Travel Through Time: From 9/11 to COVID-19, Parallel Predictive Analysis of Travel Marketing

Abstract

The events of 9/11 drastically changed the state of the nation across many industry sectors, with the tourism industry among those most affected. Following that horrific day, the nation experienced heightened security measures and protocol, such that the travel industry and travelers would never look the same. People were fearful and anxious, and the tourism industry had to take quick, effective measures to evaluate the consumer response, set a marketing strategy, and promote within a changed national ethos and expectations. COVID-19 is a similar catastrophic, global, and long-term crisis that set our nation on a similarly drastic change in practice and protocol; fear and anxiety were higher than ever. COVID-19 and 9/11 are highly comparable in their market response. By comparing the two events and analyzing the consumer response and advertising messaging, specifically during the stay at home order, a theme and direction for messaging within the travel industry post-COVID-19 can be predicted based on the culture and spirit of The American Dream, confidence in safety, we are in this together, support local tourism, explore your city in a new way, and connect with those you missed. KEYWORDS: COVID-19; 9/11; Post-pandemic; Advertising; Travel; Prediction; Messaging; Consumer Response; Marketing; Analysis