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After critical months of the global Covid-19 pandemic, when the tourism industry came to a halt, different travel trends are emerging, such as digital nomads, bubble travel, and revenge or indulgence travel.
From the home office Travelers called digital nomads were born. One of its characteristics is that they favor a good Wi-Fi connection, according to Airbnb, this filter has been used 288 million times recently.
“We say at Airbnb that before, when the pandemic started, people worked from home, today people can work from any home,” said Carlos Olivos, director of public relations for Airbnb Mexico. during the presentation. The new touristic and psychographic mutations of the Post Covid traveler as part of Tianguis Turístico in Mérida.
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Adolfo Jiménez, commercial director of Amadeus Mexico, added to the list of trends indulgent or revenge sailings, which are those aimed at making up for lost time during the pandemic, and travelers are willing to pay a little more for it. more. .
“As I haven’t been out for a year and eight months, now I’m throwing away the three trips I had pending,” he said.
To this panorama, which delimits the next 12 months, he added an increase in business trips.
For his part, Javier Murillo, founder, President and CEO of Metrics, added that he has never had so many holiday requests in his company than in the last three months, and for more than a week, which coincides with the trend of revenge trips. .
Jiménez revealed that in a study they just did, he showed that nine out of 10 passengers are still afraid to travel due to the pandemic.
We noticed that when people decided to start traveling the first thing they did was go to nearby places, they looked for areas where they could have some control over the spaces to feel in safety, said Airbnb Mexico’s Olivos.
So in May 2021, 56% of Airbnb bookings were for locations within a four-hour drive, “people started traveling by getting in their cars, reconnecting with family, and renting out these entire spaces.”
They also detected that people were choosing small towns as their destination, instead of big cities. Olivos attributes it to the fear of Covid-19 contagion that still prevails, he pointed out.
In May 2019, reservations in small towns accounted for 10% of the total reservations on the international platform, however, in May 2021, they increased to 25%, that is, they almost tripled.
As a business, Airbnb has had to react quickly to changing trends, “you have to constantly look at the numbers, and not just once or twice a year, no, what we need is to be in front of the computer with a business analyzer because the trend can change at any time”.
One of the changes made by the accommodation platform during the pandemic was to implement the option of flexible dates on the duration of the stay of the traveler, so as to add buttons “three days, one week or one month ” and in the first month alone, 11 million people used this option.
“Now people have the flexibility to travel, it’s not like before the pandemic that people planned their vacations so far in advance. Flexibility is the word that comes in the future of travel”.
In October, Airbnb conducted a survey which showed that 43% of Mexicans said they have a hybrid work model and 87% want flexibility, 60% want flexibility in when and where to travel, and 60% of Mexicans want to ask their bosses for more flexibility.
Additionally, destinations are more flexible and trips last longer, a characteristic of digital nomads, as having a remote or online job home office, This allows them to work from anywhere.
“Now people are going places they didn’t have in mind because they’re looking for more options and traveling longer.”
In another study, but from Amadeus Mexico, they recorded that one-day bookings dropped by 73% and 14-day bookings increased by over 43%.
Regarding the economic spillover, he pointed out that Airbnb helps to reach more people, because compared to when a tourist stays in an all-inclusive hotel, when he rents a house, it benefits local businesses because the customer goes out to consume.
“You come to a house and what is the first thing you do? Well, you go to the corner store to buy things. This is a benefit for the whole community.
Hosts usually recommend restaurants in the area and entertainment venues to visit, which is also an economic benefit.
“These little towns that weren’t so attractive to tourists, now thanks to what we’re going through are more attractive to the new tourist, we’re helping each other.”
The power of data
Amadeus is a company that connects several services that support a trip, it is the most remarkable global reservation system in the world, as it connects more than 470 airlines and works in more than 190 markets. Sites like Expedia.com use their web services.
Adolfo Jiménez pointed out that during the pandemic they transported 690 million passengers worldwide.
For his part, Javier Murillo, founder and president of Metrics, a digital intelligence and analysis company, said that by reading the data during the months of the pandemic, he was able to detect a drop in demand for people. looking for air travel.
“Thanks to data science, we started to focus on what people weren’t saying. We went to the years where there was no pandemic and we pulled the same data and compared it to what was being talked about in 2020 and the first half of 2021, and we realized there were things that people had stopped talking. .
Using algorithms, they detected that people were afraid to travel “people want to be taken up a tunnel from their homes, without them having to touch anyone, to take them to an airport and bring them to their destination, from there that all of this is ensured, we pick them up and bring them back with the same level of security to their homes”.
The expert pointed out that this feeling prevails among some tourists, with this, companies have created bubble trips, which consist of trips to destinations where the pandemic is controlled.
The businessman shared that based on the data they collect daily, from a specific area called business intelligencedevelop tourism products for governments, i.e. they position governments and wholesale operators with the use of data
“We have a way Track purchase intention. If someone accesses a web page where we (Amadeus) are hosted or touches an airline we distribute, we capture it”.
Later, they offer collected information about the destinations searched by a certain group of people, what they book, what they buy, the destination they choose, etc.
With this, they offer a strategy to their customers to impact the traveler through The advertisement.
“If you’ve seen ads that say: if you leave three days before or three days later, your fare may be cheaper”, this technology comes from Amadeus.
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Edition: Estefania Cardeña