Comment: Communicate travel reality over perception

Back in July, as a holidaymaker you would have thought from reading the news that the travel industry was not capable of managing its business affairs.

Many in the media were taking aim at the trade with TV, radio and the national papers running numerous stories, photos and videos of airport chaos. While there’s no doubt there were issues for some travellers, my own experience of a holiday to the Costa del Sol was very different.

Before departure, when my family decided they wanted to take a holiday in Spain, I’ll confess I had to contend with one or two negative thoughts based on the news stories. But then I remembered that an individual who writes a story based on a single visit to an airport isn’t necessarily reflective of the bigger picture.

My personal experience of check-in with two grandchildren at Gatwick in early August was smooth, with Wizz Air staff quick to process us and, best of all, presenting a happy demeanour despite the 5am check-in. We went through passport control and security without delay and were having a coffee at 6am, having taken advantage of all priority boarding options which are worth recommending to clients for peace of mind.

On arrival in Malaga, the process was quick again, despite a short delay due to the balance of border control desks for British and European passport holders. Fortunately, a Spanish official waved those of us in the British queue towards the European desks and apologised for holding us up, clearly recognising the benefits of tourism and loyal customers to the country.

From an agents’ view, it’s important to ensure customers are aware of Spanish rules on entry and of course have mobile phone records or other evidence of Covid jabs to facilitate arrival. Crucially, don’t forget to check passports are valid for six months after the return date to avoid any upset.

On the ground, restaurants and taxi firms gave me the impression they were around 10% down on pre-pandemic levels, and customers worrying about the cost of living can be reassured they can still get good value – plus the sun and sea come for free.

In conclusion, make sure you are communicating with and reassuring customers about the realities of travel. I returned just as the rain returned to the UK, and while I appreciate the boost the hot summer here has given to UK tourism, you can’t beat that feeling of excitement and adventure you get when you fly away to Spain.

Paul Foster worked in retail for brands including Thomas Cook and Hogg Robinson before running his own marketing and PR firm representing agencies, operators and cruise lines until his retirement in 2020