Today, Brand USA, the destination marketing organization for the United States, launches its highly anticipated COVID-19 Indicator Dashboard—a gating criteria dashboard designed to provide high-level updates of current COVID-19-related conditions in global inbound markets for U.S. travel. The dashboard summarizes how individual markets are performing in relation to recovery targets, which have been designed to help determine when recovery is sufficient for effective marketing activity.
The COVID-19 Indicator Dashboard, updated in real time, will help in decision-making related to international travel. Travel marketers can use these insights to help determine when effective marketing can take place or when to accelerate marketing efforts to assist in recovery. Dashboard users will also be able to compare different regions via an interactive map to see how travel recovery is trending in each market.
“We created a unique dashboard which features qualitative and quantitative data to provide the insights crucial to help restart international travel to the U.S. and map out the path to recovery,” said Christopher L. Thompson, Brand USA president and CEO. “This dashboard is an industry first and satisfies our goal to always provide our tourism partners and the travel industry with tools and data necessary to accelerate recovery and succeed in a rapidly changing world.”
The new data dashboard offers insights through five key avenues:
- Government policy on inbound U.S./returning travel – updated as policy changes are made
- COVID-19 daily cases (source: Johns Hopkins) – updated daily
- Scheduled seat capacity of inbound flights to the U.S. (source: SABRE) – updated weekly
- Google Trends data (index of “flights” as a search term topic) – updated weekly
- Consumer sentiment (intent to take an international leisure trip in the next 12 months) – updated monthly
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