As spring heats up and vaccine rollouts convince consumers to travel outside their homes—in some cases, for the first time in a year—airline and hotel brands are hoping to take advantage. Brands such as Southwest Airlines and Marriott have said they’re expecting consumers to take more trips this spring and summer. Now, Hotels.com is debuting its first campaign this year ahead of the spring break vacation surge and one year after the pandemic changed our lives.
“The consensus is showing that the world is turning a corner. There are numbers of people traveling already, steadily increasing in the U.S. already and we want to make sure we’re top of mind,” says Josh Belkin, VP, global brand at Dallas-based Hotels.com, noting the idea of “revenge travel,” where travelers try to make up for a year of lost getaways. Yet, even still, Belkin says that consumers still have a lot of anxiety—traveling was already stressful, but that’s heightened during COVID-19 as people worry about germs or cases rising. To that end, the brand’s new campaign highlight its free cancellation policy.