What Travelers Want Now
As we have worked with our partners to tailor messaging to traveler sentiment, several themes have been tested successfully. These include:
Hygiene and Cleanliness
As noted, this is top of mind for travelers during the pandemic. Travelers want to know the measures travel brands are taking to clean, prepare, and manage the traveler experience. While no travel brand can guarantee the health of travelers, and we encourage careful word choice in this area, travel brands can and must inform travelers of the steps they are taking and changes they have instituted.
In the same Travelocity study referenced earlier, the second most important factor for traveling as restrictions lift is flexibility (referenced by 85% of respondents). With millions of travelers canceling or changing their travel plans as the pandemic manifested itself, being able to book without worry if plans change, sickness occurs, or travel restrictions evolve, is super important to travelers right now and likely long into the future.
Value and Deals
Exceptional deals are still ranking very high with travelers. . Value for money is important and can be enough to turn that looking into a booking.
Last, but not least, accuracy for your services or destination are important. If you are promoting fun and excitement in the destination, let travelers know what is open and point them to resources for research. Your media landing pages are critical in this part of the process. Check out Atlanta Convention & Visitors Bureau’s approach as a best practice:
As we continue to learn, partner, and evolve our thinking, we are simultaneously working to simplify as much as possible. The themes and examples above are proving to be extremely valuable in connecting travelers with brands and destinations using the right message, creative, and approaches. Travelers want transparency and accuracy regarding hygiene and cleanliness, booking, and travel flexibility, and they are still looking for value. When you bring these elements together with amazing imagery and a strong integrated marketing approach, you are connect with travelers in a way that builds trust and drives confidence in the short and long term.