The travel industry has come to a virtual standstill as the coronavirus pandemic spreads across the globe. As a result, many traditional marketing and communication activities have temporarily been put on hold. Yet despite the challenges the travel industry faces, the world is still turning on its axis, people are still dreaming and most importantly for us; the press are still writing and telling stories, and it comes as no surprise that media consumption is up.
We’ve all just had to think differently in order to satisfy wanderlust in this brave new world.
Armchair travel – inspire and transport
Our voracious appetite for escapism in these times of lockdown mean stories require a fast-moving response to an ever-changing news agenda. Many of the editors that we’ve spoken with, from luxury long lead glossies to national newspapers, all remain hopeful and have shifted their content to reflect the insightful and inspirational. Think life-changing holidays for 2021, recipes to transport you and bucket lists galore.
As one national travel editor recently put it: “We only travel for about four weeks of the year and spend 48 weeks dreaming about travel, so what pieces can we share to keep people dreaming.”
With children off school there has also been a big call out for child-friendly entertainment and other educational ideas. Eco safari brand, andBeyond have managed to meet both these challenges with their live stream safari drives as featured by The Telegraph. They have collaborated with wildlife broadcasting experts, WildEarth, to stream (in real time) twice-daily, three-hour long game drives from andBeyond Ngala Private Game Reserve and Djuma Private Game Reserve.
Feed the nation
By now we are all clued up to the wondrous store cupboard creations on offer and the nation has become an army of banana bread bakers. As a result, journalists are still looking for kitchen inspiration and recipe ideas for their readers just like Monte-Carlo Société des Bains de Mer’s roast chicken recipe as seen in the Vanity Fair weekly newsletter.
In a broader sense, others are sharing their culinary know-how by helping to feed their local communitCalcot Hotel & Spa, part of the Calcot Collection, a group of luxury hotels in the Cotswolds and Northumberland, has launched a community food project in response to the Covid-19 crisis. With the support of their owners, the Stone family and led by Executive Head Chef Richard Davies, the Calcot team is working with local councils and volunteers to safely prepare and deliver delicious home-cooked meals to 600 vulnerable people in the local area.
The face of travel
Many writers in the industry have been quick to point out how broad a footprint travel has, employing one in ten people across the globe. Their rallying cry to hear from and interview interesting people about their jobs, their local communities and their work has been keenly felt. Architects, designers, gardeners, hoteliers, chefs, restaurateurs, safari guides with stories to tell are all in demand.
Feel good stories are still dominating headlines as it’s cheering to hear how communities around the world are responding. Examples include India’s ITC hotel company who have set up
On a larger level, it seems there is a new swell of support and community building alongside the crisis and consumers are realising the love and need for travel, connection and exploration more than ever. As the world’s governments grapple with how best to balance their response to the crisis, it’s our job to continue to inspire, connect and ultimately champion a continued sense of wanderlust.