Industry Update
Press Release24 September 2020

After A Long Chill, Survey Of Travel Advisors Shows Clients Are Warming Up To Deals And Interest In International Travel Is Stable

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KANSAS CITY, MO - 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, have released the latest findings of the Travel Advisors COVID-19 Sentiment Barometer (Wave III). This online survey, designed and analyzed by MMGY Travel Intelligence, monitors the impact of the COVID-19 pandemic on travel agencies.


Since the survey began in June, advisors have consistently reported interest in international travel is accounting for about 25% of customer inquiries, showing that the ever-changing restrictions on travel and headlines about the spread of COVID-19 internationally are not causing up or down swings in consumer interest for international travel. For comparison, international travel accounted for 40% of advisor inquiries prior to the pandemic.

Travelers are also looking far ahead for international travel, as there was an increase in the percentage of international travel, cruises and group tour vacations being booked within the next 12 months. Domestic travel continues to be the most attractive type of trip for customers at the moment, accounting for 40% of all inquiries. Additionally, advisors reported in August that 20% of incoming North American travel bookings are for the next 30 days, up from 16% in July. It's important to note that at the same time there was also a sizeable increase in the number of advisors who believe promotional offers would impact booking decisions, which rose from 39% in July to 44% in August.

A look at advisors' most popular destination inquiries shows travelers are seeking out sunshine and the great outdoors for domestic trips. The most inquired about U.S. destinations are Alaska, Florida, California, Hawaii, Las Vegas and Colorado, while the top Canadian destinations are Vancouver, British Columbia and the Canadian Rockies.

Inquiries for Mexico, the Caribbean and Europe are predictably for familiar and historically popular destinations, while certain long-haul, bucket list trips continue to be of interest as well. The Riviera Maya/Cancun, Los Cabos and Jamaica are at the top of the list for travelers looking to visit Mexico and the Caribbean, while Greece, Italy, London, Croatia, Ireland and France were the most inquired about European destinations. Australia, Tahiti, Hawaii, Japan and Thailand are most popular with travelers looking to explore long-haul destinations.

The following are additional key findings from Wave III of the Travel Advisors COVID-19 Sentiment Barometer, which surveyed 440 travel advisors in the U.S. and Canada from August 24-September 8, 2020.

  • North American beach and mountain destinations continue to be of most interest to clients, with clients' interest in North American mountain destinations higher than in June and July.
  • Clients continue to feel more comfortable staying in smaller, more private accommodations in lieu of larger hotels or short-term rentals, though all accommodation types show rising interest.
  • Advisors report the majority of clients are interested in couples vacations, followed by family vacations - both with their immediate family and multigenerational trips.
  • Health concerns related to COVID-19, government advisories/restrictions and concerns about the visitor experience continue to be the primary barriers to travel, though they are all down compared to July.

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 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 run 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 vital travel industry content digitally 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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