Predicting demand has never been more difficult in the travel and hospitality market.

Focusing on when demand will return to normal post-COVID prevents strategic thinking about how demand will be fundamentally different. Organisations waiting for demand to get back to normal risk missing a unique opportunity to recover faster and grow market share compared to pre-pandemic. The uncomfortable truth is that when it comes to the structure and breakdown of demand, ‘normal’ is not coming back.

Operators assuming that 2019 pre-COVID levels of activity will return in one to three years’ time are not confronting the other critical question: how will people, and demand more generally, behave differently in the medium-term and further ahead?

Adapting to new customer behaviour will be critical and organisations need to think boldly and differently about forecasting and responding to demand. Read here to find out how building a more flexible understanding of post-COVID demand can inform the creation of new products and practical adaptions to internal operating models in response to a changing demand mix.

Download the Industry Leaders' Point of View

Download the Industry Insight