As consumers will slowly start to engage in travel again, whether for business or leisure, travel companies hold a large responsibility in ensuring safety and minimizing the risk of disease spread. A 2020 report says high-traffic travel environments (hotels, airports, train stations, etc.) are expected to stay empty for quite some time post COVID-19, and shows that more than half (56 percent) of Americans are willing to pay more for a travel service that incorporates enhanced cleaning tools to regularly disinfect spaces.

To ensure travellers are safe, healthy and protected, businesses will need make certain investments to ease the American public’s health fears and minimize the risk of disease spread.

While Americans are anxious to return to their “normal daily life,” the scary reality is that life won’t be the same moving forward. So what does the “new normal” look like? Will the public be more aware of the spread of bacteria and disease and how to prevent transmission? Will businesses take more steps to improve cleaning protocols, to keep employees and customers healthy?

To answer these questions, the survey, commissioned by Vital Vio (creators of antimicrobial LED technology), polled 1,000 US residents over the age of 18 about their concerns and how their “normal daily life” behavior will change after the pandemic.

When travel starts to open up, most Americans expect to see clear, physical changes to these areas, such as:

• The public availability of hand sanitizer (92%)
• Increased cleaning staff to protect consumers (78%)
• Investment in cleaning technology such as disinfecting lights and cleaning robots (61%)

However, when COVID fades away and the travel industry encourages consumers to come back, 40% of Americans say they will only go to public spaces when necessary. This also indicates that if their final destination is close enough, it’s expected that we’ll see more folks opt to drive – rather than taking a plane or train.

The findings show that Americans have heightened awareness and growing concerns about spreading and contracting germs in public settings. The good news is that they are willing to make drastic changes – and demanding businesses do the same – to create a safer, healthier life for themselves, their families and the community.

• 82% are more aware or concerned with cleaning tools and protocols used in public spaces
• 58% Have less confidence in their peers’ cleaning and hygiene practices
• 40% Will only visit public spaces when it’s absolutely necessary following COVID-19
• Interestingly, Millennials are most concerned with travel spaces (33%)

Taking Extra Safety Precautions

Americans are itching to ditch social distancing and get back to normal life, but the truth is: germ concerns are higher than ever. Most will wait before they return to public spaces even after they’re deemed “safe” by the government. In fact,

• 34% say they will wait a few weeks
• 26% will wait 1-2 months
• 16% are unsure they will ever feel comfortable in these spaces again.

In addition to concerns with being out in public, the majority of Americans are worried about bringing items (groceries, packages, mail) into their homes. Over half 57% say they regularly clean these items before they enter their home and another 25% have concerns about these items, but don’t know how to properly disinfect them.

Holding Businesses Accountable

Americans expect businesses across every industry to be accountable for better cleaning practices

• 76% Will hold brands accountable for how they clean their spaces
• 51% Will stop doing business with brands that don’t discuss cleaning protocols

In fact, they’re willing to pay more to businesses that are implementing stricter safety and cleaning protocols. The majority of Americans say they will pay more for experiences that include enhanced cleaning tools and protocols.

• travel (56%)
• dining (54%)
• retail (52%)

This makes sense as over a third (35%) of Americans say restaurants or retail stores are the public space they are most concerned about, and another quarter (27%) are most worried about public transportation.

Restoring Customer Trust

Americans are willing to pay more for safer experiences with businesses, but what investments will business need to make? According to the survey, they expect businesses to make sanitizer available, increase cleaning staff and invest in new technology.

• 92% Want businesses to make hand sanitizer publicly available at customer touchpoints

• 78% Think businesses should increase the number of cleaning staff

• 61% Want businesses to invest in automated cleaning technologies (such as disinfecting lights and cleaning robots)

Making Working & Learning Safer

Americans also want changes made to the spaces and places where they spend most of their time throughout the week, including their workplace.

Prioritizing Workplace Health

Following the pandemic virtual workspaces may continue to be seen as the safer option, even after offices and other workspaces reopen. Americans are hesitant to go back into the office with

• 17% planning to wait a few weeks to go back to the office once it’s deemed “safe”
• 11% planning to wait 1-2 months
• 11% saying they will work from home indefinitely.

Americans want employers to focus on protecting workers from harmful germs. One in four (25%) say they would even leave their job if their employer doesn’t make investments in cleanliness, and this is even higher for Millennials (31%).

• 28% Worry offices aren’t cleaned regularly
• 23%Worry staff isn’t aware of good hygiene practices
• 22% Worry coworkers won’t stay home when sick

Beyond in-office improvements, Americans want businesses to prioritize employee safety during business travel. In fact, 43% expect employers to pay more for business travel to book with brands that make investments in enhanced cleanliness.

Adapting to the “New Normal”

So how do these findings inform the new normal?

Setting New Distancing Standards

Typical American social etiquette is sure to evolve following the pandemic – from shaking hands before a business meeting, to packing public trains and buses, and even standing in a crowded pit at a concert. Close contact interactions will likely change for the foreseeable future – and that’s okay. Americans should be prepared to implement new “distancing” standards in their daily lives. For businesses, making customers and employees feel safe may require limiting the number of people in a building or ensuring that workers’ desks are spaced at a comfortable distance away from others.

Prioritizing Communication & Education

To keep the public safe from COVID-19 and any other infectious disease, education is critical. It’s easy to become overwhelmed by hype on the news and social media conversations; but it’s difficult to separate fact from fiction.

The public must take the time to understand, at a high level, how germs spread and concrete steps they can take to better protect themselves. From a business perspective, communicating new protocols and standards they’ve put into place will be essential to creating safer public spaces and easing concerns.