Excite
Many destinations will want to remind travellers they’re there, but don’t merely send reopening messages. Offer inspiration that excites people about travelling again. Avoid being defined by the pandemic – remember that safety measures in themselves aren’t a selling point; we’ll expect them as a given. People still want soul, thrills, glamour, and stories of unexpected delights to tell on returning home. Seek to rekindle the sensation of magic that only travel can provide. Show travellers what they can experience. Information on SOPs can come later in the booking cycle and in dedicated website sections. For SM, focus on authentic, inspirational experiences over material things.

Reveal the magic on people’s doorsteps
With long-distance travel still off the cards in many areas, travellers have been seeking boltholes closer to home. There’s a huge potential for long stays and buyouts for staycations as travellers look for the exotic perhaps just a stone’s throw away. This might mean pivoting to a new target and breaking reliance on traditional markets. It’s a great opportunity to show a more local audience the unexpected delights they might have been missing right on their doorsteps. Creating neighbourhood buzz also builds community as travellers look for smaller destinations that enable them to tap into local character and enjoy a more meaningful experience.

Offer relaxation and biophilise!
With the hashtag #cantsleep trending during lockdown, some travellers are looking for disconnection and a circadian reboot. Wellness services are being seen as a more mainstream part of health, for men as well as women. Seek to show the benefits of wellness experiences, and showcase green spaces that appeal to our natural biophilia. ‘Bio what?’ we hear you ask: Biophilia is our instinctive affinity for other living systems, something that’s come to the forefront for many during weeks and months sheltering at home. Green up where you can.

Stay true to your identity
Don’t let the desire to sell detract from your identity. The best sell is still to touch customers’ hearts. We expect travellers to emerge with a more critical eye. This presents an opportunity to delight with small, well-prepared details that make a difference. Tell your destination’s story in a compelling way and develop its existing identity in content. On the ground, avoid hygiene measures intruding on the guest experience. Guide guests through spaces using interior design rather than signage – clever use of planting, lighting or furniture can go a long way. When replacing brand touchpoints with touchless points, ensure they still carry the brand’s personality and are absorbed into the service – and seek a more personal voice on SM.

Focus on community
Travellers are increasingly looking for more meaningful, as well as more ethical, travel, and to establish deeper connections with the places they visit. Hotels are hubs for connections in their destination. They know the secret spots and the people who make the difference on the ground. They can get visitors closer to the heart of a place while also having a positive impact. Show your property as part of a community, be it as a promoter of culture, as a hub for art, music and literature, or as a leader of positive local change. Exclusive connections and access to private experiences such as after-hours viewings, pre-openings and personal meetings with local tastemakers all go down well too. After months of isolation, contact has greater value than ever.