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It’s no surprise that travelers’ ideas are changing as the world slowly emerges from the COVID-19 pandemic. This year’s Traveler Value Index is the result of Global Tourism Forum’s ongoing research into consumer attitudes and behaviors. In terms of travel, what is the present attitude of shoppers, and what are their priorities? Travel marketers will be interested in the answers to these questions as they adapt their campaigns to the evolving new reality.

For marketers, this paper emphasizes several potential signs. Some values are also becoming more important to buyers — some directly connected to the epidemic, while others stem from a desire to see the world emerge from the crisis in a more positive light.

Among eight different foreign markets, here are some significant insights for travel marketers.

People today want to encounter new things and new locations

Once you’ve spent at least 18 months in a certain location, the desire to travel becomes powerful. While 15% of respondents predict travel to be their largest expense in 2021, it is important to note that this figure is for 2020 and is derived from survey responses. Moreover, more than 75% of the guests would want to see something new and 22% of them are looking for that once-in-a-lifetime event when rules allow. Meanwhile, searches for both Las Vegas and Melbourne have increased by 40% and 90% respectively every year on year. As a result, to capitalize on this new demand, marketers need to place themselves where they can take advantage when the pandemic crisis ends.

Concerns about COVID are still on everyone’s minds

Travelers assess their alternatives based on the seriousness of the epidemic. From a worldwide standpoint, it is recognized that the ability to obtain full refunds if travel plans are delayed is a critical travel decision-making consideration. The next most important issue is increased cleanliness, and this was significantly mentioned by 22% of respondents. Reassurance to passengers on the health and financial well-being of both themselves and the general population must be offered in a travel marketing plan for 2021.

We also found that people are willing to accept another notion that sprang from the COVID-19 problem, which is known as a “vaccine passport.” Almost three-quarters of worldwide travelers are prepared to embrace vaccination passports as a method for free international travel.

Sustainability and inclusiveness are becoming increasingly important

The results show that passengers are looking for new pandemic standards to arise. Three in five tourists would be willing to spend more to go on an ecologically and culturally conscious vacation. While almost two-thirds said they are more inclined to book with travel providers who describe their policies as inclusive, nearly one-third reported being less likely to use companies that conduct discrimination.

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