As travel restrictions begin to lift across the country, I for one have realized that there is no amount of Netflix binge-watching, board games, or Zoom happy hours that can fill the void of traveling for pleasure. Recently, an Airbnb survey cited that “travel will be viewed as an antidote to isolation and disconnection.” According to its findings, travel is the out-of-home activity Americans have missed the most, with 54% planning to travel in 2021, and we are already beginning to see the signs. National foot traffic to hotels was the highest in March 2021 since the onset of the pandemic. And, according to the AH&LA, two of the top 3 events that Americans are most likely to travel for in 2021 are holidays: July 4 (33%) and Labor day (28%) with family events being the top event at 51%.

For marketers, the new focus on breaking out of 2020 isolation represents an opportunity to reignite customer loyalty. But it won’t be easy as consumers have not only changed their daily routines but also changed their brand preferences. Over 75% of U.S. consumers have changed shopping behavior and adopted new brands during the COVID-19 pandemic, according to a study from McKinsey. The marketers who are successful at establishing a renewed sense of brand discovery will be those who are able to create personalized experiences. While predicting the future may seem impossible given the past year, imagining a way forward through relevant data will be critical for marketers looking to capture consumer engagement during the 2021 travel season. Here are several key areas where personalized marketing will be important for travelers entertaining new adventures once again after such a difficult year.

Emphasis on Leisure

As COVID-19 vaccinations expand and emergency restrictions are eased, Americans are seeing hopeful signs that their lives may be returning to normal. Many are already planning to make up for lost time by splurging on leisure travel as soon it’s safe—a sort of “revenge travel” to celebrate the end of the pandemic.

Travel restrictions and health concerns will encourage many travelers to stay local in the weeks and months to come. Therefore, local beaches, mountains, and charming small towns will be in high demand. Visiting places closer to home also allows vacationers to take shorter trips more frequently. The willingness people showed this past year to engage in outdoor recreational activities should grow and drive more demand for outdoor-focused travel later this year.

But regardless of where travelers end up this year, they need to know and trust your brand. In this ever-changing world filled with a lot of unknowns, consistent branding can bring consumers a sense of comfort. Also, brands must consider the impact of mobile usage on post-pandemic travel. For tourists and guests, mobile usage will increase throughout the travel journey, from boarding passes to keyless hotel entry and digital check-out at hotels. This will be a key element in any marketer’s playbook to promote offers and attractions through geo-contextual data.

While the timeline is hard to predict, companies in the position to do so need to take steps now to be ready to gain market share, enter new markets, and offer new products. As post-pandemic travel resumes, Americans expect discounts and promotions. It will be essential for travel companies to offer incentives that encourage early booking, while also reassuring consumers with flexible cancellation and rebooking policies. By doing so, they can respond to pent-up demand from travelers and provide reassurance to consumers who still have some uncertainties.

Loyalty & Luxury

With an increased desire to travel, many consumers will be tapping into unused resources to make their trips happen. And although air travel was negatively impacted this past year, there is a bright side for the airline industry in an unexpected place — loyalty programs. The Financial Times estimates the value of Delta’s loyalty program at $26 billion, American Airlines at $24 billion, and United at $20 billion.

Loyalty programs, a.k.a CRM data, offer a direct connection to consumers and can be a powerful source of data for re-engaging your loyal customers who you may not have seen over the last year. When layered with location intelligence, marketers can not only engage their own customers but find new ones with similar interests and shopping behaviors.

For example, if you’re a member of any travel-related loyalty program, you’ve probably received emails about your status being retained until next year. This low-cost move makes consumers feel better about future travel and helps to keep high-value members engaged even while they are not traveling.

Post-pandemic travel trends will also focus on affluent travelers or those who enjoy the luxury of foreign cultures and cuisine. These travelers will ultimately seek more meaningful and purposeful experiences from their journeys.

Longer Stays Making Up for Missed Travel

While shorter, local travel will increase, so will longer stay trips. From changing quarantine policies to a newly expanded meaning of WFvH (work from vacation home), quick trips are no longer accessible to consumer travelers in the way they were pre-COVID. Concur TripIt data shows an increase in trip duration – spanning flight, lodging and car rentals – signaling that travelers are planning trips with an intent to stay longer. And without the physical confines of work or school, longer stays at short-term rentals will continue to be a popular choice for business and leisure travelers alike.

Driving visits from out-of-towners requires advertising technology that is able to target and filter tailored offers based on location history and interests. Geofencing campaigns for example can help marketers develop targeted strategies that only reach new customers who are in the vicinity of their locations. Contextual and relevant marketing messaging based on current weather and forecasted conditions can also help personalize an ad for out of towners who may need to deal with unexpected changes in climate.

Supporting Local

In the past, travel felt interchangeable with big tourism. Today’s tourists don’t want to be insulated from the places they visit inside a cultural bubble. They want to engage with and participate in the local culture. According to research from Airbnb, 1 in 5 people want their travel destination to be within driving distance of home.

From enjoying local cuisine to celebrating regional festivals and holidays, community experiences are set to become some of the top tourist trends to watch this year.

As global lockdowns compelled many of us to live and thrive on the resources from our local communities, this emerging trend will only gain more popularity throughout the year. In travel forums and blogs alike, the theme of supporting local business is quickly becoming a larger, more international force. Many travelers want to bypass the trap of mass tourism, which is typically busy and crowded, and settle for slower, more meditative, journeys through lesser-known, local parts of a country.

Sustainable Travel

Wherever the destination — sustainable travel, whether that be hiking, biking, or camping vacations, is gaining popularity around the U.S. Sales of bicycles, motorhomes and RVs exploded last year. Travelers also increasingly relied on vacation homes and campsites for accommodation instead of big hotels. Outdoor and ecotourism was already experiencing rising demand before the coronavirus, and the pandemic acted as a catalyst.

Conclusion

Travel isn’t what it used to be, and for the time being, marketers need to be fluid in their approach to reaching consumers with their changing behaviors. But the opportunity is massive. And as remote work and location-agnostic work becomes more the norm, the lessons we learned from pandemic travel will help businesses both local and international thrive in this new tourism climate. So, pack your bags and buckle up. We’re in for a wild year of new experiences and behaviors!