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February 9, 2022
Photo credit: @oblivionize
Predicting travel trends has never been easy. In the current industry landscape, new layers of complexity have made it challenging for travel marketers and tourism businesses alike to attract sustainable numbers of visitors to even the most desirable locales. Marketing pros will need to stay flexible and pivot as needed with proactive travel industry marketing strategies that anticipate customer concerns.
To say the COVID-19 pandemic has thrown the industry a curveball would be an understatement. Case numbers, leading variants, and restrictions change regularly, making it hard to know what type of marketing will resonate with nervous travellers.
Attracting those who are ready to get back on the road and in the skies could be a big win for the travel marketers who are poised to adapt.
In this post, we’ll explore:
Smart travel planning in 2022
Challenges facing travel marketing pros today
6 travel industry marketing strategies for a pandemic world
Travel trends to watch
Smart travel planning in 2022
Marketing to travellers this year will require adapting to how people are feeling about taking trips, and figuring out what they’ll need once they’re ready to plan. Smart travel planning will drive people to do better research and demand more from online experiences so they can make sound decisions.
Those willing to travel will need to understand the benefits and possible risks of booking a trip. Potential visitors are likely to conduct more thorough reviews of change and cancellation policies, and you’re likely to field more questions about trip insurance than ever before.
Challenges facing travel marketing pros today
Your biggest challenge as a travel marketing pro will be inspiring customers to keep their love of travel alive in uncertain times. Helping them fully enjoy the trips they are able to take this year will require creativity and dedication.
You may find yourself simultaneously trying to attract high numbers of visitors while also figuring out how to offer social distancing options once they arrive. Mask-wearing may sink some of your best amenities and activities.
Not to mention, you could execute a marketing campaign flawlessly only to have the whole plan upset by a last-minute travel advisory.
Travel industry challenges for the year ahead are plentiful, including:
Layers of complexity in every planning step
High demand for information and timely updates
Constant shifts in recommendations, advisories, and local restrictions
Uncertainty and fear among your customers
Identifying and capitalizing on trends within existing limitations
Anticipation of a broad range of visitor needs
Even so, people want to get out into the world again, safely. It will be your job to offer them a way to do so. Expedia’s 2022 Travel Trends Report reveals that 61% of Canadians are not only planning travel, but are ready to “go big” on their next trip. Yet the same report shows 41% admit to being less spontaneous since the onset of the pandemic.
6 travel industry marketing strategies for a pandemic world
Now that we’ve highlighted what visitors need from you in the year ahead, let’s look on the bright side. People still want to travel and need to get away in ways that feel safe and thoughtfully planned out. Here are six travel industry marketing strategies you can leverage to attract visitors safely this year.
1. Offer plenty of information and reassurance
Transparency and communication are more important than ever as people flock to the web to get travel ideas, research options, and reach out to properties to inquire about availability in spite of their uncertainty.
2. Understand customer fears and roadblocks
Watch for patterns in the questions you’re fielding via social media channels, customer service reps, and contact forms. Adapt your messaging to address your audience’s concerns and help your marketing resonate with them.
3. Invest in your online presence
Make sure your website is updated and that it offers a rich experience for users who want to learn about your property. Look for innovative ways to connect with your customers, such as powerful, interactive visuals and timely marketing messages. Update your messaging across online and social platforms, and ensure information about restrictions and requirements is kept current.
4. Provide customers full flexibility
Uncertainty in travel planning is driving more people online to brainstorm trips that fit within newly defined parameters for budget, geography, and length. Your customers will need your help to plan and protect them if things go wrong, so review your change and cancellation policies to see where you can offer extra flexibility. Ensure your customer service team is informed and empowered to support those needing assistance.
5. Develop offerings that match visitors’ needs
Offer multiple options for trip packages and experiences. Don’t be afraid to pivot or target new audiences if necessary.
6. Highlight the value you offer
Visitors seeking meaningful travel will want a full experience from the trips they book this year. Your marketing should show them all you can offer in a single trip, and help travellers see you as a trusted resource for the information they need. Look for ways you can help them plan and explore their destination ahead of time through rich, interactive visuals and targeted marketing messages.
Travel trends to watch
Even in the current state of unpredictability, travel trends are emerging for 2022. Keep your eye on these trending insights and watch for ways you can incorporate them into your marketing.
1. Experiential travel trends
Meaningful travel often includes unforgettable learning experiences and memories. Experiential travel trends cater to visitors who want to immerse themselves in local culture and foods, learn a new skill, or even work or volunteer while on their holiday. With experiential travel, the focus is less on rest and more on experiencing something new and unique.
2. Think local first
Many people who are dipping their toes back into travel will start with destinations that feel close to home. You may find that your target audience shifts a bit as locals experience a renewed interest in exploring nearby attractions and activities, leaving farther-flung destinations for next year.
3. Upgraded experiences
Everyone loves an upgrade, but those who are just starting to travel again have likely missed out on a few important trips or experiences. Those who haven’t suffered an income dip during the pandemic may be more likely to treat themselves to make their next trip as special as possible.
4. Travel tech trends
Technology can level up trip planning in many ways, from chatbots answering questions on your website to how customers book and pay for their travel. Live, high-resolution imagery and interactive software can help travellers explore destinations before booking their trips. These travel tech trends can help you stand out in a crowded market and offer a better experience to customers.
People will always crave exploring the world around them and having unforgettable experiences. Be ready when your customers are, and they’ll be delighted to know they can trust you to bring their next dream trip to life.
Discover how Panomax Canada’s interactive webcam software and live imagery could change your travel marketing this year. With high-resolution images, an easy-to-use interactive platform, and full client support, we’ll make sure you have everything you need to stand out.
Book a call with us for a walk-through of our platform and to learn more about how we partner with travel pros across the country.