This issue’s cover story examines what advisors can expect as families begin traveling again. The story uses research and anecdotal information to help us understand what might be coming, and looks to the lessons learned from 9/11 to predict what’s to come.
“Why 9/11?” some might ask.
There is no doubt that COVID-19 and 9/11 have significant differences — including the duration of the crisis and the impact the pandemic has had on all aspects of life — but it would be a mistake to see the two events as so different that we cannot gain any insights from what happened 20 years ago.
As the cover story mentions, the travel term “togethering” began to be used post-9/11. A greater focus on meaningful relationships, experiences and goals became common after that momentous event. Today, we are witnessing a similar shift in what people find important, with time spent with extended family and friends as the top travel motivator in many research studies. One notable result from the Airbnb survey mentioned in the story indicates that 37% of respondents feel the top reason for getting vaccinated is the ability to connect with family and friends. Clearly, it’s a good sign for the future of family travel.
Most likely, there is a lot of celebrating to catch up on — from new babies and missed birthdays to postponed weddings and other milestone events that are best celebrated in person.
People have different comfort levels that need to be reached before they start traveling again. But once we get to that point — or it’s clear that we are going to get there — then it will be time for many families to finally start planning a trip. And when that time comes, you want to be the first advisor they call.
