By Paul Peterson

The travel industry is no stranger to status-quo disruptions. From the rise of low-cost airlines to the emergence of Airbnb as a popular alternative to traditional lodging, traveler behaviors are constantly shifting. Never has that felt truer than with COVID-19. The pandemic created new expectations for travelers, inspiring behaviors that will last for years. Marketing your destination in ways that speak to travelers’ new needs is essential. Here are the top travel trends that are shaping destination marketing.

Travel Trend: Making Meaningful Memories

For many, those first post-pandemic trips will revolve around connecting with loved ones. Travel will become about whom they’re with, not where they’re going.

Travel Trend: Discovering Far-flung Escapes

After being cooped up at home, people will be driven to travel by wanderlust and a longing for the extraordinary. Think beachside destinations, natural wonders and hidden gems.

Travel Trend: Finding Joy in Being a Tourist

After eschewing quintessential tourist sites for years, people are now craving iconic places and bucket-list experiences that were off limits during pandemic-related quarantines.

Travel Trend: Adventuring in the Outdoors

As travelers emerged from pandemic quarantines, outdoor destinations held appeal for those looking to escape their homes while satisfying a wish to spend time in “safer,” less-dense spaces. These ranged from resorts with pools and golf courses to wilderness areas for camping, hiking and biking. This popular trend will continue into 2022.

Travel Trend: Making Positive Impacts

As loved-to-death destinations — like Horseshoe Bend in Arizona or Big Sur in California — struggle with the impact of over-tourism, travelers are becoming more conscious about their visitor footprint. They’ll book trips that align with their values, and seek out destinations, hotels and travel companies that make efforts to minimize their impact on the planet.

Travel Trend: Relieving Stress with Wellness Vacations

Seen by travelers as an antidote to quarantine fatigue, wellness tourism will continue to grow, and not just with the traditional offerings of yoga retreats or spa getaways. Travelers view vacations — even the very act of trip-planning — as a mood booster. An American Express survey revealed that 87% of respondents said having a trip planned gives them something to look forward to, and that planning future travel makes them feel excited (63%), happy (53%) and hopeful (53%).

Travel Trend: Rethinking Business Travel

Business travel will slowly return — but not as we once knew it. The pandemic institutionalized remote working for many companies, and people now look forward to relocating to new places to take advantage of the ability to work from anywhere. As employees become more widely distributed across the country, and even the world, business travel will consist of employees coming from home-bases to gather at workplaces or company retreats. Conferences and conventions will slowly return — but planners will want to offer attendees the incentive of a great getaway to sweeten the appeal.

Travel Trend: Staying at Unique Accommodations

Partly due to social distancing and partly as a response to being trapped at home for months, travelers want over-the-top accommodations for their getaways. According to Marriott and Airbnb, they’re looking for lodging that goes beyond the standard bargain hotel, such as RVs, waterfront houses, mountain cabins, sprawling resorts, dude ranches, yurts and even treehouses.

Travel Trend: Seeking Expert Trip Advice

After decades of deferring to internet searches and influencer blogs, travelers are turning to travel professionals for advice in navigating where to go and how to book — or cancel, if need be, as the pandemic showed us. A profession that has suffered repeated blows, from commission cuts to the rise of online booking engines, is returning as consumers learn the value that an expert travel advisor can bring in uncertain times.