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Association of Tour Operators of Russia: There are three behavioral models of travelers in the era of pandemic recession

During the recession of the pandemic, Russian travelers demonstrate three different behavioral patterns that should be taken into account when planning their work.

Maya Lomidze, Executive Director of ATOR (Association of Tour Operators of Russia): ...analysts identify three clear behavioral models that different groups of Russian tourists follow when planning and buying travel and recreation. The percentage ratio is difficult to derive. Our analysts estimate that about 40/40/20 per cent.”

The first group of tourists after the easing of quarantine restrictions wants to escape for any vacation. This can be a budget trip to the sea or to any available reservoir, to a tourist base, to a country hotel, a trip by your own car in your or the nearest region.

Safety for this group of travelers is not in the first place – these people usually do not believe in the dangers of the virus, but the absolute priority is the affordable cost of the holiday.

The second group of tourists pays more attention to safe rest, but also focuses on price: in this client segment there is a low solvency.

These people will purchase a tourist product at a good ratio of the available price and proof of the safety of their holiday.

Finally, the third group of today’s clients of the tourism industry is not so massive, but a well-to-do audience, choosing a safe holiday. In the conditions of the closure of borders, it was the high demand from this segment that gave rise to an amazing situation, when luxury accommodation facilities, including villas on the Russian Black Sea, are 100% loaded until the end of September, said Maya Lomidze.

According to the Analytical Service of ATOR, these features of consumer behavior should be taken into account by all market participants when forming their plans and range of offers.

Analysts also note that the pandemic is a catalyst for significant changes in the tourism business itself, and on a global scale.

" The pandemic has become a factor that can seriously change the attitude to business planning in the industry. In conditions of uncertainty, long-term business planning becomes risky, companies switch to short-term plans, tactical decisions, as the situation can change at any moment, says Lomidze.

In her opinion, this trend can be beneficial for domestic companies.

In Russia, historically, business, including tourism, has a very short planning horizon, because it has always been very difficult to plan for a long time in our market. At times, this has caused difficulties in dealing with foreign companies operating long-term planning strategies ... the pandemic situation has put everyone on a level playing field.”

The second important trend of world tourism is new for the domestic travel market: it is about the demand for partnerships, collaborations and cross-marketing actions in the tourism business "between tour operators <...> and between travel companies and enterprises from related industries."

Source: atorus

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