Along with toilet paper, cleaning supplies, and getting dressed up for work, travel has become pretty scarce since COVID-19 hit. The U.S. Travel Association reported the travel industry lost an estimated $505 billion during that time, and the industry isn’t expected to recover until 2024.
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More people are opting to stay at home or close by, according to GlobalWebIndex. Here’s what people had to say about the type(s) of vacation they plan to take in the next 12 months:
- 49 percent domestic vacation in their country
- 30 percent in their local area
- 28 percent aren’t planning to take a vacation
- 12 percent will take a foreign, short-haul vacation (i.e. nearby country)
- 9 percent to take a foreign long-haul vacation (i.e. different part of the world)
- 4 percent will take a cruise
More than half of consumers say they have delayed a vacation since the coronavirus hit, with that percentage being even higher in markets like China and Romania. With travel being stunted across the globe due to the ongoing pandemic, some tourism agencies are working to create ads that they hope will encourage consumers to leave their homes again (and soon). Here are four examples of travel ads that will make consumers want to forget the staycation and opt for a “safecation.”
1. Ready when they are
KLM Royal Dutch Airlines’ video, “We are ready to get you there,” shows consumers what they’re missing out on by not flying – without sounding pushy. The ad says, “So that when you’re ready, we can get you where you need to be – safely.” The overall vibe for the ad is somber, which helps tell their audience they understand it’s not business as usual quite yet (which is a great way to show they are socially aware).
The brand also tells and shows exactly what they are doing to take safety precautions, a must for any travel ad right now. Consumers want to know how you will keep them safe and that your brand has made that a priority. If they don’t have confidence you can do that, they aren’t going to head out on their next trip.
The video ends on a more uplifting note, showing images of friends getting together, families meeting the new baby, weddings, and people boarding their plane. That reminds consumers exactly what they could start enjoying if they take the next step and travel.
2. Turning on the lights
No words are needed for Visit Las Vegas’s ad, “Las Vegas: Now Open.” The video shows the lights being turned on across the Las Vegas Strip, ending with “Now Open” written on the screen. It’s a simple premise, but it works for a city known for its neon lights and nightlife. And the casinos and attractions need for the ad to work, considering properties like MGM Resorts sustained a $1 billion second quarter operating loss. The ad shows Las Vegas is back and ready to go.
3. In your own backyard
Travel doesn’t always mean heading off to a far-off location. In fact, many state tourism agencies are looking for ways to remind people there are things to do right outside of their homes. Travel North Dakota enlisted actor Josh Duhamel as the voiceover for their ad, “It’s who we are,” which shows some of the events, places, and activities the state is known for.
Instead of targeting people from outside of North Dakota, the ad tries to reach the state’s residents with lines like, “Now is the perfect time to rediscover your home state.” One reason that approach works is because many people still aren’t willing to travel very far. This ad shows there’s plenty for them to do within driving distance, helping to ease their concerns.
4. Scenic social distancing
With the state’s low coronavirus case count, Maine is spending $2 million on an advertising campaign aimed at attracting tourists. The campaign includes radio, TV, and social media ads and shows visitors can enjoy socially distanced, scenic locations. The video ad below highlights the state’s outdoor areas, like its “secluded trails,” to show it has plenty of safe outdoor activities for all ages.
The first ads in the campaign began on June 8 and targeted people who lived in the state, encouraging them to “rediscover Maine.” Their online tourism video got nearly 12 million impressions, and a YouTube video got 1.7 million between June 8 and July 10. In-state searches using the Google ads platform received more than 138,000 impressions and a 38-percent conversion rate of people interacting with the tourism office’s site, according to the tourism office. That proves people are interested in getting out: They just need tourism agencies and travel brands to show them safe ways to do it.
Promote a safecation
As the pandemic continues to drag along, more people are becoming restless staying at home. If tourism agencies can show them there are safe ways for them to get out and have some fun – without sounding too aggressive in their pitches – they’re going to be successful.
The ad’s messaging should explain what the brand is doing to ensure their safety and that you’re ready to see them as soon as they are ready. You can also show them some of the stuff they’re missing out on, without putting too much pressure on them.
It’s a balancing act for tourism agencies. But as consumers become more comfortable and open to travel, you want them to think of your brand for all of their needs.
