This week’s panel covered 'The Future of Travel,' a topic we know our network is passionate about, both on personal and professional levels. We were joined by industry experts Terri McCollin, Executive Director, Public Relations, Preferred Hotels & Resorts; Alexandra Avila, Co-founder, Reya Communications; Martinique Lewis, Content Creator & Diversity In Travel Consultant; and Melanie Brandman, Founder, Travel Curator & The Brandman Agency to answer the most prevalent questions around post-pandemic travel.

The takeaways:

• Domestic travel will thrive through the end of the year. Trends include road trips, short/local destinations and domestic resorts
• The ultra luxury market is is positioned to do well by nature: privacy is already a pillar of luxury travel, and luxe destinations (e.g. those wiith villas spread far apart) are ideal for social distancing. The private jet industry will also prosper
• The back-of-house coming to the front-of-house as cleaning procedures and policies become part of the narrative. Brands can bake this into an experience, bringing back practices like elevator attendants and old school valets
• Sustainability in travel was already gaining momentum, and now it’s been accelerated. Travel brands and hotels that embrace sustainability by adjusting practices, supporting local, etc. will benefit from discerning traveler demand
• We’ll see a rise in multigenerational travel, and thus a rise in visits to destinations that accommodate the whole family.
• People are also creating their own ‘tribes,’ traveling with select families or friends they trust, and visiting mostly-outdoor places like campsites and national parks
• Inclusivity needs to be a key consideration as we get back to travel; everyone should see themselves in a destination’s narrative. From race, ethnicity and age to weight or disabilities, brands must think about how they appeal to and accommodate a diverse audience of travelers
• Travel offers a good opportunity for those asking how they can be allies the BIPOC community: choose cultural activities that educate on these groups’ presence, experiences and roles in the destination
• If you’re considering pausing on PR and marketing, know it is better to change gears than to stop or slow down. Cut back if you need to, but don’t go silent. Assess your overall offering, decide what needs to be at the forefront of your business and keep going
• Authentic content is more important than ever, as people want to connect. Consider highlighting your internal team’s stories on social or other marketing channels to connect with your audience
• Travel brands can look to local influencers and the organizations representing their destinations for a boost in awareness. The more brands can lean into collaboration within their communities, the better the responses will be. 
• Influencers and journalists are complementary to each other; the strategy might differ (working out a story placement versus guaranteed social posts), but they should be treated equally
• Influencers are paying attention to brands that are showing sensitivity to the world. They want to align themselves with brands who are doing the right thing and influencers who are authentic
• Travel advisors are the original influencers. This category is poised to come back strong, with people seeking guidance on the varying guidelines for travel around the world. They will play a huge role in determining where people travel to
• When preparing for travel to reopen, update your FAQs. Know what questions potential consumers will have and communicate that. Ensure confidence in your guest and work through all potential questions and scenarios.
• International travel will take a hit for 6-9 months (though luxury travelers will do things differently). The landscape of changing regulations is putting people off from making these destinations now, opting for local, bite-size travel instead
• Press trips will likely be much smaller scale, and we might see a rise in individual trips versus large groups. It’s up to each person’s discretion, and publications may have concerns of their own sending their employees to travel
• There’s also concern for the destination/its inhabitants, and not just the traveler; i.e. is a locale in the secondary market equipped for a Covid outbreak, or would the community suffer?
• Brands can still find a way to connect with travelers despite the decrease in human contact. For example, if you’re a hotel with touchless check-in and technology replaced much of your in-person staff, you can still connect with travelers by offering  personalized options for things like outdoor dining options, safe outdoor activities, etc.
• In terms of deals, expect to see last-minute getaway incentives and hyper-localized (like road trips) offers for travelers. Some activities might be offered at a discount price, while others may become more expensive because of the cost of increased safety measures, PPE and such
• The appetite for travel will be stronger than ever as people reschedule cancelled celebrations. Think: postponed weddings, birthdays, anniversaries and other special occasions
• Hot destinations post-pandemic will likely include Mexico, the Caribbean, Puerto Rico, Portugal, Spain, France, Greece and Africa. Places that handled Covid particularly well will be trusted by travelers
• Pro tip: Don’t just look online, call! You can negotiate over the phone. Even if the average rate can’t be reduced, odds are you’ll be offered an upgrade or add-on