RETHINKING THE FUTURE OF TRAVEL. EP.1 10 TRAVEL TRENDS 2021 EDITION

Covid-19 has affected every sector, and the hospitality industry is undeniably among the hardest-hit. Travel as we know it is clearly over. Understanding how Covid-19 influences traveler behavior in the short-to-medium term will be essential for hoteliers to prepare for the potential nexus. Researches have already shown the emergence of new purchase drivers with safety, flexibility and value for money topping the list of today’s travelers. Head100 marketing agency has shared their perspectives on the 10 most important travel trends to know for 2021.

1. #DomesticLeisure

Domestic will be the primary revenue generator for 2021, contributing at least 70% of total travel revenue. Refocus effort to attract the local leisure travelers.

2. #Drive-Market

Over 2/3 of Thais will opt to drive within the 4-hr distance rather than fly on their next trip. Geo-Target your drivable market.

3. #HygieneRules

Hygiene has suddenly become the new industry demand and the no.1 pre-requisite. Inspire confidence & overcommunicate on safety.

4. #UnseenExperience

While international travel is on a halt, the yearning for a new yet safe experience remains. Focus on a more private & unique experience.

5. #NatureInspired

With months of home & city confinement, over 50% of travelers aim for outdoor nature trips. Address the universal hunger for outdoor & nature travel.

6. #MicroHoliday

Average trip duration and stay per hotel have shrunk, averaging at only 1-2 nights per hotel. Maximize the value of the now shortened stay.

7. #LuxuryTravel

With steep promotions and ‘we travel together’ campaign, luxury travel has never been so affordable. Elevate the experience beyond the ordinary.

8. #LastMinuteBooking

With outbreak uncertainties, the advanced planning window has shortened to weeks and days. Capture last-minute demand & create a call to action.

9. #DirectBookingEra

Expect direct booking to jump as consumer book directly for higher flexibility in change & cancellation. Embrace the move from online travel agent (OTA).

10. #SmallGroupTravel

The leisure group will get smaller, averaging at 3.8pax per trip, in fear of safety. Refocus on independent travel.

These 10 travel trends are how travel is reimagined in the short-to-medium term to help prepare hoteliers to rethink their strategy and effort to stay afloat. Clearly, travel won’t be the same as it once was, and the future will belong to the prepared.

RETHINKING THE FUTURE OF TRAVEL. EP.2

THE ‘5Rs’ HOTEL SURVIVAL GUIDE

The hospitality industry is facing its’ darkest of days and a crisis like no other. Recovery is halted by every new outbreak, and return to pre-COVID-19 levels could take until 2022 or even worse beyond. The old rule book no longer applies. However bleak the immediate outlook may seem, Head100 marketing agency has put together the ‘5Rs Hotel Survival Guide’ to inspire hotels to push forward. The aim is to help provide a guide for hoteliers to shape their commercial and recovery strategy to stay afloat on this rocky road to recovery.

1. REDEFINE TARGET

Different recovery rates are expected by segment – domestic before international; leisure before corporate and MICE; independent travelers before groups. Hotels that were previously dependent on the lagging segment must redefine their segment strategy for 2021. How Thais travel is undeniably very different from foreigners. Retargeting the niche, the property can best address in the short-to-medium term and understanding their unique demand will be a pre-requisite to successfully repackage the offering.

2. REPURPOSE SPACE & RESOURCE

Travel as we know it might be over but a yearning for new experiences, previously attained through international travel, remain. Also, to steer away from crowded destinations, a more private and unique experience will be a bigger priority for travelers in 2021. The basic room and board will no longer be enticing enough, and hotels must start intriguing today’s travelers with exceptional experience to create traction and a call to action. Think about what your redefined target is looking for and design an experience to remember.

3. RESHAPE EXPERIENCE

4. REASSURE PROSPECTS

Hygiene will be an unspoken rule for the short-to-medium term. While you may think your property is already a beacon of good hygiene and cleanliness, 2021 will require you to showcase that you have gone above and beyond your usual. Overcommunicating the hotel’s safety standard has proven to raise engagement by 16% over hotels that do not. Reinforcing the utmost commitment to guest’s wellness coupled with flexible cancellation policy will reassure prospects to book with confidence especially during times of outbreak. Help them feel that staying here is safer than staying home.

5. REVISIT REVENUE MODELS

The immediate challenge faced by all hotels is cash flow management and forecasting. It’s hard to say when we’re likely to see some degree of normality again, so for the time being, this leaves hotels with the only option of creatively finding and taking all the business they can in the short term. Everyone loves a deal, so get aggressive by adding value, not reducing price, and creatively luring in as much revenue as possible.

There’s no getting around the fact that hotels are in a challenging space right now – and yet, with this 5Rs framework, we hope hotels will be able to reimagine their way to recovery and keep their doors open. Redefine target, Repurpose space & resources, Reshape experience, Reassure prospects and Revisit revenue models are guidelines to address the short-to-medium-term shift in travel demand agilely. Again, travel won’t be the same as it once was and the future will belong to the prepared.