Consumers who decide to visit destinations face a new reality: Balancing a desire to explore with anxiety and inherent risks of COVID.

The way we travel has been fundamentally changed, with safety at the top of mind for travelers in a way not seen since 9/11. It’s no longer enough for brands to be welcoming, fun destinations– now brands need to be stewards of safety and instill consumers with confidence.

Many travelers are pressing pause on their plans until a vaccine is readily available and adopted, deciding to pin and save their travel inspiration for the future. As the vaccine continues to reach consumers, domestic destination brands in particular– from resorts and hotels to museums and theme parks– need to be prepared for the inevitable surge in travel by cooped-up Americans with newly altered behaviors. Destinations and activities that used to play second fiddle to major tourist destinations will see increased traffic as fears of virus exposure and our newfound distrust of crowds causes visitors to eschew crowded locations. By providing safety-related information on the location, destinations can allow travelers to assess the level of risk they’re willing to take against the benefits of a visit. Continuing to arm visitors with pertinent information will allow brands to rebuild their confidence in the industry.

Travel and exploration affects so many aspects of our lives, providing major income and good paying jobs for our communities. At A&G, our experience spans from Destination Marketing Organizations and CVB’s to Museums and Tourist Attractions, allowing us to bring our marketing expertise across the industry. We’ll bring your brand’s Best Self forward to define your unique market position, drive meaningful engagements with your audiences, and deliver the outcomes your brand needs.