5 August 2021 4 min read
While many consumers are keen to travel again there is no doubt that the tourism sector has become incredibly complex to navigate. Georgia Brammer considers how brands and advertisers in the sector can establish relevance and build greater flexibility during turbulent times.
With a glimpse of normality on the horizon, it has been reported that four-fifths of consumers have been eager to travel again in 2021. Whether to ease pandemic stresses or give themselves something to look forward to, over 60 percent of potential globetrotters are intending to spend more than usual on their travel plans.
On the other hand, ongoing uncertainty has meant there are plenty of would-be travellers adopting a ‘wait and see’ mentality. In fact, the top factor influencing consumers’ decisions is if the destination feels ‘safe’ (31 percent).