Travel and Tourism
At the Frontline of COVID-19
The travel and tourism sector was hit more rapidly and deeply by COVID-19 than most other sectors. Recovery to pre-COVID-19 activity levels is likely to be prolonged, and questions are raised whether enforced change in consumer behaviour will have long-term effects. The travel and tourism sector has a history of reinventing itself, and previous predictions of decline following crises have often been short-lived. This chapter reviews historical precedents and theories of consumer behaviour to explore whether recovery will be different this time round, especially given the possible habit breaking effects of online substitutes, and political expediency of reducing causes of climate change.