Marketing Plan 2022

INDUSTRY TRAVEL AND TOURISM ENVIRONMENT Understanding consumer behavior and travel trends has never been more imperative to grasp what visitors are thinking as it relates to travel and travelling safely. No doubt, all sources available are indicating that consumers are now traveling but continue to use caution and follow pandemic protocols. We have stepped over the threshold of caution to cautiously confident as federal, state, and local government health officials have learned more about the virus and advise on travel.

According to the Arrivalist Daily Travel Index, road trip activity was up 5.7% in October 2021 over October 2019. A whopping 21% up over 2020. These stats are important to The Shoals area as most of our arrivals are by means of road trip.

With travel behaviors very difficult to predict, the dichotomy in consumer psyche is measured by independent research through Destination Analysts on the severity of the pandemic and the love for travel.

The findings from the week of January 17, 2022 show that Americans concerned with contracting the virus rose 7 points over the last 2 weeks to 65.4%. In fact, 71.9% report that at least one person in their personal circle has contracted COVID just in the last month alone, Source; Destination Analysts, Jan.2022 With that being said, over 80% of Americans still have trips planned in 2022 which have also expressed an “excitement for travel”. The average number of anticipated leisure trips Americans plan to take over the next 12 months has hit its highest peak during the pandemic era at 3.1 – Destination Analysts Destination Analysts provided their 2022 Outlook which polled Americans on their sentiment towards travel. When asked to describe the travel environment, reactions and responses such as “hopeful”, “excited” and “fun” were all part of their vocabulary in describing their anticipation towards their upcoming holidays.

In fact, 33.2% of American travelers say they will take more leisure trips in the next year. Beaches, rural towns and national/state parks destinations will still be where a majority of American traveler’s head, with more than 70% reporting plans for these types of destinations. (Source: Destination Analysts) One of our key advantages are the outdoor opportunities including hiking, biking, kayaking, golf, and plenty of green space to enjoy nature. Americans have continued to take advantage of their own backyard. Road trips, staycations, RVing and visiting friends and relatives (VFR) are all aspects of confident travel where The Shoals is well positioned to capitalize on these markets.