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Slow travel is not just a new way to travel, it’s a mindset. It’s when the overall quality of your travel experience is more important than the quantity of experiences. Huw Waters, head of marketing at Paragon DCX, says why travel brands need to serve content that matches consumer needs.
Travel was hit hard by the pandemic. Lockdowns and other restrictions decimated business for airlines, accommodation providers and countless businesses downstream of the travel industry. Recovery has been slow in the pandemic’s long tail, with continued trepidation now exacerbated by inflation and cost-of-living crises. Many marketers have been closely involved in travel clients’ pivots, survival strategies and (now) regrowth plans. We asked five experts from The Drum Network: what should marketers be thinking of during travel’s return voyage?