Ketchum’s Travel, Hospitality& Leisure squad is keeping a close heart on 2021 time hasten the progress and how they’ll translate to fall and winter travel.
With Memorial Day around the corner, 77% of Americans are planning to travel the summer months — and more than half of these travelers are dusting off their suitcases to take a trip for the first time since the start of the pandemic. Pent-up demand, coupled with roughly 50% of the population having received at least one inoculation shot, has Americans taking an average of 2.3 holiday errands in the course of the coming 3 month. National initiatives like “Let’s Go There” are now encouraging Americans to make their travel dreams realities as their own economies reopens, while “bleisure” travelers blur the line between business and leisure trips.
While sunny periods are ahead, Labor Day and the alter to colder months linger in the distance. Dr. Anthony Fauci, the nation’s guiding infectious disease expert, has urged Americans to prepare for the possibility of booster shots, which Pfizer and Moderna have said could be necessary by September. When the sunbathe prepares on a time of traveling, what will the next phase look like?
Whether you represent a end or a symbol in the travel and leisure spheres, here are three summer travel veers to watch as marketing communications planning commences for the precipitate and wintertime seasons.
Livin’ La Vida Local … for Now
Nearly 70% of U.S. hasten searches for Memorial Day Weekend focused on remote abides between 50 -3 00 miles from travelers’ dwellings, according to Airbnb. Travelers are looking for open-air ends, off-the-grid places and truly unique abides near national and state parks — such as a enumerate for 5,850 acres of an entire mountain in Big Sky, Montana. On the flip side, the proportion of American travelers who say they will be avoiding international outings reached a pandemic low of 58. 8% in the past week, according to Destination Analysts. Now, one in five actively disagree that they will avoid international travel.
Takeaway: With Spain reopening the international border beginning June 7 and other international destinations starting to welcome U.S. tourists, industry supervisors should consider how to bridge Americans’ affinity for the regional with the imminent return of international proceed. How can international travelers immerse themselves in the regional culture and corroborate regional firms, and how are you able proactively form their interaction with these enterprises? Brainstorm creative ways to bring neighbourhood offerings to the top of communications efforts — and don’t forget your growing pond of bleisure travelers, who will be looking for ways to experience a end while calling for work.
Cities Make a Comeback
While travelers’ enjoy of the outdoors skyrocketed during the past year, with nearly six in ten Americans citing a new familiarity of quality amid COVID-1 9, people are too planning to return to municipals the summer months. Of travelers who plan to take a leisure trip in the next three months, 37.4% say they will be visiting metropolis and urban areas, on par with rural and sea end performance.
Takeaway: During the meridian of COVID-1 9, we met people fleeing cities left and right. Now, travelers are gradually coming back. Domestic and global ends that have procreated paces against COVID-1 9 and have the suitable health and safety measures in place should clearly communicate this progress and consider boost external communications with paid buoy. Leverage most-loved parks and natural magnetisms in or near the city to showcase how travelers can have their cake and eat it too while touring your urban center.
Travel Rules of Thumb
Traveling in the age of COVID-1 9 comes with an entirely new begin of rules. This summer, domestic travelers will need to be wary of when and where to don a mask, and whether a negative COVID-1 9 research or proof of vaccination will be required for entry into theme parks, concerts and occurrences. Meanwhile, international travelers will need to closely follow vaccination or testing requirements for individual countries open to U.S. travelers. Ogling ahead, the possibility of booster shots will add another layer of complexity to an already complex ecosystem, especially for international travel.
Takeaway: Vaccination have now been made a positive impact on the improvement of the travel costs, cordiality and recreation spheres, and manufacture masters will need to keep a pulsing on how potential new vaccination requirements, like boosters, may impact travel in the tumble and wintertime months. Clear communication and messaging around a brand or destination’s respective rules and guidelines, especially as they continue to evolve, will be crucial in maintaining their interaction with customers. Perhaps more important is having a plan in place to support works faced with customers who refuse to abide by the rules.
Understanding how your label or destination can apply these trends is just the beginning. Personalization and agility will be critical to your unique go-to-market strategy. Let us know how we can help you plan for and steer post-summer travel by reaching out.
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