Revenge Travel: A Boon for Wide-Format Printers
The travel industry was hit hard by the COVID-19 pandemic, with lockdowns, quarantines, and health concerns keeping people grounded. But with restrictions easing around the world, 2023 is seeing a surge in “revenge travel” — people making up for lost time and indulging in the trips they’ve missed over the past couple years.
This pent-up wanderlust represents a major opportunity for wide-format PSPs. As travel ramps up, businesses in the hospitality and tourism sector will be keen to update their signage, displays, and graphics to attract revenge travelers. Hotels, restaurants, tour companies, museums, amusement parks — all need fresh, eye-catching printed materials to showcase their offerings.
In this realm, PSPs play a pivotal role in shaping memorable experiences. The demand for visually stunning marketing materials and customized prints is soaring. From eye-catching banners and standees to captivating wall murals and signage, wide-format PSPs have an opportunity to seize a significant market share.
>> 1. Captivating Tourist Destinations
As travelers head to picturesque destinations, they yearn for immersive experiences. Can you collaborate with travel agencies, hotels, and tourism boards to design attention-grabbing promotional materials? Can you also collaborate with the hospitality industry to provide wall murals, signage, and interior décor that capture the essence of the destination and create immersive guest experiences?
>> 2. Personalized Travel Souvenirs
Can you offer customized souvenirs that capture the essence of each traveler’s journey? Photo prints, commemorative posters, or canvas prints featuring vacation memories become cherished mementos for tourists, fostering an emotional connection to the destination.
>> 3. Safety and Awareness Campaigns
While the joy of travel returns, safety and awareness remain paramount. Can you support the travel industry by producing safety guidelines and educational materials? Social distancing floor graphics, hygiene reminders, and informational posters ensure tourists feel confident and secure while embarking on their adventures.
By leveraging creativity and innovation, PSPs can align themselves with the ever-changing needs of the travel industry. As travel rebounds, make sure you are at the forefront of this renaissance, breathing life into the dreams and aspirations of millions of revenge travelers worldwide.
Denise Gustavson is the Editorial Director and Special Projects Editor for the Printing & Packaging Group, which includes Printing Impressions, packagePRINTING, In-plant Graphics and Wide-Format Impressions magazines, among other brands. She is also the Editor-in-Chief of Wide-Format Impressions.
