A colleague of mine recently showed me a graph of the Omicron cases in New York and New Jersey over the past six weeks or so. The tall, thin line went straight up and then straight back down — an exact visualization of a “spike” in cases. Of course, there are no guarantees when dealing with a virus, but if we continue to see such spikes in cases — with a quick resolution and relatively minimal long-term disruption — then I think clients will be able to adjust to this new normal and will continue to travel.
In fact, that is the picture we are getting from recent surveys. In this issue, we share a report from Destination Analysts that shows nearly 77% of American travelers say they are excited about traveling in the next 12 months (see page 6). We saw similar results in a Longwoods International report where the percentage of travelers planning trips in the next six months has risen to 91%, matching the highest level since the beginning of the COVID-19 pandemic. Hopefully, you are seeing this optimism in your bookings, as well.
As excitement builds for future travel, now is a good time for travel advisors to re-examine the companies they are partnering with. Much has changed in the past two years, and more travelers than ever are motivated to support responsible companies that make a positive impact on our world. We have seen this in studies related to sustainability, as well as issues of diversity, equity and inclusion. Consumers across all segments of the economy want to see their dollars going to organizations that have an ethos they can support.
In our latest cover story, we share seven travel suppliers that are owned and operated by women of color. These companies are often smaller, and may not yet be on your radar, but they all work with advisors. It not only makes business sense to take a look at these suppliers, but bringing these companies into the spotlight is a positive step for our industry overall, as well.
