Don't Just Ride the Wave, Stand Out From It

“The comeback is always better than the setback.”

When it comes to the way travel has begun to rush back, particularly in the US, this sentiment seems not only prescient, but also somewhat indisputable. 

According to Skift, in North America, lodging has been on a steady ascent since December 2020. CoStar reports that recent weeks in the US have been at 90% or more of 2019 booking levels. 

There’s no doubt that people are eager to reconnect with the world. Many view travel as the ultimate expression of freedom, of living, of being connected. In markets still facing widespread lockdowns and restrictions, this yearning is likely reaching a crescendo as residents see examples of leisure travelers elsewhere who are gloriously seizing -- and sharing -- their first moments of freedom travel.

Hotels and other travel providers wish to capitalize on this momentum and ride the wave of the industry’s reset. But they must differentiate themselves now and establish emotional connections, more than ever before, to stand out in a crowded market.

Even before the pandemic, gaining earned media coverage was competitive. Hotel openings happened so frequently, particularly in highly popular markets, that to catch an editor’s attention, one had to truly offer something that couldn’t be found anywhere else. The most successful openings in the  luxury and boutique space, from a buzz-generating point of view, were those that focused on a few substantive differentiators. 

That hasn’t changed. What has changed, is that everyone is now hoping for opening-level attention.

Everyone, all at once. 

Some hotels are in a time of transition. Some are adjusting to staff changes or labor shortages. Others are uncertain about the timeline or hybridity of business and group travel’s return. And some took the slowdown as an opportunity to evaluate and change not only health and safety protocols, but also other aspects of the guest experience.

If your hotel used the pandemic as an opportunity to define ways to deliver more purposeful guest experiences,  this resurgence is an especially powerful opportunity to reframe your stories and connect with a new generation of luxury travelers.

To stand out, you must take the time to set yourself apart. What do you do differently from everyone else?

The right storytelling expert can help navigate this critical time. Choose one with a creative, thoughtful approach, and inherent authenticity. 

Writer and motivational speaker Vince Lombardi Jr, son of NFL coaching legend Vince Lombardi, said, “The real glory is being knocked to your knees and then coming back. That’s real glory. That’s the essence of it.”

There’s so much opportunity as travel starts its great comeback.

Let’s make the most of it.