Making predictions these days is almost as difficult as getting the Euromillions figures right. However, Tourism already shows some current trends, which are likely to continue for some time. It is necessary to be attentive and (re)act.

survivor

/səˈvʌɪvə/

noun

a person who survives, especially a person remaining alive after an event in which others have died.

However much it costs us to face this reality, survival is in fact the state in which most businesses in the tourism sector are today. And the future will be hard! Even if we are resilient and maintain a positive attitude, we know that the challenges are and will be enormous, with the aggravating factor that we are conditioned by external conditions that we cannot control or predict.

We don't have a crystal ball but being attentive allows us to identify trends and behaviors and anticipate or react to them. The markets have changed, tourists have changed their way of acting and the offer needed to adapt to a whole new reality of social distancing that rivals with the proximity and welcoming that has always characterized Tourism.

The change is already happening, and we will have to be fast to respond. We have identified 6 trends that are already current and in which you can play an intervening role and identify in each one of the opportunities for now and for the future:

1. Local market and proximity markets. Less "famous" destinations.

With air travel restrictions, local tourism has gained unquestionable relevance. Analyze your product and services and identify the strengths that could serve as an attraction to the local market. Work on customizing offers and unique experiences that were not even thought to be so close. Originality. Authenticity.

2. No early-bookings, shorter stays.

Be prepared for the last-minute. Always keep all information up to date and arouse emotions that influence the choice. Flexibility in cancellation policies. Price policy that creates additional value. Analyze who is your customer, your persona (families, couples, individual travelers, friends of the animals, ...), and adjust your facilities and offers accordingly. Simplify the selection process, booking, and payment. Contact-free. Personalization.

3. Road Trips, Caravans and other forms of mobility

The experience of flying may never be the same and not only are we faced with numerous restrictions on air travel, but there is also the fear of flying across borders. So, you will also have to deal with the tourists on the road: last minute offers, simplified access, take-away for those who do not want to stop to eat. Mobile, mobile, mobile. Reservation will be made on the way. Accessible information. Flexibility. Simplicity.

4. Experience and recommendation. After all, the opinion of others counts.

Everything has changed... or almost everything! Their quality of service, their location, the sea view, the landscapes, ... remain the same. And they've been praised by visitors in other times. Share the opinions of your regular clients, previous experiences. Have you ever thought of inviting an influence? Invest in virtual visits. Let yourself be known...

5. Tourism in Nature. Sustainability and environmental concerns.

We have all been confined for so long that contact with Nature is now even more valued. Even if you are in town, create offers that easily facilitate this contact. Develop programs where health and well-being are valued, promote a healthy, restoring balance. Show your concerns about the environment and a sustainable future.

6. Social Distance and Hygiene Security.

It is inevitable that these two premises are not put into a new way of being. Information! Transmit in a positive way how the destination, your hotel, local accommodation, or restaurant genuinely cares about its visitors and will be safe with you. Make videos where you show procedures adopted. Reduce concerns. Make it easy. Ensure peace of mind.

How can you react? STRATEGY + COMMUNICATION + PEOPLE.

Only with an investment in these 3 areas will companies achieve results.

The strategy has to reconcile sales, marketing, and revenue. Do not just lower the price when its value still exists. Define an action plan based on your strengths and your persona. Adjust your offer. Reinforce the quality of your service and communication.

Be present, especially online, not only with an informative communication that guarantees security but above all with emotional communication. Invest in an aspirational design and content that reveals your purpose. Awaken curiosity...

…. And let employees and customers be the ambassadors of your brand. People will have to be your main investment, in the present, in the future, always.

We want to replace the word "survival" with

success

/səkˈsɛs/

noun

the accomplishment of an aim or purpose.

From Latin: successus