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Head of Research and Insights
COVID-19
Marketing

Eight Essentials for Tourism’s Restart & Recovery - Part 2

Part two of a two-part blog series. See part one here.

As the number of COVID-19 cases surge across large parts of the U.S., the importance of a comprehensive recovery plan for tourism and the economy has never been more timely. All eight of these steps are interrelated and need action to be effective.  In this second part of our blog series, we focus on four additional essentials in restarting tourism:

5. Rebuilding Traveler Confidence

6. Activating the VFR & Drive Markets

7. Responsible, Respectful Visitors

8. Measurement & Feedback Framework

5. Rebuilding Traveler Confidence

Once a destination has the health crisis under control and are tackling the other critical steps outlined in the first part of this blog then the destination can plan to restart their visitor marketing activities. A foundation for this will be rebuilding traveler confidence

Head of Research and Insights
COVID-19
Marketing

Eight Essentials for Tourism’s Restart & Recovery - Part 1

Part one of a two-part blog series. See part two here.

See my webinar with TTRA on “7 Data Points that Tell the Story of the Crisis and 8 Essential Steps for Recovery.”

Travel and tourism in the U.S. and in many parts of the world is in crisis. Many travel and hospitality-related businesses are struggling to build a sustained recovery, still reeling from a collapse in travel and local business. An estimated 100 million+ jobs have been lost in tourism globally and in the U.S., an estimated 38% of all jobs lost in the nation are tourism-related. U.S. travel has named it the "Great Travel Depression".   

Tourism’s successful restart and recovery is critical to wider economic and social

5 Media Strategy Considerations in the Wake of COVID-19

With the gradual easing of travel restrictions and stay-at-home orders, many destinations across the U.S. are shifting focus to recovery strategies. Over the last three months, significant changes in consumer behavior and sentiment have impacted the travel industry and the way DMOs talk to potential visitors. DMOs are now not only faced with adjusting expectations and benchmarks for media performance, but also with infusing their media plans with dynamic strategies that leave room for real-time modifications.

No matter what stage of recovery/reopening your region is experiencing, here are five things to consider when you’re ready to turn media on again. 

1. Take a Phased Approach

Just as public regulations around safety and health are evolving, consumers’ mindsets around travel continue to evolve – and likely will continue this evolution over the coming months. A phased approach to restarting media allows DMOs to stay relevant in their messaging, tactics and targeting by making adjustments with each new phase. Serving content that is high-funnel, brand-building and evergreen in nature is a great

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For when you can't catch our live show
The State of the American Traveler: Traveler Segments Edition (Summer 2019)
The State of the American Traveler: Technology & Mobile Edition (Spring 2019)
ESTO Webinar Series: Innovation in the Meetings Industry