Travel was hit hard by the pandemic. Lockdowns and other restrictions decimated business for airlines, accommodation providers and countless businesses downstream of the travel industry. Recovery has been slow in the pandemic’s long tail, with continued trepidation now exacerbated by inflation and cost-of-living crises. Many marketers have been closely involved in travel clients’ pivots, survival strategies and (now) regrowth plans.
We asked five experts from The Drum Network: what should marketers be thinking of during travel’s return voyage?
Thomas O’Malley, senior account manager, Coegi: use the right data in the right way
Travel brands have faced what have, at times, felt like insurmountable challenges during the pandemic. Our team had to be adaptable for our tourism clients, balancing creative ways to meet their goals while maintaining important public health considerations. We began using non-media data to assess consumer reception (and safety) to travel in certain areas.