Travel holds a special place in the lives of many people. Whether escaping from the everyday to find relaxation on a beach, exploring new cultures, visiting loved ones or even traveling for business, we as a society embrace the freedom to travel.

Instead of the typical, “here’s why you should visit here/stay here” messaging, brands are focusing on spreading the word about programs designed to help others. There are hotels that housed and fed doctors, working directly with hospitals.

Another messaging strategy includes engaging with consumers within their own homes. Some world branded restaurants and hotels shared special foods recipes with the public via media.

I think, right now, most brands who are planning for recovery should put in place programs to restore confidence in safety.

The travel industry will adapt and recover. It’s a very versatile business. No two situations are ever the same, but being transparent to educate people about the facts and accurate information is always a win.