How to rebuild travelers’ confidence and bring visitors back

travel audience attended FITUR in Madrid to present how destinations in Latin America can use travel data to inspire and attract travelers

FITUR is the leading travel fair for inbound and outbound markets in Latin America. Unlike the 2020 edition, which attracted over 11,000 companies from 165 countries and over 260,000 visitors, this year’s event was much smaller to adhere to social distancing rules.

Held at congress hall IFEMA MADRID over the course of five days from May 19 to 23, it attracted largely European and Spanish organizations in the travel sectors, as well as representatives from the Spanish government.

As Madrid is the home of Amadeus’ global headquarters, the travel audience team was happy to attend with colleagues from the Amadeus team in the Spanish capital. We made the most FITUR’s program to learn about the latest tourism trends in Spain and LATAM and to network in a socially distanced setting.

Presenting at FITUR

A key highlight for us was delivering a presentation aimed at travel destinations on how to rebuild travel post-covid.

Ramon Sanchez, travel audience Head of Strategic Projects, took to the stage. He spoke about how destinations can help to rebuild travelers’ trust and bring back visitors by using air travel search data in their marketing campaigns.

As a part of travel technology group Amadeus, travel audience has access to unique online air travel search trends from online travel agencies (OTAs). This data provides insights into what, how, and when travelers are searching for.

In his talk, Ramon alluded to a previous presentation from January 2020. Before the Covid-19 pandemic hit the region, the biggest challenge for many destinations was to bring visitors during the off-peak season. At the time, he had mentioned the lyrics from a Spanish song: “the beach is empty”. He observed that in 2021, only a year later, those lyrics have taken on a whole new meaning.

Key takeaways for destinations:

Track and understand travel demand to understand potential, by analyzing air search data.

Each search is a signal of interest to travel — so it’s clear that travelers are ready and excited to travel again. Travel destinations must work with these insights to form a successful marketing strategy.

It is crucial to rebuilding travelers’ trust and confidence by reassuring them about safety and convenience. Use targeted marketing campaigns, focusing on the message that destinations are safe and eager to welcome visitors back when the time is right.

You can also use insights into travelers’ search behavior to define their competitors. Analyze the demand behavior that travelers show when searching for competitors — and adapt your offer and advertising accordingly.

We were delighted to take part at FITUR and to share insights that can help destinations rebuild travel. We look forward to seeing our industry peers again at FITUR next year and exploring how the travel landscape has evolved a year from now.


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