{"id":2424,"date":"2020-06-17T15:53:19","date_gmt":"2020-06-17T15:53:19","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=2424"},"modified":"2024-12-10T10:34:05","modified_gmt":"2024-12-10T10:34:05","slug":"how-destination-brands-should-prepare-for-the-post-covid-19","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/how-destination-brands-should-prepare-for-the-post-covid-19\/","title":{"rendered":"How destinations should prepare for the post-Covid-19"},"content":{"rendered":"\n

Bloom Consulting<\/a><\/strong> carried out two global and independent studies with sister company, D2-Analytics<\/strong><\/a>, on the impact of the Covid-19 pandemic on Nation Brands and destinations.<\/p>\n\n\n\n

This article is about the study on the Covid-19 crisis impact on tourist behaviours<\/a><\/strong> and it includes the study\u2019s main conclusions and necessary recommendations for Destination Marketing Organizations (DMO) and destinations around the world.<\/p>\n\n\n\n

Tourism was one of the dimensions most affected by the pandemic. As such, this study focuses on its impact on destinations to understand the changes in tourist perceptions, new trends in the sector and how Nation Brands can recover through research and data collection.<\/p>\n\n\n\n

The other study was presented by the CEO and founder of Bloom Consulting, Jose Filipe Torres, on the City Nation Place webinar<\/strong><\/a> on May 27th<\/sup>, 2020. The webinar\u2019s guests included Rebecca Smith, Director of New Zealand Story<\/em>, and Niall Gibbons, CEO of Tourism Ireland<\/em>. The study aims to better understand the impact of this new virus on Nation Brands<\/a><\/strong> and on all of the dimensions of the Bloom Consulting Brand Wheel<\/em> \u00a9. We also set out to understand government\u2019s how crisis management has affected perceptions and brands themselves. You can also check its main takeaways here<\/a><\/strong>.<\/p>\n\n\n\n

Conclusions of the Impact on Tourist Behaviours’ Study<\/strong><\/h4>\n\n\n\n

The spread of the new coronavirus has had a\nprofound impact on our lives. It has not only affected health, but also the\nmobility of citizens that dropped to below half with mandatory confinement and\nthe shift to large scale teleworking. Thanks to nationwide quarantines and\nstate of emergencies in most affected Countries, travel was cancelled, and\ntourists were sent home.     <\/p>\n\n\n\n

Commercial flights plummeted by 80% with\nlosses of up to $450 billion in worldwide tourism revenue. The damage to the\neconomy will be extremely detrimental as we look ahead to a global loss of 195\nmillion jobs in the second half of 2020. \n   <\/p>\n\n\n\n

Countries, Regions and Cities affected by the pandemic are facing these unprecedented challenges and more. They are joining efforts to find innovative solutions and strategies that will help them overcome these difficult times. This study highlights why we must look at this pandemic as an opportunity to adapt to a new normal and rebuild the tourism industry in a different way.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

According to the study, 78% of respondents\nalready had plans to travel for leisure in 2020 with 42% in the summer and 16%\nin the spring. Of the 22% who did not make plans, approximately one third (35%)\nwould eventually travel and the rest planned to postpone for financial or\npersonal reasons.    <\/p>\n\n\n\n

There were 37% of tourists that planned to go to Europe, while 18% had their hearts set on Asia and 14% on the Americas. Notably, 23% intended to take advantage of domestic tourism. Additionally, 54% of Bloom Consulting and D2-Analytics questionnaire respondents already had their vacation reservations. This shows that the tourism market was in full swing for 2020. <\/p>\n\n\n\n

Once the pandemic was officially announced,\nthe world stopped. Will tourist behaviours stay the same in a post Covid-19\nworld? When will they be ready to travel again and under what conditions?    \n<\/p>\n\n\n\n

To assess the new trends, Bloom Consulting included three possible scenarios in the questionnaires and the results were alarming.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

In the first scenario, the virus would be controlled, but, nonetheless, a part of our lives. Even without travel restrictions and the need for quarantine upon arrival at a chosen destination, 45% would still not be ready for a leisure trip. In the second scenario, the virus would almost be eradicated and there would be an existing treatment. Despite access to medication, 35% would choose to stay at home. In the third and final scenario, the virus would completely vanish. Nevertheless, 15% of tourists would not risk traveling.<\/p>\n\n\n\n

\"\"
Source: Bloom Consulting and D2-Analytics<\/figcaption><\/figure>\n\n\n\n

Even in the most ideal scenario with no\nmore Covid-19, a key factor still keeps tourists from travelling – fear. For\n64% of respondents, the fear of contracting the virus outweighs the desire to\ntravel. This fear of safety will force destinations to rethink and redesign\ntheir entire business model to adapt to the arising needs and expectations of\nvisitors. Bloom Consulting believes this dynamic will only be temporary.    \n<\/p>\n\n\n\n

What are tourist\u2019s new needs and expectations that destinations must respond to immediately?<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Almost half (46%) of respondents who will\ntravel for leisure purposes indicate they will choose a destination other than\nthe one originally planned\/reserved prior to the Covid-19 outbreak. However,\nthis study does not indicate that they will give priority to national destinations\nover international ones. There are other factors that weigh into this\ncontext.     <\/p>\n\n\n\n

According to the data collected, one of the conclusions was that adjusted tourism offers that reflect the new reality as well as effective governance are key indicators of a destination\u2019s appeal right now. In other words, if the global public perceives the government of a Country to have managed the crisis well and a secure health system, 53% of tourists\u2019 desire to visit the destination will be influenced in their favor. These destinations, however, must expect to make adjustments to their offers, based on their performance during the pandemic. 39% would like to enjoy less crowded or different destinations than accustomed to, with a good hygiene program.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

All of this indicates that DMOs and destinations should monitor their Brand Nought \u2013 B0<\/em>. That is, the ratio between positive and negative perceptions of destinations based on the government’s response to the crisis. The global B0<\/em> average of this Covid-19 crisis is -1.8, which means in order to neutralise 1 negative perception Countries need 1.8 positive perceptions. Nonetheless, each Country has a different Brand Nought<\/em> due to its own reality of the crisis.     <\/p>\n\n\n\n

Recommendations for destinations<\/strong><\/h4>\n\n\n\n

Given the devastating effects on multiple levels, the crisis is not expected to be short lived. In the meantime, destinations and DMOs must develop tourist offers according to the new needs of tourists. Additionally, they must work with governments to establish a strategy that will ensure a good reputation for the Country.   <\/p>\n\n\n\n

In order to help destinations in facing the consequences of the pandemic now and anticipate better management of future crises, Bloom Consulting has established four recommendations that organisations should incorporate into their structure.<\/p>\n\n\n\n

These are some of the key strategies that\ncan be used to tackle the challenges in changing the target audience\u2019s\nperceptions.     <\/p>\n\n\n\n

First<\/strong> –\nAvoid price competition<\/em>. According to the study, 15% of respondents will\nnot travel for leisure due to not enough room in their budget for doing so.\nLess crowded tourist destinations and a better healthcare system are tourist\u2019s\nmain concerns. Therefore, destinations must avoid price competition as a\ndistinguishing factor to attract tourists in the coming year.<\/p>\n\n\n\n

Second<\/strong> –\nRedesign and redefine tourism<\/em>. Tourist behaviours and preferences have\nchanged. The product offer must be adapted to the new expectations and needs of\nthe tourist. The brand strategy must ensure the destination is attractive and\nsafe. Tourists will look for new destinations that have great hygiene programs\nand are less populated. This is an opportunity for smaller destinations to\nattract tourists as well, creating a balance in the sector and preventing\ncrowds from gravitating towards the traditional places. Previous tourist\nstrategies should also be reviewed, as they may have become obsolete. The goal\nis to ensure a sustainable and long-term approach to show the public that the\ndestination is prepared for any unforeseen event.<\/p>\n\n\n\n

Third<\/strong> –\nBroaden the scope of influence and data<\/em>. Government action is at the\nheart of how destinations are perceived and plays a leading role in promoting\nthem. DMOs must monitor and measure perceptions of government actions,\nactivities and policies. These perceptions influence the preferences of\ntourists when choosing a destination. It is crucial to work together to include\nsecure healthcare in their offers and inform concerned tourists as this will\nbecome increasingly valued. Governments and DMOs can start by evaluating their Brand\nNoughts<\/em> and measure their digital identity to prevent any future damage,\nshould other crises occur. The brand strategy should consider information and thorough\ndata as the foundation for its immediate response.<\/p>\n\n\n\n

Four<\/strong> – Plan the crisis management structure<\/em>. It is essential that DMOs have a team or plan that is ready to adapt, analyse and respond to a new crisis. Overcoming fear and uncertainty will be the deciding factors for tourists when they choose to visit a Country or not.<\/p>\n\n\n\n

Published on 23.08.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"

Bloom Consulting carried out two global and independent studies with sister company, D2-Analytics, on the impact of the Covid-19 pandemic on Nation Brands and destinations. This article is about the study on the Covid-19 crisis impact on tourist behaviours and it includes the study\u2019s main conclusions and necessary recommendations for Destination Marketing Organizations (DMO) and […]<\/p>\n","protected":false},"author":3,"featured_media":2514,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[146,82,78],"tags":[173,306,305,144,139,275,206],"class_list":{"0":"post-2424","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights","8":"category-keynotes","9":"category-our_work","10":"tag-bloom-consulting-2","11":"tag-covid-19-study","12":"tag-destinations","13":"tag-nation-branding","14":"tag-place-branding-2","15":"tag-research","16":"tag-tourism"},"yoast_head":"\nHow destinations should prepare for the post-Covid-19 - Bloom Consulting<\/title>\n<meta name=\"description\" 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