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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Changes in travel

What changes in travel can we expect in the next few years?  Communicators and content creators are preparing.

I joined The Tourism Society’s Zoom masterclass last week and heard experts predicting dramatic shifts in the travel sector.  Holidays are going to change permanently.  Britain will become more popular as a destination, low-cost holidays will be favoured above long haul destinations.   The experts then turned their attention to communications.  They suggested that brand managers and communicators should develop content that reflects these changes.  Journalists, bloggers and podcast producers are looking for content with a difference.  Before Covid, exotic destinations appeared everywhere, new destinations were prominent.  But now content creators will write about human interest stories, environmentally-friendly holidays, family holidays and holidays that promote good mental health.   They may not be new destinations, but people will experience the destination in a new way after Covid.

Days out in Britain will be ever more popular and content creators will write about these – visits to spa towns, walks in national parks, excursions to remote beaches.  These are low-cost and could be done with a low carbon footprint, with a bit of planning.

Safety first

All through the pandemic, communicators have explained travel logistics to their readers more carefully because of safety and health factors.  When Covid is under control, we will talk about safety and cleanliness in all our travel content because of a new and permanent change in public concerns on this topic, and rightly so.

Changes do not exclude fun

We will all adapt to changes in travel sector and how we spend our leisure time with a greater emphasis on the environment and safety to ourselves and others.  But we will have fun at the same time.  We will learn to better appreciate the outdoors, the scenery and the natural environment in Britain and abroad.

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