Togetherness, the next destination?

A recent survey from IHG Hotels & Resorts reveals how much people are longing for human connection, to be with their loved ones, and to make new memories

Between January 5 and 8 2021, IHG surveyed 2,000 people in the US, 2,000 in the UK and 2,000 in Australia to gauge travel sentiment into the new year. The survey reveals how much people are longing for human connection, to be with their loved ones, and to make new memories.

Close to 60 per cent of survey respondents said they cancelled up to four trips (leisure and business) last year. More than half the travellers surveyed said they have now rebooked cancelled trips or plan to rebook them, with family holidays and visiting loved ones topping travel wish lists for 2021.

And while the pandemic isn't over, the rollout of vaccines is igniting hope and optimism, as respondents across all age groups, 18 to 55+, say spending time with family and friends is a primary motivator for travel this year.

WHEN THE WORLD OPENS...

• One in five respondents said they plan to make up for the lack of travel in 2020 by going on more trips than they typically plan for when it is safe to do so.

• One in five people overall said they hope to travel to a place on their bucket list in 2021, with that being true for one in three travellers aged 18 to 24.

• Speaking of younger travellers, this age group was five times as likely to say that volunteering for a community in need was a primary motivator for travel.

• When it comes to what respondents travelling for work miss the most, one in three said it was 'sleeping in a comfy hotel bed' and one in four said 'room service.'

• Nearly 45 per cent shared that business travel improves their working mood and makes them more motivated.

• Over a third of all those surveyed, including 50 per cent of those aged 55 and older, said the COVID-19 vaccine being easily and widely available is when they want to start to travel again.

Commenting on the survey results, James Britchford, VP Commercial IMEA, IHG Hotels & Resorts, said, “It's often said that travel is the only thing you buy that makes you richer, and our survey results prove that people are hungry for those rich experiences again. But the world has changed, and travel decisions must be made more thoughtfully.

As we look ahead, we've all had a lot of time to think about what travel means to us, what trips are most important, and how we want to reconnect with loved ones.

So, whether it's that longedfor family beach vacation, a weekend getaway with friends, your first in-person business meeting, or a special anniversary trip – our family of 16 brands is ready to help open up the world when the time is right; and welcome travellers back with confidence, as we embark on the next chapter of travel.”