Industry has responsibility to communicate positive change to the public, says If Only’s Gordon McCreadie
I could hardly believe it recently when I turned my calendar to June 1. Traditionally, at this time, we’d be wrapped up in summer campaigns at If Only, and I’d be getting ready for my annual family holiday. But, let’s face it, nothing about 2020 has been normal so far.
We have all been on the ‘Corona rollercoaster’ for the last few months. I’ve never been prouder to work in such a resilient industry, and it feels great to see a glimmer of hope emerging as destinations start to plan the safe reopening of their borders and customers begin to dream of long-awaited getaways.
While there’s no denying it’s time to start thinking of the future, it’s essential we educate ourselves and our staff to put safety first and move forwards with a conscientious attitude to travel. Before we press the reset button, however, let’s consider what post Covid-19 travel looks like, how our responsibility to customers has changed, and what we can do to support some of the more positive changes we’ve seen.
The world is reopening slowly but surely, but it’s not the same place as before. In many ways, that’s not a bad thing. Most of us would agree the UK’s quarantine measures are too little too late, and the focus now has to be on tracking and testing methods rather than a barrier to travel.
With the importance of social distancing and hygiene at the forefront of minds, it’s reassuring to hear of the initiatives being implemented by hoteliers, airlines and attractions to ensure visitors stay safe.
Communicating safety
From Etihad Airways’ new ‘wellness instructors’, to temperature checks and socially distanced check-ins at airports, we can see people pulling together across the industry to make 2020 travel happen. Theme parks are marking safe chill-out spots for visitors; beaches are rethinking their parasol positioning; and many hotels will invite customers to order drinks and snacks via apps or pagers.
A lot of these changes sound pretty positive to me, and we have a responsibility to communicate them to the public. If Only is creating an information bank on our agent Google Drive, featuring the latest updates from suppliers around which destinations are open for business, and how they’re working to protect visitors. I’d encourage agents to check this out as it’s a useful tool to keep themselves and their customers informed.
Shaping the future
There’s been a lot of talk about our industry’s ‘new normal’, but there’s still uncertainty around how this will look. For most of us, the next big thing will be seeing how quickly agencies choose to implement full or phased reopening of their stores, and how consumer behaviour impacts this decision.
First and foremost, staff will still need to socially distance, with many agencies opting for a closed-door policy. In this case, is it really that different from having staff continue to work from home? We’ve all seen the power of digital marketing and communications recently. Zoom calls and social media interaction are allowing agents to connect with their customers, so there’s a possibility we’ll see increased homeworking and the growth of digital-based agencies. Similarly, while social distancing continues to be a major factor, our on-the-road sales teams will have to find new ways to connect, communicate and educate our agents.
The past year has seen widespread disruption. The demise of Thomas Cook, followed by the impact of Covid-19, has underlined the benefits of booking with a trusted travel agent. Consumers have found having an experienced agent on hand to provide advice and support has proven invaluable compared with a faceless website. Going forwards, the importance of face‑to‑face interaction will be a major factor in purchase decisions – could it be we’re about to see a spike in high street sales?
When you press the reset button on anything, there’s always uncertainty. I am viewing the prospect of change and new beginnings with positivity rather than apprehension, and look forward to seeing how the industry will bounce back, perhaps bigger, more socially responsible and better than before.