The Future Of Travel Post COVID-19: Truths, Not Trends

This past year has been a remarkable examination of how our world responds to crisis. Each and every one of us, wherever we are in the world, has had to face the unexpected, unprecedented trauma of COVID-19. Gavin Tollman from Karryon.com.au, the number 1 Australian travel industry website, has defined nine perspectives on the changes we will see in the future.

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It is now nine months since we were forced to stand still. What a long, demanding year it has been.

COVID-19 has not just pummelled the global economy, it has deeply wounded the global community both emotionally and physically, and shaken the travel industry to its core.

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There is light on the horizon. We can once again begin to look forward. To look forward, however, we [need] to analyse the patterns of the year that was. […] We should not put value on what trends have been established in 2020, as these are all too often simply a reflection of short-term behaviour. […] Instead, what we want to look at is truths – fundamental forces of thought that inspire action and change.

Throughout the interminable last nine months of 2020, we have been given plenty of time for reflection, learning and strategy as regards the future of travel.

This pause has offered us the chance to re-evaluate where we go from here, to do a proper reset and define how our industry will change after the pandemic.

It is not just about how travel has changed. It is about how travellers have changed.

If 2020 has taught us one thing, it is that there is no crystal ball. But still, I would like to share with you here my nine personally defined, globally-inspired perspectives on the changes we will see in our industry and the new traveller in 2021 and beyond.

1. Wandermust

Our wanderlust is at an all-time high. Our time at home has made us crave the world outside more than ever. The pent-up travel demand grows daily.

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I believe once we can go again, we will see an unprecedented surge in demand for travel. Travel is no longer something we lust for – it is instead a fundamental necessity. We must travel again.

2. Wellbeing

Even with the vaccine, we know the creation of safer travel experiences will now be an essential, a given, and a fundamental to protecting the privilege that is travel.

For everyone in our industry, wellbeing will be a reflection of brand trust. How we approach protocols to ensure travellers feel comfortable and well taken care of will become a lever for brand choice.

Those that do it well will flourish. Those that don’t bother to care about caring will struggle.

3. The joy in travel

Travellers will be looking for assurance that travel brands have the know-how to ensure the magic of travel is not diluted in exchange for new protocols.

They need to know that their chosen brands have the seamless ability to pivot to new requirements while still delivering the rich deep experiences they are dreaming of.

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4. A greater value proposition

Price has been the historic driving force far too often in travel. In the year ahead, what we get for our money in terms of safety, enrichment, education, inspiration and protection will become of greater importance than just the price we pay.

5. The great outdoors

We are already seeing that 2021’s travellers, not surprisingly, want nature, the outdoors – places that deliver on wide-open spaces, fresh air, a chance to get into nature, and a way of avoiding crowds.

When borders lift, I am confident we will see a resurgence in destinations such as New Zealand and Switzerland […].

6. Conscious and meaningful travel

This year has shown that the issue is not over-tourism. The world needs tourism for all of its social, cultural, economic, and environmental benefit.

The issue is rather of irresponsible crowding as a result of bad management and bad manners.

We will see more companies focus on the integration of both conscious and meaningful travel experiences into their DNA. This is what true ‘sustainability’ is all about.

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I believe that travellers themselves will want to ensure that their travel dollars and decisions directly, responsibly and sustainably impact the communities they visit.

7. Family and friends travel

After stressful times […] multi-generational travel, and family and friends travel as a whole, will see a significant rise.

Why? Because the importance of travelling together will be something we will see continue as loved ones recognise and appreciate their value as units – essential ‘bubbles’.

[Travel companies will offer and create their] own private groups and ‘travel bubbles’ so as to provide travellers with even more options to suit their wishes and wants.

8. Technology integration

The post-COVID19 world will be far more digital.

Reason being, the pandemic has compressed years’ worth of transformation into months, accelerating ideation and investment, bringing on dramatic shake-up in how people research, buy and interact with their travel experiences.

Greater use of tech for touchless and low touch experiences have become a basis for infrastructure enhancement.

Despite limited travel, in the last year we have already seen electronic devices become more critical to our safe existence. The use of biometrics will be the new normal.

[Many travel companies will switch] to digital communication. Touchless interactions are both instantaneous and sustainable. The use of less paper is the way of the future.

9. The role of the booking agent

At a time when travellers are innately nervous around the unknown of a destination at a health and safely level, the expertise, knowledge and support of a skilled Booking Agent is vital for clients returning to travel.

Travellers will be looking to those booking channels that offer the personal touch, and who take the time to reconnect and understand inherently the needs of the customer, and what they can offer them for ultimate reassurance.

Travel in the year ahead will look different, no question about it. And this can and will be a good thing. The richness of our experiences, and the feelings we get from travel, have intensified. The opportunity is now to turn inspiration and aspiration into action.

One must never take for granted the impact and freedom of being able to pack a bag, hit the skies or the open road, and fulfil that dream, be it one of leisure or business. Never again should we cast aside as a ‘given’ the concept of travel as an expectation and entitlement.

It is truly one of the greatest gifts of our lives for so many reasons beyond being simply a vacation.

Words: Gavin Tollman, Karryon.com.au (click for full article)