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This promoted content is produced by a member of The Drum Network. The Drum Network is a paid-for membership product which allows agencies to share their news, opinion and insights with The Drum s audience. Find out more on The Drum Network homepage. OMD EMEA look at the trends currently surrounding the travel industry and consider how marketers can respond As travel corridors opened briefly last summer, travel brands tried to predict who would reignite the travel industry after its sharp decline. However, after another wave of strict lockdowns and the global vaccine roll out, consumer behaviours have shifted once again. In this evolving landscape, where mindsets are in constant flux, understanding consumer tensions will be crucial for travel brands to adapt at pace and thrive as the travel industry opens once again. We’ve identified three tensions that we believe will be critical to recovery.

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