Last week was perhaps one of the most challenging weeks yet of the COVID-19 crisis, especially for the North American travel and tourism industry. Yet despite staffing furloughs and restructuring, signals remain that there is a light at the end of this tunnel and travel brands should prepare to optimize efforts and strategize for a rebound when it arrives.

1. Domestic travel is beginning to return in China, and Trip.com reported that 1,000 tourism sites within the country had reopened their doors and gates last week.

2. Travel continues to play a role in inspiring people – especially during times of isolation. Social sentiment has shown a 57% increase in people talking about dreaming of a vacation over the last 30 days, as compared to the same time last year.

3. Destination organizations, in particular, have responded by supporting their local communities – creating a stronger position and role for these organizations when travelers return.

4. Last week’s release of the U.S. Travel Association’s new Travel Intention Pulse Survey may already be providing clues into the types of travel and market segments that will rebound first.