In the wake of COVID-19, it’s not enough to master your hotel’s proprietary data. The landscape in which you deploy your marketing messages is drastically different than it’s ever been, which means your approach should be, too. Below is a roll-up of COVID-19-triggered travel trends we’re reading up on to inform our strategies for during and post-COVID-19 hospitality marketing.
Key Insights:
- Sojern is seeing increases in flight searches, but not necessarily a sign of recovery.
- Flight interest is there, but hotel interest is not.
- Google is updating SERP features to relay COVID-19 information to users.
- Adara suggests there are advertising benefits in an economic downturn (lower CPC, less competition etc).
- People will want to spend time with friends and family after COVID, people will want to relax and recover, and may opt for trips within driving distance to start.
Sojern
“This week we take a look at travel in Asia Pacific. The trends we’ve observed so far include: signs of recovery in China, the short-term impact of travel restrictions, and the rise of both staycations and hotels for stranded visitors.Sojern’s data analysis noted an interesting trend—flight searches spike each time a travel restriction was announced, followed by an immediate decline. These increases in flight searches are not signs of travel recovery in the traditional sense, but are signs that travel is to be paused in the short-term. For the travel industry, this can be interpreted as short term pain for long-term gain, as signs of governments taking the health of their people and travellers seriously is the best early indicator for true and sustained travel recovery.”Keep Reading“Hotels continue to decline. The significant interest we’re seeing in flights does not correspond with hotel searches yet. In fact, in the last week alone, hotel searches dropped steeply throughout the U.S., particularly with the more upscale brands. Most travelers tend to book airfare before hotels, so we’ll be keeping an eye out for a rise of hotel searches that could occur in the following weeks.”Keep Reading
“As the spread of COVID-19 continues, we’re seeing more searches for travel-related information—like travel advisories and trip cancellation policies.”Google is also taking steps to help clearly communicate COVID-19 information to users.Keep Reading
Neil Patel
“During an economic downturn, you’ll find that you will have less competition, which means it is easier and faster to get results, and in some cases, you’ll be able to get deals, such as a potential reduction in pay-per-click advertising."Keep Reading
AARP
Although this report is pre-pandemic, it has some interesting travel trends on boomers. These insights are valuable when it comes to post-COVID targeting
- “59 percent of Boomers want to spend time with family and friends
- 45 percent are looking to relax and rejuvenate
- Domestic trips tend to be multigenerational trips (15%)
- After being quarantined for so long, they might want to gather as a family
- Older travelers: dining out, tours and personal sightseeing, visiting museums, and finding quiet time
- There are going to be a lot of cruise people who can’t go on cruises and will now opt for a domestic/driving trip”
Hashtag Tracking
Hashtags are quick and easily digestible way to brush up on popular conversations across social media. While hashtag tracking may not be a scientific process, it will provide valuable insights than can help inform your messaging strategy.Keep Reading
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In the wake of COVID-19, it’s not enough to master your hotel’s proprietary data. The landscape in which you deploy your marketing messages is drastically different than it’s ever been, which means your approach should be, too. Below is a roll-up of COVID-19-triggered travel trends we’re reading up on to inform our strategies for during and post-COVID-19 hospitality marketing.
Key Insights:
- Sojern is seeing increases in flight searches, but not necessarily a sign of recovery.
- Flight interest is there, but hotel interest is not.
- Google is updating SERP features to relay COVID-19 information to users.
- Adara suggests there are advertising benefits in an economic downturn (lower CPC, less competition etc).
- People will want to spend time with friends and family after COVID, people will want to relax and recover, and may opt for trips within driving distance to start.
Sojern
“This week we take a look at travel in Asia Pacific. The trends we’ve observed so far include: signs of recovery in China, the short-term impact of travel restrictions, and the rise of both staycations and hotels for stranded visitors.Sojern’s data analysis noted an interesting trend—flight searches spike each time a travel restriction was announced, followed by an immediate decline. These increases in flight searches are not signs of travel recovery in the traditional sense, but are signs that travel is to be paused in the short-term. For the travel industry, this can be interpreted as short term pain for long-term gain, as signs of governments taking the health of their people and travellers seriously is the best early indicator for true and sustained travel recovery.”Keep Reading“Hotels continue to decline. The significant interest we’re seeing in flights does not correspond with hotel searches yet. In fact, in the last week alone, hotel searches dropped steeply throughout the U.S., particularly with the more upscale brands. Most travelers tend to book airfare before hotels, so we’ll be keeping an eye out for a rise of hotel searches that could occur in the following weeks.”Keep Reading
“As the spread of COVID-19 continues, we’re seeing more searches for travel-related information—like travel advisories and trip cancellation policies.”Google is also taking steps to help clearly communicate COVID-19 information to users.Keep Reading
Neil Patel
“During an economic downturn, you’ll find that you will have less competition, which means it is easier and faster to get results, and in some cases, you’ll be able to get deals, such as a potential reduction in pay-per-click advertising."Keep Reading
AARP
Although this report is pre-pandemic, it has some interesting travel trends on boomers. These insights are valuable when it comes to post-COVID targeting
- “59 percent of Boomers want to spend time with family and friends
- 45 percent are looking to relax and rejuvenate
- Domestic trips tend to be multigenerational trips (15%)
- After being quarantined for so long, they might want to gather as a family
- Older travelers: dining out, tours and personal sightseeing, visiting museums, and finding quiet time
- There are going to be a lot of cruise people who can’t go on cruises and will now opt for a domestic/driving trip”
Hashtag Tracking
Hashtags are quick and easily digestible way to brush up on popular conversations across social media. While hashtag tracking may not be a scientific process, it will provide valuable insights than can help inform your messaging strategy.Keep Reading
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
