Tourism was one of the first sectors to digitalise business processes on a global scale, bringing flight and hotel booking online in the 1990s. However, post-Covid a profoundly disrupted tourism sector must innovate and generate new business opportunities to survive in its current size and structure. Both the consumer and business markets expect air travel to become more expensive, so designing more accomodating, and flexible customer offers and experiences that match higher prices will be essential. In the European mobility sector, regulation is moving quickly, and Covid may be seen as a pivot point by governments to accelerate the transition toward sustainable mobility, both in collective transportation and in private vehicles. With major capex and technology investments on hold, communications and marketing will play an essential role in helping the mobility and tourism sector manage the next 9 - 24 months:

• Consistent branding and targeted loyalty marketing to boost traveller confidence will pay off as the sector recovers

• Operators should use digital channels to enable partnerships, especially in marketing destinations and experiences

• Continue to invest in high-quality digital content and specialised travel media advertising making covid recovery part of the message

• Public and private partnerships based on digital services and micro-mobility are reinventing urban planning and mass transit. Similar initiatives can also be vital in enabling destinations to invest in innovation and technology to upgrade customer experiences.