SPECIAL REPORT tion plan to travel regardless of Covid-related restrictions over the next 12 months. Ian Taylor reports holiday plans’ Gran Canaria ‘DATA WILL BE KEY IN 2021’


Data is required to build back better. With everything we know about our audiences,


market segmentation and demographic turned on its head since the pandemic, data is needed more than ever to steer the industry through the months ahead. Traveller sentiment, profiles,


perceptions of destinations and accommodation have altered. Who could have guessed that 75% of Londoners are happy to travel prior to a widespread vaccine programme being


in place, but 78% of the Welsh population would be resistant to a holiday bargain until a vaccination is available? In a world where ‘data’ has become an overused term, the importance


of clear, comparative, honest business intelligence has never been so needed. Intelligent insight in the time of Covid will aid destinations and travel


brands to market themselves. The UK Travel Intelligence Report, commissioned by Lotus and


powered by Travellyze, surveyed a representative pool of the UK population, looking at 3,000 households’ perceptions, awareness and experience of 106 destinations. Robust UK traveller profiles allow tourism boards, destination


to holiday in the next 12 months.” But she noted: “That 36% expect


to cruise less is worrying given the amount of ship capacity due to be rolled out over the next four years.” Ugo said: “Without doubt, people


are looking for holidays where they have more space.” Noting the proportion less likely


to make all-inclusive bookings, she added: “We know all-inclusive resorts are putting in [Covid safety] measures, but that has not filtered down to consumers yet.” Fewer than one in 10 (8%)


appeared more likely to book with a travel agent as a result of the Covid crisis. Ugo said: “The retail sector needs to get the message out that now is the time to book with an agent. The message is the same with package holidays.” She said: “The travel industry has not been painted particularly


travelweekly.co.uk


We are polarised at the moment. Some people are desperate to travel and some are very nervous


positively in the media. There have been a lot of negative headlines – people not being refunded, not being able to get through to call centres, being stranded on cruise ships. “We need to build back


confidence in the industry.” Ugo described the data on holiday


plans for the next 12 months as “sobering” but said: “I don’t think it surprising. We are polarised at the moment. Some people are desperate to travel and some are very nervous. “Consumer confidence has been


damaged.” 12 NOVEMBER 2020 11


management organisations, hoteliers, tour operators, airlines and the wider travel industry to fine-tune or rethink their strategy, to see for instance what influences the luxury market in London, who prioritises sun and beach, what is the perception of the Bahamas and what impact the pandemic has had on the mature market. It’s not just about targeting and sales. We encourage clients to use


qualitative data to stay in touch. In lockdown 1.0, data was used in creative ways to stay relevant and front of mind. From virtual fam trips to wine tastings, these touchpoints with customers are key in maintaining loyalty and an appetite to travel. The challenge now is to maintain enthusiasm when the mood is low,


the winter months stretch ahead and the novelty of virtual has long gone for all. Data is a discipline in itself and there should be immediacy in its use.


Taking a detailed look into relevant intelligence can inform opportunities for growth in 2021. Our research found the luxury market is no longer intrinsically linked


to spas and wellbeing. The data points instead to what the ‘new luxury’ looks like – a focus on nature and the outdoors. Intelligence enables decision-makers to spot gaps, be clear what the


holidaymaker is asking for and to create relevant product and campaigns. Data does not need to be daunting. Used well it enables budgets


to go further, brings accuracy to targeting and messaging, provides benchmarking and gauges sentiment. As we look to 2021, data will be key. Jules Ugo, chief executive, Lotus


PICTURES: Shutterstock


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44