AMPLIFY NO. 01 & FEBRUARY 2021 MARKETING INSIGHTS FOR 2021

NAVIGATING THE GREAT ESCAPE

How marketing your business must change in the face of the pandemic

DO I STAY OR DO THE BUSINESS RUNNING INTO I GO NOW? OF PLEASURE THE WILD

How Digital Campaigns Is Changing Are Novel Sustainability Reassure Fast In The Face Of New & Wellness Packages 2.0 Travellers Work Paradigms Remedies For 2021? Becoming a more conscious Crowd in 2021

From desks in Denmark, salons in Stockholm, terraces in Tel Aviv. Our global team may be working remotely, but we have never felt more connected.

In 2021, our goal is to achieve a B Corp Certification, reaching the highest global standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose.

BE BETTER. THINK CROWD.

Learn more about our journey in 2021 www.thisiscrowd.com/sustainability WELCOME

Amplify Travel & Tourism Magazine

Where global travel trends and marketing solutions meet.

It has been more than a year since the global SUSTAINABLE TRAVEL pandemic began, and although it has been & WELLNESS devastating for millions of people in the travel Following what can feel like a never-ending industry, early signs of hope are emerging from lockdown, billions of us are blinking back into low infection rate territories. the light with a newfound love of nature. Based on indicators from countries in Asia and I explain why my love of the great outdoors key Middle East markets, business and leisure and sustainable travel are joint passions travel is returning, albeit at reduced levels and in (page 32), and detail how the global travel fundamentally altered ways. industry can create a better world by In this, our first issue, we explore how agents, following guidance from the United Nations and destinations are planning to World Tourism Organisation as part of their Navigate The Great Escape from Covid-19. Goals 2030. In the further pursuit of happiness, Carmi

Heyman looks at the world of , DOMESTIC TRAVEL & and tells us why she believes that new kinds of escapes promoting physical health and mental Domestic travel, seen by many holidaymakers wellbeing will be essential to the travel mix as as the safe escape option, is set to be a clear life gradually returns to normal in 2021 winner in the coming months. (page 40).

Dubai-based Tom Berne explains how travel companies and destinations are keeping it local (page 06) by showcasing diverse experiences THE DIGITAL REVOLUTION for regional and domestic travellers in the GCC. IN TRAVEL MARKETING Emma Glazier covers the local travel theme In the past year, Covid has accelerated the from a different angle (page 14). Introducing digital revolution beyond belief, with hundreds Staycation 2.0, she shows how emerging of thousands of travel companies now planning short-stay trends in the UK will be as relevant digital marketing and communications to those promoting the Outer Hebrides as improvements. they are to destination managers who want to attract local adventurers to the cool and misty Jet Weevers describes the travel industry’s mountains of Sichuan Province. need for genuinely end-to-end customer journey solutions (page 46), showing how - if companies move fast - they can meet BUSINESS TRAVEL customer expectations and thrive in the year ahead. As the work from anywhere trend continues to We hope you enjoy our first issue. The team grow (page 20), we give you insight into what and I look forward to a new and innovative employers really think about staff becoming world of travel this coming year. digital nomads. Meanwhile, from Australia, Vinnie Romano Jamie Sergeant introduces the new world of business-meets- Global CEO of Crowd pleasure (page 26). Learn how the global thisiscrowd.com travel industry is creating so-called “B-Leisure” experiences to respond to new customer requirements that redefine the business trip.

3 14 STAYCATION 2.0

Britain has experienced a new falling in love with local travel. Here are the take-aways we should all absorb. 6 KEEPING IT LOCAL

Domestic tourism is driving recovery around the world. But surmounting traveller fear through safety-first and authentic local offerings must also work when international 20 markets open. WORK FROM… 26 ANYWHERE How new working practices for BUSINESS OR millions will impact hospitality in PLEASURE? the long term.

Discover how changing circumstances mean businesspeople will consume 32 travel differently. SUSTAINABILITY

The moral argument for making a success of sustainable tourism.

46 THE NEW DIGITAL REVOLUTION 40 Extend the customer journey with joined-up digital communications and safety messaging WELLNESS ESCAPES to ensure travel confidence.

New and powerful ways to satisfy your customers’ desires for positive escapes. 4 CONTENTS

TOM BERNE EMMA GLAZIER JAMIE SERGEANT

Tom was the natural choice to write The author of Crowd’s Marketing Your Jamie Sergeant is a leading British about domestic escapes for us given Destination Guide (2019) , Emma digital entrepreneur, that he has led Ras Al Khaimah watched the Covid crisis devastate influencer, respected university lecturer Tourism’s campaigns to multiple the travel industry with horror, and and Global CEO of Crowd. He has awards and contributed to the then had a profound sense that led award-winning digital marketing emirate’s 5% year-on-year inbound she can do something about it. Her transformation projects for clients tourist growth in 2019. Even more understanding of personalisation, across the travel sector; runs a business recently, he has developed a deep customer advocacy, social leverage with in 11 countries (so really insight into how the pandemic has and influencers has meant some of understands the nitty-gritty of travel), accelerated and her staycation work has caused an and has supported some of the most how that impacts local economies. upsurge in interest beyond her clients’ seminal environmental campaigns At the other end of the spectrum, as abilities to manage it. Emma has led of the past decade. In this edition of head of Crowd Dubai, Tom has been UK outdoor advertising campaigns for Amplify Travel & Tourism eBook, Jamie integral to the company’s global China Southern Airlines, social content details how we face a once-in-a-lifetime strategy work with Dubai International strategy for Dubai , Air New opportunity to fast-track genuinely and Abu Dhabi airports for nearly 10 Zealand and Ras Al Khaimah Tourism sustainable travel - and tells us what is years. Awarded Highly Commended Development Authority. She is in The in store for the digital nomads of 2021. in the Digital Professional of The Year BD 100 2020, celebrating the UK’s best category at the PRCA Digital Awards business development professionals. (2019), Tom is a respected and effective promotional strategist.

VINNIE ROMANO CARMI HEYMAN JET WEEVERS

Crowd’s Global Chief Commercial A globally experienced content Leading a fully remote international Officer and Country Head for strategist and multi-lingual storyteller, team means Jet is the go-to person Australia, Vinnie specialises in digital Spain’s Country Head Carmi Heyman for clients that want to understand transformation through marketing specialises in developing and executing the implications of using complex automation and demand generation digital marketing strategies. As a South marketing systems in support of a strategies. Supporting some of the African national, she has in-depth WFH workforce. She has spent years world’s largest agencies and brands knowledge of the rapid growth in the discovering how digital marketing and at mid-size and enterprise levels, wellness industry in that country. She technology can come together. Her his work on decentralised content tells Amplify Travel & Tourism eBook fascination with data and commitment marketing systems across Asia Pacific how far that growth is being replicated to improving customer touchpoints has made him a client favourite, in destinations around the world - have taught her what works for travel delivering projects ahead of time with a renewed emphasis on mental companies and what doesn’t. Here, she and with solid ROIs. It has also made and physical well-being as billions explains why travel companies must him a business travel expert. As of people suffer under stringent radically extend customer journeys Asia recovers ahead of the West, he lockdown measures. now, and for the post-pandemic future. looks at the emerging trends in the business-meets-leisure travel space. 5 KEEPING IT LOCAL

BY TOM BERNE

6 6 KEEPING IT LOCAL UAE shows how domestic tourism can drive recovery

Cars and trucks bustle as people move around the UAE for work and play. Businesses are opening again, communities socialising, and visitors arriving in solid numbers to this increasingly Covid-secure destination. But it’s domestic travel that has driven the tourism recovery.

As the warm sun rises over the visitors felt they too needed to UAE’s spectacular cities, it is Just one in five escape and experience some form clear that life is returning. But of normality for themselves. reduced traveller confidence “ guests in the country and the unpredictable nature of were UAE nationals pre- From taking short trips out international travel restrictions Covid. That figure has of town to visiting local tourist has meant that these visitors are attractions, it was important for as likely to be residents from other since gone up to around people to keep minds active. emirates as from abroad. The global 90 percent of guests rise in demand for domestic travel Bruno Trenchard, Senior Manager experiences over international travel Bruno Trenchard, Senior Manager and Hospitality at CBRE is very much in full swing. Hotels and Hospitality at CBRE Middle East told the magazine Middle East that “countless ” across the If you’re anything like me and country are “doing really well”, like to switch off after a busy week boosted by domestic tourism. at work, nothing beats driving 45 minutes out of the city and booking $16 billion had been launched “amid “Just one in five hotel guests in into a five star , feeling truly a year of staycation successes”. the country were UAE nationals pre- abroad. In fact, although my wife Covid. That figure has since gone up hasn’t noticed yet, it’s actually an This is something I can relate to around 90 percent of guests,” excuse to be selective on choice of to myself. With this new influx of he said. accommodation and being a UAE tourists from other emirates to resident, get to experience some of Dubai in Q4, residents receiving the world’s best, well-kept golf courses.

The industry’s growing focus on the domestic traveller segment is, in no small part, driven by simple financials. By offering appealing tourism solutions to in-country residents, companies create the potential to convert unspent outbound traveller budgets from 2020 into vital local tourism revenues for 2021.

This clear incentive has seen domestic destination campaigns run in Q4 2020 with impressive results. Arabian Business reported that a campaign to increase the UAE’s domestic tourism contribution to

7 REGIONAL CAMPAIGN Luxury travel will always EXTENSIONS HELP “ be the first segment ENCOURAGE to bounce back, as HNWI LOCAL TOURISM have the means to travel That said, operators are using Marketing Director at the Ras Al safely and afford more the fact that travellers from Gulf Khaimah Tourism Development Cooperation Council countries Authority, Sveccha Kumar told private escapes. We expect do not require a Covid PCR test Amplify Travel & Tourism Magazine. to see the rise of private before they arrive as an opportunity island trips and private to extend domestic destination “When the latter happens, I see campaigns to other regional states. uncrowded, luxury holidays to mass villas and homes in 2021 tourism destinations.” Stuart McNair, This will particularly appeal to Middle East Managing Director Stuart McNair, Managing Director, those high net worth individuals of Escapes agrees. “Luxury travel Escapes, Middle East seeking a . will always be the first segment to bounce back as HNWI have the “With ‘pandemic fatigue’ well means to travel safely and afford and truly settling in, we’ve already more private escapes,” he says. “We seen increases in domestic tourism - expect to see the rise of private which will continue an upward trend island trips and private villas and until confidence in international homes in 2021.” travel is fully restored,” the former

8 KEEPING IT LOCAL

WELCOMING CREATING CONFIDENCE THOSE NEAREST IN TOURISM Israel’s addition to the top ten origin Forbes Magazine recently suggested markets looking to visit the UAE in that there were less than ten low- 2021 clearly demonstrates how political Covid tourism destinations available will, cultural curiosity and superb in- for consideration, but from a booking destination experiences can activate perspective the travelling public new and exciting markets. On the remains suspicious of every travel 26th November flydubai began its destination. Those that are safe today historic first flights to may be risky in the future, Israel, with twice daily so the logic goes. services between Dubai International and Ben “Safety will be at Ras Al Khaimah Tourism Development Gurion airports. the forefront of HNWI Authority (UAE) needed to create more decision-making when As an open person who awareness for the emirate, to encourage it comes to planning a likes to socialise, I’m very visitors and to drive online bookings. trip,” McNair explains. much looking forward Highlighting the emirate’s various brand And in the case of the to connecting with pillars of Adventure; Beach and Leisure; UAE, extensive global Israelis and discovering messaging about the History and Culture, the #iFoundRAK opportunities across our safety measures the two borders. They say campaign was launched by a number country has taken has traditionally, business is of marketing agencies in early 2019. preceded major bookings. done on a golf course, and with access to a large Following the campaign’s launch, Crowd These and similar youth generation in Israel was approached to consolidate marketing stories are playing out that are looking for new across key markets output and strengthen the campaign. As experiences in the UAE, around the world. Every I’m looking forward to lead agency, we created and delivered travel brand must pursue introducing them to what strategic marketing and a paid media the same “safety first” keeps my mind occupied campaign that significantly boosted hotel communication strategy outside of work. bookings across the destination, driving if they are to build visitor social media growth and engagement, and confidence over the Combined, these coming months. I lead increasing traffic to the website. Together, trends mean that tens a team of very talented of thousands of Middle we created a campaign that would deliver individuals, and it’s Eastern tourists are exceptional results. important that the team currently enjoying stays I manage feels safe and in Abu Dhabi, Ajman, protected in our work Dubai, Fujairah, Ras Al environment. Travel Khaimah and Sharjah - generating brands need to own and drive the right much needed revenue for a travel and communications to their customers to hospitality trade that has managed to raise this confidence that it is ‘safe to endure a truly challenging year. travel’ to their destination.

But as good as the numbers are, there is still much more to be done in SECURING DIGITAL the domestic and regional marketing MARKETING space if local hoteliers are to secure CONVERSION SUCCESS the bookings needed to fill even a As residents of low-Covid areas are modest percentage of the emirates’ being actively encouraged to escape total available hotel rooms. and enjoy the natural and cultural Some 180,000.

9 wonders on their doorstep, the industry must create, curate and communicate the benefits of travel if they are to attract and secure bookings from still-cautious audiences.

ADDRESS KEY CUSTOMER CONCERNS THROUGHOUT By guaranteeing that your customer’s health and financial concerns are addressed in the first place, and that a series of single- click interaction opportunities satisfy user-curiosities as they travel through the sales journey, promotional outcomes can be optimised and costs per acquisition dramatically reduced.

Think of this as you’re about to tee-off at a golf tournament. Grip, stance, distance, balance and position - all these factors need to be assessed to get that perfect swing. With golf, the aim is to putt with the least amount of shots.

The same goes for marketing and communications. We’re in an industry in which planning user CROSS-PLATFORM experience to maximise results EMOTIONAL APPROACH is unforgiving and if this can be done through effective creative To convert a cautious prospect to a messaging that resonates with your confident visitor requires an end-to- audiences, you’ve got yourself a end, cross-platform approach to the hole-in-one. customer communications journey.

Well-balanced destination marketing campaigns must integrate clear and up-to-date messaging regarding Covid-19 safety protocols, while simultaneously presenting a of market- relevant travel products, each designed to offer exciting local escapes to travel-starved visitors.

While these integrated digital marketing frameworks are essential, promotional success in the travel marketing space relies almost exclusively on the creation and delivery of emotionally engaging campaigns.

10 KEEPING IT LOCAL

BEAUTIFUL EXPERIENCES Global destinations need to showcase local experiences beautifully. By creating a connection and conveying a sense of heartfelt welcome, future visitors can become part of the story too.

It is essential that prospective visitors are made to feel a connection to a place rather than to just look forward to the prospect of seeing it.

This is where the power of user generated content (UGC) comes into play. Travel brands must continue working with bloggers and influencers to help communicate their unique local experiences and safety protocols – and it can still be done in a fun, safe and engaging way. The important message for all travel businesses here is: Stay human and stay authentic.

11 We can debate when “ the world will return to normal, but one thing is for sure - this is the catalyst we all needed to explore a sustainable travel and tourism model

Sveccha Kumar, Marketing and Communications Consultant and former Marketing Director at the Ras Al Khaimah Tourism Development Authority

A NECESSARY REMEDY Globally, hundreds of millions of local offerings will fit travellers to suffer in 2021,” says Kumar. “We annual days have been from these territories too. Travel feel people will use this opportunity postponed. Innumerable trips, tours experiences that connect guests to to visit domestic bucket list and cancelled. neighbourhoods will drive bookings, destinations, road trips and head no matter where they come from. off the beaten track to avoid the Planned flights to see loved crowds. ones in equally loved places have The process has already started been missed due to quarantine in the UAE. “When we compare “We can debate when the world restrictions. Cruise liners have been which origin markets are driving will return to normal, but one thing left empty as international custom travel intent into the UAE we are is for sure - this is the catalyst we borders close and customer demand beginning to see more international all needed to explore a sustainable sails to a full stop. markets taking the share of search travel and tourism model.” events,” Stewart Smith, Managing That the global general public is Director MEA of Sojern.com tells us. Experiential tourism can make mentally and physically jaded is a sustainability a practical reality when massive understatement. But it is “Although domestic travel within it comes to both culture and the also an opportunity. The statistics the UAE continues to lead the way, environment too. tell us that experiential domestic accounting for 62% of total hotel or international travel can offer an searches, we’ve observed a notable Some choose a destination inspiring and connected way back shift with the United Kingdom (UK) because they are passionate about into the wider world. now accounting for 5.1% of total supporting local economies, small hotel searches.” businesses and environmental The focus on local identity is a initiatives. strategy that enables destination Just as importantly, it is the intent brands to stand out at home - but of that interest that has changed. Most are seeking enriching once the major international origin “Groups and mass tourism to personal experiences. If travel markets open up, which they must, crowded destinations will continue companies want to succeed, these destinations have to deliver.

12 KEEPING IT LOCAL

DOMESTIC TRAVEL OPPORTUNITIES & CHALLENGES Local visitors, if encouraged to explore their own countries of residence, have the potential to bolster what has been a damaging loss of earnings in key tourism markets globally this year. Check out these areas of challenge and opportunity.

TOM BERNE Talk to me about:

• Web Design and Development • UX/UI Design • CRO & Analytics • Campaign Creative

As you prepare for a new future Eco Matters Travel Shame of tourism, Crowd is well placed to support the travel industry’s Environmentally conscious This is related to the digital marketing needs. Our and sustainable hotels, perceived selfishness of creative travel solutions and villa and apartment stays, those who still go on holiday successful digital transformation are an essential part of despite the authorities the sustainable holiday advising against it. Whatever projects are already having a experience - everything the rights or wrongs of this, positive impact. needs to be perfectly aligned it is likely that sensitivity over to meet the demands of travel will carry on after the From fundamental web and the traveller that is trying to pandemic. The genie is out of UX improvements to domestic make a positive difference. the bottle: Travel for pleasure will have to have an added travel campaigns designed to moral dimension. get residents heading the right Combat Poverty. direction - we can help you get Drive Opportunity.

to where you want to be. Great Experiences Need By creating a fulfilling Great Accommodation visitor experience, local Add, follow or message Tom on tourism boards can support Tours, excursions and cultural LinkedIn here to learn how we grassroots communities experiences are destined to can get business moving in 2021. and create economic succeed as holiday drivers opportunities to alleviate for both the domestic and poverty and inequality. If international traveller. GET IN TOUCH promoted correctly, this Holiday packages that WITH TOM type of tourism also offers include these do however emerging destinations the need to include hospitality chance to become a must- that balances with these visit tourist location. worthwhile activities.

13 STAY- CATION 2.0

BY EMMA GLAZIER

14 14 STAYCATION 2.0 The Reinvention of the British Staycation

British tourist attitudes are an advance warning for the world as to what tourists may be thinking and doing this year. And that is: mostly holidaying at home.

When Lockdown 1.0 ended in the UK last year, “In total, this represents a loss of £47.5 billion millions of Britons in need of a summer getaway (£11.7 billion from overnights and £35.8 billion after months indoors were faced with the from leisure day trips). The 2020 forecast was challenge of finding holiday destinations much for a decline of 60% for overnights and 63% closer to home than they were used to. for leisure day trips, although with a different pattern of recovery. While some categories of day This was no small feat. A large proportion trips started to recover first, others are still of experience-hungry British travellers have very limited.” for decades sought out foreign destinations. According to the ONS, there were 93.1 million The impact of regional and national lockdowns overseas visits by UK residents in 2019, spending has clearly been felt. But within the gloomy a mind boggling £62.3 reading, the shift to billion, an increase of staycations over foreign 7% compared with travel is coming down 2018. Had that trend the road as clear as day. continued, foreign travel might have outweighed “Our forecast is for a domestic tourist spend EFFECTS OF recovery to £51.6 billion entirely. STAYCATIONS in domestic tourism ON HOLIDAY LETS spending in 2021,” says This doesn’t mean VisitBritain. “This is up that money has gone Depending on what local 82% compared to 2020 straight into the local restrictions are in place at the but still only 68% of the economy as domestic spending seen in 2019. time, guests may eat out less, tourism. The ONS hasn’t released its 2020 data so good kitchen facilities will We are forecasting yet. But VisitBritain become a priority. In addition, £14.1 billion in domestic has put together a if it’s raining, guests may opt to overnight tourism provisional outline of stay in the property rather than spending (81% growth the impact of Covid visit local indoor attractions, on 2020 but 72% of the on domestic tourism 2019 level) and £37.6 so a comfortable living and in England from other billion in leisure day trip data sources – and entertaining space would spending (82% growth forecasts for 2021. also be a key aspect for travel on 2020 and 67% of the companies to market. 2019 level).” “We have forecast a central scenario for Holiday let owners will be What happens in England of £28.5 billion England is likely to emphasising features like a in domestic tourism be mirrored in Wales, spending in 2020, well-appointed kitchen, or Scotland and Northern down 63% compared facilities such as a Smart TV or Ireland – and in every to 2019 when spending games room in their marketing. developed country. by domestic tourists Providing extra outdoor in England was £75.9 equipment like bicycles is likely billion,” the organisation to become a bigger selling reported. point than in the past.

15 Travellers will keep “ booking shorter domestic trips closer to home over the next 18 months, but when confidence in international travel is restored, demand will return for expensive, international ‘bucket list’ trips like seeing the Northern Lights, gorilla trekking in Rwanda and climbing Mount Everest

Leigh Barnes, Chief Customer Officer at Intrepid Travel

STAYCATION: A CATCHY NAME & MASSIVE TRAVEL TREND FOR 2021 The concept of a Staycation - a tourists and locals – think Byron catchy portmanteau of words Bay in Australia, Disney World, or (others may prefer the word the French Riviera - will probably ‘holistay’) – has taken on meaning look more like they did in the 1970s, beyond a simple break in your own before deregulation made air travel country or region. It represents more affordable. a new era of local travel that is reminiscent of the era before The same is true of the US. cheap flights. “Travellers will keep booking shorter domestic trips closer to home over Because, regardless of travel the next 18 months,” says Leigh corridors and common travel Barnes, the Chief Customer Officer agreements, the majority of tourism for Intrepid Travel. destinations that require inbound visitors to travel to or from them “But when confidence in travel by air remain in limbo – awaiting is restored, demand will return for vaccine rollouts to kick-start safe expensive, international ‘bucket list’ travel again. trips like the Northern Lights, gorilla

trekking in Rwanda and climbing Bearing in mind that air travel will Mount Everest,” he told the New involve masks, fever checks, contact- York Times in December. tracing apps and even throat swabs for the foreseeable future, locations that were popular with both foreign

16 STAYCATION 2.0

TRAVEL SAFELY Travel in a post-coronavirus world is With accommodation, holiday shifting, and people are less willing let properties would have been to take the health risks of going regarded as a base for exploring through international airports while local areas. But as the Coronavirus the virus remains in recent memory. pandemic carries on through Spring As the pandemic pushes people to 2021, holidaymakers in the UK will satisfy their wanderlust closer to spend much more time in the home, culturally sensitive, localised premises they book. experiences are taking staycations Marketers need to take these to the next level. factors into account – emphasising These factors are further verified safety is not enough. Ease of access by industry search data. While by road, no matter how remote; ‘staycation’ searches are up over quality of accommodation for longer 200% year on year, UK city-breaks periods; beauty of surrounding have decreased in popularity. areas; quality and availability of locally sourced food. These are just People now want to avoid some of the elements that will need crowded destinations where to be pushed by businesses. public is dominant, or where personal space is limited. More people are travelling by car. Research has shown that people now think of cars as ‘safer’ with less exposure to strangers.

Change in use of transport post COVID-19

17 OVERTOURISM AND HOW TO COMBAT IT

The impact of overtourism becomes glaringly obvious when we look at visitor versus local population numbers in key cities. LONDON BARCELONA VENICE Regardless of what you might think of the phenomenon, whether overtourism overwhelms residents 8.9M 5.5M 0.26M and threatens local identity or not, population population population a backlash was inevitable. The tourism marketing process must find meaningful space to emphasise cultural sensitivity for both tourists and residents. 19M 32M 25M annual visitors annual visitors annual visitors

VIRTUE SIGNALLING IS NOW A TRAVEL TREND

Large visitor numbers are a boon for The result is that 30% of British those businesses that exist inside travellers say they would consider a destination’s tourism ecosystem. swapping a holiday abroad for one in Permanent residents can see things the UK to reduce the impact of travel very differently. on the environment.

‘Overtourism’ – the swamping of This isn’t a standalone statistic destinations by tourists – has made either. A staggering 71% of British sustainability a prominent issue with holidaymakers said they intended to travellers. Not so long ago, social take a holiday in the country in 2021. capital was gained by showing off 68 percent said they would like that images of adventures. Nowadays, money spent on travel to go back minimising the negative effects into the local community. of travel upon the environment is becoming a priority, as is being seen to be doing good.

18 STAYCATION 2.0

DRIVEN BY ‘SHAME’ Travel shame is part-related to This element particularly revolves People are expected to shy away the perceived selfishness of those around climate change and the from sharing their experiences on who still go on holiday despite planet’s environmental well-being. social media because of the worry of the authorities advising against it. being shamed for taking a holiday Whatever the rights or wrongs of This rise in scrutiny of other when the pandemic is still rife. this, it is likely that sensitivity to people’s travel habits – and what is ‘allowed’ will carry on after disapproval over the supposed moral Tourists are also more sensitive to the pandemic, fuelling the rise in the and environmental consequences the impact the pandemic has had on staycation trend. of them – means that travel product people’s lives which means ‘showing and service marketing campaigns off’ perfect lives and holidays may ‘Flight shame’ in particular has must include awareness of these decline, at least for the time being. been eating away at some travellers’ new dimensions. consciences for a couple of years – Travel brands have always relied something that in the UK at least heavily on User Generated Content pre-dates Covid-19 by some time. (UGC) and word-of-mouth to help market their destinations. The way this is handled could be destined to change.

EMMA GLAZIER Talk to me about:

• Social Media & Community Management • Reporting & Data Analytics • Strategy

By strategically combining insights-led, smart analytics and the power of social media, it is possible to target and secure the domestic bookings required to CHINA STAYCATION INNOVATION safeguard and grow local travel and tourism companies that A street in Guangdong, China, has been designed to need to commercially rebound visually transport Chinese holidaymakers to Japan. Ichiban in 2021. street, a 100-metre road in Foshan City in Guangdong, has been remodelled by a local property developer to resemble the famous commercial setting of Japan. Add, follow or message Emma on LinkedIn here to learn more An even more audacious idea, also in Guangdong, will about connecting with new be ready for visitors in 2023. Three continents are being audiences and growing your aggregated within a 2000-acre site. Guests will be able staycation opportunities. to go on through ‘Asia’, ‘Australasia’ and ‘Africa’, spending their days riding a train across a landscape where animals roam free. GET IN TOUCH WITH EMMA

19 FLEXIBLE WORKING

BY JAMIE SERGEANT

20 FLEXIBLE WORKING Work From Home? Work From Anywhere Professional horizons and the future of work

As CEO of a global agency that cares Then Covid struck and my life as the process, millions of them have as much about the world we live a digital nomad was cut short. done more than head home to in as the clients we serve, I have In February 2020, nobody could work – they’ve escaped to pastures found this past year challenging and have foreseen that almost a year completely new, discovering the joys incredible in equal measure. on, people would be seriously of Work-From-Anywhere (WFA). considering the end of the and Last Summer, a survey by The New For years, I have made regular the end of face-to-face meetings – York Times and Morning Consult long-haul trips, meeting global clients, the beginning of a completely new of 1,123 remote workers from broad pitching to prospects, and spending way to organise the people that walks of life found that “As the valuable face-time with staff at make your business. pandemic persists, more workers Crowd’s city hubs around the world. and companies are embracing

remote working as semi-permanent, Frequent world travel was an INTRODUCING WORK or even permanent. One in three ‘essential’ part of my working life. FROM ANYWHERE: remote workers said they would Not travelling to see the important OPTIONS FOR move to a new city or state if remote people in my world seemed PASTURES NEW working continued”. unimaginable. I’ve travelled roughly every two weeks for two decades. Tens of millions of teams have been forced to decentralise. In

WFH WORKS STRESS Conducted in the Summer of 2020, a survey of 1,123 remote workers from broad walks of life by The Times and Morning Consult found that: WAS LOWER OVERALL 35% 86% 1 in 5 40% said they were 35% of mothers said said they wanted it was difficult to were satisfied taking more to go back to the balance work and working from home. walks and breaks. office full-time. home duties, versus 20% of fathers.

1 in 3 47% said they would 33% move to a new city were “very said they were or state if remote satisfied”. exercising more. work continued indefinitely. FLEXIBLE WORKING

My own experience of international Quick thinking countries have taken “Working remotely doesn’t travel tells me this is no bad thing. advantage. Dubai, Estonia, Georgia, necessarily have to mean working Bermuda, and Barbados have from home, where blurred lines Provided it is prepared for and introduced new visa classifications between personal and professional managed properly. Given the right to allow longer-term visits for lives can create distractions and environment and good connectivity, remote workers. Digital Nomad visas stress,” she says. I am as efficient while working on a offer location-independent workers business trip as I am when I am in a one-year permit to stay, enjoy the “We are inviting guests to work the office. Sometimes more so. The destination, and run their business anywhere with Marriott. To help pre-pandemic issue with Work From from a country of their choosing. them be more productive and Home (WFH) was that employers achieve a better work-life balance were worried that home or remote by reimagining our hotel rooms as working would lead to reduced levels ALTERNATIVES TO WORK local remote workspaces. of output. How wrong we were. FROM HOME

By providing flexible booking “The percentage of workers Outlining the benefits of catering options, our loyalty members and around the world that is to the needs of remote workers guests have a familiar alternative permanently working from home that are seeking short-, medium- when choosing where to work. We is expected to double in 2021 as and long-term workspace options believe this continuous innovation has increased during beyond the home environment, with our corporate clients and the coronavirus pandemic,” reports Stephanie Linnartz, Group consumers will help drive the future a survey from US-based Enterprise President, Marriott International, of Marriott’s offerings.” Technology Research. captures the aspirations of the

perfectly. Marriott has created the Day Pass, Stay Pass and Play Pass, a three- tiered work-from-hotel promotion that covers a range of needs, from a basic 9 to 5 room office solution to fully loaded guest-stay with business concierge, supervised kids’ activities, preferred office or study spaces and services for the whole family.

22 WORK FROM HOME: THE FUTURE OF WORK With the Covid-19 vaccine roll- out soon to become a reality for many people globally, teams could reasonably be expected to return to the office in the foreseeable future.

But a move back to company HQ seems destined to fail if insisted upon too early in the Covid 19 recovery cycle. It may also just be unnecessary. Firms like Fujitsu and Twitter have already announced plans to make remote work a permanent option, even after the pandemic.

Global enterprises are deciding the path that they want to take to avoid staff irritation and confusion down the road. This opens up huge opportunities for destinations and hospitality brands alike.

23 FLEXIBLE WORKING

LONG-TERM TRAVEL IS NOW A STAFF INCENTIVE The collision of technology and our personal It’s not only employers that are listening. desires is opening new avenues that are far Some Governments are also taking note. “We flung from old-fashioned ideas about working believe we have something very special to offer from home. on this little rock we call Barbados.

With global restrictions almost impossible Our friendly people, professional services, to predict, short term travel continues to be commitment to and importantly difficult. But employees that feel a longer-term safety and security, all make Barbados an ideal escape will benefit their professional focus and place to live for both singles and families,” says overall wellbeing are finding a new receptivity the Prime Minister of Barbados, Mia Mottle. among progressive employers wanting to give talented individuals the space to find their place Another example can be found in Japan. in the pandemic world. The Government there is installing Wifi at the country’s national parks to actively encourage Singles and couples that want to escape the ‘workcations’, where digital nomads can make same four walls they have inhabited since the the beautiful outdoors their office. beginning of the global lockdown are being given the opportunity to do so. Even families, as The positive effects are overwhelming, says the Marriott example describes. its Ministry of Environment, citing increased productivity, higher levels of morale and better general mental health.

We believe we have something This is a new paradigm. Travel has previously very special to offer on this little been seen as a potent incentive for “ the global workforce. Now it is ‘travel plus living rock we call Barbados. Our friendly in the place you want to work from for a while’. people, professional services, While this change has partially been driven by commitment to education and consistent access to the internet, society already importantly safety and security, all needed a cultural shift away from ‘presentism’ in the office. make Barbados an ideal place to live for both singles and families Although it took a global pandemic to do it, that shake up has happened. With a decent Wifi connection and some initiative, a huge number Barbados Prime Minister, Mia Mottle of people in computer-based roles can get a day’s work done wherever they choose to be.

There’s an old saying, “necessity is the mother of invention”. Technological advances in response to the pandemic have kept us working remotely. In a world which increasingly seems crammed together, the future of business could be just the opposite: A chance to get out.

24 BED + BREAKFAST + WORKSTATION

Airbnb is seeing increased interest in guests using the rental platform for remote work and short-term relocations. “Guests who are booking longer-term stays are often seeking locations with access to nature and outside of densely- populated urban areas, and some still within driving distance of major cities.” Airbnb.com Aug 2020.

Fraser Yachts’ reports that some clients have been isolating on chartered boats in the middle of the Caribbean. Meanwhile, Kamalame Cay Private Island Resort in the Bahamas wants visitors to stay for a prolonged period. The resort remained operational throughout the pandemic, JAMIE SERGEANT mainly serving residents and a small number Talk to me about: of guests who chose to shelter in place as the Bahamian borders closed. This inspired the resort • Campaign Creative to offer up some sweet deals for guests looking • Strategy & Production to stay longer term. • Localisation & Transcreation • Expanding into New Markets

From a terrible year to a wonderful opportunity - Crowd is already working with some of the world’s leading travel entities to re-write the post-pandemic digital marketing playbook.

Our creative digital campaigns and marketing infrastructure expertise, mean we have the experience and know how to reanimate dormant audiences and amplify positive messaging at the perfect time in a localised environment. The world is ready to hear from you and we are here to help.

Add, follow or message Jamie on LinkedIn here to learn more about creative ways to strategically boost your brand’s visibility and values.

GET IN TOUCH WITH JAMIE 25 BUSINESS TR AV EL

BY VINNIE ROMANO

26 The Pleasure of Business Travel Discover how mixing work with play is here to stay

The last business trip I took was to see a client in December 2019. I had arranged to visit the CEO of a business in Singapore to discuss their growth plans for 2020, and on the way back to Sydney I booked a three-day stopover in Bali for some much- needed end of year R&R.

It was the last week in December, and my work messages had reduced to single digit pings per day - mostly from LinkedIn contacts wishing me Happy Holidays.

Getting twitchy, I checked if the Wifi was working. It was. A digital detox was required.

Thinking more about my digital world, I realised that technology had progressively (and positively) taken on much of my communications leg- work. When looking at early-stage business development trips I had planned from January, I realised that a significant number of these could in-person professional encounters face-to-face meetings are preferable. in fact be conducted remotely. over and above a screen-to-screen The reason for this is our desire meeting. Bill Gates does not agree. to connect with fellow humans – be Less time in transit would mean He recently suggested that in- it for business or for pleasure. And more time getting the work done. person meetings are no longer the that is why travel will do more than My New Year’s resolution was set. ‘gold standard’. But then he would, survive in the long term. Business Settling down for an afternoon of wouldn’t he. travel is simply too important to fail. nothing, I was also happy that my combined trip to Singapore and Bali A STRONG RETURN The travel and hospitality sector had successfully kick-started my TO FORM has adapted to everything that very own personal trend for 2020 - has happened and we’ll adapt to travel less and travel better. A recent survey of 2,000 regular everything that will happen ahead. business travellers from around the That’s how good businesses survive Adding a leisure leg to all future world by Globetrender contradicts and prosper. business trips was definitely the way his thinking. forward. I am not alone in missing All you have to do is ask hoteliers. the excitement and romance of It found that despite the pandemic As Philip Chambers, General business travel. In my opinion, the – and exponential growth in video- Manager at the K+K George Hotel majority of business people still value calling – most people still believe that Kensington told us, “We are working

27 hard to create hospitality products that encourage the business traveller to spend more time with us. We will emerge from the current crisis with the energy and creativity which has kept it growing for more than a century.”

According to research by Skift and McKinsey in September 2020, business travellers constitute 10% of global passenger volumes, but up to 75% of total profit generated by major airlines.

Our prediction is that we will see a major return to traditional business meetings as the rate of vaccinations increase and the pandemic recedes later in 2021.

Forbes agrees. In an article What’s Ahead For Airlines And Aviation In 2021, the magazine said: “Business travel will return and leisure travel surge. The only real question is timing… Travel will gradually revive in the second half of 2021, on a path to 80% of 2019 levels in the summer of 2022.”

Research has found “ face-to-face contact is not the biggest reason why people will come back to business travel PERSONAL ENJOYMENT as it resumes; personal OF BUSINESS TRAVEL = enjoyment is BLEISURE GlobalWebIndex Before Covid-19 ground corporate come back to business travel as it travel to a halt, one of the market’s resumes; personal enjoyment is.” biggest emerging trends was ‘Bleisure’ - business trips that GWI also says that with travel included more leisure time. This remaining difficult, combining trend was steadily growing in 2019. business and leisure travel makes And it looks set to leap back to life, sense: Consumers can reduce offering the industry a lifeline by complex travel arrangements reactivating the sector in a new and and take one set of flights for a exciting way. dual purpose.

According to GWI, “Research has Bleisure might also be the way found face-to-face contact is not the travel and hospitality sector can the biggest reason why people will return to profitability.

28 BUSINESS TRAVEL

DIVERSE NEEDS IN MEETING VARIED CUSTOMERS WORK LIFE Colliers International indicates that hybrid hospitality concepts for business tourism travellers could increase a hotel’s by 20%. UK Not every businessperson with a joint leisure agenda plan is the same, it seems. Researchers have found that customers’ tastes depend on their location.

In the UK, the importance of meeting customers was a high priority for businesspeople (28%), EXPLORING TIME TO but the need to keep work life varied NEW PLACES RELAX was even higher (38%).

In the US, the most eagerly anticipated factor for the post- pandemic era is exploring new US places (29%), with time to relax a second priority (25%).

The survey also found that while ‘personal growth’ is the most important part to UK travellers, in the US, travellers emphasised ‘professional growth’ instead.

Given this divergence of attitudes, Bleisure marketers and promotional THEMES FOR 2021 campaign managers must adopt a nuanced approach when it comes to I look forward to travelling for popular. Humans are nothing if not audience segmentation in what we business, but believe that it will be adaptable. After the initial shock of hope soon to be a post-Covid world. less frequent and more intense. Covid-19, we embraced working from Business travellers like me will need home, spending more time with our Lead generation, nurturing and to justify their travel for commercial, families and getting involved with conversion to a booking point with personal and ethical reasons. our communities. businesspeople will be heavily reliant on clear targeting and engagement We will still need to meet new We swapped the commute with these frontier travellers. clients, build the foundations for for exercise and wellbeing – and future relationships, and complete theoretically had more time to do As with other segments post- complex deals and projects. But we the things we love, because we Covid, an efficient end-to-end will have to justify the business case spent less time commuting. customer journey will play an for travel, and assure our partners important part in creating an and families that the work cannot be I think a new synthesis will emerge augmented business travel done any other way. We also need to from all of these strands that offers experience. think if a journey justifies the carbon business people the best of both footprint it creates. worlds – a flexible work-world, and Travel products that offer time to enjoy business tourism with added value and convenience in a Safety and sustainability will be the blessing of the companies that challenging world should sell well. the motifs. Longer stays will be more we work for.

29

NET ZERO JOURNEY Equally, the journey to net-zero carbon emissions Many will want to do this with family. We will have an increasing effect on business choices. have all got used to sharing a living and working space, so there is less reason that business travel Let’s take an example. A businessperson has should be exclusive. The family can make the a week-long conference in Las Vegas. If this most of the pool and the Grand Canyon during were me, I might want to find some time to the business week and then all can travel on to a hike The Grand Canyon; see extended family in different destination. Albuquerque; perhaps even some casino-time at the poker tables – before catching up with What was a single-purpose trip becomes a contacts in San Francisco, LA or Seattle. And I multi-functional life experience. What once was am not alone. an experience that separated one member of the family from the rest, unites them. In the latest Destination X: Where to Next report from Amadeus, which polled 1,050 people across The industry must adapt to this new way of Asia-Pacific, 27% expressed a strong desire to travelling. Airlines should develop more responsive travel immediately once travel restrictions lift, with ticketing. Hotel groups and partners ought to 37% planning their next trip one to three months become more flexible, while some destinations after they lift. might adapt to appeal to families and businesses together, rather than separately. We were “Reconnecting with family and friends is the already adapting to changing trends before the predominant reason for 55% of Asia-Pacific pandemic. Now we have to run with them. travellers planning their next leisure trip in the coming months. At the same time, travellers are also seeking a sense of adventure to satisfy their pent-up wanderlust, with 34% opting to explore unfamiliar destinations for ‘new travel experiences’ and 32% desiring to ‘reconnect with the outdoors”.

30 BUSINESS TRAVEL

Already, United Airlines has unveiled its Team Together bundles, offering companies tiered packages that include return flights, short-term workspace rentals and collaborative spaces for dispersed VINNIE ROMANO employees to gather and Talk to me about: work together • Lead Generation • Lead Nurturing • Marketing Automation • Inbound Marketing • Content Marketing Strategy

Destinations and travel suppliers should start creating their digital marketing pathways today to have earlier wins in generating the demand for their business tomorrow.

Combining well researched market intelligence, correctly set-up SaaS platforms and relevantly fresh creative wrapped up with a clear strategy, you’ll find lucrative opportunities to grow this year and beyond.

Add, follow or message Vinnie on LinkedIn here to speak to him about helping you generate CitizenM now provides companies with work-stay incentives that demand again. such as meeting rooms, hotel rooms and free drinks.

GET IN TOUCH WITH VINNIE

31 SUSTAIN- ABILITY 2021

BY JAMIE SERGEANT

32 32 Be smart and be sustainable in 2021

As the global travel industry digs deep to find ways to survive during the global health emergency, promotional strategies need to carefully consider non-price factors to get people travelling again. Sustainable travel is one of the most important of these.

Brands that commit to significant improvements in the environmental impact of their transport, accommodation and destination use – and communicate this change to their customers – will greatly increase their chances of success in 2021.

As the world entered hibernation mode in March 2020, global CO2 emissions fell by as much as 30% and cities cleared of smog and filled with wildlife.

The challenge presented by this essentially positive thing, is that the environmental downsides of travel have been widely discussed and publicised on and offline over the pandemic period.

As early as August last year, “The majority of UK travellers (70%) said they are more aware about the impact of travel on the environment due to COVID-19. Media coverage around this topic and consumers witnessing cleaner air during the lockdown have contributed to higher awareness,” said Mintel in its report Travel Trends: Inc Impact of COVID-19.

GREEN TOURISM: A CHANGE FOR GOOD The adjustments being asked of Leading companies have the travel industry are disruptive universally committed to significant and potentially terrifying. But we environmental improvements, are faced with a once-in-a-lifetime and it is no coincidence that key opportunity to fast-track sustainable members of the industry are greatly travel here and not just because accelerating efforts in this regard, we want to. Travel operators must in the hope that their good deeds implement sustainability plans if will further boost brand reputation they are to protect their brands and booking traction in the seasons and ensure future visitor business ahead. because their customers want it too. Commerce aside, it is good to see

that areas of the travel industry are Proof Positive on a positive path. Data-driven marketing campaigns with unique product differentials have always produced good results Returning Confidence for travel companies. But to achieve Covid safety messaging and promotional cut-through and protocols must be seamlessly product-attractiveness this year, integrated into all automated two things are essential: A focus steps on the booking journey. on booking finanicals and Covid- That is absolutely clear. But what safety and a genuine integration of has also become apparent is that eco-accountable transportation and sustainability messaging in 2021 destination experiences. adds to a customer’s willingness to take a mindful step back into the “The crisis is an opportunity to world beyond their living room. rethink tourism for the future,” says the Organisation for Economic Carefully layered messaging Co-operation and Development. on sustainable air, road or cruise “Tourism is at a crossroads and the transport as well as eco-friendly measures put in place today will hospitality and in-destination shape the tourism of tomorrow.” experiences – all broadcast from a foundation of financial and personal “Governments need to consider safety assurances – will help travel the longer-term implications of companies in pandemic-managed the crisis, while capitalising on destinations achieve booking digitalisation, supporting the low success this year. carbon transition, and promoting the structural transformation needed to build a stronger, more sustainable and resilient tourism economy.”

Booking.com’s recent report on sustainable travel sentiment estimates that as many as 82% of travellers now consider sustainable travel an important factor in their travel decision-making process.

34 SUSTAINABILITY 2021

ECO TRAVEL: MAKING IT HAPPEN Our work with governmental a major component, is ‘the sum agencies and tourism boards in the of beliefs, ideas and impressions US, the UK, Asia and the Middle East that a person has of a destination’ has already delivered wide-ranging (Crompton, 1979) and is built from improvements. ‘associations, beliefs and attitudes about a company’ in the minds of By raising awareness of consumers (Barich & Kotler, 1991, in sustainable destination experiences Foroudi et al., 2018). These images and protective environmental are constructed from many sources. practices, we have seen both Today, consumers are increasingly environmental improvements and relying on the Internet.” economic benefits for destination partners, local employees and Napa (California), Ras Al surrounding neighbourhood Khaimah (UAE), The Jurassic Coast economies. (Dorset, UK), Sichuan (China) are good examples of destinations “Understanding and measuring that have all benefited from the nature of tourist destination, sustainable tourism programmes hotel, and service images, as with domestic and international well as assessing the impact of marketing campaigns to support these images on the traveller visitor numbers. decision-making process and on firms’ performance have become essential for both travellers as well as managers,” say Uroš Godnov and Tjaša Redek (2019) in The use of user-generated content for business intelligence in tourism: insights from an analysis of Croatian hotels, by the Economic Research-Ekonomska. “Tourist destination image, for which accommodation often represents

35 THE UNITED NATIONS WORLD TOURISM ORGANISATION SUSTAINABLE DEVELOPMENT GOALS

The Industry’s Journey to 2030

The UN’s Sustainability Goals for the Tourism Industry 2030 is an essential guide for our industry. As a specialist travel and tourism consultancy, we use this comprehensive advisory framework as a guide when creating sustainable marketing solutions for our clients.

NO POVERTY GENDER EQUALITY Tourism facilitates economic growth Tourism can empower women, and development at all levels particularly through the and can provide income through provision of direct and creation. Sustainable tourism income-generation from SMEs development can be linked with in tourism and hospitality related national poverty reduction goals. enterprises. Tourism can be a tool for women to become fully engaged and lead in every ZERO HUNGER aspect of society. Tourism can spur sustainable agriculture by promoting the CLEAN WATER production and supplies to hotels, AND SANITATION and sales of local products to Tourism investment tourists. Agro-tourism can generate requirements for providing additional income while enhancing utilities can play a critical role the value of the tourism experience. in achieving water access and security, as well as hygiene and sanitation for all. The efficient GOOD HEALTH use of water in tourism, pollution AND WELL-BEING control and technology efficiency can be key to safeguarding our Tax income generated from tourism most precious resource. can be reinvested in health care and services, improving maternal health, reducing child mortality and AFFORDABLE AND preventing diseases. Visitors fees collected in protected areas can as CLEAN ENERGY well contribute to health services. As a sector, which is energy intensive, tourism can accelerate the shift towards increased renewable energy shares in the QUALITY EDUCATION global energy mix. By promoting Tourism has the potential to investments in clean energy promote inclusiveness. A skilful sources, tourism can help to workforce is crucial for tourism reduce greenhouse gases, to prosper. The tourism sector mitigate climate change and provides opportunities for direct contribute to access to energy and indirect jobs for youth, for all. women, and those with special needs, who should benefit through educational means.

36 SUSTAINABILITY 2021

DECENT WORK AND INDUSTRY INNOVATION ECONOMIC GROWTH AND INFRASTRUCTURE Tourism, as services trade, is one of the Tourism development relies on good top four export earners globally, currently public and private infrastructure. The providing one in ten jobs worldwide. sector can influence public policy for Decent work opportunities in tourism, infrastructure upgrade and retrofit, particularly for youth and women, and making them more sustainable, policies that favour better diversification innovative and resource-efficient and through tourism value chains can enhance moving towards low carbon growth, thus tourism positive socio-economic impacts. attracting tourists and other sources of foreign investment.

REDUCED LIFE BELOW WATER INEQUALITIES Coastal and maritime tourism rely on Tourism can be a powerful tool for healthy marine ecosystems. Tourism reducing inequalities if it engages local development must be a part of populations and all key stakeholders in Integrated Coastal Zone Management its development. Tourism can contribute in order to help conserve and to urban renewal and rural development preserve fragile marine ecosystems by giving people the opportunity to and serve as a vehicle to promote a prosper in their place of origin. Tourism blue economy, contributing to the serves as an effective mean for economic sustainable use of marine resources. integration and diversification.

LIFE ON LAND SUSTAINABLE CITIES AND Rich biodiversity and natural heritage COMMUNITIES are often the main reasons why tourists visit a destination. Tourism Tourism can advance urban infrastructure can play a major role if sustainably and accessibility, promote regeneration managed in fragile zones, not and preserve cultural and natural heritage, only in conserving and preserving assets on which tourism depends. biodiversity, but also in generating Investment in green infrastructure (more revenue as an alternative livelihood to efficient transport, reduced air pollution) local communities. should result in smarter and greener cities for, not only residents but also tourists. PEACE JUSTICE AND RESPONSIBLE STRONG INSTITUTIONS CONSUMPTION As tourism revolves around billions of encounters between people of diverse AND PRODUCTION cultural backgrounds, the sector can The tourism sector needs to adopt foster multicultural and inter-faith sustainable consumption and production tolerance and understanding, laying (SCP) modes, accelerating the shift towards sustainability. Tools to monitor the foundation for more peaceful sustainable development impacts for societies. Tourism, which benefits and tourism including for energy, water, engages local communities, can waste, biodiversity and job creation will also consolidate peace in result in enhanced economic, social and post-conflict societies. environmental outcomes. PARTNERSHIPS FOR THE GOALS CLIMATE ACTION Due to its cross-sectoral nature, Tourism contributes to and is tourism has the ability to strengthen affected by climate change. Tourism private/public partnerships and stakeholders should play a leading engage multiple stakeholders – role in the global response to climate international, national, regional and change. By reducing its carbon local – to work together to achieve footprint, in the transport and the SDGs and other common accommodation sector, tourism can goals. Public policy and innovative benefit from low carbon growth and financing are at the core for help tackle one of the most pressing achieving the 2030 Agenda. challenges of our time. 37 THE MORAL ARGUMENT

Exploring the natural world and connecting with different cultures is my true passion.

Professionally, delivering targeted audiences to sustainable travel and tourism initiatives is a vital part of what we do. As the world of travel begins to show signs of life, the holidays we take should be designed with an environmental and economic upside in mind.

The popularity of Airbnb Experiences and consistent growth in the profile of experiential holiday companies worldwide validates this.

When local interaction is combined with a sustainable visitor programme that assures positive economic and environmental impact, good things happen.

There is a strong moral argument for us all to try this approach to travel, once travel returns to our lives.

Jamie Sergeant, CEO, Crowd

38 SUSTAINABILITY 2021

Travel providers are expanding their with some customer journeys to accommodate of Dorset’s most new communication needs, and as inspiring views and provide In the 2019 they do that, strategies are needed calming meditation guidance to build brand-confidence, protect through on-screen prompts and “ McKinsey CleanSky reputation, secure product-exposure inspirational quotes. survey of travellers, and deliver positive booking results. 54% were “really Crowd hopes to expand the functionality of ‘My Dorset Mind’ worried” about DIGITAL DESTINATION as well as making the platform climate change, 40% SHOWCASE SUPPORTS available to other locations due to said flying was a MENTAL HEALTH DURING the value we believe it has to offer COVID-19 LOCKDOWN to society. For the moment though, major contributor to head over to the site, choose a view their personal carbon As we continue to live in lockdown and take a deep breath. footprint, and 53% conditions, Crowd have been working with Dorset Mind on a new said aviation should online experience which aims “definitely become to alleviate some of the mental carbon neutral” in health issues associated with not being allowed out as much as If you want to showcase your the future - The Travel we’re used to. destination to those that need Industry Turned some destination beauty in their Upside Down We approached Dorset lives, contact [email protected] Mind with the idea for a digital Skift Research and we can show you how. mindfulness destination which and McKinsey & Company would help people reconnect

39 WELLNESS

BY CARMI HEYMAN

40 40 WELLNESS

Wellness Travel Growth in 2021

The mental and physical health Younger generations are much In the Americas, 15 to 21-year-old of millions have been seriously more aware of mental health issues Gen-Zers are equally worried by compromised by the Covid-19 than those before them. Add the their mental health. The APA Stress pandemic. When we travel again, global health emergency and you in America report says that Gen- we’ll need more than sun, sea and have major pent-up demand for Zers are significantly more likely to sundowners to undo the damage. wellness products. report their mental health as fair or poor (27%) in comparison to other Wellness has had an important A leading European mental health generations, including millennials place in the tourism product mix foundation reported in 2020 that (15%) and Gen-Xers (13%). for decades. But the pandemic has three in four people have felt so caused a shift; wellness will need to stressed in the last year that they They are also more likely (37%), be factored into the wider offering have felt ‘overwhelmed’ or ‘unable along with millennials (35%), to as a standard. to cope’. report they have received treatment or therapy from a mental health Creating physical, spiritual Mintel research from October last professional, compared with 26% of and mental wellbeing packages year confirms this trend, saying that Gen-Xers, 22% of baby boomers and that promote prolonged periods before the Covid-19 outbreak, people 15% of older adults. of positive downtime gives aged 16 to 34 were already the most destinations – hotels in particular likely demographic to have taken – an exceptional opportunity to a holiday specifically to improve attract new and lucrative traveller their health or wellbeing. The virus audiences this year. has provided a further boost in their interest in holidays with health and wellness elements. GENERATIONAL CHANGE IS DRIVING WELLNESS TRAVEL ADOPTION “Around 84 million people in the European Union experience various mental health conditions, proving that this topic affects each and every one of us,” said Cyrus Engerer from S&D, co-chair of the Coalition for Mental Health and Wellbeing in the European Parliament. “Some are our family members, our neighbours or our co-workers, at times even ourselves. Mental health policy is something that affects everyone.”

41 FACTS & FIGURES A BRIGHT FUTURE This translates into a commercial With so many branches to explore Whether these packages are opportunity for forward thinking within the wellness travel industry, based on physical exercise, mental travel businesses. The numbers the segment proves to have infinite wellbeing, an improved diet or speak for themselves; according potential. Coupled with people’s spiritualism - wellness tourism is to The Global Wellness Institute, determination to improve their in its growth phase. And there is wellness tourism was a $639 billion physical and mental health post- an underlying hope that as the market in 2017. It is projected to Covid, as well as each generation industry expands, the price range reach $919 billion by 2022. taking their mental health more of wellness travel packages will seriously, more and more niche broaden in tandem. Travellers made 830 million wellness travel packages are international and domestic wellness springing up. trips in 2017, representing 17% of all tourism expenditures. International Spain has an incredibly diverse wellness tourists spent more than range of wellness experiences. From $1,500 on average per trip – 53% more thermal water spas and beachside than the typical international tourist. escapes to nature-based retreats and Balearic bootcamps - there’s so

much to be discovered.

FAIR PRICING Wellness tourism does have its critics, and some suggest that the price tags attached to most getaways are an example of how the sector is only accessible to the most affluent.

From a marketing perspective, and despite an overwhelming surge in popularity in recent years, accessibility to wellness holidays is a key battleground for brands. Managing one’s health shouldn’t feel out of reach to anyone.

42 WELLNESS

THINKING BEYOND AIR TRAVEL Travel itself can be tough on our mental wellbeing. Waking up in the middle of the night for a 6am departure. Debilitating jet lag after a 10-hour flight. Unfortunately for us, exhaustion is a defining factor in the movement from country-to-country by air.

Based on this, it’s no surprise to learn that travellers have literally drawn a line in the sand and are beginning to rethink the logistics of travelling from A to B in a less stressful, safe and sustainable way.

In a new world of travel, people are expected to increasingly access wellness and nature retreats by road, train, ferry – or a combination of all three.

According to peer-to-peer RV WHAT CROWD CAN rental company RVshare, there was DO IN THIS SPACE a 166 percent year-on-year increase in bookings between September The travelling public has the a rabbit hole of outdated sites, with and November 2020. Why? With time and the budget to invest in each click driving further anxiety travel restrictions forcing people to bettering themselves. Ready for and confusion. Promotions need to take domestic holidays, travelling more, now is a great opportunity be streamlined and search journeys by road (rather than rail or air) is the to launch creative, multi-platform need to open doors to accessible obvious choice in the viral age, as campaigns that inform and nurture and beautiful online experiences. being in your own vehicle provides audiences about wellness travel. By the most security. Plus, it gives combining considered products and The same goes for the a great sense of freedom after a promotional pull, curiosity can be destination’s social media presence. prolonged period of being at home. efficiently converted to bookings. By creating an inspiring look

and feel that works in perfect The time is now for tourism synchronicity with campaign destinations, wellness providers and content, it is possible to resonate those offering experiences to benefit with the user and generate a desire from this new era in travel. for a wellness escape. We not only tap into our audience but have them To do this, user journeys need to convert like never before. be enhanced and must facilitate an improvement in a destination’s In 2021, taking a breather should visibility. Right now, searching for a be easy. And making sure it is your wellness retreat is like falling down offering they book should be too.

43 ALTERNATIVE WELLNESS TRAVEL Wellness travel doesn’t always involve yoga retreats, spa treatments, or cycling tours. The industry is looking at novel ways to boost people’s wellbeing by using alternative medicines and therapies.

This can be traced back to ancient China and India, and although the concept still splits opinion today, there is no denying it is on the rise.

Probably the first and best example of something that was once considered alternative medicine With personal health on everybody’s mind, wellness tourism but has solidified its position in is expected to be the biggest trend in travel in 2021. conventional medicine backed by scientific research is acupuncture. Rooted in traditional Chinese medicine (TCM) and modern medical science, today’s acupuncture practices are a unique integration of the old and new. Now, strong evidence exists that acupuncture is effective for chronic pain conditions.

Alternative therapies don’t stop there though. For example, Hong Kong Behold Retreats CARMI HEYMAN offers plant medicine excursions, Talk to me about: which provide personalised psilocybin and ayahuasca holidays to • Strategy legal markets. • Brand Guardianship • Social Media and Community Management To add to that, Dutch retreat Synthesis provides psychedelic By telling your company’s story in a clear, engaging and experiences involving high-dose, legal truffles containing psilocybin, creative way, Crowd can help build confidence and generate which promises you personal an appetite for Covid-safe travel in 2021. Globally, we have growth, emotional breakthrough supported travel brands for over a decade, and are excited and spiritual development. to see next-level digital marketing drive travel and tourism gains in the months ahead. Add, follow or message Carmi on LinkedIn here and discover how commercial storytelling can transform web, EDM and social media engagement levels.

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44 WELLNESS TOP 10 WELLNESS HOLIDAY TRENDS IN 2021

EXTENDED HOLIDAYS FITNESS AND WEIGHT LOSS RETREATS During lockdown, many of us appreciated With the closure of gyms, parks and swimming the opportunity for a slower way of life, and pools, daily fitness regimes have become a as a result, slower and more relaxed travel challenge for many. Days spent on the couch, experiences are one of this year’s fastest growing despondent about the future of the world, have trends. Less rush, more r-e-l-a-x. Extended stays taken their toll, which for a lot of people, calls for at wellness retreats - over 10 days seems to be fitness and weight loss retreats. the growing norm - allowing for enough time to properly unwind and see the transformational FAMILY-FRIENDLY WELLNESS HOLIDAYS benefits of stress and therapeutic treatment When we think of wellness holidays, the idea programmes. of travelling with children seems daunting. However, solo travel is not logically possible for IMMUNITY BOOSTER BREAKS everyone. Family wellness trips offer adults and Our immune systems are our very own front-line children much needed away time. Together, defences, and to boost our responses to invading families can enjoy a combination of mindful and viruses we know we must be relaxed, eat well physical activities, with a sprinkle of fun added to and generally look after our health. By sitting at the mix. home all day, this becomes practically difficult. Immunity booster breaks offer socially distanced BIOHACKING BREAKTHROUGH retreats supervised by nutrition and medical Biohacking is a wellness trend that started professionals that guide visitors to a better making headlines in 2020. A science-charged balance for their immune system. version of self-enhancement, it is, according to Tony Robbins’ website, “changing our chemistry STRESS AND ANXIETY RELIEF ESCAPES and our physiology through science and There’s no doubt that the pandemic has experimentation to energise and enhance the impacted everyone’s mental health through body” by discovering lifestyle patterns better isolation, grief, job insecurity and more. The world suited to individual body types. Clinical experts has become darker, with uncertainty around supervise these “transformational” programmes. every corner. In naturally beautiful destinations If it’s good enough for Clinique La Prairie in around the world, hotels are starting to put Switzerland, then the industry needs to take together programmes that offer in-house note. counsellors, meditation workshops and physical mood boosting activities - all in an effort to SUSTAINABLE TRAVEL AND combat stress. A significant number of future tourists have made a mental switch to focus on sustainable NATURE ESCAPES travel. Tourists are actively seeking holidays A wish to slow down may evolve into a deeper and experiences that consider appreciation for “nothing” experiences. environmental factors. We see this trend Brands offering nature-focused holidays and influencing established wellness retreats and tours are likely to enjoy increased success as hotels, many of which are boosting their green consumers find much-needed tranquillity in credentials. Green hotels and resorts will perform connecting with their surroundings. Before well in the bucket-list category. Americans are the Covid-19 pandemic, the Scottish NHS had booking getaways in habitable tree houses been prescribing time in nature as beneficial for and shepherd’s huts, seeking out peace and mental health and stress relief. NHS Shetland and adventure. RSPB Scotland say listening to birdsong, taking a walk, or even picking up driftwood from a beach, VEGAN FRIENDLY can help tackle conditions such as high blood Since Veganism’s rapid rise in popularity over the pressure and anxiety. past decade, airlines, hoteliers and destinations have had to consider the dietary needs of DIGITAL DETOX vegans. The rise of vegan-friendly destinations Pandemic avoidance is just the latest in a long – from Greece and Majorca to Bali and India – is line of reasons to find a quiet place to switch off definitely on the horizon. The Greeks have been from technology. Consumers’ increased reliance championing a vegan diet since around 550 BCE. on technology during lockdown has generated Over 30% of Indians follow a vegetarian diet. a strong push back and desire to disconnect - Meat is only a small part of a Balinese meal. creating opportunities for brands. 45 DIGITAL TRANS- FORMATION

BY JET WEEVERS

46 46 DIGITAL TRANSFORMATION The New Digital Revolution: The Customer Journey in Travel Marketing Driving travel confidence through smart marketing campaigns.

The Covid-19 crisis has forced and traveller concerns in real-time If the pace of the pre-coronavirus the travel industry to face digital protected both brand reputation world was fast, the luxury of time has disruption head on. And the and company financials. now disappeared completely. extended, end-to-end customer Businesses that once mapped digital journey is the result. By providing digital customers strategy in one-, two-, or three- with relevant written, illustrative year phases must now scale their and video content, travel operators initiatives in a matter of days. Travel companies that were could convey clarity and purpose to preparing for heightened competition target travellers. They were able to McKinsey and Company summed in 2019 already had a head start when offer them assurances as the entire up the current climate in its the pandemic struck. Companies industry appeared to descend into Digital Strategy in a Time Of Crisis were gearing towards the integration what appeared to be total disarray. reportwhen it said: “Strange as it of customer messaging across may seem, it is in this moment of platforms and digital devices, and Optimised communications are crisis that you must advance this had recognised the importance of what online travel customers now digital agenda.” the customer journey in the travel expect. In a recent survey by travel planning process. By chance, these technology firm Amadeus, more than Clear, responsive messaging systems were also well placed to four in five travellers said technology on safety, financial security and respond to a crisis. would increase their confidence to booking flexibility, sent to every travel in the next 12 months. digital device-type, protects With the capacity to communicate reputations. campaigns in reaction to changing When asked which technology circumstances quickly, efficiently, would give them the most Not only that. It saves businesses and at scale, companies could confidence, 42% suggested a mobile from a flood of permanent quickly pivot messaging strategies application that provided on-trip cancellation requests. Integrated when the Covid-19 crisis struck. notifications and alerts if, for example, customer management systems Broadcasting automated responses there was a localised Covid-19 can do much to restore customer- that addressed specific queries outbreak or changes in government confidence in the months ahead. guidance.

47 LEFT BEHIND KNOW MORE, RIGHT NOW Not everyone has fared so well. The customer journey no longer Travel businesses may have begins when a booking is being reaped the benefits of pay-per- made on a website or when a click advertising for years – with visitor arrives at a check-in desk. programmatic embraced quickly as The consumer has come to expect it emerged more recently - but times personalised content in their day-to- have changed in line with online day digital experience, delivered to customer expectations. multiple devices from the very first search click. Because of this, continuing to put heavy focus on traditional digital When people search for travel, advertising and the standard mix they want to know more - much of online marketing services will more. If I were to book now, I want not deliver the engagement levels to fully understand the flexibility required to secure the booking that comes with my travel. Can I get conversions needed. a refund, how easy is it to cancel if health conditions are too restrictive? Travel industry technology What safety protocols are in place vanguards have already created to protect me on planes, trains and responsive, systems-integrated automobiles and at the destination I communications frameworks that plan to travel to? offer a seamless, fulfilling and relevant digital customer experience Digital engagement starts the – before, during, and after a trip. second a prospective customer asks, However, the vast majority of travel “is it safe to travel, or should I stay at businesses are only now taking the home?” Travel businesses can only first vital steps towards making the breathe a sigh of reputational relief same happen. once that traveller has enjoyed a completely hassle-free trip. That is a long and winding path to follow.

The only way to deliver superior JET WEEVERS digital messaging is to cleverly Talk to me about: combine big-data, profile analysis, cloud computing and hyper-targeted • Web Design & Development marketing. With these insights, you • Strategy understand what each traveller • UX Design wants and how you can best serve them. You can turn their customer The practicalities associated with integrating marketing technology journey into a positive experience. with existing customer interfaces and back office systems (added This is what ‘digital transformation’ to that a variously skilled in-house workforce) can feel like an up- means in the travel context. hill battle, but change is worth the effort. Digital transformation optimises your communications and budgets, while future-proofing your business.

Add, follow or message Jet on LinkedIn here and speak to her about helping you start or enhance your digital transformation in 2021.

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48 DIGITAL TRANSFORMATION

CONNECTING AND IMPROVING THE CUSTOMER JOURNEY Having worked with major destination marketing and travel hub teams globally, I have seen how improved marketing technology combined with data- driven creative campaigns will produce a host of benefits.

Internal and external teams synchronise; sales and marketing department goals better align; user experiences are genuinely improved. By creating a seamless and intuitive customer experience, you retain and grow your customer base and future-proof your digital marketing infrastructure.

THE TIME IS NOW With leisure travel trends pivoting in unpredictable directions, and business traveller behaviours influenced by corporate safety policies, companies need solutions to their communications challenges. Because of this, the rapid adoption of digital customer interfaces and agile digital frameworks is no surprise.

If these systems can be adopted rapidly, and actioned to respond to the specific client needs of travellers during the current crisis, travel companies should be perfectly placed to employ this marketing technology to supercharge their digital marketing promotional power once the market begins to recover.

49 COMBINING COMMUNICATIONS AND INNOVATIVE TECHNOLOGY If I had to pick any one campaign that I admire the most, it would be this. Apart from the fact that it puts a travel business at the heart of a lockdown (and in a way true to the brand and product), it is also stunningly clever.

Thai Airlines offered three million free air miles to members who stayed at home. The idea was that users would register their home and allow the ’s app to track their location. They were then awarded one mile for every four hours they stayed put.

GETTING READY TO An optimised digital WELCOME YOU BACK customer journey can We know that our desire for By embedding these strategies mean the difference connection and adventure will drive into your business, you will have the between business survival gains in travel volumes over time, power to launch creative promotions but this will be a gradual process. that are right for the here and now, in times of increased Improvements will vary greatly by but also perfect for the future. competition for a smaller travel industry sector, audience segment, and geography. We have worked with airports, customer base. hotel groups and international But one thing is for sure. Long tourist boards for over a decade, term promotional planning remains guiding digital transformation unlikely for many key travel markets in steadier times. With the post- It is vital that companies create until the end of 2021. It is therefore Covid window of opportunity, reassurance and confidence through important to focus on building rapid digital transformation and an optimised customer experience. fast, reactive campaigns that can campaign preparation has never And in today’s world this increasingly capitalise on the opportunities as been more important. means a digital experience. they present themselves.

50 DIGITAL TRANSFORMATION

THE ADVANCED TRAVEL CUSTOMER JOURNEY Mobile is a particularly interesting use case in this regard.

I-WANT-TO-GET-AWAY MOMENTS Approximately... People turn to mobile to explore destination options and dream about 60% 2/3 of destination information searches of watch time for top what their next getaway come from mobile devices. travel videos on YouTube could look like. happens on mobile.

TIME-TO-MAKE-A-PLAN Over... MOMENTS Searc Once travellers choose During the planning phase, a destination, they often 70% travellers say that search is the most of travellers with common way in which they discover use search and their smartphones use them the brand they ultimately book with. smartphones to make to research travel. the dream a reality. 31% LET’S-BOOK-IT Nearly... of leisure travellers say they’ve MOMENTS booked travel on a smartphone, while 53% of business travellers Even with travel being say the same. a significant investment, 60% of leisure travellers claim mobile bookings are a trip was their largest still on the rise. discretionary purchase in the last year – more than home improvements, financial investments or 88% of travellers with smartphones health-related products. would switch to another site or app if yours doesn’t satisfy their needs.

CAN’T-WAIT-TO-EXPLORE MOMENTS Travellers want to find the best places to see, eat and shop while on their 85% +30% of leisure travellers increase in smartphone trips. These moments of decide on activities only searches from hotel experience are driven by after having arrived at properties in the last year. the devices in their pockets. the destination.

51 HOW DO CROWD DO IT?

When customers’ digital experiences are not optimised, the risk of business failure is real. Digital evolution and transformation are essential, and to perform and compete online, a committed cycle of system, process and content improvements are required to retain brand visibility and market share.

Crowd designs and deploys digital campaigns that address the ever-changing desires of digital audiences around the globe. We have built an international team with some of the brightest minds in the digital communications and strategy space, and as technology fast becomes a utility, users become ever more demanding of the digital medium. We work hard to stay ahead of the curve – always exploring effective and innovative ways to build brand presence and understanding.

We work with companies globally to strategically transform digital frameworks and architecture. We establish trend monitoring, create systematic organic and paid media campaigns with measurable impact, optimise social media and create campaigns that deliver measurable ROI.

52 MY 2020 TRAVEL CUSTOMER EXPERIENCE

Earlier this year I had to fly to Madrid for work, Due to new announcements our government and as the city went into lockdown, my flight made, only two days before leaving for my was cancelled. It was difficult finding out trip, the full holiday package (flight, transfer, whether I’d have to rebook, would get a voucher accommodation) was cancelled. or could actually get my money back. We would still be able to go, but we had to As I couldn’t find my specific case online in rebook the whole trip and find new flights and a the FAQs, I reached out to customer support. It place to stay. was a huge hassle to get in touch with anyone from customer support. Various customer The we booked with (TUI), support members tried to help me, but it took was absolutely brilliant. They’ve been really a few chat conversations and a number of calls accommodating throughout. Their online before getting to the answer I was looking for. information was up to date, their chat and customer support was easily accessible and the What was apparent to me was that some staff team members were all well informed. In short, members weren’t properly trained and didn’t the information they provided, at every step of follow their own procedures. the customer journey, gave me the confidence to travel. The user experience and levels of customer support I received from this big travel This trip to Curaçao confirmed that the agency simply didn’t meet my standards or user experience, both offline and online, is an expectations. I’ll think twice before booking with essential part of travelling. Having had this them again. good experience in the booking (+ cancelling + rebooking) process, assures the agency knows Next to this business trip I also had another what it’s doing and gives me the confidence to trip planned, I was invited to one of my best book with them again. friend’s wedding, happening in December 2020 at the other side of the world.

I found myself lucky I hadn’t booked immediately after being invited, which was JET WEEVERS pre-Covid in November 2019. Only when things started to improve slightly, I decided to book.

Since I had a bad experience with the one travel agency, I looked at using another one and booked with them.

GET IN TOUCH WITH JET Our international network of people can help you and your organisation meet your business objectives.

Crowd consists of an international team based around the world in key markets from San Francisco to Sydney. Our extended network can be called on to provide the best marketing industry expertise available to you, ensuring you are receiving best in breed service and campaigns that exceed expectations. Visit our website below and connect with us on LinkedIn to keep up to date with what we’re up to globally. And if you’re ready to have a discussion now, please reach out to your closest Crowd contact.

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THISISCROWD.COM CONNECT WITH US ON LINKEDIN If you’d like to get in touch with any of our leaders, or even find your closest contact, see our office locations below:

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GET IN TOUCH WITH JENSEN GET IN TOUCH WITH VINNIE “Now, more than ever, the global tourism sector has a responsibility to lead recovery and deliver positive change at both the global and local level. As we work together to restart tourism, visitor experiences that respect culture and traditions and help promote and protect unique and shared heritage will help drive recovery and positive transformation.”

ZURAB POLOLIKASHVILI SECRETARY GENERAL OF UNWTO

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