The travel world came to a shuddering halt in 2020. But make no mistake, travel will be back – perhaps sooner than most think. In fact, people are spending this time of social distancing daydreaming about future vacations. It’s essential that the travel industry be ready for what’s on the other side of the COVID-19 crisis. And that means planning ahead for the ways that travel will have changed.
The Purposeful Vacation
One key shift in the post-COVID-19 travel landscape will be that many travelers, especially families, will be searching for trips with a true sense of purpose. What exactly does this mean? It means that travelers may be looking for a trip during which they:
- Learn a useful skill that they can take back into their everyday lives;
- Immerse themselves in a local culture;
- Find authentic connections with communities other than their own;
- Lend a helping hand to those in need (ie voluntourism);
- Explore destinations in a mindful and sustainable fashion.
Farm School
Many destinations already offer experiences that will attract the purposeful traveler in the months and years following the pandemic. For example, Los Poblanos Historic Inn & Organic Farm in Albuquerque is home to a “farm school.” There, guests can get unique insight into the care and expertise sown (literally) into Los Poblanos’ fields. Guided by “garden guru” Wes Brittenham, they’ll learn about the farm’s commitment to producing the highest quality food using sustainable farming methods. They’ll get their hands dirty, planting, tending and harvesting different crops. An experience like Los Poblanos’ farm school ticks off several boxes for purposeful travelers.
- It allows them to learn a powerful new skill that can translate into a lifelong practice.
- It connects them to a rich local heritage and lets them get to know the people behind the scenes.
- It exposes them to a destination through a mindful/sustainable lens.
In short, a vacation that includes purposeful experiences goes beyond the “go-here, see-that” mentality. It offers a way for travelers to infuse their trips with meaning, as opposed to mere diversion. Instead of getting a handful of momentary thrills, a purposeful vacation is something that will potentially stay with travelers for the rest of their lives. Farming is a skill that will serve someone long after a trip; hang-gliding won’t.
Action Plan
Brands and destinations that engage in heightened campaigns of humanity-first messaging during the current crisis are poised to take advantage of these newly purposeful travelers. Armchair/digital explorers are hungry for inspiration that is linked to a greater sense of togetherness and unity.
The Flipside: Escaping From The Real World After COVID-19
Of course, in the post-COVID-19 travel world, there will also be travelers in search of the opposite of purposeful vacations. After a time of stress and uncertainty, they’ll want a total escape from the real world. That means no news, digital connection, etc. No purpose, no drama ... and no planning.
Campbell Levy
Malcolm Griffiths: April 11, 2024
