CONCLUSION

Millions of Americans are preparing to revisit and re-engage with the travel brands they left behind more than a year ago. This is a huge opportunity for the travel and hospitality industry to attract more patrons — it’s a clean slate of sorts, with past experiences blurred by the public’s excitement to simply return to travel again.

But brands must grapple with new expectations — providing physically cleaner space than they have before — along with juggling the customer service requests of throngs of travelers after months of consumer inactivity. Getting it right this summer, when many are traveling for the first time in more than a year and with business travel ramping up, could make or break consumers’ trust in many companies.


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ABOUT THE AUTHOR

Joanna Piacenza

HEAD OF INDUSTRY INTELLIGENCE

Joanna Piacenza is the head of industry intelligence for Morning Consult, a global enterprise technology company specializing in intelligent data to power leaders’ intelligent decisions. She leads the company's analyst division, which translates high-frequency data into actionable insights for optimized decision making. Piacenza's work is regularly cited in The New York Times, The Washington Post, The Atlantic, and BBC, among others.

WHAT'S NEXT?

Learn more about how consumers are planning to travel this summer, and the implications for brands in the travel industry and beyond, in our 2021 Summer Travel Series.

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