The Tourism Industry Wants a ‘Stretch Season’
Photo Credit: The travel industry hopes people still take road trips into autumn. Unsplash / Dino Reichmuth
Skift Take
The virus isn't going anywhere come autumn, but there is some hope that the travel industry can stretch the summer travel season into the cooler months.
Summer has traditionally been a time of celebrations: graduations, weddings, and long-awaited vacations where people come together. In other words, the opposite of what people are supposed to do in 2020.
While some people have traveled this summer regardless of the pandemic, the season has still fallen very short for travel companies. For that reason, marketers and destinations are calling for the industry to put forward a coherent message: Welcome to the stretch season, an effort to stoke summer-like demand into the autumn months.
"Early in the pandemic a lot of travel marketers and brands were telling the hope and
