The anticipation of travel can often be more exciting than the trip itself. With many North American travelers having spent more than a year at home without leaving their regions, anticipation and pent-up demand have never been higher.
Before organizations can capitalize on this behavior hotels and airlines must change how they communicate value and educate customers on pandemic-era travel. Brands should be investing in mobile and driving travelers to their apps where they can create and own a digital experience that offers a clear and compelling value exchange: customer data for brands, better information, products and personalized services for travelers. Many brands haven’t effectively communicated that value exchange, particularly with airlines. Mobile channels will help customers understand and have access to the most up to date travel information at their fingertips and build trust and reassurance. As the desire for travel increases, organizations are starting to see more bookings through summer and into the fall. Some 87 percent of U.S. consumers have plans to travel within the next six months, according to a recent survey from travel market research company Longwoods International. A Booking.com survey found more than 70 percent of U.S. consumers feel more hopeful and optimistic about travel in 2021 due to vaccine rollout.