Tourism PEI has received the results from the first wave of a travel intent and consumer behaviour study that we are conducting in partnership with Destination Canada and the other Canadian Provinces. I wanted to make sure you received a copy.

The purpose of this study is to support the tourism sectors recovery from COVID-19 by:

  • Monitoring travel intentions and consumer travel behaviours through six survey waves.
  • To track travel interests and motivations at the inter-provincial level throughout the study period.
  • To monitor resident sentiment about visitors to their community.

I have summarized a few of the results below and have attached an overall results report for your reference that includes results for all provinces and territories.

Impact of COVID-19

  • 91% of Islanders believe COVID-19 will have an ongoing impact on the global economy (avg. 87%).
  • 72% of Islanders believe COVID-19 will lead to an economic recession or depression in Canada (avg. 77%).
  • 54% of Islanders believe COVID-19 will have an impact on themselves and their family (avg. 53%).

Likelihood of Travel

Islanders stated the following in regards to their likelihood to travel as government restrictions related to COVID-19 are relaxed:

  • 61% stated they are “definitely” or “very likely” to visit communities near them (avg. 41%)

       – Islanders lead this category followed by NL at 50%

  • 64% stated they are “definitely” or “very likely” to visit other parts of their province (avg. 35%)

       – Islanders lead this category followed by NL at 42%

  • 32% stated they are “definitely” or “very likely” to visit other parts of Canada (avg. 22%)

       – Islanders lead this category followed by Alberta and Saskatchewan at 26%

  • 6% stated they are “definitely” or “very likely” to visit the United States (avg. 13%)

       – Islanders and Nova Scotians are the least likely to visit the US

  • 11% stated they are “definitely” or “very likely” to visit other countries (outside of the US) (avg. 15%)

Likelihood of Travel Next Year

Islanders stated the following in regards to their likelihood to travel in the next year:

  • 55% will visit friends and family (avg. 48%)
  • 45% will travel for leisure or pleasure purposes (avg. 43%)
  • 10% will travel for business meetings (avg. 10%)
  • 6% will travel for conferences/conventions (avg. 9%)

First Month Consider Travelling to Destinations

  • It appears that a majority of Canadian travellers will not be willing to travel outside their own province but within Canada until we reach 2021. Approximately 43% of Canadians stated they are willing to consider travelling outside their province prior to December 2020.

Furthest Distance Willing to Travel

  • The majority of Islanders (79%) that stated they were willing to travel to “other communities near them” or “other parts of their province” prior to September 2020, appear willing to travel between 30 minutes and a 4-hour drive away from their home.

       – This compares to 62% of Nova Scotia residents and 72% of New Brunswick residents.

Travelling Outside of Province before September 2020

Of respondents who indicated they were willing to travel to other parts of Canada before September 2020, the following percentage selected PEI as a destination they are willing to travel to:

  • 58% NB
  • 51% NS
  • 29% ON
  • 17% QC

By comparison, 87% of Islanders who stated that they are willing to travel to other parts of Canada before September 2020 indicated they would travel to Nova Scotia and 79% indicated they would travel to New Brunswick.

Conditions Impacting Safety of Travel

  • The creation of a vaccine for COVID-19 was selected as the most important condition that Canadians feel impacts the safety of travel (64%). Island residents were in line with this result (65%).
  • Islanders were tied with Saskatchewan residents as the most likely to feel safe to travel now (11%).

Conditions Impacting Interest in Travel

  • “Businesses, attractions and tours employing strict cleaning protocols” was the top selected condition affecting both Islanders’, and Canadians in general, interest in travel (49%).
  • “Employing physical distancing practices” was the second most selected condition impacting interest in travel (44%).

Most Important Operational Practices in Restaurants

  • “Providing hand sanitizer” (67%) and “enforce social distancing guidelines” (65%) were selected as the most important operational practices in restaurants by Canadians.
  • Islanders noted that “providing hand sanitizer” (74%), “enforcing social distancing guidelines” (73%), and “requiring employee health screening” (60%) were seen as the most important operational practices for restaurants.

Most Important Operational Practices on Airlines

  • Canadians stated that “providing passengers with hand sanitizer, face masks, disinfectant wipes, etc.” was the most important operational practice for airlines (70%). This was followed closely by “high-tech cleaning of plane’s interior between flights” (69%) and “passenger health screening” (68%).
  • Islanders selected “high-tech cleaning of plane’s interior between flights” (69%), “passenger health screening” (67%), and “plane bathroom cleaned after each use” (67%) as the most important operational practices for airlines

Most Important Operational Practices in Hotels

  • Canadians stated that “providing guests with hand sanitizer, face masks, disinfectant wipes, etc.” (67%) and “cleaning/sanitizing procedures well-explained” (65%) as the most important operational practices for hotels.
  • Islanders appear to have a higher standard for accommodation providers to employ “safe and clean” operational practices with 83% selecting “providing guests with hand sanitizer, face masks, disinfectant wipes, etc.”,82% selecting “cleaning/sanitizing procedures well-explained”, and 73% selecting “cleaning activity visible in public areas during your hotel stay”.

Attitudes Towards Travel

  • Approximately half (52%) of Canadians stated that they “strongly” or “somewhat agree” that “I will visit destinations I know well or have visited before” as government restrictions related to COVID-19 are relaxed. The majority (74%) of Islanders shared this view.
  • Only 31% of Canadians said they “will participative in indoor attractions and activities” as government restrictions related to COVID-19 are relaxed.
  • Approximately half (54%) of Islanders stated “I miss travel. I can’t wait to get out and travel again” and 74% stated they will “visit destinations that I know well or have visited before”.

See Full Report Here