Anticipation and joy: These are the byproducts of planning and looking forward to an upcoming trip, and a new coalition of U.S. travel organizations wants to remind Americans of this with its new “Let’s Go There” campaign.
Extending through 2021, the effort represents an industry-wide coalition of 75 businesses and organizations that have carefully considered the right message to share with Americans about travel during the pandemic.
"The Let’s Go There campaign aims to tell travelers: ‘When it’s time for you, we’ll be ready,’” said Roger Dow, president and CEO of U.S. Travel Association, and a senior member of the Let’s Go There Coalition. “There is pleasure in planning travel, and when the moment is right, the industry is committed to being well-prepared for the safe return of travelers.”
In addition to providing support to the travel industry, the campaign seeks to bolster the mental well-being of Americans. According to new research by Michelle Gielan, founder of the Institute for Applied Positive Research and an expert in the science of happiness, 97% of respondents said that having a trip planned makes them happier, while 82% reported that it makes them “moderately” or “significantly” happier. Seventy-one percent shared feeling greater levels of energy when they had a trip planned in the next six months.
The Let’s Go There campaign aims to tell travelers: 'When it’s time for you, we’ll be ready.'
In a call with members of the press, senior coalition members explained that the campaign is not urging U.S. travelers to “go now,” but rather to think about the long-term. Nonetheless, those who are traveling now are sharing positive feedback.
“We’re finding that people like [the next travel experience] in general,” said Brian King, global officer, Marriott International and a co-chair of the Let’s Go There Coalition. “Word of mouth is our best promotion.”
While the campaign's focus is on promoting domestic travel, U.S. Travel assured that there are conversations underway about how to reopen international travel.
"There are some pilot programs being discussed,” said Tori Emerson Barnes, executive vice president for public affairs and policy for the U.S. Travel Association. “We need rapid, reliable [COVID-19] testing, and to work on some of the reciprocity issues with other governments. Those conversations are starting to happen.”
Fast Facts
- Michelle Gielan’s happiness survey found that 95% of respondents agreed that “simply knowing there was something to look forward to would bring me joy.”
- Eighty percent of respondents agreed that “planning travel for some time in the next six months would bring me happiness.”
- Seventy-four percent agreed that “planning something would make me feel more in control amidst so much uncertainty.”
- Ninety-six percent agreed that “getting to travel and feeling safe while doing it would bring me peace of mind.”
- Social media content will be tagged using #LetsMakePlans.
- The Let’s Go There Coalition includes more than 75 partnering businesses including: American Airlines; American Express; the American Resort Development Association; Chase; Delta Air Lines; Disney Parks, Experiences and Products; Ecolab; Enterprise Holdings, Inc.; Expedia Group; Hilton; the Hilton Head Island-Bluffton Visitor & Convention Bureau; Hyatt Hotels Corporation; the Las Vegas Convention and Visitors Authority; Loews Hotels & Co; Marriott International; PepsiCo; Sabre; the South Dakota Department of Tourism; United Airlines; the U.S. Travel Association; Visa; Visit California; Visit Spokane; and World Cinema, Inc., among other organizations.
- The campaign will be live over the coming months on national broadcast networks, including CMT, Cooking Channel, ESPN, Freeform and National Geographic Channel. Two spots will air on ESPN’s Monday Night Football on Sept. 14. The campaign will also be seen in online video platforms, radio programming and social media ads.
The Details
Let’s Go There
www.letsgothere.travel
