Google says travel brands ‘must act quickly to take advantage of trends’

Travel brands must be prepared to act quickly and respond to emerging trends if they’re to take advantage of the rebound after the pandemic.

Google’s agency development manager, Jad Khalil, told a Travel Perspective session at World Travel Market that strategies need to be honed for different audiences and a fast-moving market.

He said some of the current trends will be temporary while others are here to stay and brands must constantly monitor the data to determine which are which.

“Keep monitoring and respond to the fast-moving trends that are happening,” he said. “Always differentiate between what’s here to stay and what is here as a temporary measure for Covid.

“We need to apply our strategies for different audiences, for emerging audiences and domestic audiences. Always focus on automating things. It’s a dynamic world because things are changing every day.”