The second report in a three-part series (#trustlytravelinsights) for the travel division of payments fintech, Trustly. Designed to bring to life two proprietary industry surveys conducted pre- and mid-pandemic, and to nurture a conversation about the future for airlines and OTAs beyond the COVID-19 crisis engulfing them at the time. Originally published by the client in 2021.
My role in this project
For this publication, I oversaw the end-to-end process from strategy (editorial positioning and TOV, content roadmap, narrative development, report structure and article ideation) through to creation (interviewing third-party and in-house experts, writing the full report including ghost-writing for external contributors) on to execution (design counsel, campaign messaging, video scripting, blog and social posts, client communication, web copy, advertising copy).
Payments in a Pandemic – Travel's greatest stress test (yet) // #trustlytravelinsights report two
The second report in the series was designed to shift the narrative from a macro perspective on the travel sector, to looking at the pandemic specifically through the lens of the primary audience – payments leaders in airlines and OTAs. What was particularly important here, was bringing in some diverse voices outside of the Trustly organisation. Key themes explored in the editorial include:
- Payments as a commercial driver
- Shifting consumer expectations
- The changing ways we pay
- Influencing traveller choice
- Travel’s defining digital moment
- Rethinking risk
- New payment needs
- Cost vs. customer experience