The first report in a series (#trustlytravelinsights) of three thought-leadership reports 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) on to execution (design counsel, campaign messaging, video scripting, blog and social posts, client communication, web copy, advertising copy).
Rebound or Rehabilitation? A post-pandemic future for the travel sector // #trustlytravelinsights report one
The first report in the series was designed to take stock of a period without precedent. The travel sector was arguably one of the worst affected by the pandemic, and this report needed acknowledge the trauma without being repetitive of the extensive commentary on the events of 2020 for airlines and OTAs, and without contributing to the general malaise in the media. Key themes explored in the editorial include:
- The sector impact of worldwide restrictions on travel and movement
- Using data to paint a picture of a year without precedent
- The unique cost pressures facing airlines and OTAs in 2020
- The inconsistency of government support and policy for the sector
- What 'recover back better' really means
- Winning the changing traveller