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AMPLIFY NO. 01 TRAVEL & TOURISM 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 Business Travel Is Changing Are Novel Sustainability Reassure Staycation 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 airlines and destinations are planning to World Tourism Organisation as part of their Navigate The Great Escape from Covid-19. Sustainable Tourism Goals 2030. In the further pursuit of happiness, Carmi Heyman looks at the world of wellness tourism, DOMESTIC TRAVEL & STAYCATIONS 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, creative industries 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 offices in 11 countries (so really insight into how the pandemic has and influencers has meant some of understands the nitty-gritty of travel), accelerated domestic tourism 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 Airports, 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 hotel 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 Hotels and Hospitality at CBRE is very much in full swing. Hotels and Hospitality at CBRE Middle East told the magazine Middle East that “countless resorts” 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.
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