Early fall confirms a rebound of visitor satisfaction
European Cities Marketing (ECM) and TCI Research partner to monitor the COVID-19 city tourism rebound with the TRAVELSAT© Cities’ Heartbeat Dashboard. This partnership promotes and delivers unique and timely destinations’ data to ECM members, with a focus on Visitors’ experience, City e-reputation and Resident sentiment. The exclusive Dashboard enables cities across Europe to monitor the pace, the profile and the quality of visitation rebound in the region.
Despite the wave 2 of the pandemic developing in many European markets, early fall trends from the Cities’ Heartbeat Dashboard reveal resilience capacity on many fronts:
– Before last travel restrictions, visitation of iconic attractions has been stable in October compared to September. In early fall, more than 1 in 2 mobile devices captured still belonged to a tourist, 20% of those coming from more than 300 km away.
– Despite a challenging reputation context for the travel sector overall, the European Cities’ e-reputation has been resilient until now, recording a Net Sentiment Score (polarity of social conversations) above 50 points in November.
– After early experience challenges observed last summer, visitors’ satisfaction measured in 21 iconic sites records a significant rebound in Fall, amplifying the September increase. In the prospect of the critical Christmas / New-year season, this trend fuels optimism about cities’ “learning curve” and the positive impact of more visible, efficient, and accepted protocols in place.
– The specific visitor sentiment related to sanitary safety reached 60% of positivity since the beginning of fall, significantly increasing 8 points vs September.
As part of the #ANewTomorrow initiative, ECM’s latest webinar on “Planning for Recovery” held on October 7 featured a presentation of the Cities’ Heartbeat Dashboard.
Olivier Henry-Biabaud together with 2 ECM member cities London and Valencia illustrated how reputation, satisfaction and sentiment are essential key milestones to prepare cities to recovery in an inspiring presentation.