Actions for Destination Marketers to Navigate in a COVID-19 World
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Actions for Destination Marketers to Navigate in a COVID-19 World
Actions for Destination
Marketers to Navigate
in a COVID-19 World
In partnership with
2Authors
BCG
Christopher Bergman
Principal
Hans Clement
Managing Director & Partner
Pablo Martinez
Managing Director & Senior Partner
Google
Abdullah Alassaf
Industry Manager
Songul Cengiz
Principal Industry Analyst
Cynthia Chami
Analytical Consultant
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 3The COVID-19 pandemic has will they want to go? And how
hugely impacted the global can DMOs best prepare for the
travel industry. Airline and hotel eventual resumption of travel?
bookings are down more than
90% worldwide, and cruise ships The key to answering these critical
are under total no-sail orders. In questions lies in capturing the
April 2020, 91% of the world’s data needed to properly prepare
population lived in countries with for the eventual increase in
restrictions on travelers arriving consumer demand for travel. This
from other countries, and 39% in turn will allow DMOs to plan
lived in countries whose borders accordingly, devising marketing
were closed entirely. Little had campaigns designed to lure
changed by August to improve the travelers to the most attractive
situation. destinations, ensuring their safety,
and offering them experiences
This has proven to be an extremely that align closely with their desires
challenging time for destination and interests. In what follows, we
marketing organizations (DMOs) have synthesized data from BCG
– which collectively includes and Google consumer sentiment
national tourism organizations surveys and analysis conducted
(NTOs), whose mission is to over the past several months,
generate demand for tourism and from Google search data,
from international markets by to provide an in-depth view of
building their destinations’ brands the current state of the travel
and raising traveler awareness industry, how the pandemic has
about their respective destination affected consumer attitudes
offerings. In ordinary times, DMOs toward travel and tourism, as
operate with a relatively high well as recommendations on the
degree of certainty; planning is an way forward for the industry to
annual process, setting budgets recover.
is a formality, traveler behavior is
understood, and marketing plans As the effects of the pandemic
are clear and in place. decline and borders progressively
reopen, prospective travelers will
That’s all changed. Now, DMOs be eager to be on the move again,
must apply their resources and DMOs must be ready. This will
to understanding COVID-19’s require a level of speed and agility
impact on travel, now and in the that will likely be new to many
future. How have consumers’ DMOs, long accustomed to the
attitudes toward travel changed slower pace of more predictable
in response to the pandemic? times. But it is essential if they are
When will they begin to seek out to recapture their pre-pandemic
travel opportunities again? Where visitor numbers.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 4The Rise of
COVID-19
Over the past 20 years, the global in mid-March 2020, the World
travel and tourism business has Health Organization officially
grown at an impressive 5% annual declared COVID-19 a pandemic,
pace; in 2019 it totaled $4.7 trillion. and countries around the world
DMOs have been at the heart of initiated domestic lock-downs
this growth. Their roles vary: while and began closing their borders to
some focus primarily on promoting travelers.
their country’s attractions to
tourists, others are charged with The impact on the travel industry
helping support the local economy, was immediate. According to OAG
attracting outside investment flight data, more than 133 million
in cultural and sporting events. international trips were taken
Some oversee implementation of in March, helping to spread the
the local tourism sector strategy, coronavirus; by April, however,
even regulating such matters as that number had declined rapidly,
licensing and quality standards. to just under 16 million. As of June,
Some are supported entirely that number had only increased
by their local governments; marginally to 19 million.
others collect fees from the
local hospitality, cultural, and While domestic airline travel has
entertainment industries. remained somewhat healthier; still,
the total number of commercial
In short, DMOs are central to the passenger aircraft being stored
economic well-being of localities reached an unprecedented 55%
everywhere, and especially in April, up from just 10% at the
to markets that are heavily start of 2020, and far higher than
dependent on tourism. By the the number in storage following
beginning of 2020, their marketing the Sept. 11, 2001, terrorist attacks
plans and schedule of events (see Exhibit 1). Google searches
would have been set for the related to air travel declined
coming 12 months. 62% from their January levels, as
major international expositions,
Then came COVID-19. conferences and sporting events
across the globe were cancelled or
First detected in December 2019, postponed, including Dubai’s Expo
a few first-mover countries shut 2020, the Tokyo Olympics and the
their borders in January. Then, Beijing Motor Show.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 5Exhibit 1 | The percentage of commercial aircraft being stored reached an
all-time high in April, though it has declined somewhat since then
55%
60% Global stored commercial aircraft by month, January 2000 to August 2020 (% of total fleet)
in April
40%
20%
0%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Note: To qualify for in-storage status an airliner must be observed as having had no fight activity for at least three consecutive days, regardless of any
statements of intent by its operator. Cirium may retroactively update depending on acrrier data submissions.
Source: Cirium Fleets Analyzer
As a result, despite massive There is no telling for sure when
stimulus packages aiming at the industry will recover. The
softening the pandemic’s impact, COVID-19 situation remains
more than 120 million jobs may volatile, with many countries
be lost in the travel and tourism experiencing waves of infection
industry, and that could rise to 190 amid inconsistent government
million jobs, depending on how responses. We are currently
long travel restrictions remain tracking five potential scenarios
in place, according to the World for recovery, with the prolonged
Travel and Tourism Council. That’s a U-shape or L-shape being the
staggering 36% - 58% decline from most likely for travel to return
the 330 million jobs in the industry to pre-pandemic levels in our
in 2019. The industry’s contribution view (see Exhibit 2). By that time,
to global GDP could decline by $3.4 however, any number of airlines
trillion (38%), it estimates, and by could go bankrupt and hotels,
up to $5.5 trillion (62%) under the resorts and restaurants will close
worst-case scenario. forever.
Exhibit 2 | Estimates of when the travel industry will recover range
from 12 to 18 months or longer
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 6Safety first
The impact of COVID-19 on finances due to the outbreak are
consumer sentiment around more than twice as likely to want
travel has been severe. Reviving to reduce leisure travel as their
the travel industry will depend less-concerned peers.
largely on sensitivity to travelers’ Financial constraints are not,
concerns. Around 80% of of course, the only concern. All
consumers in the U.S. and France, consumers fear catching the
for example, believe that the virus; indeed, they are as much
virus will lead to a recession, and as three times more likely to fear
more than 45% are concerned getting sick while traveling than
about their personal finances. when shopping in local stores,
As a result, consumers are and international travel is seen as
notably unwilling to spend on more dangerous than domestic.
luxury spend categories such as In the U.S., for example, 50% of
travel. Indeed, consumers who consumers fear catching the virus
are worried about their personal from traveling (see Exhibit 3).
Exhibit 3 | US consumers are far more concerned about traveling
internationally than they are about shopping locally or visiting friends
Respondents who are worried about catching the coronavirus from the following activities (%)
Activity categories over time Individual activities , August 2020
60
Travel & tourism
50 43 45 54 55 57 61
Airbnb Hotel Casino Domestic International Cruise
40 flight travel
30 Local activities
44 54
20 35
17
At-home activities Local store Uber Restaurant Bus, subway,
10 or train
10 19
3
0
March April May June July August Shopping Ordering Cooking at
online food for a friend’s
delivery house
Note: Data as of August 15, 2020. US respondents only
Source: BCG COVID-19 Consumer Sentiment Survey; BCG analysis
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 7Age is a major factor in willingness for example, are considerably
to travel—understandably, given more reluctant to participate in
the greater vulnerability of older any form of travel than those
people. As of August 2020, between 18 and 40 years old (see
U.S. consumers 56 and older, Exhibit 4).
Exhibit 4 | Consumers 56 and over are most likely to have health
concerns regarding all travel offerings.
Consumers concerned about catching a virus with each activity (%) Consumers who resumed
travel in July or August (%)
International travel Domestic flights Goingon a cruise Staying in a hotel
100 18-40 16
69
64
61 62
56
53
46 49
46
44 43
39 16
41-55
0 56+ 4
Age 18-40 41-55 56+ 18-40 41-55 56+ 18-40 41-55 56+ 18-40 41-55 56+
Note: Data as of August 15, 2020. US respondents only
Source: BCG COVID-19 Consumer Sentiment Survey; BCG analysis
More than 70% of consumers normal. The definition of “normal,”
believe it is irresponsible to travel however, varies considerably, and
until the virus is under control, and that in turn affects the kinds of
more than 65% believe it is not vacations travelers are willing to
worth the risk of taking a vacation take. (See Exhibit 5.)
until things mostly return to
Exhibit 5 | Consumer sentiment varies widely regarding when the
travel’s “new normal” will begin
When will you begin...? (%)
Staying Flying on Visiting Going on
Only when... at hotels airplanes casinos cruises When do you think that will be? (%)
... Number of new cases slows in my country 12 58 21 10
...Government says it’s ok to resume
daily activities 5 55 22 18
.... Testing is widely available 7 42 29 23
.... No new cases our in my country 4 35 29 31
.... Approved medications to treat the 3 24 32 41
virus are available
.... A vacine is available 2 13 24 62
Within 1 month Within 2-6 months Within 7-12 months A year or more
= 10%
Note: Data as of May 11, 2020. Because of rounding, some bar charts totals do not equal 100%
Source: BCG COVID-19 Consumer Sentiment Survey; BCG analysis
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 8All things considered, the near- have no plans to travel for the
term prospects for restarting “foreseeable future”, although
the travel industry are unclear. that varies depending on where
As many as 60% of consumers they’re from. (See Exhibit 6.)
Exhibit 6 | When and how consumers expect to be able to travel
again varies from country to country
Respondents who “strongly agree” or “somewhat agree” with the following statements (%)
I definitely will not
be traveling for the
foreseeable future
I have already started
traveling again/I never
stopped traveling
It is irresponsible to
travel until the
virus is under control
In the future, I will be
taking different types
of vacations than I
used to
I will only take a
vacation after the
economy recovers
Note: Data as of May 11, 2020
Source: BCG COVID-19 Consumer Sentiment Survey; BCG analysis
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 9Early Actions
Like organizations in every industry, It soon became clear that
DMOs were entirely unprepared for protecting their own tourism
the advent of COVID-19. In many brands would be critical if they
cases, their responses were swift. were to quickly revive tourism in
Some established emergency task their home markets. To that end,
forces to address issues such as many have already developed
the extent of the damage to their innovative campaigns—
travel sectors and the availability including videos and social
of travel opportunities remaining in media programs—designed to
their markets. Could they refocus stay engaged with prospective
their scope and efforts away travelers and keep them dreaming
from international tourism and of travel during the pandemic,
toward domestic travelers—not while reassuring them on safety
traditionally their target markets? precautions needed during travel.
Portugal’s tourism board, for
DMOs in countries where tourism example, has focused its new
is vital to the economy were campaign on the message that
under the most pressure to revive you “can’t skip hope,” encouraging
tourism, requiring many to take prospective travelers to reflect
several unfamiliar actions. Many on the future of travel. Both the
participated in meetings at the Maldives and the Seychelles have
highest level of government, a rare released campaigns suggesting
occurrence. They found themselves that travelers keep dreaming
collaborating with a wide variety of about their next beach vacation.
sometimes unfamiliar government Sensitivity to the concerns of
stakeholders, to advocate for key travelers regarding health and
measures needed to keep them safety was key to setting the
operating. right tone.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 10Getting
to Normal
The travel and tourism industry assuming consumers’ concerns
has proven markedly resilient about health and safety can be
in the face of past disruptions. alleviated. Fully 40% of those who
Within a year after both the say they won’t resume travel until a
Sept. 11 terrorist attacks and vaccine is available still expect that
the 2008 financial crisis, it had they will be able to travel within
returned to its average upward the next 12 months.
growth trend. The COVID-19
pandemic is different, however, And they are looking for
in part because it is the first truly opportunities. In April 2020, air
global crisis to take place in the travel-related queries carried
age of a fully connected planet. out on Google were down 62%
In addition to the health risks year-over-year, but by August
imposed by the virus, its recovery , they were down just 42%
will largely depend on how deep compared with August 2019. The
the crisis-induced recession lasts top three questions users asked
and the degree of its impact on Google globally related to travel
consumers’ ability to spend. conducted in June comprised
“When can we travel again,” “when
Certainly, the desire to return to will international travel resume,”
normal is strong. Consumers rate and “when will it be safe to travel
leisure travel as the top activity again.” while top questions in
they miss the most, and 31% want August were related to where and
to increase their leisure travel once when we can travel “right now”. In
the crisis subsides. fact, 45% of the top 100 questions
related to travel focused on the
Signs of revival can already impact of COVID-19, the need
be found in the data on online to travel as soon as possible and
searches related to travel, travel safety.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 11Google flight search data, too, than three quarters of consumers
indicates increasing interest on are searching for trips less than
the part of consumers in traveling three months out.
sooner rather than later; the “look-
ahead” window—the number And while safety remains top of
of days between search and mind, with 44% of consumers
departure dates—for domestic hoping to travel soon citing
airline travel decreased from 48 “worry” as their No. 1 concern,
days at the end of April to just most travelers would be willing
over 30 days at the end of June to fly again as early as next
and to 28 days in August. Interest month if certain health and
in international travel is growing safety measures were in place
as well, with the look-ahead (see Exhibit 7). Indeed, 60% of
window on international flights consumers ranked virus safety
narrowing from 77 days at the end measures among their top three
of April to less than 45 days by considerations when choosing a
the end of August. Overall, more brand to travel with.
Exhibit 7 | The willingness to fly in the short-term depends largely
on the extent of the health and safety measures in place
% of consumers needing additional sanitary Sanitary measures needed by consumers who answered
measures before flying again in next month “some measures would convince me” from May 22-25
5% 5% 7% 6%
Proof of Medical
health staff
onboard
April 10-13 April 24-27 May 8-11 May 22-25 Social Hand Regular Protective Air Temp. COVID-19
distancing sanitizer anti-viral gear filters checks tests
enforced cleaning Pre-airport
entry
I will fly regardless of measures next month
Nothing would convince me to fly next month
Some measures would convince me to fly next month
Note: Data as of May 25, 2020
Source: BCG COVID-19 Consumer Sentiment Survey; BCG analysis
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 12Travel Dreams
In short, consumers are already take different types of vacations
showing signs of re-entering than they are typically used
the initial “discovery” phase to. For their first trip after the
of the typical consumer travel outbreak, most prospective
experience. Where do they dream travelers are looking to get away
of going, and why? from it all on relaxing trips or
visits to family and friends. And
Overall, more than 35% of they expect to take shorter trips,
consumers in the US expect to preferably by car (see Exhibit 8).
Exhibit 8 | Consumers are looking forward to relaxing getaways or
visits to loved ones, and prefer to travel by car
Respondents who have traveled since the Respondents’ reasons for traveling since the virus
coronavirus outbreak? (%) outbreak and preferred modes of transportation(%)
1. Category includes the responses “Attend a special event” and “Other”. The “Other” group included some necessary trips, such as family/medical
emergencies or moving
2. Category includes the responses “Visit family/relatives” and “Visit friends”
3. According to Phocuswright 2019 consumer travel survey, more people now choose to drive, compared to 33% car, 61% plane, and 6% other in 2018
Note: Data as of August 16, 2020
Source: BCG COVID-19 Consumer Sentiment Survey; BCG analysis
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 13Heading to the beach and visiting 20% of consumers there plan to
rural areas or small towns is the take a trip in an RV in the next 12
highest priority among would- months—half of whom attribute
be travelers, particularly for the their interest in RV camping
Italians and French (see Exhibit to current health concerns—
9). This may explain why sales and 11% plan to purchase one,
of recreational vehicles (RVs) according to the RV Industry
in the U.S. are strong. Almost Association.
Exhibit 9 | Consumers are looking forward primarily to vacations
at the beach or in rural location
France
Germany
Italy
Netherlands
UK
Canada
A beach destination A small town Other
A rural location A major city I would not travel in the next 3 months
Note 1: Data as of August 14, 2020
Note 2: May 1st 2020 Canada and May 22nd Netherlands changed methodology to collect answers from android users. All other results were collected from
publisher network
Source: Google surveys
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 14As noted, interest in domestic months has fluctuated. In June,
travel remains relatively healthy— more than half of respondents in
no surprise, given safety Italy, for example, confirmed that
concerns and the many ongoing they would travel anywhere within
restrictions on international travel. their home country; since then,
Still, the percentage of survey however, that number has tapered
respondents who say they are off amid concerns about renewed
planning to travel domestically coronavirus outbreaks. (See
for a holiday within the next six Exhibit 10.)
Exhibit 10 | Domestic travel remains reasonably healthy despite
fluctuations in response to the coronavirus
60
54
44
38 39
40
20
0
Apr 10, 2020 May 8, 2020 June 12, 2020 July 10, 2020 August 14, 2020
UK Italy USA Portugal Canada
Germany Spain France Netherlands
Note 1: Data as of August 14, 2020
Note 2: May 1st 2020 Canada and May 22nd Netherlands changed methodology to collect answers from android users. All other results were collected from
publisher network
Source: Google surveys
That’s why domestic operations Several fast-moving DMOs have
continue to be the key focus for already started capitalizing on
most of the world’s airlines. As travelers’ focus on domestic
of June, they represented an travel, putting together dedicated
average 84% of their activities, campaigns and incentives to
up from 60% in January. In further promote interest in local
April, Google search queries for destinations. Japan, for example,
domestic flights globally were recently launched a $12.5 billion
down about 45% compared with “Go to Travel” campaign to help
last year, but they have grown pay for domestic vacations,
36% every month since then. The providing a subsidy of 8up to
strongest growth has been in $185 per traveler. And Vietnam is
North Africa and Eastern Europe, luring domestic travelers with a
while South Asia, North and public-private campaign offering
Central America have lagged. discounts of up to 50% on airlines,
travel agencies, and resorts.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 15Moving Fast
The COVID-19 pandemic has and safety of their travel offerings
radically transformed consumer will be essential.
behavior with respect to their In contrast to the pre-pandemic
travel and tourism desires and travel environment, when travelers’
expectations, and it will likely wishes and expectations were
continue to do so, even as far more stable and predictable,
conditions return to normal. In the demand for travel is shifting
response, DMOs must develop unpredictably across categories,
new ways to assess consumers’ channels, and geographies. Supply
attitudes toward travel accurately will shift unpredictably, too, as
and quickly, and to adjust their markets open to travel at different
marketing campaigns accordingly. speeds, depending on the pace of
In this effort, building trust among new confirmed cases and the rise
prospective travelers in the health and fall of travel restrictions.
Competition to capture the pent-up demand for travel will be fierce,
as DMOs rush to attract visitors and capture market share. So DMOs
must act swiftly and with agility to avoid the significant downside
risk, as the potential for losing market share quickly is high. The key,
we believe, is to follow a Five-R approach:
Reassess their offerings and value proposition in light of evolving
traveler preferences, needs, and concerns.
Reassure travelers on the safety of travel to your destination to
address consumers’ health concerns.
Raise awareness to pique the interest of consumers and inspire
them to travel.
Remove barriers in converting consumers to travelers by making
the case for traveling now.
Revive spending in the local economy by maximizing travel’s
economic spillover effects.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 16Only by gathering and carefully sources data from target market
analyzing near-real-time data and updates and indicators, consumer
business intelligence will DMOs sentiment and spending activity,
gain the insights they need in in-country supply readiness,
our current highly volatile travel and more. Analyzing the data
environment. Traditional data and could then provide insights into
analytics that rely on historical such matters as the readiness
data and travel patterns will not of consumers in target markets
be adequate for predicting the to travel, which could then be
shape of the coming recovery, or matched with availability of
to respond effectively. The typical specific travel options. Such a
“upper funnel” of demand— solution would enable DMOs to
the stage where prospective support dynamic decision-making
travelers dreamed of their next and the development of strategies
travel destination—has now been to prepare to respond as source
reduced substantially, and limited markets and travel segments
by factors such as the progression recover from the pandemic at
of COVID-19, government differing rates.
travel sanctions, reduced flight
availability, and the like. Real-time analysis will require
most DMOs to overhaul their data
To gain a better understanding collection practices, however,
of the current state of consumer since current agreements with
demand for travel, market data providers are typically set
availability (including flights, hotels, up to enable historical analysis,
resorts and other aspects of not the day-to-day changes in
supply), and the state of the sector consumer sentiment and industry
generally, DMOs must capture and availability that characterizes
analyze data from a wide variety of today’s travel and tourism sector.
sources. That’s why DMOs should explore
all the potential data sources that
One solution would be to develop provide the most useful up-to-
an analytics “lighthouse” that date information possible.
With the best available data and insights in hand, DMOs can then
begin to coordinate their efforts across three key activities:
Product and service development. Guide deployment of new
products and services in light of concerns about COVID-19 and
the post-pandemic recovery. Strict health and safety standards,
measures and regulations will be essential in luring travelers. At the
same time, DMOs must work with both public and private partners
to ensure an adequate range of safe, attractive options once they
arrive, including new “wellness” travel products. Getting this right
will require careful analysis across the entire travel experience, from
dreaming, planning and arrival through to departure.
Stakeholder engagement. Inform stakeholders, including
governments and healthcare officials and travel industry suppliers,
of unified communication messages and collaborate with them
on setting travel and health standards. Encourage stakeholders to
help communicate marketing messages to expand communication
channels, and lobby government decision-makers to reduce
barriers to travel.
Marketing. Reallocate marketing spend by channel, and guide
campaign messaging and timing.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 17The Right Products
and Services at
the Right Time
As the world recovers from the establishing itself as a credible
COVID-19 pandemic, demand participant in the effort to ensure
for travel will be largely shaped that the destination’s healthcare
by perceptions of a destination’s system is adequately prepared
health conditions and standards to receive travelers in case they
of medical care. Therefore, get sick, and communicating the
DMOs must take on the destination’s safety through its
unfamiliar task of protecting the marketing messages.
health and safety of travelers by
To that end, DMOs should promote the full range of health and safety
measures across the entire travel journey. Countries and companies
around the globe are already implementing advanced travel safety
measures to reassure visitors, to prepare them for traveling, and
protect them once they arrive. These include:
Holistic health and safety protocols. Greece’s Minister of Tourism,
for example, has outlined nine health and safety protocols (“The nine
rules for tourists, flights, and hotels in Greece”) in response to COVID-19.
Rapid COVID-19 tests, medical checkpoints, and sterilization
robots at airports. For example, Emirates Airline, in partnership with
Dubai Health Authority, tests passengers before boarding and makes
test results available within 10 minutes, allowing the airline to clear
each and every passenger. And Hong Kong Airports has deployed
autonomous robots equipped with both a UV light sterilizer and an
air sterilizer that kill up to 99.99% of bacteria and viruses in the air
and on object surfaces in just 10 minutes.
“Clean certification” for hotels. Tourism authorities in both
Singapore and Portugal have partnered with local health authorities
to issue “clean and safe” certificates for hotels. Others have
turned to international organizations such as the UN’s World Trade
Organization and the WTTC to validate the measures they’ve taken
to ensure traveler safety. Such efforts help promote strong standards
of hygiene and enable visitors to differentiate between certified
venues and others.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 18Special travel insurance. Cyprus provides travel insurance to
ease tourist’s infection anxieties by promising to cover trip costs
if a traveler contracts COVID-19 while visiting the country. The
coverage includes lodging, food, drink, and medicine for patients
and their families.
Contactless technology. A variety of high-tech solutions have been
implemented as well. Some are as simple as no-touch payment and
e-wallet technology and virtual or self-guided audio tours. Others
are more avant-garde measures. Some airports are using facial and
iris scanning for self-service bag drops, queue access, boarding
gates, and retail and duty-free outlets. Hotels have tried dynamically
generated room service menus on mobile app. Hilton Hotels has
developed a mobile app for opening hotel room doors, controlling
room temperature and lighting, and operating TVs.
Meanwhile, clusters of countries measures in light of changing
are banding together to create circumstances and as global
multilateral “travel bubble” health and safety standards
agreements in hopes of unlocking evolve. Travelers from different
international tourism by devising source markets will likely have
coordinated health protocols, different perceptions and
mutually lowering travel barriers expectations of what is considered
and reducing other travel friction safe and what measures they
points for consumers. The Baltic expect to find when they travel.
nations—Lithuania, Latvia, and So DMOs must gather the data
Estonia—launched Europe’s first needed to sense which health and
travel bubble by opening the safety measures matter most to
borders between them, given their prospective travelers, depending
similar epidemiologic situation on their primary source markets.
and economic interdependence.
A similar agreement between DMOs must take great care in
Australia and New Zealand communicating their destination’s
is expected to be in place by health and safety measures.
September. China is working The focus should be on health
to create a travel bubble with and safety, while promoting the
Hong Kong, Macau, Taiwan, and friction-free nature of travel to and
South Korea, and Singapore is within a particular destination. In
in talks across Asia to establish order to build trust, however, such
“green lanes” for travel. Looking messages must strike the right
forward, countries might consider balance between the positive and
implementing repatriation the believable—a lack of credibility
agreements with source markets, will only scare off potential visitors.
allowing travelers to return to their
home countries to recover in the Finally, it is essential for DMOs
case they still caught COVID-19 to listen to the traveler. Create
with all the preventative measures a feedback loop for travelers
in place. to provide input on their travel
attitudes and experiences, and use
Such measures are essential to the information gathered to adjust
making sure their destinations are safety measures and marketing
safe, and attractive to travelers. messages accordingly.
But the situation with respect
to COVID-19 is volatile, and Only by being among the leaders
DMOs cannot rest easy. Instead, in global travel safety will they be
they must constantly monitor able to compete successfully for
and update their travel safety visitors from home and abroad.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 19Working with
Stakeholders
If DMOs are to carry out their plans to ensure a safe destination
for visitors and effectively communicate its attractions as a place
to visit, they must identify and engage with the key players in their
extended travel ecosystem to deliver unified messages around the
safety measures being put in place. These stakeholders include:
Government entities, including health authorities and road and
transport authorities, are instrumental in making sure health and
safety measures are in place.
Travel and tourism industry players are just as eager to attract
travelers as are DMOs. These include local airports, domestic and
international airlines and hotels, as well as international cruise lines,
traditional and online travel agents, tour operators, and destination
management companies.
Other industry players, such as local transportation companies,
entertainment and event companies, and services like cleaning
companies, also benefit immensely from travel and tourism.
To keep all stakeholders informed resurgence of travel in their market.
and engaged, DMOs should act as This could be accomplished in
a clearinghouse for all information several ways, such as a website
on the health and safety measures information portal, industry
in place, and provide them regular newsletter, detailed industry reports,
updates on the prospects for the Q&A helplines, or live chatbots.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 20Conlcusion
Proper health and safety travel demand curve and devise
measures, new products and successful marketing campaigns
services, and alliances with is the subject of the next report
industry stakeholders are in this series.
foundational elements DMOs
must put in place as they prepare Meanwhile, as international
for their borders reopening and borders remain closed, DMOs
travel resuming. As interest in the everywhere need to
destination grows, DMOs must focus on domestic travel
ensure to activate and accelerate opportunities, and as would-be
implementation of their targeted travelers and tourists dream of
marketing strategies to serve the their next travel experiences,
pent-up demand and capture DMOs everywhere must act now
market share. How DMOs can to prepare and ensure that those
use “lighthouse” data and upcoming experiences meet
insights to stay ahead of the travelers’ growing expectations.
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 21Contributors
BCG
Lena Zurkiya | Principal
Konstantinos Konstantinidis | Project Leader
Eric Satzger | Project Leader
COVID-19 Consumer Sentiment team
BCG’s Center for Consumer Insight (CCI) team
Google
Pierric Duthoit | Google, Sector Lead, Branding MENA and Global
Tourism Acceleration Lead
Elie Tabchouri | Google, Industry Head Public Sector & Telco, MENA
and Head of Global Tourism Acceleration Center
Iva Kutle Skrlec | Google, Global Destination Marketing Partner
Joyce Abou Jaoude | Google, Industry Manager, Public Sector
MENA and Destination Marketing Consultant
Mirian Itani | Google, Head of Strategic Partnerships, MENA
Dina Alsamhan | Google, Industry Head, KSA
Katherine Vargas | Google, Communications Manager, Corporate
and Brand Communication
Sara Hamdan | Google, Editor-in-Chief, Think with Google, MENA
Chaza Merchak | Google, Product Marketing Manager, MENA
Consumer Sentiment and the Impact of COVID-19 on the Travel and Tourism Industry 22You can also read
