The travel industry is finally experiencing a full rebound from the devastation caused by the Covid-19 pandemic. By all meaningful metrics, travel has returned to pre-Covid levels and the industry can, once again, look forward to growth – not simply recovery.
However, travel companies can’t expect the same marketing strategies to work in the post-pandemic world. The latest insights from YouGov reveal how travel priorities are different and why luxury travellers are a more important target audience than ever.
Key insights: Travel is back with a bang
YouGov’s latest travel insights report whatsapp number database Global travel & tourism whitepaper 2023: Luxury travel post-pandemic, assesses travel demands and expectations as the industry recovers from Covid disruption.
The luxury travel segment looks very different in the post-pandemic world and brands need to respond accordingly. This segment will be increasingly important for travel brands, too, as people across the board spend more money on travelling. More importantly, this segment is the most resistant to economic strains, including the ongoing cost of living crisis.
The key takeaway from the survey is that “travel is back with a bang” as travellers in all segments try to make up for lost time.
“In the last 12 months, consumers across the globe strived to make up for lost time, spending more on vacations, and catching up on the time missed with their loved ones through travelling with wider groups of friends and family. They also had a desire to fulfil their travel dreams by ticking a location, or experience off their bucket list, taking more vacations, and longer vacations than ever before.”
The good news for luxury travel brands is that affluent consumers are the most active travellers. In fact, travel demand (and spending) is highest among younger affluents and this trend will shape the marketing landscape for luxury travel brands for many years to come.
Many travel brands will need to rethink their campaign messages and targeting strategies. If you’re used to creating luxury travel campaigns for older affluents, now is the time to add campaigns for younger demographics.
Travel demand is higher than ever
According to insights from YouGov, more how to use email marketing insights to personalize your customer journey than a third of travellers feel travel is more important to them since the pandemic. The report explains that “the pandemic has fueled the appetite for travel across the globe”.
“Our research shows that global consumers are spending more on travel, booking longer trips, taking more vacations than before, travelling with wider groups and ticking more locations off the bucket list.”
YouGov asked thousands of travellers across global markets whether travel is no more important to them.
More than a third of respondents
(35%) agreed that travel is more important now belgium business directory than it was before the pandemic. Only 27% of respondents disagreed with the statement while a slight majority (38%) said they neither agree nor disagree. Either way, travellers across the board are planning and booking trips in greater volumes.
YouGov data finds that 67% of travellers are planning a leisure trip in the next 12 months. Travellers are also taking more trips, more often with 27% of global travellers planning to take three or more trips in the next 12 months.
