Working (Away) From Home

Covid‑19 may have dealt a blow to the travel industry’s business‑as‑usual, but ‘workations,’ either domestic or abroad, have grown in popularity. When the global workforce moved into decentralised working in compliance with government regulations, they proved their ability to answer emails and make Excel tables outside of the office and in far more exciting places. Last year, Airbnb was able to have a profitable Q3 despite previous losses and they reported that 60% of longer‑term guests were working or studying during their stays. Other organisations are trying to benefit from the work remote trend. Earlier this year, Portugal boasted Europe’s first “digital nomad village” which offered remote workers a free wifi and working spaces.

At Getty Images, this trend is reflected in the content of our European travel customers' sales data where we have seen a rise in downloads that show people working and the travel industry is already benefiting from this. This presents travel brands with an opportunity to use captivating visuals that speak to potential and existing digital nomads, and to show the possibilities of working away from home.

Why should brands care? Because majority of our European consumers, in our ongoing Visual GPS study, have told us that they are excited to travel once the pandemic regresses. With the vaccine rollouts, travel opening up and employers’ increased acceptance of remote work, it is likely this hybrid work model will be the new standard and workations will remain popular. Evidence from McKinsey & Company’s new study backs this up by stating that a third of work in Europe’s biggest markets could continue to be done remotely even after the pandemic subsides. The popularity of remote working makes it worth visualizing for travel brands. The following recommendations will help brand take their visuals further.

Make it Scenic Business travel visuals don’t have to be restricted to an airport or hotel room. Subjects could be in a camper van, for example. Regardless of the location, give a wider view of the location that gives the visual a sense of place. It could be an interesting view out of the window, or a place that feels unique and genuine.

Show the Joy in Travel: Airbnb revealed that majority of their guests felt a 'newfound freedom to temporarily relocate while not commuting to offices or schools.' Technology has enabled workers to work remotely and work in interesting places, which can revitalise workers looking for a change of scene. This has a wellness benefit that can't be ignored: show the joy that comes with remote working away from home.

Be inclusive in Casting: Our Visual GPS study found that only 1 in 10 of Europeans think there is a lot of diversity in the communications from the brands that they do business with. This is an opportunity to lead and show visuals that reflect a wide and diverse audience. Be inclusive by using visuals that show people of all identities.