#2 Ranked Travel Information Digital Media Brand, OnlyInYourState, Releases New Report Highlighting Insights from its Recent ...
November 23 2020 - 8:15AM
Travel digital media brand, OnlyInYourState, has released a new
consumer travel report based on responses from its most recent
reader survey. The #2 ranked Travel Information site that reaches
more than 9 million unique monthly visitors (source: October 2020
comScore for a single-domain site) surveyed more than 12,000
readers to identify consumer comfort with travel -- which is
somewhat impacted by sanitization procedures at accommodations and
attractions -- as well as current behaviors and planned future
activities over the next six months. This consumer insights report
is the latest from Leaf Group’s portfolio of digital brands, where
recent studies have highlighted new and shifting consumer behaviors
due to current events, including the ongoing pandemic.
Collected between September 16 - 28, 2020, the OnlyInYourState
data shows that, despite continued spikes in COVID-19 cases
throughout the country, consumers are eager to travel again, with
77% of those surveyed expressing interest in traveling within the
next six months. Though only 28% of respondents said they plan to
board a plane, more than 85% said they are planning a road trip in
the next six months. This renewed interest in day trips and road
trips is prevalent in current consumer travel behavior, with the
majority of those surveyed interested in road trips within 2-5
hours from home and more than 74% of respondents seeking out travel
opportunities to connect with nature. Compared to OnlyInYourState’s
April consumer survey, nearly twice as many September survey
respondents reported visiting an attraction (i.e., state park,
monument, landmark, etc.) in the past two weeks.
Consumers are also becoming increasingly more comfortable with
the idea of staying at a hotel, especially relative to those
comfortable with air travel -- 41% of respondents said they are
somewhat or very comfortable staying overnight at a hotel, while
only 17% of respondents are somewhat or very comfortable with
traveling by plane. For those considering spending the night
somewhere for travel, sanitizing procedures was the most important
factor (38% ranked this the top priority) in selecting a place to
stay, followed by price and location, each of which ranked as the
top factor by 24% of respondents.
“It is promising to see such strong expectations to travel
within the next six months and a renewed passion for the ‘great
American road trip.’ Most readers indicated that travel safety is a
top concern, and part of our study helps show where and how brands
should reposition themselves to match those needs" said Scott
Messer, SVP, Media at Leaf Group. “OnlyInYourState’s highly engaged
audience proved to be a fantastic resource for uncovering consumer
behaviors when it comes to travel, we look forward to shedding
light on these insights to help shape our editorial and brand
partnerships.”
OnlyInYourState takes a fun, informal approach to travel
articles to help readers discover unique things to do in each of
the 50 states. To learn more, please visit
https://www.onlyinyourstate.com/ and to see the results of the most
recent consumer travel study, visit
https://study.leafgroup.com/oiys.html.
About
OnlyInYourState:Founded in 2015,
OnlyInYourState features over 100,000 articles highlighting the
off-the-beaten-path attractions and unique natural wonders of each
of the country’s 50 distinctive states. Collectively, the brand’s
unique, highly-curated editorial content has reached millions of
passionate readers and has brought attention to hidden gems,
little-known attractions, natural wonders and small and large
businesses across the nation. For more information, visit
https://www.onlyinyourstate.com/.
About Leaf Group:Leaf Group Ltd. (NYSE: LEAF)
is a diversified consumer internet company that builds enduring,
creator-driven brands that reach passionate audiences in large and
growing lifestyle categories, including fitness and wellness
(Well+Good, Livestrong.com and MyPlate App), and home, art and
design (Saatchi Art, Society6 and Hunker). For more information
about Leaf Group, visit www.leafgroup.com.
Media Contact:Sharna DadukVice President,
Communicationssharna.daduk@leafgroup.com
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