KEY DIRECTIONAL FINDINGS
What consistently surfaced in traveler conversations
1. Reputation issues often introduce hesitation, though the degree varies In conversations, many travelers described becoming less inclined to consider a destination when they were aware of one or more reputation related issues. This tendency appeared more pronounced among American travelers than Canadian travelers, though both groups acknowledged weighing issues differently depending on context and personal comfort levels. 2. Severe weather and crime and safety were most frequently cited as influential Across issue areas, severe weather and crime and safety most often surfaced as factors travelers said could meaningfully affect their willingness to consider a destination. Travelers described assessing these issues based on perceived severity, timing and whether they believed the situation would disrupt their experience. 3. Travelers want to understand the destination experience first Even when travelers acknowledged reputational concerns, conversations repeatedly returned to a desire to understand what there is to do in a destination. Messaging that highlighted unique, enjoyable or iconic experiences tended to resonate more than content focused primarily on explaining or addressing issues. 4. Acknowledgment paired with accountability increased credibility When travelers encountered messaging that openly acknowledged a destination issue, responses were more favorable when that acknowledgment was paired with evidence of awareness, action or progress. Travelers expressed appreciation for honesty, while also noting that they did not expect advertising to dwell on negative aspects. 5. Advertising appeared to support appeal more than issue resolution Traveler responses suggest that advertising can help maintain or increase overall destination appeal. However, advertising alone appeared to have more limited influence on how travelers interpreted underlying reputation issues, with stronger reactions occurring when messaging addressed issues directly in a measured and credible way.
The insights presented reflect qualitative input and observed patterns from traveler conversations and ad response testing. The findings are not statistically projectable and should be interpreted as directional guidance. Their value lies in the consistency of themes, language and reactions expressed across travelers, destinations and issue areas.
DESTINATIONS INTERNATIONAL | 5
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