Fluent, LLC recently released a poll of more than 3,000 Americans which asked about their travel plans and how they are being affected by the Zika outbreak.

Findings concluded 44 percent would now not plan a trip to a destination affected by the Zika virus, while 43 percent would cancel plans to destinations affected by the Zika virus. However, the study also found Americans with higher household incomes were the least likely to allow the outbreak to affect their actions. Those polled said they would most likely reschedule travel to other unaffected destinations, with the most popular replacement destinations being Florida and California, with a small percentage choosing unaffected Caribbean islands.

Overall, 49 percent of those polled were concerned with the affect the virus would have on world health, while 37 percent were worried about contracting the virus themselves.

“With media coverage of the Zika virus intensifying, the travel and tourism industry may feel the squeeze as some Americans opt to avoid impacted destinations. Travel industry marketers promoting tourism to both affected and unaffected countries in the Caribbean, Central and South America will be better positioned to weather the storm by targeting ad campaigns to more affluent and frequent travelers who are less likely to change their travel plans as a result of the outbreak,” said Matt Conlin, president, Fluent, LLC.