Industry Update
Press Release 7 August 2020

Travel Advisor Survey Indicates Clients Deterred By Coronavirus Are Banking On Vacations In Early 2021

Domestic Outdoor Destinations Are Most Desirable for the Remainder of 2020

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KANSAS CITY, MO - The latest findings of the Travel Advisors COVID-19 Sentiment Barometer (Wave II), released in partnership by MMGY Myriad and Travel Market Report, indicate that travelers are being cautious about their international travel plans by booking with some of the longest windows advisors have ever seen. Meanwhile, there is still limited appetite for travel in the more immediate future - but the shift in interest to domestic, outdoor-focused trips continues.


The industry survey of North American travel advisors has revealed that the majority of travel being booked is for seven or more months in advance. This time frame is even longer for international travel, cruises and group tour vacations. However, there has been a slight increase in the percentage of travelers booking North American travel for the next 30 days, rising from 10% in June to 16% in July.

Overall, advisors report that 42% of all inquiries received are about U.S. destinations. Prior to COVID-19, domestic destinations made up only about 16% of all inquiries. Outdoor vacations, specifically to North American beach and mountain destinations, continue to be of most interest to clients in the next six months.

In regard to lodging, the survey found that clients appear to feel more comfortable staying in smaller, more private accommodations. Interest in short-term rentals increased slightly but still remains low overall, and there was less interest in large hotels in July than in June.

According to travel advisors, health concerns related to COVID-19 were even more of a concern in July compared to last June, with 92% of advisors indicating in July this is a barrier to booking travel. This is up from 85% in June. The growing concern for health and safety has advisors increasingly believing that promotional offers would not impact clients' decisions to book a trip.

As travel continues to be hindered by the pandemic and a return to normalcy remains unclear, travel advisors are increasingly concerned about their business. The survey found the number of advisors who expect business to be down 75% or more in 2020 rose from 59% in June to 71% in July.

The Travel Advisors COVID-19 Sentiment Barometer was commissioned in partnership by MMGY Myriad, a leader in international destination marketing, and Travel Market Report, a news publication that serves as the voice of travel advisors in North America, to monitor the impact of the COVID-19 pandemic on travel agencies. The online survey of travel advisors in the U.S. and Canada is designed and analyzed by MMGY Travel Intelligence. Wave II of the survey was conducted July 13-28, 2020, and includes responses from more than 500 travel advisors. Wave I of the Barometer surveyed more than 300 travel advisors from June 1-10, 2020.

The full Travel Advisors COVID-19 Sentiment Barometer report is available here at

About MMGY Myriad

MMGY Myriad is the North American international destination representation brand of MMGY Global. Representing and managing various projects with numerous international destinations, MMGY Myriad is considered the leader in integrated programs for those destinations that choose to outsource office operations in North America. Programs developed include travel trade engagement, product development, consumer marketing, consumer and travel trade event management, social media and public relations. MMGY Myriad employees are experts in integrating a range of activities for destinations that desire a comprehensive approach to the North American market. For more information, visit

About Travel Market Report

Travel Market Report (TMR) is an online travel trade publication that serves as an independent forum and voice for retail travel sellers in North America. TMR is the first and only trade media founded by travel advisors for travel advisors. Powered by a team of award-winning journalists that analyze and report the news exclusively from the perspective of top-producing travel advisors and its impact on their business, Travel Market Report has become the most trusted news source in less than a decade by providing the most valuable information for its reader/advisors. TMR also provides practical business-building advice and insights into key growth markets, helping advisors operate and grow their business. The editorial team is guided by an independent Editorial Advisory Board whose members represent a cross section of the retail travel industry in North America. Launched in 2009 by American Marketing Group, Travel Market Report delivers news updates by email to over 64,000 US. and Canadian subscribers.

About MMGY Travel Intelligence

MMGY Travel Intelligence is MMGY Global's industry research and insights brand, offering proprietary data and research including DK Shifflet, MMGY Global's Portrait of American Travelers® and travelhorizonsTM, all of which are designed to power travel industry decision-makers through consumer insights, travel performance data, and audience modeling and segmentation. To learn more about the extensive collection of research, analytics and strategy services, visit or email [email protected].

About MMGY Global

With more than 38 years of experience, MMGY Global is the world's leading integrated global marketing firm specializing in the travel, hospitality and entertainment industries. With eight operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world's premier travel and tourism brands. As a company dedicated to the global travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit

Katherine Hartley
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