Comscore metrics show the caution to book a trip
A new research shows that visitor engagement on travel and tourism-related websites began to decline again, indicating that consumers are still wary of planning trips during the reopening
While April marked the lowest point of engagement with tourism websites in 2020 to date, Comscore's figures showed an increase in consumer interest in various categories from May, indicating that the industry had begun to see a recovery. That month, session time (measured per minute per unique visitor) and the number of visits to travel sites increased and that growth had also materialized in a growth in conversion, that is, reservations for travel sites.
However, as different states began to lift the restrictions and the number of confirmed cases of COVID-19 began to increase in June 2020, the metrics decreased once again. According to Comscore Media Metrix, the minutes per visitor in the "Online Travel Agents" category fell from 16.3 minutes during the week of June 1, 2020 to 12.69 minutes during the week of June 29, 2020. Similarly, minutes per visitor in the "Airlines" category were reduced to 10.69 minutes from 12.9 minutes during that same period.
When comparing the average weekly visits during the week of June 22, 2020 with those registered during the week of June 29, 2020 (indexed with respect to the week of February 3, 2020), the indexes of the Airlines and Rental site of houses and vacations fell 10 and 13 points, respectively
Initial information from July 2020 shows that growth in travel bookings appears to be slowing again, with vacation rental websites the only travel segment that has recovered to pre-COVID-19 levels. All other segments continue to see reserves 40-60 percent below February 2020 levels.
Comscore will continue to monitor these trends and provide ongoing information about its Coronavirus Insights Hub.