Last March, airports became ghost towns and as a result, airport advertising ground to a halt. While some brands are exploring airport advertising again, some are waiting until closer to the holidays, which will be the biggest advertising season for them anyways.
The return of leisure travel and vacations means rewards programs are getting an overhaul. While many credit card and bank perks have historically focused on earning airline miles, more are diversifying their rewards to reflect the post-pandemic world.
In 2020, hotel occupancy hit 44% in the U.S., down from 66% in 2019. And, according to one estimate, occupancy will likely hover around 52% in 2021 -- still well below where it was pre-pandemic. As a result, branded partnerships no longer have the gravitas they once held. Now, some brands are changing the way they think about hotel partnerships.
In 2020, the coronavirus demolished the travel retail industry: airport revenues decreased 66% and exclusive product deals dried up. Now, consumers are returning to travel and brands are again investing in travel-exclusive products and flavors that both give consumers a sense of uniqueness and allow brands to tap into new consumer segments.
A group of companies focused on food pickup and delivery, including Servy and AtYourGate, have gained traction throughout the pandemic. Now these companies are hoping to use that foothold to turn airport food delivery into a central feature of the travel retail world -- but there are many educational and labor hurdles to getting there.
At the Modern Retail Summit, retail marketers will discuss everything from the Amazon effect to new infrastructure to the shift in the direct-to-consumer world.Book Passes