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Dec 15, 2020
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Sandra Thomas-Comenole is an award-winning travel marketing professional and behavioral economist. She can be contacted at sandra.thomas
Several months into the Covid-19 pandemic, companies started turning to market research, such as travel sentiment surveys, to make seemingly informed decisions. That is unfortunate, because these surveys are not effective or accurate in predicting current and future travel trends, according to the findings in my newly published white paper, Are Customer Sentiment Surveys a Good Indicator of Current and Future Travel?
The white paper is a deep dive into the accuracy of travel sentiment surveys in predicting travel behavior through three data-driven studies. These studies compare air travel sentiment to U.S. weekly air travelers and air ticket purchases, respectively. The most striking finding is that while travel sentiment has remained relatively steady since April, travel behaviors, including air ticket purchases ....

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