Now is the time: VFR travel desperately seeking respect

Visiting friends and relatives (VFR) is a significant form of travel in most countries. However, relatively little VFR research has been undertaken, and few destinations have developed dedicated VFR marketing campaigns. However, altered conditions have created a different environment. People unable to see friends and family due to lockdowns are focused on reconnecting. There has been a shift in economic conditions, travel opportunities, safety, and connections. This article presents three components: (a) the psychology of lockdowns in reducing social connections; (b) a content analysis on VFR travel; and (c) recommendations on capitalising on VFR travel.

Automated summary

This article discusses the importance and challenges of visiting friends and relatives (VFR) travel, as well as how to capitalize on this form of travel. Lockdowns have resulted in people being unable to see their loved ones, increasing the demand for reconnecting, which presents new opportunities and challenges for VFR travel.