Why travel brands should continue to advertise through Omicron
The travel industry’s long-awaited bounce back is at the pandemic’s mercy, but that doesn’t mean now is the time to stop advertising; quite the opposite, argues former travel marketer Kim Portrate.
After two long years of holiday deprivation, the summer break and the opening of Australia’s borders promised a tantalising taste of travel once more. But, of course, Omicron had other ideas.
It’s been a one-two punch for the travel industry that was just beginning to find its feet again: travellers opting to stay home to dodge the newest variant and staff forced to isolate kneecapping travel, tourism and hospitality providers alike.
Travel marketers could be forgiven for pressing pause on their advertising to ride out the latest wave. But really, there has never been a better time for them to be talking to consumers.
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