natural disasters data trends
19 days for perceptions among British tourists to bounce back. Marketeers might therefore need to act fastest and most intensely on this market.
2 Natural disasters affect more
than just climate perceptions Following a natural disaster, perceptions of a destination often range beyond climate concerns. As a result, destinations should consider a crisis communications plan that reassures travellers along with other measures such as safety and key tourism product availability.
Following the floods in Fiji this year
from Cyclone Josie, it was not surprising to see Mabrian’s Climate Perception Index drop by 17 points. However, it is also interesting to note that perceptions about Fiji’s tourism product dropped by 6 points and those about security dropped by 7.6 points. This was especially true in countries such as New Zealand and the United States, where perceptions about security dropped more than climate.
3 Travellers are motivated to
visit to support recovery Messaging is not only key to recovering perceptions following a crisis, but appealing to travellers’ emotional connections to destinations can help to bring back visitors more quickly. According to MMGY Global’s second- quarter travelhorizons study, 73% of travellers say they are motivated to visit a destination impacted by natural disasters if they know their holiday will support the economic recovery of the community.
wtm.com
Fiji was affected by floods in April
FIGURE 3: EXTENT TO WHICH TRAVELLERS ARE MOTIVATED TO VISIT A DESTINATION IMPACTED BY A NATURAL DISASTER IF THEIR VACATION SUPPORTS ECONOMIC RECOVERY
Source: Q2 2018 travelhorizons™ Survey
A GREAT DEAL 35%
NOT AT ALL 15%
NOT TOO MUCH 12%
MMGY Global is the world’s largest integrated global marketing company specialising in the travel, hospitality and entertainment industries with one shared goal: to inspire people to go places.
•
mmgyglobal.com
SOMEWHAT 38%
autumn 2018 wtm insights 31
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