What Do Travelers Expect in the Upcoming “New Normal”?

Travel is expected to bounce back in a big way later on in 2021; with more folks having received the COVID vaccine and travel restrictions adapting to fit traveler needs, consumers are, more and more, becoming accustomed to the “new normal” of travel. But what does that mean for travel providers? What exactly are your consumers expecting from you? Here are a few things I’ve noticed.

A Higher Level of Attention to Safety and Hygiene 

You can read more about what consumers are expecting when it comes to safety and hygiene in one of my recent articles about the subject, but essentially, they just want to see that you’re giving a higher level of attention to things like hygiene, sanitization, social distancing, and touchless options. And in addition to paying attention to these things, they want you to make it known — tell them how you’re putting their safety first, let your efforts be seen in action, and show that you’re following CDC guidelines.   Having your teams know “why” they are doing “what” they are doing and communicating that with confidence is critical.

COVID Tests at the Ready 

That negative COVID test can give a sniffling traveler the greatest peace of mind — and now travelers don’t just want access to COVID tests at their local doctor’s office or pharmacy. They want to access COVID tests along multiple legs of their journey easily. United Airlines recently rolled out an in-airport coronavirus testing service. Many hotels offer on-site testing so that travelers can show proof of a negative test before heading home. 

More Flexibility 

Many brands and independent hotels have done a great job of paying attention to this consumer want and, frankly, need. It’s an absolute must. With the pandemic, things are uncertain, and travel bans and restrictions are constantly changing, as are consumers’ needs. Thus, many consumers are looking to book only with travel brands that offer a more generous amount of flexibility and fewer (if any) fees for cancellations or changes. 

More Meaningful Experiences 

This isn’t necessarily a “new” part of the “new normal” for travel, but the pandemic has undoubtedly made it more obvious. For a few years now, travelers have mainly been looking for more meaningful experiences and more immersive vacations versus merely heading to a resort to drink margaritas on the beach for five days. Instead, they want to get to know a culture and experience an adventure alongside someone they love. 

With the pandemic showing that you might not always have the opportunity to take that trip of a lifetime, as one New York Times travel journalist points out, people want to make their vacations matter. Travel providers can help with this, whether through offering cultural tours (socially distanced, of course) or something as simple as free bicycle rentals for consumers to see a new city at a slower pace. 

Longer Stays 

Thanks to many folks working at home due to the pandemic, more extended stays are growing. After all, if you can work and play in one destination for a month, why not? Plus, a more extended stay also gives you a more significant opportunity for those meaningful experiences mentioned above. According to one hotelier in Miami Beach quoted in the above-linked New York Times article, stays of at least a week have nearly tripled year over year. 

Are You Ready for the New Normal of Travel?

If the hospitality industry is anything, it’s resilient. Hoteliers and other travel providers know how to pivot to address changing norms and needs in the industry. What are you doing to adjust to the new norm for travel? Let me know and drop a comment below!

This article originally appeared in our blog.