Few, if any, other industries were hit quite as hard by the global pandemic and subsequent economic downturn as the travel and tourism industry. With shelter in place orders across the globe at the start of the year, travel was brought to a standstill. As different regions began reopening (and then some began reversering that decision), travel has only limpingly started to pick back up for the summer. 

Reinvigorating travel is going to be an uphill battle for travel brands and marketers. Travelers are not only concerned about their health and safety while traveling; they’re worried about the safety of family and friends when they return, they’re worried about having to quarantine and not being able to work, and they’re worried about public perceptions. 

To overcome these challenges and stimulate the travel industry, there’s one key thing that travel brands can do to differentiate themselves--embrace a human experience.

In our research with GlobalWebIndex, From CX to HX, we surveyed travelers aged 18-64 across six key global markets to understand how travel attitudes have been changing in recent years, and how COVID-19 has impacted perspectives on traveling. 

From CX to HX uncovered three key insights that can help destination brands and marketers reinvigorate travel.

Simple, Authentic Experiences Rule

Consumers have adopted a “back to basics” mentality in an effort to combat our increasingly complicated world. This straightforward approach is used when making travel choices as well. Travelers are looking for authentic, humanized elements such as local people, food, and natural environments.                                                                                                                                                       

“The physical attributes of a place are how it can stand out, but how the locals made us feel is what sticks long after we have left,” says Lanny Geffen, Director of Customer Experience with WPI Partner Agency FUSE Create in Canada.                                                

By identifying a unique, defining cultural aspect of a destination, travel brands can create a differentiating factor of the place, provide a window into another culture, and give travelers the authentic experience they so desire.                                                                                                                               

“Our best, most successful work nearly always comes from understanding the unique, authentic, and desirous culture of a place, then leading with it to effectively differentiate and create demand,” says Lori Bartle, President of WPI Partner Agency Mering in California.                                                                    

Discovering the Road Less Traveled

Travelers across the globe want to feel that their journey is unique and their path uncharted. They want the freedom to plan their own itineraries. And among certain travelers--namely higher income and mature markets--there’s a desire to go “off the beaten” path and create their own adventure. 

Source: From CX to HX, Worldwide Partners & GlobalWebIndex report, 2020

Brands that can facilitate choice and personalization when marketing their destination will better engage these adventurous travelers. 

Finding an Opportunity to Disconnect

Consumers are becoming fatigued by the constant presence of technology in their lives. This always-on, always-connected, always-reachable reality is causing some consumers to disconnect. And what better time to log off than during a vacation?!

Some markets, however, are able to disconnect more easily than others. Our research showed that mature markets are more likely to go offline than emerging markets. For example, Chinese travelers are more than twice as likely to use their phone or devices a lot during vacation compared to U.K. travelers. 

Source: From CX to HX, Worldwide Partners & GlobalWebIndex report, 2020

The mature versus emerging contrast is the same for using social media while on vacation. Mature markets are more likely to detox from social media, while emerging marketers increasingly embrace the opportunity to share their experiences. More than half of Brazilians post on social media while traveling, while in India they’re nearly 1.3x as likely to post versus detox.

Source: From CX to HX, Worldwide Partners & GlobalWebIndex report, 2020                                                  

Yet, technology serves an important role in travel, especially in a post-crisis world. Technology can be used to facilitate safety by providing contactless payments and tickets, sanitation solutions and up-to-date guidelines. Still, the way travel brands and marketers communicate safety must be humanized to provide reassurance and create convenience in travelers. 

“Understanding the psychology of travelers is going to be central to the recovery, as they now evaluate their choices in stark terms of their health and lives,” says Justin Gilbert, VP of Strategy & Insight with WPI Partner Agency R&R Partners in Las Vegas. “Our research has shown it will be critical to balance concerns about safety with the quality of the traveler experience.” 

Our global data shows that the key to differentiating a travel brand is to leverage human experience strategies. Showcase the authenticity of the destination, help travelers plan their own adventure, and support their desire to log off, while balancing the need for technology to create safety measures.                                                                        

For more insights on how the Travel & Tourism industry can leverage HX, and a look at data for other key verticals, download our free report.