The way back to travelling

McKinsey reports learnings

Gwen Kaufmann - Wednesday, May 27, 2020    

McKinsey reports learnings
Photo: JESHOOTS.COM on Unsplash

With China's COVID-19 lockdown over, travel is beginning to restart. McKinsey has taken a closer look at how travelling in China is recovering and what learnings might be taken from this for other countries around the globe when the pandemic is gradually overcome. Although the recovery will differ country by country, the consultants see common themes. Domestic travel will return first. International travel, especially if it involves flying, will take much more time to recover. The travel sectors of countries that lack large domestic markets will recover more slowly and may open up first to travellers from nearby countries. People still want to travel. Many are calling this "revenge travel": bookings for cruises in the United States—arguably one of tourism's hardest-hit sectors—remain strong for 2021. The international survey results resemble what can be seen in China. The authors expect that travel will return in other countries much as it has in China: The young will go first. Travel will involve nearby destinations. Economy travel will recover more quickly. And outdoor and nature-related destinations will be more popular than congested cities. To capture early demand, travel-industry players must redeploy their resources quickly to the markets that recover first—domestic and regional ones. Processes and products need to be modified. Self-service, physical distancing, and new cleaning protocols will not only safeguard the health of customers and employees but also help restore consumer confidence, thus laying the foundation for the recovery of long-haul international trips. Last but not least, product features, communications, and sales channels must be retailored to match a changing customer mix: millennials and members of Gen Z are replacing baby boomers. (kf)


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Practice | Corona Virus | Advertorial | China | COVID-19 | lockdown | travel | restart | McKinsey | flying | millennials | Gen Z | baby boomers | global