Those feeling more optimistic outnumber those with pessimistic views by as much as 2-to-1.

Magid conducted a study examining the Travel, Hospitality, and Leisure (THL) sector which suggests trust is the major determinant on a person’s willingness to engage again in the travel experience. While there is a rational element to trust based on an individual’s belief in enduring brand quality, past experiences, marketplace reputation, etc., there is also a highly emotional component to trust.

Emotions tend to blend together to generate an overall positive or negative outlook. In the Magid study, 1,000 respondents were asked to describe how they were feeling on a range of 23 different emotions. Using segmentation, five profiles emerged to reflect a continuum of positive to negative personas, which are reflected in this executive summary available for download.

For more information on this study, visit the official press release: Higher Degree of Trust Tied To Future Engagement In Travel, Hospitality and Leisure Sector Post-Coronavirus 

Interested in the segmentation? Download the summary.

Travel, Hospitality and Leisure

Magid’s deep bench of expertise in travel, hospitality & leisure spans more than 100 brands in the industry and includes qualitative and quantitative capabilities along with business consultation and training. Our focus on human-centered design is a particularly strong fit for the industry and is infused into our courageous thinking on brands, media, technology, customer experience, employee engagement, and emotional intelligence.