Industry Update
Supplier News28 May 2020

Fuel Releases Third Installment of COVID-19 Consumer Sentiment Study Series

COVID-19 Consumer Sentiment Study Volume 3 Shows That Hope Is on the Horizon

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Fuel Travel

Since the onset of the COVID-19 crisis, Fuel has been doing its part to help the hospitality industry navigate these uncharted waters by conducting a series of studies aimed at gaining insights into the consumer mindset and providing hoteliers with a benchmark for gauging recovery. Fuel recently fielded a third study of North American leisure travelers regarding their perceptions and fears related to travel during the COVID-19 crisis.

Given the sample size for these surveys, this report constitutes one of the most thorough and comprehensive reports on consumer sentiment. In launching the Fuel COVID-19 Consumer Sentiment Study Volume 3, Fuel sent out a survey on April 30, 2020, and received more than 10,000 responses. For this study installment, the data was broken down by age group (Millennials, Gen Xers, Boomers), household income (<$50K, $50-100K, >$100K), and location (hot spots).

"As it appears that the U.S. has started a slow recovery, there is still so much uncertainty surrounding timing and demand," said Stuart Butler, chief operating officer of Fuel. "As an industry thought leader, we want to provide information about when consumers will feel comfortable traveling again so that hotels can develop more effective marketing campaigns." Insights from the study include:

  • Millennials consistently answered that they will be more willing to travel sooner than Gen X and Boomers.
  • Distance and location matter. The data has been extremely consistent in showing that less densely populated locations, and those within a few hours drive from home are more likely to be visited within the first 3 months of restrictions being lifted.
  • Hope is on the horizon. When asked for 'one word to describe traveling now', respondants prvided more positive phrases than in previous studies, including, "ready," "excited," "freedom," and "hopeful." 

In the third installment of Fuel's COVID-19 Consumer Sentiment Study series, there were very few changes in results overall compared to the last survey, indicating that consumers are settling into the new normal. To review all of the results, visit or get the downloadable copy here. The first study can be found here, and the second one is available here.

In addition to the COVID-19 Consumer Sentiment Study, Fuel has been helping guide the hospitality industry during these unknown times by creating a comprehensive master list of crisis-management resources for hotels and by publishing daily podcast episodes and blog articles with tangible and tactical advice on what hotels should be doing to survive. To learn more, please visit or contact us directly at [email protected]

About Fuel | As a leading provider of advanced software solutions and digital marketing services for the hotel industry, Fuel helps independent hotels, resorts, condotels, and management groups maximize market share and profitability. This is achieved by providing a comprehensive suite of software and marketing solutions including: the Fuel Booking Engine, Fuel AI-Powered CRM & Marketing Automation, Fuel Mobile App & Digital Key, Fuel Gauge Analytics Dashboard, website development, SEO, SEM, email marketing, social media, and analytics services. Through these solutions, Fuel helps properties drive more direct bookings and reduce reliance on third-party channels. To learn more about Fuel and to take your travel marketing to the next level, call (843) 839-1456, visit the website, listen to the #1-ranked Fuel Hotel Marketing Podcast, and follow Fuel on Facebook and Twitter.

Stuart Butler
Phone: +1 843.848.2164
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