Remaining Relevant When Markets Disappear

This morning I got an email from United Airlines. Under a headline that says “Explore the world from home,” the message offers a reminder:

We know you may not be traveling soon, but our award-winning inflight magazine, Hemispheres, is still here to share incredible destinations with you.

From the dunes of New Mexico to the Scottish Highlands, we hope this month’s Hemispheres provides a bit of inspiration for when you’re ready for your next adventure.

Our collective response to the COVID-19 pandemic has radically changed many aspects of “ordinary” life. For one, self-isolation means little or no travel. Airlines and hospitality companies are suffering as a result. As noted in National Geographic, the World Travel and Tourism Council projects that the pandemic will cost the industry 75 million jobs and $2.1 trillion in revenue.

Companies like United, and their employees, are suffering. But people and organizations are resilient. We look for ways of continuing to provide value even when facing such tremendous disruption. Reading about visiting the dunes of New Mexico or the Scottish Highlands isn’t the same as actually being there. But can I imagine a meeting that went something like this:

Manager A: How can we remain top-of-mind when nobody’s traveling?

Manager B: Let’s think… What assets do we have that can remind folks of what they loved about travel?

Manager A: Well, our in-flight magazine has stories about exotic destinations…

It’d be foolish to think United will pivot to become a publisher of travel stories. I don’t expect Hemispheres is a big business under normal circumstances, and it’s probably much less so now that companies are pulling back on advertising. However, I appreciate the airline’s effort to remind me of the role they usually play in my life. The connection helps sustain loyalty.

Like United, Airbnb also sees its business impacted by the reductions in travel. They, too, are trying something different. This week, the company announced a new service called Online Experiences, “a new way for people to connect, travel virtually and earn income during the COVID-19 crisis.” These “experiences” — which you do through your computer — include baking with a family in San Francisco, meditating with a Buddhist monk in Japan, and taking dance lessons in Ireland.

I don’t think anyone at Airbnb believes this new service will replace the revenue they’ve lost from the decline of travel. But as with the United email, it’s a gesture that reminds us of the company’s spirit. Both cases are examples of companies looking to remain relevant when their primary markets have disappeared. I expect we’ll see many more over the coming weeks.