Study on traveler preferences shows: Northeast is the next destination
The first months of 2020 threw a bucket of cold water on tourists' plans with news about flight cancellations, package rescheduling, border closures between countries...
But, not all is lost!
Continuing our series of studies, after the survey that maps the post-pandemic tourism sector, we went deeper and analyzed more specific preferences of people who love to travel. The behaviors we identified in the digital environment reinforce that domestic travel , to places with beautiful landscapes, few crowds, safety and hygiene, are on the rise! With this, the Northeast region becomes the number one destination for travel in the post-COVID-19 period.
For the second study, “ TOURISM IN THE NORTHEAST – Best line data post-pandemic destinations ”, our strategy team used the partner tool Brandwatch , a social media monitoring and business intelligence platform that allows the generation of word clouds and graphs. The interpretation of this data indicated that, on social media, mentions about tourism and regional travel have been quite active in recent months, since the beginning of the quarantine in March.
"Hashtags and phrases demonstrate interest in the Northeast. Emojis convey to us this moment of sadness, expectation and insecurity regarding the end of social isolation. And the phrases highlight the urgent desire to resume new trips."
Elaine Venga, Strategic Intelligence Manager at ZAHG.
Regarding the most mentioned destinations in the Northeast from March to July 2020, the Brandwatch tool helped us list the three favorites among Brazilians: Bahia , Ceará and Pernambuco . Regarding the most desired capitals, Recife is in first place (34% of mentions), followed by Salvador (23%) and Natal (13%). And the Top 5 most mentioned tours are: Porto de Galinhas/PE (14%), Fernando de Noronha/PE (11%), Jericoacoara/CE (11%), Praia do Forte/BA (11%) and Maragogi/AL (9%).
The study also covers more data on the search journey of Brazilian travelers. One of the most relevant conclusions we reached was that consumers, if well stimulated by airlines and travel agencies with promotions and facilities, can quickly move this market.
"It will be increasingly necessary to encourage the return of these tourists, taking advantage of the entire ecosystem that we have: partner agencies, data and market intelligence and media know-how, so that everyone can create the conditions to generate good content, with adequate and personalized planning, understanding how much this initially pent-up demand is just waiting for good stimuli."