
In this guest column, Rituals Director Global Travel Retail Neil Ebbutt says that while COVID-19 may have fundamentally changed the way we travel, the search for meaningful experiences remains the same. Travel retail needs to reinvent itself to stay relevant in this new world, he adds.
“Travel and tourism will grow. Not by reverting to what it was, but by adjusting to a world where all activities, everything we do in the world will have changed.”
This quote from an article in The Washington Post neatly sums up the impact of the COVID-19 pandemic on the travel and tourism industry, writes Neil Ebbutt. Despite concerns over health and safety, among other worries, there is still a strong desire from people of all ages and backgrounds to travel and create memories.
The types of trips we take in the post-COVID era may have fundamentally changed but the yearning to find meaningful connections and experiences in the world around us remains steadfast.
In every crisis, there is opportunity and as the skies begin to reopen, the travel industry should be considering how to reinvent itself and stay relevant to the new traveller mindset.
New priorities for travellers

Health, Safety & Wellbeing
Given the necessary health and safety protocols now in place for travel – PCR tests, paperwork, quarantine and mask wearing – it’s no surprise that over two thirds (67%) of global travellers think travel post-pandemic will be more stressful in the current climate, according to Collinson. Further research from Collinson indicates that nearly three quarters (73%) of travellers worldwide said they will be prioritising their mental wellbeing more when they travel now than they did before COVID-19.
Sustainability
In addition to health and wellbeing, sustainability has also risen to the top of travellers’ agendas. According to Booking.com, the pandemic has led to a heightened desire to travel more responsibly. 83% of global travellers surveyed stated they will make sustainable travel a priority in the future and 43% of travellers intend to support local communities and economies through more thoughtful travel choices.
Technology
Looking specifically at travel retail, a M1nd-set study reveals that 89% of consumers expect more digitalisation and technology offers when shopping and eating out, while 58% are willing to use digital devices more frequently when they travel to check assortment, chat, try products and order. In fact, one of the most requested digital and technological innovations is a QR code on products, to enable shoppers to find out more about a product or brand – something that Rituals has already implemented on several product ranges.
Leveraging opportunity in change
All this data points to us seeing profound changes in the travel ecosystem. It’s seemingly likely that travellers will opt for more domestic trips, taken via train, coach, or car; wellness retreats and purpose-driven trips; and longer stays in private accommodation where people combine work and holiday (‘workcations’).
These shifts open up opportunities for brands like Rituals Cosmetics to target travellers at new touchpoints on their journeys. Through products that promote wellbeing, Rituals can support travellers in finding meaningful experiences and connections with the world around them.
When we consider private accommodation such as Airbnb, we see an opportunity to transform these places into temporary homes with our Rituals products, such as diffusers, soaps and tea. Our goal is to create an enticing, welcoming sanctuary for guests wherever in the world they are currently residing.
Train stations and car hire are also areas that we are reviewing and considering how our products can enhance the traveller experience – be it through sanitising products, car perfumes or wellbeing kits containing products to help travellers slow down on their journey.

In response to the key concerns of sustainability and hygiene, Rituals is working with hotel partners to offer sustainable in-room amenities such as refillable shampoo/conditioner dispensers, instead of minis, and hygiene products for use throughout accommodation.
The new way of travelling also brings fresh opportunities for the travel retail industry, particularly regarding online shopping. The figures speak for themselves – when presented with safe, convenient digital shopping options such as click & collect or home delivery, travellers are willing to spend. Now is the time for airport authorities, airlines, retailers and brands to take a collaborative approach to ensure a smooth shopping experience and restore confidence in travel.
Central to this broader, collaborative approach needs to be a focus on engaging travellers looking to make informed, meaningful choices at every step of their journeys and embrace what we at Rituals call ‘The Art of Soulful Living’ – Rituals’ holistic approach to good living, where all the important pillars are touched, from physical and mental to spiritual wellbeing.
Whilst there will be considerable shifts in the way that people travel post-pandemic, there’s no denying that travel, in all its forms, will continue to offer an abundance of benefits to our wellbeing. These changes present an opportunity for renewal. A chance for the entire travel ecosystem to work together to reassure, excite and attract consumers and get back to doing what it does best – transporting people from their daily routines into new surroundings and experiences.

Note: The Moodie Davitt Report has launched an e-newsletter, Wellbeing Curated, in association with Rituals. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
To subscribe free of charge please email Sinead@MoodieDavittReport.com headed ‘Curated Wellbeing’. All stories are permanently archived on this website.