The way back: What the world can learn from China’s travel restart after COVID-19

Although the recovery will differ country by country, we do see common themes. People still want to travel. Many are calling this “revenge travel”: bookings for cruises in the United States - arguably one of tourism’s hardest-hit sectors - remain strong for 2021. The international survey results by McKinsey & Company resemble what we see in China. Domestic travel will return first. International travel, especially if it involves flying, will take much more time to recover. The travel sectors of countries that lack large domestic markets will recover more slowly and may open up first to travelers from nearby countries.

McKinsey & Company think that travel will return in other countries much as it has in China. The young will go first. Travel will involve nearby destinations. Economy travel will recover more quickly. And outdoor and nature-related destinations will be more popular than congested cities.

To capture early demand, travel-industry players must redeploy their resources quickly to the markets that recover first - domestic and regional ones. Processes and products need to be modified. Self-service, physical distancing, and new cleaning protocols will not only safeguard the health of customers and employees but also help restore consumer confidence, thus laying the foundation for the recovery of long-haul international trips. Last but not least, product features, communications, and sales channels must be retailored to match a changing customer mix: millennials and members of Gen Z are replacing baby boomers.

Travel will return. By acting early and flexibly, companies can better adapt to the changing needs of travelers. China’s early signs of recovery provide useful lessons for the whole travel industry.