Pinterest’s predictive data shows travel planning has significantly increased this year, as opposed to 2019.
With the pandemic restricting movement worldwide, travel-related user-generated content has started to wane. The lack of UGC on social media has pushed people to look for travel-related inspiration elsewhere. Travel and hospitality brands should capitalise on this opportunity to engage with users on social platforms by creating content based on travellers’ search data.
Delivering social content with captivating images and ideas can help brands engage consumers who miss travelling. Providing consistent social media content gives brands a competitive edge when travel resumes.
Businesses should also make sure their social media messages strike a chord between "optimism" and "hopeful realism". To ensure the right messaging tone, brands should consider factors like local reopenings and economic concerns.
[3 minute read]