Want To Go Somewhere? 4 Reasons To Be Optimistic About The Future Of Travel

(First published in Forbes on October 31, 2020)

These days, almost every conversation about leisure travel feels like an exercise in heartache. With the global pandemic closing borders, cancelling journeys, and shuttering hotels, every part of the travel industry is being confronted with existential challenges. Yet while the future might feel bleak for the industry and for the all of the individuals whose livelihood depends on it, there nonetheless remains reason not only for hope, but reason for optimism as well.

The truth is this: leisure travel will return, and it will be more robust than ever. In fact, the golden age of tourism is coming sooner than we realize. Here are four reasons for both travelers and leaders in the travel industry to be optimistic… 

And to get prepared.

Somewhere/Anywhere “Slow Travel” Mindset. Having been gripped by eight months of a pandemic-induced travel pause, people are beginning to get itchy to go somewhere… anywhere. While some individuals are taking advantage of road trips and recreational travel in their own nations, quarantine requirements and closed borders make international travel scarce. But sooner rather than later, as nations better handle the risks of the pandemic, as consumers become more comfortable with travel safety requirements, and as vaccines become available, the trickle of travelers will turn into a surge.

The somewhere/anywhere mentality will first help regional tourism gain traction, but eventually the floodgates of international travel will open and the operators, hoteliers, and destination experts who have the most creative, cost-effective, and compelling opportunities will find themselves overwhelmed with opportunity, particularly for travelers who are busting at the seams to travel and experience new forms of “slow” travel and short-term “worksplorations.”

“The idea of travel as an activity where you get to check boxes while moving from country to country as quickly as possible for the next instagrammable shot is over, and this isn’t a bad thing,” says Michael Holtz the founder of SmartFlyer, a full service travel company that caters to high end and corporate leisure travelers worldwide. “With many offices closed for the immediate future and remote schooling becoming the norm, travelers realize that with a slight adjustment in perspective and creative thinking, they can conduct their daily lives in a new locale.”

“This idea of ‘slow travel’ allows travelers to immerse themselves in a destination they have always wanted to experience,” Holtz adds.

The Great Reconnecting. For many travelers, the pandemic isn’t just damaging their loyalty points totals; it is wounding their sense of connectedness with the world outside of their homes. For the many individuals who use travel not just as an opportunity for exploration and adventure, but as a way to spend time with friends, the pandemic is particularly difficult. Additionally, for many individuals, the need to stay close to home also stunts their ability to weave new social networks and make new friends. As a result, there will be an intense demand for travel experiences that weave experiences with community, using travel not just as an opportunity to go, but an opportunity to grow as well. Resorts and travel providers that have previously focused on creating activities will need to be prepared to help their guests create community in new ways, and with new people.

“Travel has always been about connecting people to new places and experiences,” says Adam Ross, one of the co-founders of Civana, a new destination wellness resort nestled in the Sonoran Desert just outside Scottsdale, Arizona. “But now more than ever, travelers are looking for places that not only help them refresh their bodies and their minds, but also nourish their personal relationships and their sense of being part of a bigger, more deeply connected, community.”

Traveling Tribes. Notwithstanding the fact that many people are spending more time… a LOT more time…with families and close friends, that doesn't mean they will want to go off and travel on their own. In fact, as families and “quaren-teams” start to find ways to safely break out of their bubbles, they will be looking for ways to share new, exciting experiences together. Even those travelers who have long sworn off “group travel” will find that taking journeys with “their group” is a safer and more meaningful way to go. The groups will also want to be part of the Great Reconnecting, so travel professionals and properties will need to think of ways to cater to the needs of traveling tribes in new and innovative ways.

“If our new inquiries are any indication, families have been spending the last several months dreaming about the destinations they haven’t been able to visit and the experiences they haven’t been able to enjoy,” says Haisley Smith, Vice President of Marketing and Development for Brownell Travel, one of the nation’s leading, and longest operating, leisure travel companies. Founded in 1887, Brownell is no stranger to disruption and innovation, having been in continuous operations through the Great Depression, the Spanish Flu, both World Wars, and the aftermath of 9/11. 

“Travelers want to make up for lost time and cancelled vacations with longer, more immersive trips with multiple generations. As a result of the pandemic, we’ve also seen a rise in ‘hobby travel,’ from people who took deep dives into new skills and interests during quarantine. The traveler who started taking Zoom guitar lessons wants to visit South America to learn from a Flamenco guitarist; and the family who completed a 5,000 piece puzzle of Monet’s gardens want to visit Giverny,“ Smith adds.

The History of Now.

For many people, 2020 seems like more than just a year. It feels like a decade. It is also a time that puts the past, present, and future into fresh perspective for many individuals, and that sparks a renewed interest in history. The pandemic is fostering a greater sense of urgency to see and understand the world as it is taking shape now, both in terms of cultural evolution, and political and social evolution as well. What this means is the opportunity for education-based experiences will be enormous as travelers look to shape their travel journeys around themes of purpose, knowledge and wonder. Experienced providers who understand how to shape such journeys with engaging content and concierge service will be at the leading edge of the next travel boom.

No doubt there are still rough months ahead for the travel industry, but there is a bright light at the end of the tunnel. Jonathan Epstein, CEO of Celebrated Experiences, one of the world’s leading destination specialists for the United Kingdom, Ireland and Italy, says, “Now is not just a time for scrolling through old travel pics and remembering journeys of the past.”

“Now is a great time to for consumers and travel professionals to begin to imagine the next generation of destinations and experiences,” Epstein says. “It is absolutely not too early for people to begin the planning process of being together somewhere other than home. Elite travel professionals have been dedicating this time to ensuring that new experiences meet new consumer demands.“

“That is the power of travel – it connects and brings us all closer together, and that is what is truly needed now, more than ever.”

So yes, these are challenging times, but there are reasons for the travel industry be optimistic nonetheless. Because the next golden age of travel is coming and it’s time to start preparing… 

And packing.