Editor’s Note: With cases on the rise again in the US, the Ansira Strategy team continues their work to stay on top of the trends and rapidly changing consumer sentiment to help clients navigate through recovery and beyond.
As COVID-19 has swept across the globe, the travel and tourism industry has been one of the hardest hit industry verticals. With borders closed and travel restricted, travel consumer analysis and communication strategies have been turned on their heads. We, at Ansira, have been helping clients navigate through this crucial time to plan for reopening. We help clients better understand the pandemic’s impact on consumers’ intent to travel and when that travel may occur, as well as consumer expectations for health and safety protocols while traveling.
We use a multi-pronged approach to help with the development of reopening and recovery plans.
From our research we have learned some key insights:
In addition to third-party research, we have been tracking various sources of mobility and booking datasets to understand the who, the where, and the when. From a targeting perspective, these data-driven insights highlight the areas of the country most likely to be receptive to travel messaging and pinpoint early adopters within those areas. Booking data gives us insight as to when travel is being booked. Combining these insights with first-party data, we have developed a dynamic forecasting tool to help our clients plan for recovery scenarios. Since the novel coronavirus is unprecedented, data is constantly changing. This dynamic tool provides our clients with the ability to make adjustments to factors such as region, demographics, and reopening dates that impact the forecast.
Another key area where we have helped our clients is by informing their local partners on the consumer expectations for health and safety protocols while traveling, such as:
As the recovery ebbs and flows for the travel and tourism industry, contact us if you’d like to chat through ways we can help. And, consider reading a brief highlight of how we helped our Aruba Tourism Authority client to revise their visitor segmentation and modeling so they could send more personalized, relevant content to prospects via a global email platform that deploys communication in nine languages across 120 countries.