How Some Travel Brands Are Adapting For Today (And How Some Aren’t)

Despite the fact that the travel industry is seeing record declines, smart travel brands continue to work hard to inspire people to dream of travel. Lately I have been reminded of the importance of making sure this inspiration is delivered alongside an acknowledgement of the state of the world today. For example, many destinations are cleverly promoting themselves as being remote work friendly. To engage their customers, Singapore Airlines turned an A380 into a passenger restaurant.

Marriott also released another season of their beautifully filmed Storybooked documentary series, and it could have been brilliant too ... but the latest season includes videos clearly shot before the pandemic and ends up offering a sad reminder of all the travel experiences we are all missing right now instead of the uplifting celebration of wanderlust it could have been. Yes, it’s a perfect moment for travel brands to help us dream of tomorrow. But without acknowledging the world today, it just feels incomplete.