How travel brands can discern and capture upswings in demand

With tourism halted by the need for people to stay home and not travel unless neccessary, Carolyn Corda, chief marketing officer for data intelligence business Adara, shares findings on the consumer behavior patterns being displayed around the travel sector in recent months. Demand for travel in the US fell more than 85% for leisure and more than 95% for business in the second half of April compared to volume at the beginning of the years. But, since 1 May, there are small increases for travel booked more than 91 days out as well as more immediate trips taking place within two weeks. Global and local travel and tourism across the globe faces a complex set of variables that will determine what the future really looks like. Very few people are traveling now, but the $2. 9trn question is: when will people start booking travel again? The World Travel and Tourism Council (WTTC) notes that 1 million travel and tourism jobs are lost every day that the pandemic continues, and so every day counts.

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