Gavin Tollman says that if 2020 has taught us anything, it’s that “there is no crystal ball.” Nevertheless, The Travel Corporation (TTC) exec has polished off a few predictions for the future of travel after the pandemic, all based on the “great truth emerging from this year – (that) there will never be a ‘return to normal.’”
“Why is this the case?” TravCorp’s global CEO for Trafalgar Costsaver, and Brendan Vacations wrote in a recent letter to travel agents. “Because the seismic shift caused by the world grinding to a halt, and cutting off our ability to connect with one another, has fundamentally shifted not just the value of travel, but the values of travel.”
But with vaccines now acting as a “vital catalyst to the restoration of travel,” Tollman says that, along with the quarantine requirements, significant progress in rapid testing and the trials of a digital ‘health passport’ under way to aid the reopening of borders, “certainty is growing that we will be able to boldly step out of our bubbles… and begin exploring the world again in 2021.”
But what will travel look like when we do? – in the aftermath of a year of “unexpected and unprecedented trauma (in which) COVID-19 has not just pummelled the global economy, (but) deeply wounded the global community both emotionally and physically, and shaken the travel industry to its core?”
Tollman is emphatic. “From 2020, there are no trends.”
Moreover, he says, “We should not put value on what trends have been established in 2020, as these are all too often simply a reflection of short-term behaviour. In times of crisis, using these behaviours as a compass for future momentum is to institutionalize damage. Instead, what we want to look at is truths – fundamental forces of thought that inspire action and change.”
Thus, calling his insights “truths, not trends,” the TravCorp chief says, “It is not just about how travel has changed, it is about how travellers have changed.”
Here, in his own words (gently edited for length) is what Tollman foresees for 2021, and beyond:
1. WANDERMUST
Our wanderlust is at an all-time high. Our time at home has made us crave the world outside more than ever. We are aching to explore again and reconnect with the joy that travel brings. I believe once we can go again, we will see an unprecedented surge in demand for travel. Travel is no longer something we lust for – it is instead a fundamental necessity. We must travel again.
2. WELLBEING
Even with the vaccine, we know the creation of safer travel experiences will now be an essential, a given, and a fundamental to protecting the privilege that is travel. For everyone in our industry, well-being will be a reflection of brand trust. How we approach protocols to ensure travellers feel comfortable and well taken care of will become a lever for brand choice. Those that do it well will flourish. Those that don’t bother to care about caring, will struggle.
3. THE JOY IN TRAVEL
Travellers will be looking for assurance that travel brands have the know-how to ensure the magic of travel is not diluted in exchange for new protocols. They need to know that their chosen brands have the seamless ability to pivot to new requirements while still delivering the rich deep experiences they are dreaming of.
4. A GREATER VALUE PROPOSITION
Price has been the historic driving force far too often in travel. In the year ahead, what we get for our money in terms of safety, enrichment, education, inspiration, and protection will become of greater importance than just the price we pay.
5. THE GREAT OUTDOORS
We are already seeing that 2021’s travellers, not surprisingly, want nature, the outdoors – places that deliver on wide open spaces, fresh air, a chance to get into nature, and a way of avoiding crowds. When borders lift, I am confident we will see a resurgence in destinations such as New Zealand and Switzerland, which will shoot to the top of the ‘must visit now’ lists.
6. CONSCIOUS AND MEANINGFUL TRAVEL
This year has shown that the issue is not over-tourism. The world needs tourism for all of its social, cultural, economic, and environmental benefit. The issue is rather of irresponsible crowding as a result of bad management and bad manners. We will see more companies focus on the integration of both conscious and meaningful travel experiences into their DNA. This is what true ‘sustainability’ is all about.
7. FAMILY AND FRIENDS TRAVEL
After stressful times multi- generational travel, and family and friends travel as a whole, will see a significant rise because the importance of travelling together will be something we will see continue as loved ones recognize and appreciate their value as units – essential ‘bubbles.’
8. TECHNOLOGY INTEGRATION
The post-COVID19 world will be far more digital. The pandemic has compressed years’ worth of transformation into months, accelerating ideation and investment, bringing on dramatic shake-up in how people research, buy and interact with their travel experiences. Greater use of tech for touchless and low-touch experiences have become a basis for infrastructure enhancement. The use of biometrics will be the new normal. Touchless interactions are both instantaneous and sustainable. The use of less paper is the way of the future.
9. THE ROLE OF THE BOOKING AGENT
At a time when travellers are innately nervous around the unknown of a destination at a health and safely level, the expertise, knowledge, and support of a skilled booking agent is vital for clients returning to travel. Travellers will be looking to those booking channels that offer the personal touch, and who take the time to reconnect and understand inherently the needs of the customer, and what they can offer them for ultimate reassurance.
“Travel in the year ahead will look different, no question about it. And this can and will be a good thing,” Tollman concludes.
But, he adds, “We must remain strict, patient, diligent, staying the course until the pandemic is over. There is no ‘going back to normal’ as there is no going back – and no normal to return to.”