US adults' aversion to travel will remain strong heading into the holidays - Business Insider

: Three-quarters of US adults said they do not plan to travel for or around the Thanksgiving holiday, and 72% said the same for the winter holidays.Of the respondents who said they will travel during the holiday season, 85% said they are most comfortable traveling by car. Experts that there will be a second wave of coronavirus cases this fall, as colder weather kicks in and people are anticipated to be complacent about social-distancing guidelines.

This reluctance to travel doesn't bode well for the US travel industry, which continues to hold back on ad spending. Digital ad spend for the US travel industry will decrease by this year, per our July estimates. And though TV ad spend from travel advertisers picked up over the summer, this year's totals are still dismal compared with last year.

For example, travel TV ad spend more than doubled from June to July, yet July 2020 spending was still down by compared with July 2019, per iSpot.tv data cited by Skift. If travel brands are hoping that the holiday season might offset some losses for the year, the Morning Consult data might dampen that optimism.Join other Insider Intelligence clients who receive this Briefing, along with other Media, Advertising, & Marketing forecasts, briefings, charts, and research reports to their inboxes each day.

The executives in the travel industry need to put pressure on their president to get a handle on the virus. No one is traveling as long as the spread is still strong.

Our 🇺🇸 Consumer Spending data shows that reluctance and the longer the Covide19 pandemic remains, the longer the road for airlines.

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