Since the US government eased travel restrictions on Cuba earlier this year, some American travelers have considered visiting the country for various reasons. In fact, up to a quarter of Americans are interested in traveling to Cuba within the next year, according to a study from travel industry news source Skift. However, those interested in Cuban travel still have to show reasons for visiting the country, including visiting family, education and cultural reasons. So how many travelers are interested in visiting Cuba in the near future? And what factors might influence their travel decisions?
In Ask Your Target Market’s latest survey, 24% of respondents said that they are generally interested in traveling to Cuba at some point in the future. However, general interest doesn’t always translate into action. Just 29% of those interested said that they would be likely to book a trip to Cuba within the next year. In addition, 3% of respondents said that they have already traveled to Cuba multiple times. And another 2% said they’ve been there once.
Overall, just 20% of respondents said that they have traveled more than an hour from their home within the past week. 18% have done so within the past month. 16% have traveled within the past three months. Another 16% have done so within the past year. 20% haven’t traveled at least an hour from their homes in more than a year. And 12% never do.
More specifically, just 2% have traveled out of the country within the past week. 3% have done so within the past month. 4% have done so within the past three months. 9% have traveled out of the country within the past year. 43% said that it’s been over a year for them. And 39% said they are not international travelers. Those who have traveled internationally already were 93% likelier to show interest in traveling to Cuba. And those who have traveled internationally within the past year were 33% likelier to show interest in traveling to Cuba.
When choosing vacation destinations, there are several different factors that can impact consumers’ decisions. 30% of travelers ranked cost as their top determining factor when choosing a vacation destination. And 23% said that the safety of their destination is most important. The climate of the area and culture were rated as moderately important. And proximity to attractions, family and friends and educational opportunities were seen as less important.
There are also several different types of travel destinations for people to consider, all with varying degrees of popularity. Beach vacations were considered the most popular among travelers, with 39% ranking them as their number one most appealing type of vacation destination. All-inclusive resorts were also considered popular, with 14% ranking them as their number one choice. Unique cultural experiences, rural getaways and metropolitan areas were considered moderately appealing. And amusement parks and cruises were generally less appealing.
Although most of the general population isn’t lining up to buy tickets to Cuba this year, there is some interest particularly among regular international travelers. Since those who have traveled internationally at least once within the past year were much more likely to show interest in Cuba travel, it could be beneficial for resorts and attractions in Cuba, or even airlines that offer charter flights like American Airlines, to market via channels that are likely to reach seasoned travelers. In addition, it could be worth it to highlight both the warm climate and any travel deals that may be available, since beach destinations were ranked highly and cost was considered a major determining factor for travelers.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on June 6 via AYTM’s online survey panel.