he COVID-19 pandemic has had a universal impact of crippling economies and spreading an all-pervading sense of cabin fever. As the world grapples with the possibility of a second wave, possible return of lockdowns, and an uncertain future, the one certain reality is the effect that this pandemic has had on the travel and hospitality sectors.
Never before have these industries so deeply dealt with the issue of a failing operational infrastructure, compounded by the rapidly depleting workforce. Whether these industries emerge as the proverbial phoenix from the ashes or shrink in size to become much smaller remains to be seen.
Unimaginable trends are emerging during this “new normal.” These trends have created room for previously reluctant sectors to evolve. Here are some examples.
Flights to nowhere: trends shaping recovery in the travel, tourism, and hospitality industries.
The COVID-19 pandemic has hit the travel industry with an unprecedented and unpredictable calamity. Losses to the industry worldwide could total USD $3.3 trillion according to the UN. It also estimates job losses at more than 100 million. As 27 airlines have filed for bankruptcy, and hotels and restaurants across the world have been forced to permanently shut their doors, it is a truism that the industry has changed forever. There are, however, ways to learn from recent triumphs and failures to better predict how the travel industry will change, adapt, survive, and ultimately thrive.
Airlines have been taking to the skies in recent months to offer the excitement of flying, on flights to nowhere. Qantas launched a seven-hour sightseeing tour, including the perfect view of Bondi Beach and Uluru. It was the fastest ever selling Qantas flight. Other airlines focused on the experience of flying—All Nippon Airways launched a “Hawaiian-themed” flight and EVA Air in Taiwan offered a one and a half-hour trip on a Hello Kitty-themed A330 Dream Jet.
Meanwhile residents from the South Coast of England have continued the cruising lifestyle without ever boarding a ship. With many of the major lines using the calm waters of the English Channel as a safe harbor, local ferry operators have started giving tours of the moored boats, complete with historical commentary.
These examples affirm that the desire to travel is going to morph and adapt, but certainly not disappear.
Going away while staying at home.
A sense of escape from reality always meant getting away from familiar shores. The exhilaration associated with exploring new countries, immersing oneself in new cultures, and gaining new experiences started with the anticipation of travel and planning. With countries closing borders indefinitely and large source markets around the world still coping with the effects of the pandemic, the rise of domestic escapes and staycations seems to be in fashion .
Tourism departments around the world have adapted to leverage domestic travel during the pandemic. Historical UNWTO data indicated that in 2018 around nine billion domestic tourism trips were made worldwide, accounting for nearly 90% of all trips made globally in 2018.
Lithuania’s experiences have lessons for tourism departments looking to revisit their strategy for reviving the local hospitality sector. The Baltic state made deliberate efforts to focus on its domestic traveler in 2014-2015 and has continued to reap the benefits of its investments. This domestic tourism strategy—which was remarkably simple and ahead of the curve—has paid off in the long run, with Lithuania’s tourism sector relatively unaffected, being geared to cater to the domestic traveler.
Tourism boards from across the world, from Japan to Saudi Arabia and Ras Al Khaimah to Kerala have made concerted efforts to encourage domestic tourists to experience luxe staycations. This much neglected sector will finally be recognized, with travelers forced to “look within” before they are ready, or allowed, to jump on international flights.
The digitization of an industry.
Tourism destinations are modifying their approach by using digital technology to bring a place to life in the mind of someone who has never been there. The key here is to form an emotional connection in the mind of the would-be tourist. Some stunning advertising campaigns emerged during lockdown, taking advantage of the huge increase in screen time and the feeling of wanting to escape. Some of the most evocative campaigns were Greece’s “Greek summer is a state of mind;” Mexico’s “Love you soon;” and Egypt’s “Same Great Feelings." Each sought to use evocative imagery, poetic wording, and emotive music to stir an emotional response and plant the idea of a dream holiday.
Other destinations and attractions went a step further, allowing the armchair tourist a chance to really explore the destination in depth. Al Ula in Saudi Arabia offered VR tours of famed historical sites, the British Museum put together an extraordinarily detailed interactive online exploration of its collection, and both Monterey Bay Aquarium in California and Chester Zoo in the UK set up live cams from their animal habitats. By fast-forwarding these virtual experiences and digital offerings, destinations have had a chance to get closer to their audience than ever before. When restrictions ease and life returns to normal, these attractions and locations will have a head start.
A new view of MICE.
With COVID-19 upending large conferences, the conference industry—which is dependent on business travelers making frequent trips while using their loyalty points and miles to win coveted upgrades—must rethink its dependency on rewards.
Once again, reevaluating the efficacy of travel bubbles (many of which burst prematurely over COVID fears) and focusing on scaling down mega events could be a priority. Adapting to support virtual meetings is an opportunity for many operators capable of hosting simultaneous meetings in multiple locations via satellites.
Industry leaders will differ from their peers if they adapt and invest in new technology-driven solutions.
More mindful travel.
Barefoot luxury is a trend that was on the rise before COVID-19 and will likely prove to be the most resilient of all travel phenomena. Travelers that subscribe to barefoot luxury seek authentic experiences in relatively unexplored destinations. This form of travel is steeped in the philosophy of exploring the local ecosystem—relying on the community to provide essential components of the experience—from food and produce to culture, heritage, and leisure activities.
Destinations like the Nabatean ruins of Al Ula in Saudi Arabia, the trekking trails of Nepal, and the beaches of Kaplankaya in Bodrum, Turkey might emerge as “alternatives” to mainstream holidays known for attracting millions of global visitors.
The Last Word.
Travel and tourism are as ancient as civilization. People travelled for trade and grew to travel for pleasure. While these times might lead to a return to the basics, the sector has stood the test of time. It feeds off of the innate curiosity that makes humans different from every other species. It is a symbol of our evolution and has endured much worse—from famines, to wars, and other pandemics. The current moment may have paused plans, but we will adapt and get back to the road less travelled. Meanwhile, dreamers and travelers everywhere, take comfort in the fact that the world misses you as much as you miss being out and about.
a global affairs media network
How COVID-19 Changed the Face of the Future of Travel
November 12, 2020
The future of travel looks far different as we look toward a post-COVID-19 "new normal," with digitalization, mindfulness, and domestic travel taking center stage.
T
he COVID-19 pandemic has had a universal impact of crippling economies and spreading an all-pervading sense of cabin fever. As the world grapples with the possibility of a second wave, possible return of lockdowns, and an uncertain future, the one certain reality is the effect that this pandemic has had on the travel and hospitality sectors.
Never before have these industries so deeply dealt with the issue of a failing operational infrastructure, compounded by the rapidly depleting workforce. Whether these industries emerge as the proverbial phoenix from the ashes or shrink in size to become much smaller remains to be seen.
Unimaginable trends are emerging during this “new normal.” These trends have created room for previously reluctant sectors to evolve. Here are some examples.
Flights to nowhere: trends shaping recovery in the travel, tourism, and hospitality industries.
The COVID-19 pandemic has hit the travel industry with an unprecedented and unpredictable calamity. Losses to the industry worldwide could total USD $3.3 trillion according to the UN. It also estimates job losses at more than 100 million. As 27 airlines have filed for bankruptcy, and hotels and restaurants across the world have been forced to permanently shut their doors, it is a truism that the industry has changed forever. There are, however, ways to learn from recent triumphs and failures to better predict how the travel industry will change, adapt, survive, and ultimately thrive.
Airlines have been taking to the skies in recent months to offer the excitement of flying, on flights to nowhere. Qantas launched a seven-hour sightseeing tour, including the perfect view of Bondi Beach and Uluru. It was the fastest ever selling Qantas flight. Other airlines focused on the experience of flying—All Nippon Airways launched a “Hawaiian-themed” flight and EVA Air in Taiwan offered a one and a half-hour trip on a Hello Kitty-themed A330 Dream Jet.
Meanwhile residents from the South Coast of England have continued the cruising lifestyle without ever boarding a ship. With many of the major lines using the calm waters of the English Channel as a safe harbor, local ferry operators have started giving tours of the moored boats, complete with historical commentary.
These examples affirm that the desire to travel is going to morph and adapt, but certainly not disappear.
Going away while staying at home.
A sense of escape from reality always meant getting away from familiar shores. The exhilaration associated with exploring new countries, immersing oneself in new cultures, and gaining new experiences started with the anticipation of travel and planning. With countries closing borders indefinitely and large source markets around the world still coping with the effects of the pandemic, the rise of domestic escapes and staycations seems to be in fashion .
Tourism departments around the world have adapted to leverage domestic travel during the pandemic. Historical UNWTO data indicated that in 2018 around nine billion domestic tourism trips were made worldwide, accounting for nearly 90% of all trips made globally in 2018.
Lithuania’s experiences have lessons for tourism departments looking to revisit their strategy for reviving the local hospitality sector. The Baltic state made deliberate efforts to focus on its domestic traveler in 2014-2015 and has continued to reap the benefits of its investments. This domestic tourism strategy—which was remarkably simple and ahead of the curve—has paid off in the long run, with Lithuania’s tourism sector relatively unaffected, being geared to cater to the domestic traveler.
Tourism boards from across the world, from Japan to Saudi Arabia and Ras Al Khaimah to Kerala have made concerted efforts to encourage domestic tourists to experience luxe staycations. This much neglected sector will finally be recognized, with travelers forced to “look within” before they are ready, or allowed, to jump on international flights.
The digitization of an industry.
Tourism destinations are modifying their approach by using digital technology to bring a place to life in the mind of someone who has never been there. The key here is to form an emotional connection in the mind of the would-be tourist. Some stunning advertising campaigns emerged during lockdown, taking advantage of the huge increase in screen time and the feeling of wanting to escape. Some of the most evocative campaigns were Greece’s “Greek summer is a state of mind;” Mexico’s “Love you soon;” and Egypt’s “Same Great Feelings." Each sought to use evocative imagery, poetic wording, and emotive music to stir an emotional response and plant the idea of a dream holiday.
Other destinations and attractions went a step further, allowing the armchair tourist a chance to really explore the destination in depth. Al Ula in Saudi Arabia offered VR tours of famed historical sites, the British Museum put together an extraordinarily detailed interactive online exploration of its collection, and both Monterey Bay Aquarium in California and Chester Zoo in the UK set up live cams from their animal habitats. By fast-forwarding these virtual experiences and digital offerings, destinations have had a chance to get closer to their audience than ever before. When restrictions ease and life returns to normal, these attractions and locations will have a head start.
A new view of MICE.
With COVID-19 upending large conferences, the conference industry—which is dependent on business travelers making frequent trips while using their loyalty points and miles to win coveted upgrades—must rethink its dependency on rewards.
Once again, reevaluating the efficacy of travel bubbles (many of which burst prematurely over COVID fears) and focusing on scaling down mega events could be a priority. Adapting to support virtual meetings is an opportunity for many operators capable of hosting simultaneous meetings in multiple locations via satellites.
Industry leaders will differ from their peers if they adapt and invest in new technology-driven solutions.
More mindful travel.
Barefoot luxury is a trend that was on the rise before COVID-19 and will likely prove to be the most resilient of all travel phenomena. Travelers that subscribe to barefoot luxury seek authentic experiences in relatively unexplored destinations. This form of travel is steeped in the philosophy of exploring the local ecosystem—relying on the community to provide essential components of the experience—from food and produce to culture, heritage, and leisure activities.
Destinations like the Nabatean ruins of Al Ula in Saudi Arabia, the trekking trails of Nepal, and the beaches of Kaplankaya in Bodrum, Turkey might emerge as “alternatives” to mainstream holidays known for attracting millions of global visitors.
The Last Word.
Travel and tourism are as ancient as civilization. People travelled for trade and grew to travel for pleasure. While these times might lead to a return to the basics, the sector has stood the test of time. It feeds off of the innate curiosity that makes humans different from every other species. It is a symbol of our evolution and has endured much worse—from famines, to wars, and other pandemics. The current moment may have paused plans, but we will adapt and get back to the road less travelled. Meanwhile, dreamers and travelers everywhere, take comfort in the fact that the world misses you as much as you miss being out and about.
