Desire for travel remains as strong as ever, and there is hope that science will triumph
Travelers are missing their vacations and, sadly, for many they are missing their friends and families even more. Encouragingly and understandably for separated relatives, the desire to travel is as strong as ever. Domestic travel is likely to remain dominant and will help to drive recovery. However, for many, and especially those keen to connect with friends and family, there is an appetite and willingness to venture further as soon as possible. The potential for the vaccine to help combat the virus and allow tourism to resume was recognized and cheered, albeit with a little hesitation as there was a sense of wonder that change might be imminent. COVID-19 has shifted consumer expectations irrevocably, and the implementation and communication of COVID-safe measures such as enhanced cleaning should continue. Travelers expect that these new higher standards will become the norm, even with the advent of the vaccine.