The Early Birds Fly First
Tomorrow I’ll be getting my second jab of Moderna and then two weeks later the vaccine will be in full force against COVID 19. It’s an understatement to say that it is a very freeing and optimistic feeling to be protected against the virus. And what was the first thing I did after getting my first dose? If you guessed “book a flight” you’d be correct. I’ll be flying down to Tucson to visit my son (also fully vaccinated) and enjoy a bit of warm weather.
I’m not alone in my desire to travel. Pretty much every person I know is planning a trip once they are vaccinated. Over 50% of the age 65+ population in the US has now received at least one dose of the Pfizer or Moderna vaccine and every day another 1.7 - 2.2 million people are added to the list. This age 65+ group of vaccinated “early birds” represent a giant opportunity to jumpstart the long dormant travel industry.
There is an unprecedented level of pent up demand for travel. People are chafing at the bit to go somewhere and a significant portion of the population, who have saved a considerable amount of money during the pandemic, can’t wait to spend at least some of it to get away as soon as possible. While low cost and local travel will greatly benefit, I’d be willing to bet that expensive luxury vacations will also be in high demand.
In a January survey by the travel agency network Virtuoso, they found that 95% of respondents over the age of 77 said that they wouldn't travel until they are vaccinated. But they also stated that once they were protected, that they’d be ready to pack their bags and get on the road. And the latest data on hotel bookings across the country supports this premise, as the number of reservations being made using AARP promotional rates have increased by more than 50% in the last few weeks.
To capture your share of this early surge in travel bookings you need to act quickly. A large portion of your media, marketing, and messaging should be focused on this 65+ age group of more affluent travelers. In addition to utilizing standard common sense tactics, I recommend a few other actions that will help to maximize your performance:
Leverage your existing databases to specifically target the 65+ crowd and include messaging that makes the connection between being vaccinated and booking travel
Add promotional benefits for the 65+ age group to your travel packages. As AARP has repeatedly proven over the years, the addition of a targeted discount or promotional offer is key to closing the sale. Seniors love a deal and tend to shop around to find the best one available. Hence the term “early birds” from the infamous “early bird dinner specials.”
Focus on the safety measures you have in place. Near term, some vaccinated seniors will need this reassurance before making the commitment to travel. Highlight the practices that you have put in place that will provide a level of comfort to your customers. People will understand that mask wearing, social distancing, and other CDC protocols still need to be followed to keep everybody safe
To help to facilitate verification that travelers have been vaccinated, Microsoft and Salesforce have teamed up to form the Vaccination Credential Initiative (VCI). This platform provides people with digital access to their vaccination records so they can “demonstrate their health status.” In addition, United Airlines recently launched a Travel-Ready Center in the United app that allows travelers to store their vaccination records and test results.
Don’t miss out on this opportunity. You need to quickly develop and implement a plan to capture your fair share of these early bird travelers. As the old saying goes, “the early bird gets the worm.”