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Welcome to UserTesting HITs, an ongoing series that shares human insight trends (HITs) uncovered from studies conducted by the UserTesting team. We hope you find these insights interesting and that they inspire you to conduct similar studies of your own! In this study, you'll learn what's motivating people to travel this holiday season—despite the pandemic—and how organizations in the travel industry can better prepare to provide great travel experiences.
As the holiday season quickly approaches, some travelers are choosing to fly to their holiday destinations amid the tensions and uncertainties of ever-changing infection rates and restrictions. To better understand what factors and considerations holiday travelers are weighing alongside COVID-19 risks, we spoke to travelers in the US and the UK who've flown minimally since March 2020 and also plan to travel by air this holiday season.
Travelers who plan to stay with family over the holidays are taking extra precautions to ensure the safety of their families and themselves.
My family's safety comes first and is most important to me because we have worked hard for five months [to stay safe] so I don't want to ruin this on a two-week holiday." - UK traveler
Travelers noted that they're eager to see family or are taking a much-needed holiday since most did not get to travel during the summer months. Many who are traveling to vacation destinations are either unconcerned about COVID-19, motivated to adapt to this “new normal” despite the risks, or simply want to scratch a travel itch.
My in-laws are getting older and we fear we won't have too many more years to celebrate holidays with them." - US traveler
The fact that COVID-19 is still around means even more reasons to deserve a getaway, so I thought it would be a good way of adjusting to the new normal." - UK traveler
Have you conducted a similar study? Did these findings inspire you to run some experiments of your own? Insights are always best when shared, so share your biggest "a-ha" moments with us on Twitter with #RealHumanInsight.