ADVERTISING FEATURE


Lockdown is lifting, but travel marketing still needs lift-off


Chris Woodward, managing director of Oliver Group, shares trends and insights that put customer experience at the heart of brands’ post-pandemic recovery


The easing of lockdown and the rollout of the Covid-19 vaccine have offered a renewed sense of optimism – but it’s too early for the travel and leisure


industries to celebrate their comeback. A large portion of the population doesn’t see itself returning to public activities for up to a year, according to Mintel research. Why? Because in-person gatherings – catching a yi}hÌ oÀ ÌÀ>in] Ü>ÌVhin} > liÛi iÛinÌ oÀ Ãim«lÞ }oin} Ìo Ìhi Vinim> q ÃÌill iÛoki vi>À° oÀ}oin} ÌhiÃi liÌÌli lÕÝÕÀiià Üill mi>n further cuts for leisure brands, yet at the Ã>mi Ìimi] ÌhiÞ½ll Li iÝ«iVÌi` Ìo im«ÀoÛi services, develop better brand experiences >n` }iÛi }Ài>ÌiÀ Û>lÕi voÀ moniÞ Ìo Ìhi VonÃÕmiÀà Ìh>Ì ÀiÌÕÀn° /hi in`ÕÃÌÀÞ Üill nii` Ìo `o mÕVh moÀi ÜiÌh mÕVh liÃÃ] ÜhiVh ià ÜhÞ ÌhiÀi >Ài VÀÕVi>l m>ÀkiÌin} Vh>llin}ià Ìh>Ì nii` Ì>Vklin} noÜ°


Prepare for the next transition >ÃÌ Þi>À Ü>à `ÕLLi` > ¼«iÀio` ov ÌÀ>nÃiÌion½] ÜiÌh Ìhi ÌÀ>Ûil in`ÕÃÌÀÞ «iÛoÌin} Ìo miiÌ niÜ ÌÀin`ð oÜ] Üi mÕÃÌ «Ài«>Ài voÀ Ìhi niÝÌ «iÀio` ov ÌÀ>nÃiÌion] Ühin loÜiÀ prices, no cancellation fees, better hygiene >n` hi>ÛÞ `i}iÌ>l inÛiÃÌminÌ LiVomi Ìhi noÀm° /hià Üon½Ì Li > oni-ovv LÕÌ À>ÌhiÀ > VonÃÌ>nÌ iÛolÕÌion ÌoÜ>À`à > moÀi inÌim>Ìi Àil>ÌionÃhi« ÜiÌh VÕÃÌomiÀà q }iÛin} «i>Vi ov min` >à ÃÌ>n`>À`°


/o miiÌ Ìhi Vh>llin}ià ov Ìhià niÜ iÀ>] brands need to overhaul their operations to produce faster, better and cheaper m>ÀkiÌin} ÃolÕÌionð


Invest in building trust /hi Ài>l iÃÃÕi ÜiÌh VonÃÕmiÀ iÝ«iVÌ>Ìion ià Ìhi «>Vi ov Vh>n}i q LÕil`in} VÕÃÌomiÀ iÝ«iÀiinVià v>ÃÌ inoÕ}h° ÕÌ ÜhiÀi ëii` ià > L>ÀÀiiÀ] LÀ>n`à V>n ÀilÞ on m>kin} ÌÀÕÃÌ part of their strategy. 7hin VonÃÕmiÀà ÌÀÕÃÌ > LÀ>n`] ÌhiÞ


>Ài Çx¯ moÀi likilÞ Ìo `o LÕÃiniÃà ÜiÌh Ìhim° 1nvoÀÌÕn>ÌilÞ] ÌÀÕÃÌ ià in ÃhoÀÌ ÃÕ««lÞ Ìo`>Þ] >n` >à m>nÞ LÀ>n`à h>Ûi voÕn` Ìo ÌhiiÀ VoÃÌ] iÌ Ì>kià > lon} Ìimi >n` > loÌ ov m>ÀkiÌin} Ìo ÀiLÕil` loÃÌ ÌÀÕÃÌ° /hi }oo` niÜà ià > VÀiÃià hi}hli}hÌÃ


ÜhiÀi ÌÀÕÃÌ V>n Li imLi``i` in > LÀ>n`½Ã VÕÃÌomiÀ iÝ«iÀiinVi° Ƃ }oo` iÝ>m«li ià 1 holi`>Þ Vom«>nÞ ƂÜ>Þ ,iÃoÀÌà ÜhiVh] >lon} ÜiÌh ÕÃ] ÀiVinÌlÞ oÛiÀh>Õli` iÌà ÜiLÃiÌi] VonÌinÌ >n` ÃoVi>l ÃÌÀ>Ìi}Þ] - >n` - " m>ÀkiÌin} Ìo voVÕà on Ài>ÃÃÕÀin} >n ÕnViÀÌ>in m>ÀkiÌ] >n` h>à Liin ÀiÜ>À`i` ÜiÌh inVÀi>Ãi` Ã>lið


Find the right technological blend Apple is a bastion for continuous innovation >n` VonÃiÃÌinÌ `i}iÌ>l VÕÃÌomiÀ ÃiÀÛiVi] LÕÌ others that have tried to copy its approach h>Ûi ÀÕn inÌo `ivwVÕlÌÞ q ÜhiÌhiÀ LiV>ÕÃi their products are not unique, or because ÌhiÞ `on½Ì h>Ûi Ìhi Ã>mi VoÀi ÃÌÀin}Ìhð ÕÌ Vom«>niià `on½Ì h>Ûi Ìo imÕl>Ìi


Ƃ««li° nÃÌi>`] ÌhiÞ h>Ûi Ìo wn` > Liëoki digital and technology blend that’s right


voÀ ÌhiiÀ ÕniµÕi LÀ>n`] LiVomin} Ìhi }o-Ìo Vom«>nÞ voÀ ÌhiiÀ «Ào`ÕVÌà oÀ ÃiÀÛiVið


Become a start-up stalker Legacy travel and leisure brands can learn a loÌ vÀom ÃÌ>ÀÌ-իð /hiÃi ÞoÕn} LÕÃiniÃÃià have been born in an age of brand im«>ÌhÞ] inVoÕÀ>}in} VÕÃÌomiÀ vii`L>Vk q }oo` >n` L>` q ÜiÌh iÛiÀÞ inÌiÀ>VÌion] LiVomin} m>ÃÌiÀà >Ì `>Ì> >n>lÞÌiVÃ] >n` ÕÃin} iÌ Ìo >`>«Ì ÌhiiÀ m>ÀkiÌin}° There is nothing stopping established LÀ>n`à `oin} likiÜiÃi] iëiVi>llÞ >à m>nÞ ov ÌhiÃi `i}iÌ>l n>ÌiÛià ÕÃi ÃovÌÜ>Ài «l>ÌvoÀmà voÀ ÜiL] moLili >n` loÞ>lÌÞ Ìh>Ì >Ài Ài>`ilÞ >Û>il>Lli vÀom Ûin`oÀà ÃÕVh >à ƂLo`i° "v VoÕÀÃi] i̽à noÌ >à Ãim«li >à Ì>}}in}


on ÌiVh° om«>niià ÃÌill nii` Ìo ÕnivÞ Ìhi digital and physical brand experience. At Ìhi hi>ÀÌ ov Ìhià ià m>n>}in} VÕÃÌomiÀ perceptions, and good start-ups do this best.


Begin your brand’s marketing detour Ƃà Ìhi «>ÃÌ Þi>À h>à ÃhoÜn] no LÀ>n` q hoÜiÛiÀ loÛi` q ià }Õ>À>nÌii` ÃÕÀÛiÛ>l° ÕÃÌ look >Ì o`>k] > «hoÌo}À>«hÞ Vom«>nÞ Ìh>Ì ÃÌÀÕ}}li` Ìo m>inÌ>in iÌà `omin>nVi in > `i}iÌ>l ÜoÀl`] onlÞ voÀ Ìhi `i}iÌ>l V>miÀ> Vom«>niià Ìh>Ì oÛiÀÌook iÌ Ìo Li iVli«Ãi` LÞ Ãm>ÀÌ«honi m>kiÀà liki Ƃ««li >n` ->mÃÕn}° -ÕÀÛiÛ>l ov Ìhi wÌÌiÃÌ ià iÛiÀ-«ÀiÃinÌ° Ƃll LÀ>n`à noÜ nii` Ìo Ìhink >n` >VÌ ÜiÌh VÕÃÌomiÀ iÝ«iÀiinVi vÀonÌ ov min`° *ÀomiÃin} Ìoo liÌÌli Üon½Ì `o jÕÃÌiVi Ìo > }Ài>Ì iÝ«iÀiinVi] LÕÌ «ÀomiÃin} Ìoo mÕVh >n` noÌ `iliÛiÀin} ià jÕÃÌ >à `>m>}in}° iÌÌin} LoÌh Ài}hÌ ià ÛiÌ>l Ìo «oÃÌ-«>n`imiV ÀiVoÛiÀÞ°


Read


Oliver’s Travel and Leisure Report in full at go.travelweekly. co.uk/Oliver Agency


Oliver designs, builds and runs in-house agencies and marketing ecosystems for brands. Find out more: oliver.agency


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