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Pent up travel demand, “rage spending,” or “vaxications” – no matter what phrase you use to describe it, this year promises to see a surge in travel. As destinations, hotels, and attractions reopen, airlines restaff, and ships go back to cruising, marketers must readjust their digital campaigns to capture this demand and ensure their brand is on the road to recovery.

However, there have been dramatic shifts in how travellers search and book for their next trip. From shorter lead times (that extend as consumers grow more confident) to the increase of domestic travel, to interest in more rural locations and private experiences, brands are changing the way they reach their target audiences. Couple that with new privacy laws, the cookieless future, and reevaluating distribution channels, and the landscape has changed irrevocably.

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Travel advertisers will need to innovate, empathize, and rise to the occasion of a global consumer community with a whole new set of priorities. In this report, Skift and Sojern investigate six trends that will help travel advertisers accelerate their post-Covid recovery in 2021 and beyond:

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