协助合作酒店更新了其预订取消及行程更改政策。考虑到游客在预订酒店时比以往任何时候都更加重视卫生问题,我们还全新推出物业清单功能,方便合作伙伴在此更新自己的健康保障举措。

但旅游业还远未走出困境,从各大航空公司到酒店老板,所有人都对2021年的大反弹翘首以盼——不止是为了弥补2020年的损失,更是为了能够活到2022年。

福格尔称,美国游客也很乐于为旅游业提供支持。他指出,在缤客的调查中,26%的受访者表示自己愿意在独立酒店预订房间;24%的受访者表示自己计划选择冷门景区;20%的受访者表示自己愿意在家乡或附近地区预订酒店度假。

“新冠疫情给旅游业带来的影响将是永久性的,经过本次巨变之后,无论是我们所处的行业,还是整个世界,无疑都将呈现出不一样的面貌,”福格尔说,“但旅游依然会是民众生活的重要组成部分。”

尽管缤客近75%的美国住宿业合作伙伴表示自己对未来的业务发展持谨慎乐观态度,但他们中的许多人也认为,旅游业需要得到更多支持(无论是救助还是贷款),超过一半的受访者表示,其希望看到政府在未来采取更多措施,为身处危机之中的旅游业提供支持。

福格尔表示:“现在我们看到了一线希望,也想呼吁所有的旅游业从业者与各州、各地及联邦政府携手推出各种解决方案,为旅游业提供支持,推动旅游业的复苏。我们清楚,复苏绝非一日之功,我们也明白,要想让旅游业再次站稳脚跟,整个行业和政府必须通力协作。”

近日,美国疾控中心宣布,已接种疫苗的美国民众可以自由出行,但仍应采取预防措施,在此消息发布之后,缤客也推出了一项名为“重返旅途”全新激励措施,用户可以通过缤客手机应用参与该项活动。想在近期出行的美国民众可以通过该活动获得价值50美元的旅游积分,在进行周边游或(在条件允许的国家)跨国旅行时使用。

“美国民众宅居家中已有一段时间,为了支持他们实现外出旅行的愿望,我们推出了本次活动,让人们能够在确保安全的前提下重新发现更多美景、结识更多朋友、体验更多元的文化、获得不一样的人生体验,” 福格尔说,“此外,考虑到疫情给旅游业造成的巨大损失,推出本次活动也是为了在游客回流初期给合作酒店和景区提供支持。”(财富中文网)

译者:梁宇

审校:夏林

After more than a year of shutdown orders and closed borders, there’s plenty of desire to break out the suitcases and go somewhere—anywhere—this year.

According to a new study from Booking.com, 71% of adults in the U.S. say that the initial rollout of COVID-19 vaccines makes them feel more hopeful and optimistic about traveling in 2021.

“We’ve said since the beginning of the pandemic that vaccines will be critical to a full travel recovery,” Booking.com CEO Glenn Fogel tells Fortune. “It’s encouraging to see vaccine distribution ramping up, and clearly there is optimism around this and how it will help revive travel, but we still have a long road ahead to a full recovery.”

Based on the new findings, more than half (60%) of Americans have reevaluated the importance of the role travel plays in their lives and now deem it more critical than they did before the pandemic, having realized how central it is to their emotional well-being.

“While we still believe it will be years before travel recovers to pre-pandemic levels, we are seeing the impact of the pent-up travel demand and remain cautiously optimistic,” says Fogel. “That said, we do expect to see a rebound in summer travel domestically and are already observing some positive summer travel booking trends in various markets.”

The Amsterdam-based online travel agency conducted a study among a sample of adults planning to travel in the next 12 months. In total, 28,042 respondents across 28 countries and territories were polled through an online survey in January 2021.

Travel stocks, from airlines to hotel chains to cruise lines, have already started to pick up as COVID-19 vaccines from Pfizer/BioNTech, Moderna, and Johnson & Johnson become more widely available to U.S. adults.

Those companies have also benefited from additional funding allotted in the latest round of stimulus spending through the Paycheck Protection Program (PPP), which prompted many businesses—including United Airlines and American Airlines—to outright cancel thousands of expected layoffs and planned furloughs.

As a result, and despite warnings from the Centers for Disease Control and Prevention (CDC), Americans are gradually resuming travel already.

According to the Transportation Security Administration (TSA), the number of people who passed through security systems at airports in the U.S. surpassed last year’s numbers for the first time during the third week of March, with 1.1 million people doing so on March 24, versus fewer than 954,000 a year prior. That sizable difference was even more pronounced on March 25, with 1.4 million people clearing checkpoints in the U.S.—nearly double what it was a year earlier.

“In these uncertain times, we know travelers are looking for flexibility when booking a trip and are paying close attention to cleanliness standards,” Fogel says. “We have been working hand in hand with our accommodation partners to help them update cancellation and rescheduling policies to be more flexible given what we know travelers are searching for. We have also implemented a new feature on property listings for partners to update their health and safety measures, given travelers are more conscious than ever of these standards before booking a place to stay.”

But the travel industry isn’t out of the woods by any means, and everyone from major airlines to owners of local bed and breakfast establishments are counting on a major rebound in 2021—not only to recoup losses from 2020, but just to survive into 2022.

Fogel says American travelers themselves are also interested in personally helping to support the travel industry. He notes that 26% of 缤客 survey respondents said they will book rooms at independent hotels; 24% plan to choose less frequented destinations; and 20% are booking accommodations in or near their hometown for a staycation.

“Travel will be forever reshaped by this extraordinary moment in time, and when we emerge from this global pandemic, our world and our industry will undoubtedly be different,” Fogel says. “But travel will remain fundamental to people’s lives.”

While nearly 75% of Booking.com’s accommodation partners in the U.S. say they are cautiously optimistic about the future of their business, many of them agree that the travel industry needs additional support—either through bailouts or loans—with more than half of survey respondents saying they would like to see governments do more in the future to support the travel industry during the ongoing crisis.

“As we start to see a light at the end of the tunnel, we encourage all those across the travel category as well as state, local, and federal governments to come together and implement solutions to revive and support travel,” Fogel says. “We know recovery will take time, and we know it will take the entire industry and governments working together to get travel back on its feet.”

On the heels of the news from the CDC advising that vaccinated Americans are free to travel but should still take precautions, Booking.com is also launching a new incentive. The Back to Travel promotion, which can be activated via the Booking.com mobile app, offers $50 in post-stay travel credits for Americans looking to travel again soon, whether that is closer to home or internationally (where possible right now).

“This initiative is intended to support Americans’ desire to rediscover the places, people, cultures, and experiences they love and have been missing, when it is safe to do so, and help make it easier to book a trip,” Fogel says. “It’s also intended to support our property partners and destinations in beginning to welcome back the guests they have been missing given the toll the pandemic has taken on the travel industry.”

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