Travel firms must proactively diversify, says Barrhead Travel president Jacqueline Dobson
With more announcements on domestic restrictions, localised lockdowns and the implementation of tiered approaches, it’s safe to say that our ‘new normal’ is here for some time to come. In fact, even within Scotland’s latest five-tier alert system, level zero (the lowest level) indicates that life will remain like this until the production of a vaccine.
We have all had to adapt and change – perhaps even unconsciously – over the past six months but, with a return to absolute normality unlikely for some months to come, now is the time for all businesses, particularly in travel, to start thinking and planning about how to operate and move forward in this new world.
As Covid-19 has had such an adverse effect on travel, many are searching for additional opportunities to diversify their business. At Barrhead Travel, we’ve done exactly that and proactively searched for opportunities outside the travel industry, such as our partnership to support NHS Scotland’s contact tracing efforts.
It’s not something we ever anticipated having to explore but my advice to other travel business leaders is to stay open-minded and consider the extensive transferable skills we have in our industry. Not many people in travel have been working their ‘normal’ roles since March 23, and considering external opportunities is an option to help sustain your business until normal demand for travel returns.
Learning new skills, operating in these slightly different roles and engaging with other industries will contribute to our recovery next year. We’ve adapted, changed and learned along the way, and we plan on embracing the new skills we have acquired to strengthen our business.
Learning new skills
Recognising that learning does not stop, even during a pandemic, is critical and, where possible, should be considered a priority right now for travel businesses. We have harnessed the new skills and ways of working that were forced upon us back in March to strengthen our training offering. What was once a primarily face-to-face training function is now being successfully delivered online by our in-house team. It has been central to keeping our business moving and engaging our people.
While we’re faced with flexing to current restrictions or looking at additional opportunities, selling travel is still first and foremost our priority. We have spent a considerable amount of time reviewing how we ease into the new world of global travel, where customer confidence is paramount and flexibility in bookings will be key.
Re-evaluating our partners
I have previously written about the value of our partnerships with travel suppliers. Ensuring that we work with the very best operators, airlines and bed banks will indeed underpin our strategy to allow us to provide that extra confidence and security that holidaymakers are now looking for.
However, how we operate with our suppliers and partners will change as we emerge into this new world. There have been partners who have stood by our side during the course of the pandemic and have never wavered in their support, and there have been those whose support has waned. We simply cannot sustain meaningful partnerships with those who have severely let either us or our customers down. Customer confidence is key, but so is confidence in your partners, and that has to play a role in preparing your business for restarting travel.
As we move into what should be the preparation period before our peaks, it is prudent to keep reminding ourselves these are not usual times. The ‘new normal’ will look different for everyone – whether that’s diversifying your business or focusing on how to Covid-proof holidays.
Demand for travel is there, albeit reduced, and the opening of the Canaries, particularly, should offer optimism for the coming months. Having the ability – and willingness – to adapt, change and learn will ultimately stand travel businesses in the best stead for recovery when the time comes.
