Iceland’s tourism board has released a campaign encouraging travelers to let go of coronavirus stress through scream therapy in its remote locations. With many people looking for ways to recover from pandemic anxiety, wellness offerings could be a stand-out factor for travel brands. We explore the insights behind travel as therapy and why consumers are looking for outlets in safe spaces.
Iceland’s #letitout video campaign shows the various stresses people have gone through during the pandemic, such as working from home while looking after children, attempting DIY haircuts, and celebrating birthdays alone. The video acknowledges that people have “been through a lot” and that they’re probably “looking for the perfect place to let it out.” Indeed, 55% of Americans say that COVID-19 has affected their mental health.
The video nudges the audience to release their frustrations by screaming into an app on the campaign’s website and explains that their scream will be played through one of several dedicated speakers dotted around the country. Featuring information about the benefits of scream therapy as a way to release pent up emotions and promising that travelers will feel better from it, the website encourages visitors to “come let it out for real” when they’re ready.
Even as lockdown measures ease and air bridges are established, people across the world are hesitant to travel overseas. Only 35% of American travelers, for example, are considering a vacation in summer 2020, and 93% of Polish consumers say they’re planning a staycation. Combining travel with a well-being experience that can help people deal with pandemic stress could be a draw for those looking for a healthy outlet for their worries.
With more than 87% of people admitting they don’t speak up about mental health with their friends and family due to a fear of judgement, initiatives that combine traditional offerings with support and healing will be a welcome relief for consumers. Dr. Leighanne Higgins, lecturer in marketing at Lancaster University, found that "the ability to experience and expose feelings without judgement [and] to release deep-seated emotions without embarrassment" draws people to travel experiences such as pilgrimages. With 78% of people saying brands should help during the pandemic, consumers will be looking for companies that understand the challenges they’ve gone through and will expect them to respond with sensitivity and appropriate offerings to the current climate.
Polina Norina is a senior behavioural analyst at Canvas8. She has a background in editorial project management and copywriting, and has previously worked on New York Times bestsellers in trade publishing and international comms projects for companies like Airbus. Outside of work, you can find her learning new languages, reading non-fiction or discovering new design innovations.
