The travel industry will continue facing a breadth of challenges and opportunities in 2022, according to new findings from market researcher YouGov.
The situation ostensibly feels like a two-sided coin as many consumers still do not feel comfortable traveling due to the COVID-19 pandemic, yet vaccination rollouts and lower case numbers in certain regions have many others clamoring to return to trips. The year ahead indicates that brands will be called to focus more on consumer travel inspiration and motivation as the key drivers behind a surging demand for travel.was based on the YouGov Brand Index and YouGov Destination Index, respectively.
Looking at the year ahead, brands are being called to collect and observe sentiment data to determine what motivates their audiences most and how they are or are not meeting their needs. Travel organizations also need to create a value proposition, which will enable them to determine what consumers value most and how to obtain their loyalty.
The industry is also expected to shift their marketing to align with consumer inspiration and motivation, seeking to highlight offerings that meet consumers’ hopes for travel. This can vary by market. Brands have many opportunities across the Middle East, as the UAE holds a current vaccination rate of more than 90 percent, which is one of the highest in the world.
Brands in North America are actively focusing on brand strengths and pondering barriers to travel when conducting research. This region is focusing on high-value consumers as well and is prioritizing leisure travel over business travel.After living amid restrictions due to the COVID-19 pandemic for more than two years, affluents are approaching travel with specific intentions.
Appreciating the importance of sleep in one’s wellbeing, Rosewood introduced “Alchemy of Sleep” at 20 properties. The global collection of immersive retreats offers movement-driven activities; relaxing, sleep-inducing treatments and other amenities .
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