A Greener, Healthier Era of Travel: Cecelia Girr + Skyler Hubler, TBWA\Worldwide

The pandemic has been a catalyst for change across several industries. For Travel and Hospitality, are any of these shifts surprising?

For the most part we’ve seen industries transform for the better during the pandemic, largely driven by a collective realization that we have no choice but to be healthier, greener, and more ethical. And travel is no exception.

With this, though, one especially fascinating shift is that travel restrictions are slowly being accepted as a positive. For example, Venice — which has become the poster child for over-tourism — recently announced plans to set quotas and charge visitors for admission starting summer 2022. And we’re seeing similar regulations on mass tourism be embraced elsewhere.

When you think back to where we’ve been, these new rules are completely antithetical to the mindset that has taken root over the past decade. We used to celebrate the fact that cheap flights were democratizing travel and brag about how many hotspots we could hit in a year, but the timeout from travel allowed us to realize that the way we’ve been doing it simply isn’t sustainable. And with that realization we’re starting to see restrictions be viewed not as a hindrance to progress, but as the solution to many of tourism’s biggest problems, which is a really exciting reversal.

With the rapid shifts in the mentality, desires, and needs of travelers, what advice have you been providing to your clients regarding their communications?

As with any industry, there’s a ton of marketing buzzwords being used in travel. One of the biggest ones being “wellness.” Of course every business wants a slice of the wellness tourism market, but when everything and anything is being promoted as “wellness,” the word quickly loses its meaning. To avoid giving into wellness-washing, it’s going to be crucial that every company gets really clear on what wellness means to them — and provides proof to back up those claims. So, if you’re saying that your resort will leave me “healthier, refreshed, and rejuvenated,” you better have the evidence-based amenities to support that promise, and maybe even send me home with a personalized health report to prove it. Whatever your version of wellness is, own it and get specific.

In the same vein, “regenerative travel” is quickly becoming one of the industry’s most overused words. For anyone who is unfamiliar, the idea behind regenerative travel is that rather than just counterbalancing the social and environmental impacts associated with travel, you can actually leave a place better than you found it. As nice as it sounds, however, it still lacks clear, universally accepted standards. So just as with wellness, until there is an industry-wide definition in place, businesses are going to have to over-communicate the numbers and initiatives behind their sustainability claims. At the end of the day, a brand promise means nothing without the actions to back it up.

As tourism begins to shift from centralized hotspots to more off the beaten path options, what can locations that are dependent on a high volume of travelers do to adapt?

Firstly, it’s important to note that while people are starting to gravitate towards destinations off the beaten path, the centralized hotspots aren’t going to lose all their visitors overnight. The shift is going to take some time, but we believe that when it does happen, it’ll create a really positive ripple effect across the entire industry.

One big opportunity is for tourist hotspots to prioritize visitors that stay longer, spend more, and travel responsibly. We saw the first hint of this in September when Indonesia’s coordinating minister of maritime affairs and investment, Luhut Pandjaitan, said “We’ll aim for quality tourism in Bali, so we won’t allow backpackers to enter once the reopening plan for international travelers is officially put in place.” He ended up quickly backtracking on that statement, but the underlying sentiment around shifting focus from high volume to high value certainly holds true. We believe we’re going to see mass-produced offerings and itineraries traded out for more intentional services, which will ultimately help rebalance the industry for the better.

How can legacy hospitality brands evolve to meet the changing needs of travelers?

One big trend we’re seeing is a growing desire for stays and experiences that immerse travelers in the local culture. Legacy brands have always done a great job of delivering consistent offerings across their global locations, which certainly has its pros, but more and more people are steering clear of properties that feel divorced from their location. So, in order to deliver on that desire for authenticity, legacy hospitality brands are going to have to take major steps to localize their offerings as well as their look and feel. For example, what if hotel chains co-created custom itineraries with locals? Or, if hotels collaborated with local designers to give the rooms some unique cultural flair?

There’s also a huge opportunity for legacy hospitality companies to cater to a growing class of digital nomads. We all love legacy hotel chains for their loyalty programs, so how might these programs be restructured to reward the more fluid business traveler who is working from different locations for months at a time? For example, what if hotel chains offered flexible packages that allow businesses to subsidize an annual “workation” for their employees?

With traditional business travel on the decline and a growing market of digital nomads, what can destinations do to attract remote workers?

It’s certainly true that traditional business travel is on the decline, but what’s really exciting is that a whole new, non-traditional kind of business travel is taking off. People aren’t just travelling for a three-day conference or two-hour sales meeting; they’re going on longer trips that combine work needs with life’s pleasures. And we’re already seeing destinations get really creative in their efforts to attract this new business class. For example, over thirty-two countries and counting now offer some form of digital nomad visa. Rural communities are also boosting their Wi-Fi capabilities. And some towns, like Santa Fiora in Tuscany and Rieti in Lazio, are even offering to pay up to 50% of your rent if you move there and telecommute on a long-term basis. Not a bad deal.

Of course Wi-Fi and visas are a must, but one step beyond that we see a big need for destinations to do a better job of fostering community among these remote workers. One place that’s really nailed it is Umaya Village in Belize. It’s a beachside remote work village that offers an unbeatable lifestyle — so you can take part in community meals, professional development sessions, group exercise classes, live music, weekly cultural excursions, and tons of other activities. For digital nomads, the chance to connect with people from all walks of life is a huge draw, so the destinations that give you that feeling of togetherness will not only attract more people, but will also keep them there longer.

Health and Wellness are a growing priority for travelers when choosing a destination, is this also a concern when planning how to get there? What can airlines, railways, and other modes of transport do to attract this growing market?

Definitely. There’s no doubt that the wellness movement is affecting every aspect of travel, and that includes how we get from A to B. The first thing that comes to mind is the slow travel movement, which has driven a resurgence of train travel over the years. Even more recently, we’ve also seen air travel—probably known to be the most stressful part of the travel experience—get some long-overdue wellness upgrades. Earlier this year, for example, Virgin Atlantic added Peloton exercise bikes to their Clubhouse so people could blow off some steam before their flight. Abu Dhabi Airport also appointed specially trained “Wellness Ambassadors” who are available 24/7 to answer any health and hygiene questions and keep you protected when you fly. And just last month, Singapore Airlines partnered with Golden Door to launch healthier menus, in-flight exercises, and sleep education programs for long-haul flights from LA to Singapore. As wonderful as these examples are, however, it’s important to call out that the majority of these improvements still cost a premium. So, looking forward, the transportation companies that actually redesign their entire experience to be healthier for the masses, rather than just tacking on a surcharge for a “wellness upgrade,” will be steps ahead of their competitors. 

Besides personal health improvements, it’s also worth pointing out that transportation options are becoming healthier for our planet. We’re starting to see positive progress with things like Google Flights now showing estimated carbon emissions in the search results, but there’s still a way to go. Until sustainable transportation options become cheaper and more convenient, companies can help accelerate the transformation by rewarding people for going green. For instance, what if airline rewards programs were based on emissions saved rather than miles travelled?

Of the Edges shaping the future of travel, which do you see having the most long-term and significant impact on the industry’s future?

Travel touches so many aspects of culture that it’s tough to choose, but the top three would be:

1. Roots Revival: A desire for authentic experiences will push tourists off the beaten path and put power back in the hands of locals.
2. Fluid Spaces: The shift to more fluid, always-on travel will force hotels and destinations to function more like co-working and co-living communities.
3. Health Hedonism: Heightened expectations around health and wellness are going to create new opportunities for pre, during, and post-trip brand engagement.