Thanks to the pandemic and social distancing measures, many thought that the travel industry would crumble completely.

These same people argued it would be decimated all together during the economic recession of 2008 where the industry saw over 40% of travel agencies disappear.

Or how about the state of the industry post 9/11. A time when analysts thought the travel industry would cease because, “who would ever want to fly again or event book a room in a high rise hotel?” Our company was born during this time as an answer to hotels seeking expertise in navigating through the marketplace in search of building brand loyalty. Nothing lasts forever and our founding clients understood that formulating a strategy for the eventual resurgence was critical for them to stay open and flourish.

As we reflect on the hope a new year can bring, luxury travel products wanting to make a lasting impact in 2021 should have one resolution at the top of their list: earning, building, and keeping travel advisor/consumer trust.

According to Salesforce, 88% of B2B and B2C customers said that a brand’s trustworthiness mattered more in 2020 than it did in 2019. Travel advisors are strictly vetting suppliers and bringing business to partners they know will deliver and make the process as easy as possible.

If you are a luxury hotelier/DMC/supplier chances are you are already thinking about your next steps in preparation for the eventual rebound. Many have said it will be massive, with Forbes stating, “many historians believe that in 14^th century Europe, the Black Death helped to spark the Renaissance. In the 20^th century, the Spanish flu was followed by a decade of rapid economic expansion, and cultural and artistic exuberance. Jazz bloomed, flappers danced, and art deco reigned supreme. Cars, phones, radio and domestic electrical appliances became ubiquitous.”

By the time vaccines are fully rolled out in this country, consumers will have been starved of travel for well over a year. This creates an enormous travel lust based on pent-up demand once those shackles are loosened. From a marketing standpoint, the time is now to get your ducks in a row and ensure your hotel is strategically equipped to capture the onslaught of oncoming travel.

Every hotel will benefit from this surge of demand, but some will do so more than others. Especially those who have taken advantage of this dormant time to optimize their brands with projects that may not be possible during peak travel times. There’s no better time to align with partners who have a trusted voice among the travel trade community.

The same rings true for marketing, both “boots on the ground” and digital. Content can’t be more of the same however, and being relevant while standing out remains crucial. Right now more of the same isn’t going to work. Creators need to think about what is working today and how to change it up for tomorrow.

I’m excited that hospitality partners are starting to reach out to us, inquiring about representation for their brands. It means the light at the end of the tunnel is getting closer and our partners are getting ready to ring in the second coming of the roaring 20’s.

I’m Kristen Moore, CEO of Destinations of Distinction & founder of Travel Tea. We offer bespoke hospitality representation to luxury travel brands, successfully driving much deserved revenue to their doorsteps. We work behind the scenes and on the front lines, cultivating relationships and building brand loyalty. If your brand is looking to make the most of this time and beat out your competition with proactivity, let’s talk. www.destinationsofdistinction.com