Summer months often have us thinking of beach time, but the unprecedented level of pent-up demand wrought by the coronavirus has many of us wanting to getaway, anywhere. Now.
Travel restrictions, entry requirements and vaccination rates continue to change, with demand surging in particular regions. Priceline reports that 92% of Americans will travel in 2021. U.S. airports are indeed filled once again with summer crowds, as TSA Checkpoint throughput is consistently at or above the 2 million travelers mark – about 3x what it was last year, and about 75% of what it was in 2019.
According to CNBC, 56% of Europeans intend to travel this summer. Flight bookings soared in the UK when returning quarantine requirements were eased recently (Okay they’re not part of Europe anymore – but you get the point).
The start-and-stop nature of travel these days has changed typical booking seasons. Many colleagues and partners are reporting that typical seasonality has been eroded by a rolling wave of demand, as more and more travelers are able to move more freely within their own countries and around the world – depending on the region, of course. Asia for example, has seen new restrictions on travel as the more contagious, less-deadly delta coronavirus variant spreads.
We’ve also heard about booking windows morphing into a barbell shape, where most travel is concentrated in both close-in and further out due to the uncertainty around changing travel restrictions, requirements and the safety situation in a given destination. This (and the steadily increasing wave of bookings) can be seen in the wide gap between short and longer term bookings in the US data from Adara’s traveler trends tracker.
In this new, more fluid and dynamic context, travel marketers are wise to adapt to these demand patterns by keeping an eye on the restrictions from both an origin and destination perspective. Just as a wave splits into smaller waves when hitting rocks along the shore, so too will demand continue to flow where restrictions have been eased. Campaigns and messaging needs to be ready for immediate deployment, tailored for how travelers are feeling now.
We’ve helped our partners catch this rolling wave of demand through the merchandising of relevant destinations and experiences that are resonating with travelers now – like vigorous trail hikes or languid nights soaking up the fresh air of a state park. TripTuner was built from start to respond to changing preferences. Our custom versions enable partners to stay in tune with those tastes in real-time – and leverage that data for better personalization.
Wanna make some waves and rise with the tide of growing travel demand? Hit us up! 🏄♂️