When the world stopped traveling internationally during COVID-19, the travel industry took a back seat to wait until pandemic restrictions eased. With flights grounded and borders closed, airlines, travel agents, and MICE (meetings, incentives, conferences, and exhibitions) organizers kept a close eye on travel regulations as well as shifts in consumer priorities toward health and safety.
As countries slowly begin to moderate restrictions on movement, Google sets out to explore how consumer sentiment for travel is starting to show signs of recovery across APAC.
In recent consumer surveys, Google found that 1 in 2 people in APAC are eager or very eager to travel now. The findings from this study align with travel search interest where, in just three months, APAC has recovered around 50% of its pre-COVID-19 levels.
There’s no one-size-fits-all approach for marketers looking to reignite travelers’ wanderlust. Instead, each market requires a tailored itinerary to suit regulations, restrictions, and shifting traveler sentiment.
To help, Google and Kantar conducted research in China, which is leading APAC when it comes to travel recovery. In China, we saw 115 million domestic trips during the Labour Day holidays, just one month after restrictions were eased. Domestic flight bookings also recovered by 98% for the month of August.
Google and Kantar uncovered three key learnings to help you plan your APAC travel recovery itinerary and guide you along the journey as you connect and engage with your new travel audience.
1. Fuel digital interest: Customers crave helpful information online
2. Be relevant in COVID: Safety is the new brand, but perception of safety differs by country
3. New way of doing business: The need to reignite MICE travel
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