Airline Marketers Are Coming Out of Crisis Mode as 2021 Bookings Rise

Finding new ways to talk to customers hopeful about Covid vaccines

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From the outset of the pandemic, it was clear the travel industry’s recovery wouldn’t be swift. In fact, some executives estimate it could take three years for airlines to rebound to their prepandemic business, as the timeline for vaccine distribution remains in flux. 

But on the eve of a desperately needed new year, there are signs of hope as airline marketers gear up for a long, inching recovery unlike the industry has ever seen before.

“When you’re trying to forecast the business and forecast bookings, all bets are off this year—the previous models don’t make sense,” said a marketer at a U.S.



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