Skeptical travel brands will be better prepared for the day after COVID-19

Being skeptical doesn’t necessarily mean being a pessimist. In the face of an unknown future for the travel industry, it means to doubt certain “certainties” everyone believes in and to set out to find your truth.

One day (no one knows exactly when), the danger of coronavirus will have passed, and the world will open up to international travel again. The thoughts (and hopes) for this day, have led many experts and industry leaders to try to predict what this day will be like. Most of them sound pretty much the same.

After reading some of these predictions, I called an internal discussion in my company.

Will things really have to change? Do we believe everything will be different?

After hearing opinions from my staff that went against all common predictions, I’ve decided to go and ask others for their thoughts.

But (and that’s a big but) I’ve decided not to ask industry leaders alone. I wanted to hear from the people who are the basis of the travel industry - travelers themselves.

It was important to hear from these travelers too, as I noticed that industry leaders sometimes all tend to think the same, which is not necessarily a good thing.

So, we asked hundreds of travelers about how this new reality would change their travel routines, preferences and expectations. We asked them open-ended questions, as it was more important to hear thoughts rather than to have a statistical analysis.

There were three standout insights that came up following the answers we heard. Though I can’t say they will surely happen, I most definitely think that they can show how we’re preparing for the day after COVID-19, by not taking predictions for granted. 

For some, everything will stay the same 

When we asked travelers, “How do you think your travel routine will change?” We didn’t expect to hear “It won’t.” But we did. A lot. It appears that customers from countries that dealt successfully with COVID-19 anticipate that it will not change their travel routine.

And when you think about it, that might make sense. After all, countries such as Singapore, Argentina, New Zealand and Israel didn’t experience the epidemic in the same way as countries that suffered high death tolls. So, their citizens don’t carry the same fear or concerns as those who live in Spain, Italy or New York.

From the answers we received, these countries may become a driving power that will start up the travel industry again when all this is over. This suggests that travel brands may want to focus on these countries as specific points of sale.

It may also turn out that these countries will become a favorite travel destination, as we received large amounts of answers from travelers that the results of COVID-19 on a country have an effect on the probability of travelers visiting that destination - regardless of the country of origin of the travelers. We saw many U.S. travelers state that they would still be likely to travel to “countries less infected” or “places that are low risk.”

Regardless of travelers’ origin or destination, we discovered another audience that things might stay the same for. There are many Gen-Y and Gen-Z consumers who didn’t experience the full impact of COVID-19 and are eager to claim their freedom of movement back as soon as possible.

These young travelers saw (and will continue seeing) coronavirus as an “elderly person’s” disease that doesn’t affect them. This perception was bluntly expressed with both “Corona Parties” and “Corona Challenges” on TikTok.

Off-season as the new in-season

Brands who are able to adapt themselves to the requirements of the new traveler will have higher chances to successfully overcome this current crisis. When it comes to shifting marketing strategies, it might be more important to think about proactively taking advantage of a situation, rather than simply reacting to it.

Consumers will look for all types of answers and will only book when they will get them.

Eran Shust

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One of the most insightful answers we got made me think about travel seasonality. When we asked, “How do you think your travel preferences will change?” We got, “I’ll plan to travel at times that are not as busy” as an answer.

This is something for travel brands to consider in their strategies. In the past, we are used to having regular, familiar travel peaks. These were typically based on the seasons, school schedules and holiday times.

In the near future, we may start to see new peaks forming, during times that we would naturally think of as the “off-season.” We may see large numbers of travelers who would prefer to avoid high-density seasons (even in high-density destinations).

Such change, if it will happen, could be an opportunity for travel brands to actively promote their off-season dates to encourage travel during historically slow times of the year. 

The longest time-to-book in history

When we asked travelers how they thought their travel preferences would change, the answers painted a picture of a slower, more deliberate and thoughtful traveler.

We’ve gotten used to a long decision/booking process, with over 50 touch points and a timeframe of four to six weeks, but the travel industry may find itself facing an even longer process, one that will break records.

We can see that travelers will be holding hotels and other accommodation providers to a much higher standard than usual. They will do more research before booking and will become more proactive in the information-gathering process.

Consumers will look for all types of answers and will only book when they will get them. Some will look for “higher, well-documented cleaning standards,” or “more transparency about how they keep their guests safe.” Some will even “inquire about policy for maintaining sanitary spaces and contact with housekeeping staff.” In the words of one consumer, “It will take more preparation.”

This also represents an opportunity for travel brands. The more upfront hotels, airlines and travel providers can be with information, the more these newly cautious consumers will feel like they can trust them. And when that will happen, the more they will be able to shorten the “time to book” and encourage travelers to choose them.

To be successful on the day after, skepticism is key

It’s impossible to predict exactly what the travel industry will look like when all this is over. If COVID-19 has taught us one thing, it’s that we never know what’s coming up around the bend, and the world can change in the blink of an eye. 

However, one thing is clear. Following the herd is not a smart strategy. The travel brands that are able to listen carefully to the needs of customers, not just the opinions of industry insiders, will be more likely to thrive. Those who will challenge common perceptions and will not take things for granted will see the opportunities others have missed and will be able to make the most of the new world of travel.