What will it take for travellers to feel comfortable travelling again? A new study produced by the World Travel and Tourism Council (WTTC) counts the ways, from digital passports and news technologies to free change fees. At the same time, consumers will put their trust in “sustainable” brands and destinations must adopt new protocols for health and hygiene measures.
So says the report, “To Recovery & Beyond: The Future of Travel & Tourism in the Wake of COVID-19.”
Produced by the WTTC and global consulting firm Oliver Wyman, the document details a data-driven examination designed to support recommendations that will support the sector now and build its resilience into the future.
The report identifies four interlinked trends:
• Demand Evolution: Traveller preferences and behaviours have shifted toward the familiar, predictable, and trusted. Domestic vacations, extensive planning, and the outdoors will reign in the short-term, with tourism businesses and destinations already adapting.
• Health & Hygiene: Health, safety and trust are paramount in this new era. Personal experiences, the fear of being stuck in another country, and concerns for distancing will guide consumer behaviour in the short- to mid-term. Businesses will have to collaborate even more closely with their extended value chains to ensure readiness.
• Innovation & Digitization: COVID-19 is proving to be an unexpected catalyst in the Travel & Tourism sector’s quest for innovation and the integration of new technologies. Amid stay-at-home orders, digital adoption and consumption are on the rise, with consumers now expecting contactless technologies, among others, as a basic prerequisite for a safe and seamless travel experience.
• Sustainability: From widespread unemployment and anti-racism movements to the restoration of natural habitats, the world has been reinvigorated to tackle social, environmental, and institutional sustainability. In particular, heightened public awareness of wildlife markets and poaching has boosted advocacy for wildlife protection.
Several key statistics also emerged:
• 58% of travellers pan to take domestic trips before the end of 2020
• 80% of potential travellers fear quarantine as much as contracting the virus
• 45% of travellers are ready to shed their paper passports for digital ID
• 58% of passengers are thinking more about the environment
• 92% of consumers trust the recommendations of family and friends
• 69% of travellers cite cleanliness and health measures as a critical part of a brand’s crisis response
• 89% think a local skills gap at travel and tourism companies is a barrier to adopting new technologies
• 70% of North American leisure travellers say they would book during COVID-19 if changes were free
• 73% of consumers state they are taking note of brands that are making a difference during COVID-19, showing that growing attention is being paid to sustainability.
Beyond providing a snapshot of current sentiment, the report offers a lengthy list of public and private sector recommendations on how the Travel & Tourism sector can ensure a more seamless recovery, among them: a harmonized approached to removing travel restrictions; common health and safety standards; consumer incentives for travel; promoting domestic and regional travel, payroll protection for industry workers; expanding digital infrastructure; and stimulating sustainability.
Whichever measures are taken, the report emphasizes the importance of taking a global coordinated approach to recovery as well as highlighting the need for the public and private sectors to work together in order to recover the millions of jobs impacted, rebuild traveller confidence, and build the sector’s resilience.
“This comprehensive research paves the road to recovery for the Travel & Tourism sector,” says WTTC president and CEO Gloria Guevara, adding, “While there is still work to be done, this gives us insight into how we can best approach recovery and offers a vision and hope to the sector. It is crucial that we continue to learn from previous crises and come together in a coordinated way to make a real difference in reducing both the economic and human impact.”
The full 26-page report can be downloaded HERE.