During a session at the Digital Travel Virtual Event earlier this month, Debbie Johnsen, vice president of marketing at Eurocapital Properties, The Watergate Hotel, and Letizia Sirtori, director of tourism sales at Destination DC, discussed how traveler expectations have evolved, and how brands can understand and respond to those shifts moving forward. Here’s a recap of some of the key themes addressed during the session.

Traveler Attitudes and Behaviors in the Market Today

Sirtori noted that although traveler confidence has increased in light of a rising vaccination rate, many are still opting to take a road trip close to home.

“One part is travel is going to be a little less spontaneous,” said Sirtori. The travel process has become far less simple than it once was pre-pandemic and, because of this change, the nature by which people travel has also developed.

Whereas before a lot of people were deciding to get off the grid and look for destinations that were a little more remote, now the preference has shifted to actually staying more connected, Sirtori noted, as people have come to value staying within range of reliable Wi-Fi and phone service while away from home.

The way customers purchase travel has also changed, according to Sirtori. People are beginning to prefer staying local and supporting local businesses that they feel represent their core values. She suspects this shift has come about as a result of many consumers having more time to think closely about their priorities as buyers.

Shifting Brand Strategies

When describing the ways in which brands can use shifts in purchasing and travel patterns to their advantage, Johnsen mentioned the importance of “really focusing on those outside venues,” and looking to adjust according to what’s taking place.

“It was really just thinking about what you had available to you and promoting that,” recalled Johnsen, reflecting on her own company’s increased focus on outdoor accommodations during the pandemic.

Sirtori added that these shifts provide opportunities for brands to really look at their core values and what they stand for.

“If you had not started to move toward a more personal message to your consumer before, you should do so now,” she suggested. “The pandemic has accelerated how people are consuming media.”

Personalization has become key in reacting to shifts in the way people shop and travel. Johnsen noted the importance of brands making customers feel safe and comfortable in their experiences and purchases.

“Take this past year as a learning experience,” said Johnsen, highlighting the importance of becoming more flexible as a brand in responding to recent events. “Understand what’s going on around you,” and learn how to shift the tone of your parenting in terms of content and positioning.

Sirtori concluded the session by saying, “make sure that you follow the data for your target market so that it becomes clear where to stand and the best way to adjust.”