Yet as COVID-19 vaccines continue to roll out, experts report that consumers are starting to think about traveling again.
“People still want to travel, they’re still searching, they’re still coming back,” said Tripadvisor CEO and President Steve Kaufer on a recent earnings call, noting that the number of unique users to Tripadvisor’s site declined less than the company’s revenue. “They’re not yet booking, but they’re thinking of it—they’re dreaming.”
He noted that Tripadvisor will do more paid and performance marketing as its site traffic returns.
The Tripadvisor team-up, which will expand beyond the U.S. to global brands in the coming months, is just the latest of similar deals for Lysol, which is owned by the recently rebranded Reckitt. In recent months, Lysol has entered brand partnerships with Delta Air Lines, Hilton Hotels and Airbnb as brands strive to communicate their extensive cleaning protocols to germ-averse customers during the pandemic.
To learn more about marketing trends and partnerships, attend Age Next: Retail, a livestreamed conference on April 20. Get details here.