The travel industry has weathered many a crisis and managed to adapt to changing consumer behaviors.
And, while the pandemic is a crisis of a scale never before seen, where glimmers of light hope have appeared, travel companies have followed.
Companies such as Facebook and Sojern monitor the trends and offer help to travel companies around where the opportunities may lie.
A session during the recent Phocuswright Conference focuses on these trends and provides examples of how travel marketers are adapting.
Colleen Coulter, head of travel, Facebook, shares how travel brands have been experimenting beyond their usual operations with retail initiatives as well as virtual events.
She also provides tips for how brands should respond to a crisis in terms of making sure they are accessible, ensuring to capture the demand that is there on mobile and online platforms and staying top of mind with consumers for when they are ready to travel again.
Noreen Henry, chief revenue officer at Sojern, added further tips, advising hotel marketers to engage with past guests and leverage partnerships with destination marketing organizations and attraction operators.
Both Henry and Coulter highlight the need for “creative agility” to tap into the buckets of consumers that continue to travel.
Executive Roundtable: Building Trust & Staying Relevant - Martech to the Rescue - Phocuswright 2020