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As a result of several high-profile attacks around the world, terrorism has become a concern among countless international travelers in a way that it has not been in years past.
Add to that the uncertainty associated with climate change and the growing frequency of natural disasters, and you have yet another source of hesitation among globe trotters when it comes to travel in 2016.
And while industry experts insist that bookings remain steady, or perhaps busier than usual in a show of solidarity with affected countries, there is no denying a shift in patterns among large swaths of the traveling population, one that's more than likely tied to the past year's events.
Although the probability that they will impact one's trip is extremely low, the number of travelers concerned about terrorism, war, and disease is extremely high, according to a new study conducted by the Chief Marketing Officer (CMO) Council's GeoBranding Center in partnership with AIG Travel.
In a new study undertaken by the Chief Marketing Officer (CMO) Council's GeoBranding Center and AIG Travel. Data for the report, entitled "How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention" was collected from more than 2,000 American, European and other global travelers worldwide during October 2015 via an online survey by the CMO Council and Travelzoo.
The research aimed to gather consumer views and specific areas of concern that lead travelers to alter their plans, intentions or destination picks. Among these events and incidents are terrorist attacks, natural disasters, disease outbreaks, regional conflicts, political upheaval, crime and violence, civil unrest, plane crashes, and cruise line accidents or food safety issues.
The study reveals that personal safety has become a major concern for tourists as real-time news channels multiply and social media postings bring first-hand accounts of incidents or situations to aspirational leisure travelers, impacting decision-making around desired destinations. More than 60 percent of survey respondents report that turmoil, health hazards or active conflicts could sway or even deter their travel to a specific country or region.
A new global survey by the CMO Council’s GeoBranding Center and AIG Travel, entitled “How Global Voices Shape Travel Choices,” shows that despite strong word-of-mouth support and lower concerns about costs and long flights, half of the potential travelers to Africa are simply avoiding the continent due to fears of personal safety, violence and diseases like Ebola.
In a new study by Chief Marketing Officer Council’s GeoBranding Center and AIG Travel, titled “How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention,” which polled more than 2,000 travelers from across the globe during the month of October, travelers felt safest when vacationing on islands, or in Australia or New Zealand
The report also revealed, not surprisingly, that terrorism activity is the number-one reason tourists avoid certain destinations. One in four travelers has changed vacation plans in the past year due to global or local safety, security, or health concerns.
People still have that wanderlust desire, but the sense of anxiety is keeping them closer to home, and many are opting to travel domestically.
The fact is that travel anxiety has always existed, and now, with non-stop media coverage of every tragedy and disaster, it is quite high. If you look at the results of the CMO Council’s survey, the travel industry's best response seems to be to focus on giving people the tools that they need (namely, clear-eyed and truthful information) so that they can combat anxiety with facts and be able to plan their travels without being influenced by the internet's non-stop chatter.
A global survey released last month by the CMO Council’s GeoBranding Center and AIG Travel showed that more than half of travelers trust government alerts above all other sources when deciding on safe travel destinations. The survey also found that half of the potential travelers to Africa are avoiding the massive continent due to fears of personal safety, violence and diseases like Ebola. One in four travelers changed or cancelled their vacation plans in the past year over safety concerns.
A new study from the Chief Marketing Officer (CMO) Council's GeoBranding Center and AIG Travel reports one in four travelers has changed vacation plans in the past year due to global or local safety, security or health concerns, with terrorism activity topping the list of reasons tourists will avoid travel to certain destinations. Data for the report, entitled "How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention," was collected from more than 2,000 American, European and other global travelers worldwide during October 2015 via an online survey by the CMO Council and Travelzoo. 58 percent of the travelers surveyed were female, and the majority of respondents were over the age of 45. 55 percent were residents of the U.S. and Canada, 16 percent lived in the United Kingdom and 23 percent lived in Germany. Other respondents lived in countries throughout Europe and the Asia-Pacific region.
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Chief marketers are feeling a high degree of confidence about meeting their business goals: According to the CMO Council’s eighth annual "State Of Marketing 2014" report, 81 percent of CMOs said they believe their mandates for top-line revenue growth and market share are both realistic and attainable in the next 12 months.
Yet many marketing leaders are still battling with data and customer analytics as well as digital marketing transformation
An study of chief marketing officers today revealed some interesting contrasts between their optimism and their realities.
A survey of 525 chief marketers finds them voyaging between digital discovery and digital deliverance, riding out turbulent trends to positions of newfound respect.
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