GLOBAL – WEEK 10 – MAY 8–11

As Most Countries Continue Their Transition out of Lockdown,

Consumers’ Level of Concern Declines in Most Countries

Consumers who agree that…

Lockdown Days since reopening Today Start date of “The worst of the coronavirus is still ahead” (%)
phased reopening
100
China 40 days April 8
80
Italy1 14 days May 4
60
France1 7 days May 11
40
UK1 5 days May 13
More than 30 states (> 60%) 20
US 2
have partially reopened; but the
lockdown continues in New York
0
May 1 May 10 May 20 March 6–9 March 13–16 March 27–30 April 10–13 April 24–27 May 8–11

Italy UK US France China

Sources: BCG COVID-19 Consumer Sentiment Survey, March 6–May 11, 2020 (N = 2,000–3,500), unweighted, representative within ±3% of census demographics; media reports.
Note: Question text: “How much do you agree with each of the following statements about the coronavirus?”
1
Some parts of these countries may remain under tighter controls while nationwide restrictions ease.
2
The national situation is complex and fluid, depending on each state's reopening plan and the subsequent impact of reopening on the coronavirus's spread. New York will use a criteria-based approach to reduce
restrictions county by county; California will take a similar approach; states such as Washington that remain under statewide restrictions may loosen them for particular activities, areas, and low-risk businesses.
US, UK, ITALY, FRANCE – WEEK 10 – MAY 8–11

Across the Board, Consumers Report That They Miss Traveling

More Than Anything Else
US data (trend indicative of developed markets) Travel- and tourism-related
Most missed categories
Age Household income per capita1
Rank Gen Z and Baby boomers+ Highest Lowest
Gen X (41–55)
millennials (18–40) (56+) quartile quartile

1 Leisure travel 60%–69%2

"can't wait to
Out-of-home start traveling again"
2 Restaurant dining
entertainment

Restaurant
3 Out-of-home entertainment
dining
18%–36% 2
Accessories, "can see themselves
4 Cosmetics Business travel going on a vacation
fashion
this summer"
Accessories, Women's Gambling Public
5
fashion clothing (ranks lower in other developed markets) transportation

Source: BCG COVID-19 Consumer Sentiment Survey, May 8–11, 2020 (N = 2,500–3,000), unweighted, representative within ±3% of census demographics.
Note: In Italy, the 56+ age group identified “Savings” as the fourth-most missed category. Question text: “Of the categories you plan to spend less in, what do/will you miss the most?”
and “How much do you agree with each of the following statements about your future travel habits?”
1
Calculated by dividing household income by number of people within household.
2
This range reflects the variation in percentages among France, Italy, the UK, and the US.
US, UK, ITALY, FRANCE – WEEK 10 – MAY 8–11

Meaningful Travel Recovery Is Unlikely to Occur Until COVID-19 Is Under

Control—and Estimates of How Long It Will Take Vary Widely

65%+ will not travel until … but consumers have different definitions of "normal” and therefore
things are "normal"… different thresholds and timelines for resuming activities
When will you begin …? (%)
Staying at Flying on Visiting Going
Only when... hotels airplanes casinos on cruises When do you think that will be? (%)

70%+ …Number of new cases

slows in my country 12 58 21 10
across countries
believe it is irresponsible …Government says it’s 5 55 22 18
to travel until the virus ok to resume daily activities
is under control
…Testing is widely available 7 42 29 23

…No new cases occur

65%+
4 35 29 31
in my country
…Approved medications to 3 24 32 41
believe it is not worth treat the virus are available
taking a vacation until
things mostly …A vaccine is available 2 13 24 62
return to "normal"

40% of those who say they won't resume travel until a vaccine is available
believe that they will be able to travel within the next 12 months

= 10% Within 1 month Within 2–6 months Within 7–12 months A year or more

Source: BCG COVID-19 Consumer Sentiment Survey, May 8–11, 2020 (N = 2,500–3,000), unweighted, representative within ±3% of census demographics.
Note: Question text: “How much do you agree with each of the following statements about your future travel habits?” and “When will you begin [doing activity] again?” and
“When do you think you will begin [doing activity] again?” Because of rounding, some bar chart totals do not equal 100%.