ISSUE SPECIFIC DIRECTIONAL INSIGHTS Themes to support traveler testimonial clips
Social Issues In traveler conversations, social issues tended to elicit more thoughtful responses when messaging acknowledged the issue while also demonstrating accountability and forward momentum. Travelers reacted less favorably to content that felt defensive or overly abstract.
How do social issues impact your travel planning and perceptions of a destination? What information might improve these perceptions?
Politics Political considerations surfaced as a background factor influencing comfort with travel rather than something travelers expected destinations to resolve. While welcoming or empathetic messaging was often appreciated, many travelers expressed skepticism that advertising could meaningfully change political realities.
How do politics impact your travel planning and perceptions of a destination? What information might improve these perceptions?
Severe Weather Severe weather consistently emerged as one of the most salient concerns in traveler discussions. Travelers described differentiating between seasonal or manageable risk and events that suggested major disruption or uncertainty, with timing playing a key role in reconsideration.
How does severe weather impact your travel planning and perceptions of a destination? What information might improve these perceptions?
DESTINATIONS INTERNATIONAL | 7
Powered by FlippingBook