We conducted a survey of more than 500 top travel media and influencers to gain insight on the state of travel journalism as vaccinations become more widespread and the COVID-19 landscape begins to change. What we discovered was informative and will help shape how we approach our media relations efforts in 2021. We compiled the results below, in hopes that you too will gain insight from the best and brightest that cover travel.

The Results:

Roughly 60% of media surveyed are planning content three months out or less. The remaining participants were planning out content six to nine months in advance.

Virtual Events:

For those uncomfortable with travel and short on time, virtual experiences are still a viable, popular way to introduce media to a destination and start to build that relationship.  Our questions on virtual events assessed both the positives and negatives – what virtual aspects journalists have loved, and what they would like to change.

1. Media ranked the following virtual desk sides/event elements in order of most beneficial in developing story interest:

   a. Hearing from Destination Representatives
   b. Hearing from Culinary Representatives
   c. Receiving Awesome Destination Swag Bags
   d. Hearing from Attractions Representatives
   e. Hearing from Lodging Representatives

   50% of participants alternatively said they were zoomed out and ready to hit the road.

2. We also asked media how virtual events could be improved. The majority of participating media commented that virtual events were often too long. Media recommended be prepared, keep points concise and, if interactive elements are involved, be able to clearly walk through the different components.

Despite a large percentage of participants saying they were ready to log out and hit the road, the virtual event or virtual coffee meeting doesn’t appear to be disappearing just yet.

1. When asked if they were comfortable attending in-person events with other attendees, 74.1% of respondents are comfortable attending events with 15 people or less.
   25.9% are not comfortable attending in-person events at this time.

2. Of those comfortable attending in-person events, which include reception-style events, hosted dinners and tastings, and media meetups, the most preferred group sizes were as follows:
   

3. Media ranked the following virtual desk sides/event elements in order of most beneficial in developing story interest:
   1-Hearing from Destination Representatives
   2-Hearing from Culinary Representatives
   3-Receiving Awesome Destination Swag Bags
   4-Hearing from Attractions Representatives
   5-Hearing from Lodging Representatives
   50% of participants alternatively said they were zoomed out and ready to hit the road.

4. We also asked the media how virtual events could be improved. The majority of participating media commented that virtual events were often too long. Media recommended organizers be prepared, keep points concise, and if interactive elements are involved, be able to clearly walk through the different components.

5. 69% of media surveyed anticipate that they will be comfortable traveling again by summer 2021. Reported rankings were as follows:
   27.8% – Spring 2021
   22.2% – Summer 2021
   14.8% – Fall 2021
   7.4% – Winter 2021

   27.8% of responders said that they are not sure when they will want to travel again, preferring to opt for a “wait and see” approach.

6. Those who were comfortable traveling were assessed on their comfort level participating in group familiarization trips.

   63% of media said they preferred individual research visits over group visits. A full breakdown of responses is below.
   

7. 31% of media say they are most looking forward to food and beverage experiences. 29% say they can’t wait to explore outdoor activities.Below, you’ll find a ranking of all activities that the media miss the most.
   
   Many also said they looked forward to “adventure (and) family travel aspects” of travel, as well as activities that are “insider knowledge and under the radar.” Media emphasized the importance of learning what destinations are doing to promote safe travel and what policies and protocols are being implemented to keep those who live in and visit their area comfortable and safe.

8. For domestic, in-person travel, respondents overwhelmingly were in favor of getting COVID-19 tests themselves prior to departure, and in requiring them for all those who may be traveling as part of the media trip.87% of respondents said they were comfortable being asked to get and provide negative results of a COVID-19 test prior to participating in a group media trip. Roughly 78% said they felt more comfortable if the same was asked of all other group trip attendees.

9. Media were asked to rate their comfort level with various methods of travel, ranging from hopping on an airplane to virtually traveling to a destination. 49% of media indicated that they were most comfortable traveling via car. Their responses align with current travel trends, which indicate road trips are the most popular form of travel.
   

10. Media were asked to rank their comfort level with outdoor activities, guided tours, renting an Airbnb, staying at a hotel, and visiting museums or galleries. We’ve charted their responses below:
    

11. We also asked the media to rank their comfort levels with different dining experiences.
    

12. Media overwhelmingly agree that, while they may not all be comfortable traveling right now, in-person trips are still the most effective way to learn about a destination, with almost 52% of respondents voting for on-site visits.

Keeping a pulse on what media are saying, what they feel comfortable with, and what they see day to day is crucial in staying ahead of the curve. We hope you found these results as insightful as we did, and look forward to collaborating with great media and influencers in 2021.

To schedule an appointment and see how Pineapple PR can help grow your business, click here: https://pineapple-pr.com/contact-us/.