Travel Post-Coronavirus: What Should Advertisers Do Now?

Travel Post-Coronavirus: What Should Advertisers Do Now?

How has the coronavirus crisis impacted travel? What are the expected consumer trends and what can brands be doing now? How can advertisers adjust their messaging? This is the coronavirus travel impact for digital advertisers.

Will Travel Continue Post-Coronavirus?

Nearly four months into social distancing measures implemented due to the spread of coronavirus, we’re all daydreaming of jetting off to tropical beach locales and desperate to visit family and friends far and wide. Based on the latest research and best practices, travel will continue. But while consumers are eager to travel, health and safety concerns are causing trepidation. This doesn’t mean they’re down for the count: advertisers would do well to stay in touch with consumers during this time and fill them with confidence about sanitization measures and loyalty programs. So whether they are visiting a resort with a hotel warrnambool package or they are camping out at a retreat, they need to feel safe whilst they are there, and companies can help with that. We outline the latest research and best practices for travel and coronavirus. This is the coronavirus travel impact.

Strong growth is expected post-vaccine, resulting in a digital travel sales growth of 21% next year in the US. (eMarketer)

Did Someone Say Road Trip? Expect more Local Travel

Summer traditionally conjures images of warmer weather, lazy days and lighter workloads, and travel. As some states begin lightening restrictions, the prospect of “summer vacation” is a tantalizing possibility. Parents with kids who are nearly bored to death, are prepped with everything they might need for a trip, like camping tents or all in one car seats, and they’re ready to roll. Singles, or couples without kids, cannot wait break the monotony of isolation with a long, well-planned holiday. Hence, to quench the travel thirst and still remain safe, you can count on local travel, especially by car, which avoids crowds. Traveling by car is also cheaper, as many Americans face economic hardship and are wary of frivolous spending during a still-uncertain time. As long as Americans are prepared for their car trips, they will be able to have a safe and productive summer whilst following guidelines on safety. This not only includes health safety but driving safety as many will take to the roads. Drivers will need to make sure that their cars are working efficiently and they have done all the necessary checks. If they are traveling far then they will need to ensure that their tyres are in top condition, but to be safe they may want to look at where to buy tyres online to keep as spares in their trunk.

40% of consumers say that they plan to make fewer long-distance leisure trips and instead would consider planning more short distance leisure trips (Forrester’sConsumer Energy Index Online Survey, Q2 2020).

77% of US adults feel comfortable traveling by vehicle when coronavirus restrictions are lifted (eMarketer, May 2020).

Only 19% of US adults would book and travel abroad during June-August 2020 (eMarketer, May 2020).

25% of US respondents say they’re going to make use of promotions and discountswhen booking vacations post-outbreak (eMarketer, June 2020)

And according to eMarketer senior analyst Jasmine Enberg, “As summer breaks approach, US consumers’ appetite for travel is starting to increase. But fears of infection, foreign travel restrictions, and the desire to avoid a quarantine will keep most of those who pack their bags closer to home. Domestic travel, particularly car trips, will be the most popular form of leisure travel this year.” (eMarketer,June 2020)

Watch: 7 Messaging Tips for Travel Advertisers During Coronavirus

Show Off Your Cleaning Skills

The biggest coronavirus travel impact? More cleaning.

It (hopefully) goes without saying that a higher-standard of sanitization measures will be implemented once hotels, home shares, airplanes, and other forms of travel and transportation resume (and they already have). Furthermore, face masks will be used throughout venues, so if you’re looking for for some suitable protection, check out N95 masks for sale and the other face coverings available to you. The CDC has offered clear guidelines for cleaning and disinfection for post-coronavirus travel. Consumers feeling nervous will only feel at ease traveling armed with the knowledge that travel companies are taking these measures.

Just as important as taking the sanitization measures is SHOWING the sanitization measures. Consumers are feeling wary, even nervous – displaying hand sanitizer, wipes, employees cleaning surfaces – will further put them at ease.

Demonstrating safety precautions serves an emotional purpose as well as physical: for consumers, it comes down to trusting how the company is protecting consumers and employees. Consumers want to feel in control of their surroundings and in control of their health and safety.

82% of adults said they support deep cleaning after every night (YouGov data via eMarketer, June 2020)

76% were in favor of airlines adding sanitizing guidelines during the night safety demonstration (YouGov data via eMarketer, June 2020)

Messaging Suggestions

1. Brands can provide reassurance by being a trusted source of relevant information. Help consumers get over their fear of traveling by conveying updated travel information and cleanliness standards, for example.

2. Communicate new sanitization measures to put consumers at ease before they travel. It will build trust with loyal customers and attract new customers on the fence about traveling or deciding between one brand or another.

3. Be positive and hopeful; be the light at the end of the dark pandemic tunnel. When consumers see a positive outlook, they will be more hopeful and likely to travel with that brand.

4. Be mindful of the financial impact of the pandemic, as well. Offer pricing solutions, deals, flexible cancellation policies – and communicate that. Indicatesensitivity and awareness; don’t be tone-deaf.

5. Show loyalty to your loyal customers. Brands have already begun doing this, but communicate frequently with loyal members/programs and offer them incentives to resume travel with you. Stay in touch with tips on how to use points and o er easy ways for them to book in advance.

6. Big hotels and chains will have resources to fall back on. To keep up, boutique hotels and smaller travel chains should not go silent, but stay relevant and in touch.

7. Advertise locally! A vacation in your own town, weekend getaways, road trips, etc. will be more palatable to consumers.

This is the coronavirus travel impact. So get cleaning, keep in touch, and be a beacon of hope and reassurance during this uncertain time. We’re all eager to pack our bags. Advertisers should keep in mind these changes in consumer behavior, and continue messaging during coronavirus for travel in the future.

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

This Week in Digital Advertising: May 15th

This Week in Digital Advertising: May 15th

An update on the state of the digital advertising industry.

Have you grown a beard this quarantine? You’re not alone! Beards are the hottest new Quarantine Trend and WWD has dubbed “The Corona-Beard” “Men’s NewQuarantine Hobby.” Even Joe Jonas was able to grow one! Bearded Bidtellectualsshared their expert tips here to keep your beard super suave – and prevent you from looking like Tom Hanks in Castaway.

Congrats to Bidtellectual of the Week Rob Komjathy! Not only is he a star at Bidtellect, but he’s had to postpone his wedding due to the coronavirus and has handled it with grace. Send him some love!

How to lead through a crisis

Simple: communicate, communicate, communicate. Bidtellect CEO Lon Otremba contributed to Forbes on the topic of crisis and leadership, and it is well worth the read. Keep your team in-the-know about updates to your crisis plan and encourage everyone to set work/life boundaries and communicate those accordingly.

The coronavirus’s impact on the financial vertical

Wondering how the coronavirus crisis has impacted the financial vertical? And how advertising efforts should continue and what we can learn from the ’08 crisis? We were, too. Basically, shift to mobile and build trust, but read more here and watch our latest Bidtellect Beat: Digital Edition video for more in-depth analysis.

WATCH Coronavirus & Finance: Predictions & How to Adjust

 

Where’s the ad money going?

Away from TV, according to Mediapost. Major TV station groups are witnessing sharp advertising declines of around 35% to 40% so far due to COVID-19, and the advertising drop is more severe and more rapid than the financial recession in 2008. Yikes. Meanwhile, political ad spending predictions have just shot up, mostly due to cancellations in live event programming, causing a reallocation of budget. And eMarketer’s latest report still expects to spend on mobile display advertising to rise to$61 billion in 2020, a 22.0% increase over 2019.

Ghosts and Drones! Ghosts and Drones!

In case you wanted something ELSE to keep you from sleeping tonight other than the general global doom and gloom, some people have (and want!) ghosts living with them! Read these reports of hauntings during the coronavirus – you’re welcome! Oh, and if you’re missing organized sports, professional drone-racing is gaining momentum. I was skeptical, but it actually sounds pretty cool. Each drone has 1,000colorful LED lights, there’s music playing, and they can go from zero to 90 miles per hour in one second. Boom!

Stay safe everyone,

Charlotte

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.