PPB November 2020

When The Going Gets Comfortable I t goes without saying that travel has looked a little different this year, especially this past summer. As coronavirus continued to spread between countries and across continents, travel became increasingly restricted, andmany major airlines cut their capacity—some by more than 90 percent, writes WWD —in order to protect customers’ safety while still continuing to operate. National restrictions were implemented by President Trump to control travel into the U.S. from select countries, namely China, Italy and Spain, where the rate of spread was particularly high. And even thoughmonths have passed since the first stay-at-home orders were issued and face masks became required by businesses and public spaces, the travel industry faces a slow recovery. In July, the International Air Transport Association announced that international air travel likely won’t fully recover financially from the effects of coronavirus until 2024. With widespread changes to the travel and hospitality industry, more end users are slipping into their sweats and heading to nearby destinations. Loungewea r & Reso r t Wea r BublikHaus / silvae / Shutterstock.com. Photo illustration by SPARK Publications. INNOVATE 30 | NOVEMBER 2020 |