Member, Mike Bugsgang’s, view on marketing into 2022 in latest Journal
In 2022 travel companies will need to exercise a more fluid approach to their marketing by targeting different groups of consumers at different times with different messages. For example, older people, who have been the hardest hit by the pandemic will require a great deal more convincing that it is safe to travel than youngsters who have been less affected by Covid. Uncertainties related to outbound and inbound travel in the immediate future means that the focus will continue to be on the domestic market. Let’s hope operators do not inflate their prices too much and kill the goose that lays the golden egg.