The Great Escape - recap

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31 Mar

Key takeaways from our latest webinar - The Great Escape: Rethinking Travel’s Path to Purchase

Black and White mock up of a social media post

Is it surprising to hear that travel rules have changed more than fifty times since the start of the pandemic?* Probably not. With every twist and turn, stop, and start we’ve witnessed over the past 18 months, we thought it was only right to hear from holidaymakers themselves in order to help us build the best recovery possible.

Together with Travelzoo, we asked real people how they’ve been affected by such an unpredictable time and how they are navigating their current and future travel journeys. The results gave us plenty of food for thought and topics of conversation (not to mention a new white paper). But to really bring these insights to life, we hosted a webinar to coincide with the release of the research; inviting experts from across the industry to share a range of perspectives - giving us a clearer vision on how brands can be there for the anticipated bounce-back that’s on the horizon.

And what an interesting discussion it was - especially when we consider the recent timely changes in regulations. October 2021 has been quite the game-changing month for travel, with an abandoned traffic light system and new rules for the double-vaccinated coming into play. Holidaying is finally getting easier, so it seems.

Starting with the actual path itself, our webinar reinforced the notion that inspiring visual and audio media are key to igniting those initial holiday dreams. People have been waiting a long time for a break; they need these emotional platforms to remind them how it really feels.

Echoing a key take-out from our white paper, we discussed the changing face of value in the path to purchase. There are now extra costs to consider at both the transaction stage and throughout the in-destination experience. Price elasticity has a new meaning now - it’s never felt more important to protect money, even if it means spending more. So, brands should adopt a hand-holding approach when it comes to informing people about financial security; people need and deserve that reassurance every step of the way.

It’s also clear that being informative and being perceived as an expert in the field is key. Nicola Richardson, Head of Marketing at Travelbag, acknowledged that travel professionals have the insider knowledge that money can’t buy. If knowledge is power, and a destination is your forte, then let it be known. Not only do people love a good recommendation, but it’s a way to offer that important human touch element - something people are definitely craving right now.

We also talked about the differences between large and small brands and how survival tactics are not a one-size-fits-all. Larger brands have familiarity on their side and, so, must take advantage of the ‘strength’ that comes with owning a household name. This means leveraging brand assets and thinking about people’s trust in media channels. Take TV for example, studies have shown that consumers perceive brands to be the most financially stable if they are on television** - an attitude that is highly valuable to brands during an economically turbulent time.

Regarding those smaller, independent travel brands, there’s an opportunity to home in on one-to-one relationships with customers by using channels like social media to speak directly to prospective customers, understanding their in-the-moment and ever-changing needs and desires.

During our discussion, we acknowledged that one of the key differences in travel priorities from before the pandemic is the increased importance placed upon cancellation policies. It goes without saying that brands must ensure that their websites are easy to navigate, with cancellation information front-of-house; available right from the start of the planning stage, not hidden on a specialist page separate from the main action.

But interestingly, our research raised that ABTA/ATOL protection is the most important factor for gaining people’s trust - particularly for older generations. Moving forward, brands can educate people as to what this protection actually means. What is ABTA? What does it mean for booking a holiday? Having these answers clearly displayed can play a part in gaining brands more trust, more interest and, in turn, more loyalty.

James Clarke, General Manager at Travelzoo, raised the good point that brands need not shy away from their successes in the current landscape. If brands have navigated the struggles of COVID-19 well, then they should shout it from the rooftops.

And in the same breadth, our research stressed the importance of advocacy and the value it holds for brands in a COVID-affected world. Therefore, brands should also be shouting about their good reviews. Of course, they must ensure that they are receiving them first which, beyond a great product, involves having supportive communication with customers before, during and after their holiday experience. Nicola raised that Travelbag have their own ‘Friends of Travelbag’ Facebook page; a public forum that allows people to share their photos and travel stories with one another. This is an easy and accessible environment for people to spread the good word, giving the consumer/advocator the control.

Whilst it’s hard to say what 2022 will look like, it’s clear that understanding the inner workings of the holidaymaker’s head will be key in understanding how they are going to book their first or next great escape going forward.

We’ll end with an insight from our third panellist, Jo Bruton, a Client Strategist at Accord Marketing - “know who you want to talk to first and make sure that you’ve got the right messaging in front of the right people. That way, the journey should be a lot smoother”.

Above all, the golden rule of knowing who your customer is before you start speaking to them is something that has not changed. But an ongoing pandemic sure has stressed the power of empathy, patience, and reassurance, and communicating with these factors in mind at every point in the journey.

After everything the industry’s been through, we’re looking forward to seeing what the next 18 months bring. Things are looking bright; we can feel it.

Sources

* https://news.sky.com/story/covid-19-holidaymakers-subjected-to-50-travel-rule-changes-since-first-lockdown-analysis-shows-12386498

** https://www.thinkbox.tv/research/thinkbox-research/signalling-success/