With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?

Despite travel restrictions rendering a beach vacation nothing more than a pipe dream, swimwear sales in the US are booming. As people deal with the trauma of quarantine, they’re finding escapism and optimism in the ability to prepare for their future freedom.

A Texas bookstore that had to close during lockdown has generated buzz after it pivoted from selling books to selling travel – but all was not what it seemed. The playful ruse offered a lesson in how to give people a sense of escapism and surprise as they seek relief from COVID-19 news.

The global tourism industry was brought to its knees as COVID-19 restrictions saw jet-setters cancel flights en masse. As the world emerges from lockdown, it’s hoped that HNWIs will play a key role in reviving the sector – but how has the pandemic changed their vacation preferences?