USTOA: Information helps cancel out travel fears after world events

(Source: Internet)

A study by the USTOA on traveler cancellations after world events such as disease outbreaks, terrorist attacks or natural disasters revealed that some could be avoided with better information and communication.

The study, which fell under USTOA's Innovation Lab and was conducted by Masters of Business Administration students at Cornell University's Samuel Curtis Johnson Graduate School of Management, asked 300 travelers how they would respond to negative events in nearby countries. Sixty-nine percent said they would continue with travel plans, while 31% reported that they would cancel.

Those who self-identified as cancelers were then asked, "If you received information that it was safe to travel, would you travel?" About a third of the group answered yes, essentially switching from canceling their plans to traveling based on receiving clear information from a credible source.

Those so-called "receptive cancelers" identified reliable sources as the U.S. State Department, travel agents, tour operators, news media, social media (especially Facebook) and travel review sites like TripAdvisor.

"While roughly two-thirds are 'committed travelers' who intend to travel despite a disruptive event, it's encouraging that one-third of those who are risk averse might also decide to continue to travel if given information from what they consider a reliable source," USTOA president and CEO Terry Dale said. "It's interesting, although not surprising, that travel agents, with whom our members work so closely, ranked high among travelers and it reconfirms the value travel agent partners bring to our members."

The Innovation Lab, which includes a consumer research component with Cornell University, is a multi-year project which aims to better understand the tour customer and to help members create products and experiences that will appeal to them.