The travel industry is preparing for a new boom period.
After years of pandemic disruption and industry growing pains, 2024 is expected to be a big year as demand returns to previous levels.
However, consumer priorities and preferences are changing. As a result, the hospitality and travel industries have had to ensure they have the right staff and skills to meet those expectations, and sometimes even endure the wrath of their customers.
On the other hand, unpredictable weather and weather patterns are changing travel safety and behavior, and of course, just like in other industries, AI is changing the game both internally and externally.
We spoke to communicators in the air, sea and land to find out how they're planning for the upcoming travel season and what they predict for the future.
Trend 1: In high travel season, clarity and flair should be a priority.
Most immediate trends: 2024 is travel season.
Chris Cheams, Carnival Cruise Line's chief communications officer, said 2023 was the cruise line's most successful year in history, and 2024 is expected to surpass that. “Currently, very strong demand for summer 2024 travel reflects consumer preferences to spend more and more money on experiences, allowing large families and groups of friends to spend quality time with loved ones. “This reflects the fact that people are using travel to spend their time.”
Similarly, Veronica Cintron, Tampa International Airport's vice president of communications, said this year's spring break is the busiest in the airport's history, and March and April 2024 will be the 10 busiest days in the airport's history. He said there were nine of those days. In the air travel space, that means communicating clearly about crowds and wait times to ensure customer expectations and experiences are aligned.
“Especially during this busy season, having the right staffing levels and the right training in place will ensure smooth operations that prioritize customer needs,” she said. The airport has successfully held job fairs across the airport to help potential talent understand all the roles. This includes her more than 10,000 employees at airlines, TSA, rental car companies, and more, as well as airport employees.
Trend #2: Consider lower-cost options to meet the needs of budget-conscious travelers.
However, the motivation to spend more money on travel does not mean that everyone has the budget to do so.
Two new luxury hotels will open this season in Santa Monica, California. Lauren Salisbury, senior director of communications for Santa Monica Travel and Tourism, said her organization and the city as a whole have been working on initiatives such as the Pride Festival and the annual Pier 360 Beach Festival, which aims to draw families to the beach. He said he leans heavily toward happenings and events. and the iconic pier.
The organization is tailoring consumer-focused messaging to appeal to consumers not typically associated with low-cost travel, while capitalizing on the many reasons people travel to Santa Monica.
“Consumers are increasingly looking to save money while traveling as concerns about inflation continue,” Salisbury said. To meet this demand, her team has updated its website and marketing materials and invested in communications highlighting free activities and events, as well as ways to travel to the city on a budget for cash-strapped families. doing.
For Carnival, that means enhancing aspects such as all-inclusive options and packages. “Consumer spending on travel remains very strong, but people still want value for money,” Cheams said.
Trend #3: Make it personal.
Another way communicators can encourage people on a budget to travel is by making sure consumers know there are vacation options and experiences for everyone. That means allowing people to recognize themselves there and removing barriers to entry.
Cheams said Carnival's three priorities in marketing and external communications represent how travel can be personalized, experiential and multi-generational. “It's ingrained in the way we promote cruising and talk about the Carnival experience. No matter how you define it, there's something for everyone and more than one way to enjoy it.”
Influencers, especially micro-influencers and nano-influencers, are trusted by niche fans and provide honest, experiential descriptions of different destinations and services, thus personalizing the experience for potential customers. We continue to be a strong partner for travel agencies. According to research from Morning Consult, more than half of Millennials and their Gen Z members use social media to inform their travel decisions, and that trend shows no signs of slowing down.
Trend #4: Turn your employees into ambassadors by connecting their work with purpose.
Many organizations benefit from empowering their employees to not only deliver the customer experience, but also act as ambassadors for the benefit of both travelers and potential talent.
That means awareness at both internal and external levels, training and clear policies around messaging, and trust to ensure all parties are on the same page.
Noting that Tampa has been named America's favorite airport two years in a row by J.D. Power, Cintron said, “I want my team members to be passionate about where they work, what they do, and what they're about. You have to give them a reason to feel connected and passionate,” she says. That's because our employees are committed to customer service.
Airports infuse a sense of purpose into the employee experience by regularly reviewing their benefits packages, providing learning and development opportunities, and finding ways to help employees connect and celebrate. The recently launched Cultural Intelligence Initiative (affectionately known internally as the People Master Plan) is an initiative of the Hillsborough County Aviation Authority (HCAA) to foster innovation and improve the employee experience. Developed by all employees.
Trend #5: Investing in AI talent and education helps travel organizations prepare for the future.
It may come as no surprise that AI is a topic of great excitement and development for travel companies and their communications teams.
Chiames said that “AI-generated fake video content is going to further complicate our entire lives when it comes to managing issues and reputations,” but it could also lead to better customer service tools. It's also a way to create a better company experience for your employees.
Santa Monica Travel and Tourism sees this as a boon, stating that “AI is rapidly proving to be a great tool to help travelers find great activities and plan their vacations.” However, the organization said it was still in the “exploratory stage.” ”
To unlock that potential at a practical level while protecting the business and its employees, travel communications teams must invest in upskilling and talent acquisition focused on the next phase of generative AI.
Jess Zafarris is the content director for Ragan and PR Daily, as well as an editor, journalist, audience director, game and puzzle creator, and content creator.
