Boeing and Microsoft deepen partnership in digital aviation

As part of a significant investment in the company’s digital future, Boeing will leverage the Microsoft Cloud and its AI capabilities to update its critical infrastructure, streamline business processes and accelerate new innovations in digital aviation.

Boeing Company and Microsoft Corp. on Wednesday announced they are deepening their strategic partnership to accelerate Boeing’s digital transformation. Through the expanded collaboration, Boeing will leverage the Microsoft Cloud and its AI capabilities to update its technology infrastructure and mission-critical applications with intelligent new solutions that are data driven, further opening new ways of working, operating and doing business.

“Today’s announcement represents a significant investment in Boeing’s digital future.  Our strategic partnership with Microsoft will help us realize our cloud strategy by removing infrastructure restraints, properly scaling to unlock innovation and further strengthening our commitment to sustainable operations,” said Susan Doniz, Boeing chief information officer and senior vice president of Information Technology & Data Analytics. “Microsoft’s demonstrated partnership approach, trusted cloud technologies and deep industry experience will help us achieve our transformation goals and strengthen Boeing’s digital foundation.”

“Boeing and Microsoft have been working together for more than two decades, and this partnership builds on that history to support Boeing’s digital future by helping it optimize operations and develop digital solutions that will benefit the global aviation industry,” said Judson Althoff, EVP and chief commercial officer at Microsoft. “The power of the Microsoft Cloud and its AI capabilities will serve as the core component to Boeing’s digital aviation strategy by providing flexible, agile and scalable solutions that are intelligent and data driven on a secure and compliant platform.”

This partnership builds on a long history of the companies working together. As a leader in aerospace, Boeing was among the first to leverage the Microsoft Cloud, centralizing many of its market-leading digital aviation applications on Microsoft Azure and using artificial intelligence to drive customer outcomes and streamline operations. Today’s announcement will enable Boeing to unlock tangible and sustainable value held within its vast data estate and reinforces our mutual commitment to lead aerospace innovation for decades to come.

Source: Microsoft

UAE Signs New ICAO Aviation Cybersecurity Collaboration Agreement

A new agreement signed by government officials from the Minister of United Arab Emirates (UAE) Cabinet Affairs and the International Civil Aviation Organization will form a new ICAO-UAE partnership to improve aviation cybersecurity strategy and policy for aviation stakeholders in the Middle East.

The agreement was signed during an ICAO mission to the UAE last week, where ICAO Council President Salvatore Sciacchitano addressed the UAE’s “High Level Conference on Cybersecurity in Civil Aviation,” which is held as part of the annual World Government Summit in Dubai. In his speech, Sciacchitano highlighted the presence of some of the legacy systems and networks that comprise what he describes as the backbone of aviation’s “information architecture” or “system of systems.”

“Legacy systems most especially can contain outdated hardware and software that is not always easy to replace. They also can pose inherent security vulnerabilities, being unable to accommodate latest security and encryption best practices,” Sciacchitano said.

While the pandemic led to a historic decrease in the annual volume of passenger-carrying airline flights between 2020 and 2021, a report from Eurocontrol’s new cybersecurity data collection initiative showed a major rise in the number of cyber attacks reported to the agency by aviation companies based in Europe. Several recent cyber attacks that have caused disruption to airlines, airports, and aviation service providers have also shown how large of a target the system of systems is for hackers and bad actors.

In February, Swissport, an airport ground services provider with operations at 285 airports in 45 countries, reported a ransomware attack that took some of its main information sharing systems temporarily offline. Newsweek published an article last year showing how the personal data of more than 4 million passengers was compromised in a cyber attack targeting several airlines that operate in the Asia Pacific region including Air India, Malaysia Airlines, Singapore Airlines, and Finnair.

“The pandemic has also fostered a significant public expectation for touch-less technologies to make their future traveller experience healthier and safer, meaning that we face an entire new wave of compartmentalized digitalization, and still further system-of-systems vulnerabilities arising,” Sciacchitano said in his speech.

The UAE-ICAO aviation cybersecurity agreement will focus on collaboration between the two sides that fosters knowledge and information sharing leading to “accelerators, innovation in future civil aviation, and cybersecurity,” according to ICAO’s announcement of the new agreement. ICAO’s agreement with the UAE government is the agency’s latest progress on standardizing the way the global aviation industry responds to and regulates cyber attacks against aviation assets.

The agency adopted Assembly Resolution A40-10—Addressing Cybersecurity in Civil Aviation, during the 40th Session of the ICAO Assembly that calls upon ICAO member-states to implement the ICAO Aviation Cybersecurity Strategy, first published in October 2019. Sciacchitano also advocated in his speech for more ICAO member-states to adopt the Beijing Convention and Protocol of 2010 to establish a global legal framework for dealing with “cyberattacks on international civil aviation as crimes.”

“In addition, ICAO has been developing an international aviation trust framework to support the cybersecurity and cyber resilience of civil aviation in the air navigation domain,” Sciacchitano said. “This is a very important project, probably the most important of recent years, to support the secure global exchange of digital aviation information, and will include procedures, technical specifications, and guidance material supporting current and future global network requirements.”

Source: Aviation Today

The State Of Online Travel Agencies

The online travel market is expected to grow 18% in 2022 to $76.7 billion, a figure just shy of 2019 gross bookings, new research from Phocuswright reveals.

According to the U.S. Online Travel Agency Market Report 2021-2025, OTA gross bookings are on track to surpass pre-pandemic levels in 2023, though international travel will continue to recover slower than domestic.

For 2021, OTAs delivered $65.2 in gross bookings, reaching 82% of pre-pandemic levels. Overall, OTAs accounted for 24% of gross bookings in the United States in 2021, up from a 20% share in 2020.

Phocuswright’s research reveals that for the U.S. core OTA business (excluding Vrbo and Egencia), Expedia and Booking collectively accounted for roughly 93% of the OTA leisure and unmanaged travel business market in 2021.

Globally, Expedia reported gross bookings of 67% and Booking 79% compared to 2019 levels. Compared to 2020, Expedia nearly doubled its global gross bookings in 2021, while Booking more than doubled its 2020 figure.

Elsewhere, smaller OTAs including CheaOair, Hopper and HotelTonight collectively rose 60% in 2021 from 2020.

OTA vs. supplier-direct

In 2021, OTAs regained share of the total online market, rising from 35% to 37%. However, supplier websites maintained their majority stake in the U.S. online travel market, with a 63% share of online gross bookings.

The hotel segment remains the only one where OTAs continue to outrun supplier websites, though not by much. In 2021, OTAs accounted for 52% of the hotel online market, but share is expected to decline to 48% in 2025.

For air and car rentals, though supplier websites are the preferred booking channel, OTAs gained share in both segments, with online air gross bookings capturing 20% in 2021 compared to 19% in 2020, and car rentals at 35%, up from 32% in 2020.

Mobile

According to Phocuswright, mobile has been a pandemic-era winner, promoting safer and seamless travel, and OTAs are paying more attention to their apps.

In 2021, the majority of Booking’s mobile room nights transacted through its app, while competitor Expedia has expressed its intentions of becoming an app-first company.

Beyond one-time booking interactions, OTAs are viewing apps as a way to foster customer retention and ongoing engagement.

More than half (51%) of OTA gross bookings were transacted via mobile in 2021, 10% more than pre-pandemic mobile share.

“Mobile will continue to gain share in the years to come as OTAs enhance and invest in their mobile product, though at a slower rate than at the pandemic’s onset,” the Phocuswright report states.

“As travel normalizes, desktop will recapture some share lost to mobile since the customer and product mix will be better aligned to desktop bookings (e.g., more international travel, longer trips and air travel).”

Source: Hospitalitynet

Staff shortages at UK airports could prolong travel recovery

Manchester Airports Group has significantly increased the number of active jobs available on its career pages, with open positions increasing from 65 in December to 110 in February, according to GlobalData. However, the leading data and analytics company notes that only 36 positions were closed in this period – an ominous sign of things to come with international trips set to dramatically increase in April.

The peak season for holidays in the UK is fast approaching. According to GlobalData, total domestic and outbound visits in August from the UK are projected to be more than double the total number of visits in April. If staff shortages are not addressed by the peak of the summer season in airports such as Manchester Airport and London Stansted Airport, the impact could be calamitous for the UK’s airport and airline sectors, and the wider tourism industry.

Ralph Hollister, Travel and Tourism Analyst at GlobalData, comments: “Staff shortages could remain a problem for several months as airports scramble to match employment levels with demand. When travel came to a standstill during the pandemic, many airport employees left their positions to work in other industries. Stories of unruly passengers, often long commute times, and job uncertainty, as seen with COVID-19, could be off-putting for many currently seeking work.”

The coming months will be challenging for UK airports and airlines. A lack of staff in key positions could create an array of knock-on impacts, including missed flights, cancelations, and negative traveler sentiment, all of which could prolong recovery.

Hollister adds: “A lack of employees in key roles, such as those involving security, are key contributors to the long queues causing flights to be missed and passenger experiences to turn sour. It’s now up to airport companies to improve their recruitment strategies and make working in an airport an attractive proposition However, lengthy vetting procedures and training processes involved for these positions means the issue with long queues will not vanish overnight.”

Source: Breaking Travel News

Kenya Airways urges consolidation to boost African aviation

Consolidation is the key to driving forward aviation in Africa, according to the chief executive of Kenya Airways.  

“The future of African aviation relies on consolidation to reduce unit costs and connect the continent more,” Kenya Airways Group MD & CEO Allan Kilavuka said at the CAPA Airline Leader Summit in the UK on April 7, 2022.  

“That’s what we’re working on,” he continued in a panel discussion that was streamed online. “We’ve started discussions with some of the major airlines in Africa, especially South African Airways. We want to see how to use assets from both airlines and increase connectivity.” 

Kenya Airways and South African Airways signed a Memorandum of Cooperation (MoC) with the intention of consolidating resources and establishing a Pan-African airline group back in September 2021.   

Joining forces would help bring unit costs down and make African airlines more viable, Kilavuka said, highlighting there were hundreds of small airlines across the continent, many of which were not profitable.  

He said aviation was crucial to the African continent given poor road and rail links. Kenya Airways also has the benefit of a sizeable population in the region, Kilavuka said  

“We need air travel. African carriers should grow, they have to grow,” he said, while also noting a lack of healthy finances is a challenge for the region’s airlines.   

Kilavuka also noted that Kenya Airways was loss-making before the pandemic, and the COVID-19 crisis only made the situation worse. He said the airline was confident it now had the right people in place for a recovery but was still looking for the right business model.   

Talking about current demand and recovery from the pandemic, Kilavuka said he expected demand across Africa to recover by the end of 2023. At Kenya Airways, although Omicron hit bookings in the first quarter of 2022, summer bookings are “very strong”, he said.  

Source: Aerotime Hub

Kenya Airways cuts full-year operating losses by 75%

Kenya Airways slashed full-year operating losses to KSh6.8 billion ($59 million) during 2021, a reduction of 75%.

It generated just over KSh70 billion in revenues over the 12 months to 31 December.

But passenger numbers of 2.2 million were still 57% down on the pre-crisis figure in 2019, and capacity remained nearly two-thirds lower.

Despite the “muted operations”, the carrier says it achieved an improved performance owing to the easing of travel restrictions in some of its more important markets.

Chief executive Allan Kilavuka insists the airline’s management team is “committed to strengthening our business and achieving profitability” by focusing on sustainable operations “anchored around resilience, innovation, and diversification”.

“We are making investments in innovation, technology and other efficiencies that will give our employees the support they need to take care of our customers,” Kilavuka adds.

Kenya Airways chair Michael Joseph acknowledges that last year was “a challenging one” for the industry, with restrictions being lifted and re-imposed as it progressed. The emergence of the ‘Omicron’ variant of Covid-19, he says, “disrupted” the recovery.

“Restructuring and transformation initiatives made during [2020] contributed immensely to the recovery during the second half of [2021],” he adds.

Although direct operating costs for the airline rose by a third last year, as a result of increased operations and higher fuel prices, Kenya Airways says its total operating costs fell by 3.6%.

Source: Flight Global

UAE’s sustainable tourism drive might well be the highpoint of travelling to Dubai

It is well known by now that the international tourism and the livelihoods dependent on it were greatly affected by the global pandemic. However, as the world opens up, the UAE’s travel industry remains resilient. Governments and private sector partners have ensured destinations stay compelling and confidence increases as people begin to travel again.

Things were already looking up last year as Dubai welcomed 7.28 million visitors. Our mission is to strengthen Dubai’s economy by delivering world-class experiences underpinned by sustainable principles. There is tremendous untapped potential in this area – to engage the private and public sectors and garner support from people who are passionate about sustainable tourism.

Since the launch of our Sustainability Requirements, which were implemented to improve and unify environmental practices across hotels and resorts in Dubai, we have ramped up efforts to strengthen the city’s responsible tourism credentials. The requirements also support the hospitality industry and strengthen the ecosystem, as hotels and resorts across the country progress towards achieving their goals. As part of these efforts, Dubai Sustainable Tourism delivered 18,000 hours of training to its stakeholders and partners last year.

A recent Tripadvisor report, Travel in 2022 – A Look Ahead that surveyed more than 10,000 adults aged 18 to 75, found that travellers are seeking destinations where they can immerse themselves in “authentic local experiences”.

Research commissioned by the Centre for Sustainability through Research and Education for Expo 2020 Dubai has also shown that eco-tourism has an increased significance to those travelling to Dubai as 44 per cent of visitors considered sustainability an “important concept influencing their behaviour”.

Catering to this growing demand for eco-tourism, Dubai offers wildlife observation trips, bird watching, stargazing, wetland exploration and visits to local communities. The same study also highlighted that 22 per cent of visitors surveyed identified themselves as responsible, sustainability-minded travellers who use public transport, consume water sensibly, and are willing to pay more for eco-certified products and services.

Like much of the UAE, Dubai offers a multitude of experiences where tourists have the opportunity to engage with local traditions, experience a cultural exchange and visit historical neighbourhoods to understand Emirati heritage.

One example is the Al Marmoom Desert Conservation Reserve, a vast expanse comprising 10 per cent of Dubai’s total area and the largest unfenced nature reserve in the UAE. Popular with both domestic and international tourists, the reserve is home to the 3,000 year old Saruq Al Hadid archaeological site. It is also a sanctuary for more than 200 species of native birds, 158 species of migratory birds and endangered species. The reserve is the perfect terrain for horse-riders and cyclists to explore the vast expanse comprising desert, wetlands and lakes.

The UAE boasts one of the largest ratios of protected areas per land mass in the world with 15.5 per cent of the country protected, and in Dubai protected areas include Al Marmoom Desert Conservation Reserve, the Ras Al Khor Wildlife Sanctuary and the Hatta Nature Reserve. However, the city is constantly expanding its sustainable tourism credentials.

The aim of Dubai 2040 Urban Masterplan is for the city to become one of the world’s most sustainable destinations, while reinforcing Dubai’s reputation as a global hub for business, investment and tourism. The plan also emphasises enhancing the quality of life for Dubai’s residents and visitors and preserving the environment.

By 2040, the length of public beaches across the Emirate will be increased by as much as 400 per cent. The expansion of tourism attractions, meanwhile, will increase by over 100 per cent, adding to the diversity of Dubai’s offerings. A 16km cycling track alongside Jumeirah beach will eventually connect to other coastal areas, building on the city’s 520km bicycle network.

Dubai is committed to supporting ecotourism and environmental protection. And as the UAE looks forward to hosting next year’s climate summit Cop28, which will address opportunities to create a more sustainable and progressive economic future, we believe that responsible tourism principles can help fulfil the country’s sustainability goals.

We cannot, however, do it alone. It is imperative for the public and private sectors to continue to collaborate to accelerate moves towards a green economy, to achieve sustainable tourism goals and make the cities of UAE forward-thinking, world-class destinations for sustainable tourism.

Source: The National News

Business Traveler Anxieties Ripple Across Eastern Europe 

As the number of refugees escaping the war in Ukraine tops four million, surpassing even the United Nations’ worst-case prediction, many businesses operating in the region are working out their next set of contingency plans.

The number of “what if” questions is on the rise, partly because of the uncertainty surrounding ongoing peace talks.

“Over the last 48 hours, there has been a marked change of tone from Russian state-affiliated media outlets, indicating that the Kremlin may actually be serious about changing its objectives,” noted international security company Global Guardian on Wednesday. However, it said Russia will use this time to regroup, reorganize and resupply.

Now one crisis specialist is advising corporate clients on a range of issues, ultimately designed to alleviate stress levels in the face of an expanded geopolitical crisis.

“From our sources, there’s no let-up. It’s more a repositioning, not a withdrawal,” said Julian Moro, senior vice president of security solutions, at risk management company International SOS, which has had a team in Ukraine since January 26.

“While many organizations reduced their exposure to Ukraine, they are thinking about their other populations. What do we tell our employees in other locations to show we are thinking about it, that we have done some contingency planning.”

Perception Versus Reality

That planning has become more difficult for many companies after their crisis teams battled the pandemic for long periods. “There are two things about Covid. One positive is that a lot of companies now have crisis teams, whereas they didn’t pre-Covid,” Moro said. “On the flip side, many crisis teams are exhausted after two years of the pandemic.”

International SOS is now advising company bosses and crisis management teams, where perceptions and emotions rather than the reality are coming into play. It’s talking about Russia’s weapon systems, the distances involved, and what’s the doctrine of the Russians when they are in conflict.

“I feel like we’re helping them manage their anxiety in adjacent countries, about the likeness of an escalation, what would that look like, what are the different scenarios,” Moro said.

Meanwhile, more work around mental health support is emerging, with many of International SOS’s clients requesting multi-lingual crisis hotlines for emotional support, for evacuees, their families and staff members.

Global Guardian, meanwhile, continues to operate in Ukraine evacuating employees of American companies and their families. It has so far helped almost 10,000 people to safety, more recently focusing on retrieving valuable physical assets left behind by U.S. companies.

Source: Skift

Liberising African Aviation Must Be Done Faster

34 years ago, a vision was born, known as the Yamoussoukro Declaration, the vision saw a fully liberalized Intra-African aviation industry.

11 years later, the implementation of the decision took flight with the Yamoussoukro Decision.

More than two decades later, the vision remains in the African Union (AU) integration blueprint but time is seemingly running out on the goal for an open aviation market.

The African continental Trade agreement will increase both intro Africa trade and global business.

Restrictions

Pressure to have a liberalised aviation sector has been accelerated over the past couple of years by the emergence of the Covid-19 crisis.

The sector alongside tourism were the first to take damage from the global health crisis and are tipped to be among the last sector’s to fully make recovery from the crisis.

However, air cargo business and aviation logistics increased with vaccine and healthcare products increased cargo trade.

Even so, the impact of the pandemic on aviation has been more profound in Africa than in other parts of the world.

First off, a bias on the imposition of travel restrictions saw travel bans in and out of a majority of African countries.

This heavily impacted continental carriers, which are greatly reliant on the global aviation market with the intra-African market yet to fully mature although budget airlines seem to be growing and making profits.

The lack of a fully mature intra-African aviation industry across the continent, meanwhile returned to bite the continent hard with the limited access of international destinations on the widespread restrictions imposed to greater magnitude on African States.

The African aviation industry would have likely avoided the greater fall out of restriction had it developed its own air travel market and infrastructure and navigation including across the continent having all major airports with global safety standards.

SAATM

The Single African Air Transport Market (SAATM) as envisioned three decades ago as the first flagship project under AU Agenda 2063 must now come into fruition in the short to medium term.

The implementation of the project is expected to flank the successful operation of African Free Continental Trade Area (AfCTA) increase free movement of people, investors and tourists within the continent.

A free air transport market further complements investment, employment, and entrepreneurship to foster, free movement of people and goods and the roll-out of the regional or African passport.

Further journey and wait times for air transport are set to come down by at least one fifth, air fares will fall, there will be competition for air services even as more jobs are created in the sector.

However, the war in Europe and reversed costs of transport as the oil barrel price hit record high above 115 dollars per barrel and still rising.

Today, Africa represents a mere four per cent of global world aviation traffic.

This figure is tipped to top 10 per cent with a fully operational single African air transport market.

A study by the International Air Transport Association (IATA) and the African Airlines Association (AFRAA) on the implementation of SAATM by just 12 countries predicts 1.3 billion dollars GDP increment, fare savings of between 25 and 35 per cent, five million additional air passengers and 155,000 new jobs.

In the rest of the world, the liberalisation of air transport markets in the United States and the Europe has deepened the penetration of air transport while creating large and profitable behemoths.

For instance, airlines in the US and Europe are the most profitable while low cost carriers such as Ryan Air have thrived under the liberalised terms.

Despite it’s limited reach, aviation in Africa still supports and estimated 6.8 million jobs while contributing to 72.5 billion dollars to the continent’s GDP.

The potential for aviation nevertheless remains largely untapped for a continent made up mostly of landlocked countries with relatively inefficient road and rail infrastructure.

Cargo air business remains most profitable and will see the private sector partner with public sectors to provide last mile deliveries which will change air/digital efficiencies and outstanding customer experience right yo your doorstep deliveries.

Without the liberalisation of aviation, Africa risks losing out on social-economic benefits and growth due to lack of connectivity.

However, domestic passenger numbers are growing above pre covid statistics in most countries including Kenya.

International passengers are moving towards records numbers however the numbers are unclear with the effects of the war shooting all transport costs to be expensive.

An elaborate intra-African aviation industry would ensure the resilience of the sector amidst shocks such as the Covid-19 pandemic. Governments and bilateral trade agreements and incentives for airlines fly into Africa will greatly improve in Africa.

Airline partnerships and mergers could bring costs down and improve on experience and end to end air solutions.

The creation of a single aviation market will however require the harmonization of national and regional regulations at the continental level.

This would mean creating liberalized air tariffs, unrestricted frequency and capacity and the full liberalization of cargo services.

Profits

The African aviation industry has struggled to generate consistent profits over the past decade with the only profitable year coming last in 2010.

However, Ethiopian Airlines leading a successful business trend with world class aircraft and infrastructure investments.

The industry features a number of financial beleaguered carriers while some national flag carriers have gone under over a combination of underfunding, unfavourable regulation, wrong business modelling and financial misappropriation and some giving poor customer care.

Other factors bedevilling players in the industry cover high user charges, taxes, inadequate airport infrastructure and insufficient management expertise, terrorism and Ebola or health crisis such covid issues reducing travel business.

Countries such as Uganda and Tanzania are only re-establishing their flag carriers following the collapse of what was the East Africa Airways while Rwanda Airlines and Kenya Airways investing in newer aircrafts and airport developments .

While the US and Europe aviation industries thrive off intra-airline agreements, consolidation and partnership, Africa’s aviation market remains heavily fragmented with greatest potential and seeking, well managed airline partnerships.

The picture is however changing going by recent developments such as last year’s Strategic Partnership Framework which seeks to bring together Kenya Airways (KQ) and South Africa Airways (SAA).

This model of business needs a lot of inter government synergy and consistent world class service, seamless connectivity and competitive affordable transport rates.

The pair of unprofitable carriers which have over the recent past survived on State bailouts seek to establish joint operations in 2023 including common business plans and initiatives.

Such a partnership could very well usher in the next phase of growth for Africa’s aviation industry.

The future of air transport will see more stronger technical ,electrical and robotics both in ground and in the air to take the aviation business to the next level.

The private sector which is the highest number of business both cargo and passengers look forward to open skies regionally and globally. Happy flying wishes.

Source: Capital News

Marketing Pics Don’t Sync With Travelers’ Tastes, Says Getty Images

In 2022, many travelers are re-prioritizing what they want from their vacations. Yet some brands and content marketers rely on out-of-date criteria when selecting images.

Getty Images, the stock footage agency, surveyed about 7,000 Americans to ask about their travel plans.

The company then looked at the visuals selected by many brands in the past year for TV commercials, online display advertising, and content marketing. Some of the choices were out of alignment with consumer preferences at the moment.

“In the next year, people are twice as likely to consider domestic travel than they are to consider a trip internationally,” said Tristen Norman, director of creative insights, Americas.

More than half of Americans surveyed are not planning a foreign trip in 2022, said the so-called VisualGPS results, which Getty Images released on Tuesday.

Cautiousness about foreign travel is significantly higher, on average, among baby boomers than among millennials. That’s a problem for the travel industry because baby boomers tend to travel longer and spend more.

Only 14 percent of surveyed consumers are planning an expensive dream trip this year.

Yet many brands are still using images that represent lavish international journeys, despite a common interest in staying close to home — and a shift in how travelers have begun to represent themselves on social media platforms Instagram and TikTok.

In the survey, the most-mentioned purpose for travelers in 2022 across age groups was social connection.

About 40 percent of travelers are prioritizing trips to see loved ones and friends this year, the survey found.

Norman recommended that brands opt for people-centered shots rather than people-less landscapes.

“Before the pandemic, people were really focused on what we call ‘Instagram envy,’” Norman said, with a frequent focus on recreating places and experiences they had seen others post on social media.

Now, social re-connection along with cultural discovery are surfacing.

Imagery showing social connection may resonate much better than the pre-pandemic mainstays of images of solo travelers shot from behind with an exotic or food item destination foregrounded instead.

Outdoor-themed vacations also are remaining highly popular in 2022, continuing a two-year boom. But many brands are instead this year showing images in cities.

Norman noted that all types of Americans visit outdoor destinations and that outdoor imagery doesn’t have to be of white families only.

Asian people, for example, are seen seven times less than whites, and Hispanic people are seen 10 times less, in imagery that has an outdoor travel theme.

One bright spot was that marketers were gravitating toward road trips, an idea that is, in fact, top-of-mind with many consumers now.

“We see growth in all types of road trips,” Norman said. “To us, that’s a clear indicator that there is some understanding of the ways in which most consumers are approaching their travel plans.”

But on the downside, there was a decline in the past couple of years of brands choosing travel images that represent what Norman called “micro-cultures,” or diverse activities beyond mainstream attractions like American football.

In positive news, the use of travel imagery including African Americans is up 18 percent over two years, though admittedly that was from a low base relative to population share.

Source: Skift