Campaign US: Consumers Are Ready for Takeoff

May 13, 2021

SOURCE: https://www.campaignlive.com/article/ready-takeoff/1715911

As the Travel Industry Braces for a Surge, Brands Can Win Fans for Life

WE's Marisa Lalli, SVP, Consumer and General Manager, Says Travel Brands Have an Opportunity to Demonstrate Their Leadership in This New Era.

Campaign US, Marisa Lalli, 13 May 2021

(Photo courtesy of Campaign US)

Travelers are itching to dust off their suitcases and hit the road.

Some are calling this “revenge travel” — consumers are gunning to spend the air miles and vouchers that laid dormant during the pandemic. But they also want to be safe; 65% of respondents are planning “vaxications.”

Brands that prioritize empathy and responsibility are best poised to offer the services that stakeholders expect — and will also earn a place in the hearts of customers, employees and the communities they serve.

According to the WE Communications and YouGov study, 74% of consumers demand brands take a stand on important issues. When brands make decisions guided by purpose, they create long-term loyalty.