Safety matters and consumers are willing to pay for it
The Covid-19 Pandemic has wreaked havoc across all facets of life globally. With positivity and case rates climbing after the holidays and a new, more virulent strand recently discovered, it is clear that we are far from the end of this challenging reality. More lock downs loom and quarantine restrictions are being put back in place in many states and countries. This new normal is constantly evolving, but one thing remains constant, people are frustrated of being unable to travel, entertain, gather and enjoy social activities that we all took for granted.
After having to adjust to stay-at-home orders and removing all sense of normalcy from daily life, consumers are seeking more control of their surroundings when they do travel. According to surveys conducted by PricewaterhouseCoopers: “almost half of the respondents said they will drive to their next vacation in a personal vehicle, and 40% said their next vacation will not include any flying. Among those who took at least one round-trip leisure flight in 2019, 80% plan to drive to their next vacation in a personal vehicle.” Personal space and personal well being are clear priorities driving travel, both by land and by air, but uncertainty about safety and sanitization is a major driving factor in transactions.
This uncertainty has led to a severe lack of trust from consumers over a short amount of time. For example: no matter how loyal a hotel’s guests were and how wonderful the experience was prior to the pandemic, consumers now need to see and understand what a brand is doing to ensure they are safe, the staff well trained, sanitizing protocols are in place and followed, and updates have been made to ensure that the guests needs are anticipated more than ever. Simply put, luxury clients will place their trust in brands that can tangibly, honestly and openly communicate their health and safety protocols. Confidence in safety, health and well-being is now the top transaction influencer.
People are pent up and have the travel bug
Regardless of what the current climate is, one thing is for sure; after 9 months under various forms of lock down and social restrictions, people want to get out and go out. Consumers are hungry to travel, interact, experience and do something different. Consumers are also hungry for information. The vast majority of consumers surveyed by PricewaterhouseCoopers, almost 85%, said travel decisions will absolutely be influenced by communications they receive from hotels and airlines about safety standards and protocols. When asked, “40% said they are unsatisfied with the communications they’re currently receiving about safety protocols.”
People are right to be wary; we are still in the middle of a global pandemic. Even with vaccines are being received now, it will still be a while before consumer confidence shifts dramatically. While the majority of people have the travel bug, many people are wary about the prospects of returning to their “normal” travel schedules and habits. Therefore, travel will rebound over the coming months, but the demand, and nature of the demand, has changed.
As always though, change presents opportunity. The Covid-19 pandemic has exposed a lot of inadequacies in our professional, educational, social and cultural realms. Unrest has replaced the perceived order and accountability has replaced complacency. This new state of mind and being is giving many people new perspectives on what is right, just, good and important. It is also shedding light on which new and traditional brands consumers want to support, and how they want to feel when they do support them. Gone are the days of blind loyalty. Consumers want to be shown why it was correct for them to choose you.
This “consumer revelation” provides opportunities to (re)establish your brand and to nurture current clients as well as identify new ones. As a brand, continue to segment your clients needs and habits thoughtfully, and further personalize the messaging that goes to them. By recognizing the value of each individual, you further humanize the communication. As you further your messaging/marketing efforts you will inevitably deepen, enrich and enhance the relationships with your consumers. As these relationships deepen, you not only foster a sense of community and loyalty, your consumers become your brand ambassadors, ultimately spreading your messaging and branding for you.
Safe is sexy (and good business)
At the end of the day, consumers want to be treated well and they want to receive value. This will never go out of style. But now, more than ever, a travel’s personal safety is of upmost concern. Taking a long look at your brand’s attributes and reinventing how to market them to your target audience(s) provides unique opportunities to not only reinvigorate your client base, but to also revamp how you and your teams think about your brand. They say no one reinvents the wheel…but creative variations are always valuable and appreciated. By rethinking how you market and what you are promoting you can create new revenue and yield opportunities. Consumers will pay more to ensure that they are well cared for. Safety is an important commodity and you can control how you choose to promote and operate your brand within this environment. If you show compassion, empathy, creativity and integrity, the consumer will be drawn to you. This emotional investment is now more important than ever and if you can prove to your consumers that their interests and well being come first, they will be good to you (and your bottom line) for years to come.
