NEW HABITS. NEW TRENDS. NEW CHALLENGES. WHAT 2021 AWAITS US?

We started a new year at Emexs and it is a good time to take stock of a 2020 so atypical that we have already left behind. A year that for us started optimistically, with very ambitious budgets and with the confidence to consolidate the improvement of the years 2018 and 2019.  However, we have had to adapt to a completely new situation caused by the crisis of the coronavirus, with a sudden halt in the Customer Journey and a massive cancellation in reservations. Confinement, uncertainty, inability to travel (and leave home) and a forced transition to street marketing, with no choice of short-term reservations and a "trench time" whose purpose was clear to us -and so we transmitted it to our hotel customers through a hotel de-escalation plan that we develop-: hooking the user, non-invasively, so that he did not lose the desire to travel with an eye on the appearance of the famous green shoots.

Summer, a breath of fresh air in some tourist destinations

The gradual de-escalation came practically from the change of season. Spring gave way to a summer that, without a doubt, was like a breath of fresh air in some tourist destinations (mainly in the getaway). Keep abreast of trends, analyze the evolution of national and international markets and do not lose sight of the different dates set by the Government for de-escalation. This was our day to day in a few weeks when we started to see new habits and trends, such as an increase in reservations and the desire to travel again.

September, waves coming and going and changes in consumer habits
 

All this, with the news of resurgence opening news practically daily and inevitably generating a logical situation of distrust, being essential emotional communication in this process of changing habits in the consumer.

The arrival of the vaccine in November raised the hope of a return to normalcy that, although slow, from the beginning began to be noticed at the level of movements in the public of Europe and the United States, anticipating a more than likely recovery in the first quarter of 2021.

However, 2020 left behind a change in the habits, new trends and needs of consumers, who have increased their online purchases compared to physical ones but, nevertheless, need to have that security by companies when doing so. 
 

How to provide a good user experience after the pandemic? New habits and trends 2021
 

Given these needs of the new consumer profile it is essential to be up to date to know them and adapt the value proposition, our message and how to convey it. At this point, in which the long term is practically non-existent with the continuous shadow of the regrowth flying over the day to day, it is a priority to develop strategies in which the bond with the client is worked and communicate honestly, authenticity and empathy:

• Market research to detect customers' needs, adapting to their new habits
   
• Short-term planning. Importance of Big Data and Business Intelligence
   
• Commitment to SEO and SEM actions, focusing on offering a value proposition

At the close of a complicated 2020, consumers gradually, with caution and awareness, resumed their purchases regularly, using ecommerce more than ever. A trend that will continue in 2021, so we must be prepared with all possible tools to meet consumer demand and have a good online marketing strategy. 

Think, reinvent, act. 2021 is a challenge in a completely different scenario to those we have faced so far but that from Emexs we face with work, effort and desire. And it is that, as the Indian politician Jawaharial Nehru said: "Crises, when they occur, have at least the advantage of forcing us to think".