September 18, 2020 (AdAge.com)
Marketers are looking to take advantage of pent-up demand and flexibility of work and school schedules and launch new marketing campaigns aimed for the fall travel season.
According to Kantar – during the week of July 24th, 74% of consumers were likely to avoid non-essential travel while during the week of April 3rd it was 87%. Additionally, consumers clicking on paid search ads for travel increased 800% from April to July as they shopped online.
Expedia released their "Stop Motion. Start Traveling" which is a commercial with creative travel scenes carefully choreographed inside of their apartment. Hotels.com in "BC before-COVID" shows Captain Obvious traveling back into time to visit himself before COVID to deliver a message about 2020 such as “there’s no toilet, paper, no hand sanitizer or sports.. oh and trips were canceled” and urges viewers to use free cancellations.
These travel brands are targeting at travelers to be on top of mind when they do decide to book and travel down the road and take the worry away from cancellation fees.
According to Kristin Moody, associate VP at Analytic Partners, there has been a shift in consumers shopping habits of booking direct versus through online travel agencies who have stricter cancellation policies during COVID. Therefore travel brands like Expedia promotes “free cancellation and no change fees” and Hotels.com says free cancellation with “most hotels” on their websites.
This comes after the U.S. Travel Association along with 75 travel brands launched their own travel campaign “Let’s Go There” in early September which encourages consumers to plan a future trip.
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