Peter Slater, chief executive of transport solutions firm CMAC Group, offers insights into the management of forced airline disruption, delays and diversions
Whether it’s wildfires or severe storms, natural disasters not only inflict considerable environmental damage but also have profound implications for travel and tourism, disrupting transportation networks and impacting the wellbeing of holidaymakers.
Recent events, such as wildfires in Greece and torrential rain in Spain – which led to thousands of holidaymakers stranded at the airport – highlight the urgent need for effective crisis management in the travel industry.
CMAC Group research shows that 54% of travellers experienced flight disruption last year, with 66% reporting an increase in frequency. While environmental emergencies are unpredictable, effective response strategies can be developed well in advance, ensuring better preparedness when such incidents occur.
So, what does this entail?
Preparedness is not just about having a plan, it’s about ensuring all stakeholders are trained and ready to act.
Our survey found that when disruption occurred, only 47% of passengers who needed to book alternative transport received support from the airline, and 61% of those who arranged last-minute hotel rooms due to cancellations were not assisted.
These statistics point to a significant gap in the industry’s preparedness, emphasising the need for collaboration among agents, airlines, hotels, transportation providers and local authorities to ensure a seamless response.
Effective communication all round
Clear and concise communication is crucial in managing any emergency, particularly those involving environmental disasters like wildfires. In these challenging moments, people need reassurance. Timely, consistent and transparent communication helps manage expectations and keeps everyone informed.
Ground staff, who serve as the face of the travel provider during disruptions, play a pivotal role in this. Well-informed and empathetic ground staff can significantly reduce passenger frustration, helping them feel more at ease during stressful situations.
More than three quarters of passengers from our survey (77%) said they would like to see more assistance from experienced ground staff during flight disruption.
Working with specialist solution providers
It’s important to have pre-established relationships with transportation and accommodation providers to facilitate swift action. Passengers dread being left stranded, particularly during emergencies, which goes against the duty of care that airlines and travel operators have.
One effective approach involves having pre-established partnerships with ground transport and accommodation providers to ensure rapid and reliable service during emergencies. By working with companies that handle disruption management, holidaymakers can receive secure and vetted re-accommodation and transport. This helps meet the duty of care that airlines and travel operators owe to their passengers.
Utilising advanced technology
Technology plays an important role in crisis management, but it should be seen as an enabler rather than a replacement for human expertise.
During mass disruptions, with hotel rooms and transport options limited, passengers are likely to feel a degree of frustration. To mitigate this, passenger apps, SMS or email can be used to keep travellers informed.
For example, advanced software solutions like Homesafe enable companies to manage critical events more effectively. Such tools allow organisations to send emergency alerts to targeted groups via SMS or email and quickly activate transport booking links, ensuring that everyone gets home safely.
Here, travellers receive real-time vehicle tracking along with the capability to cancel or amend their ride at any time. Adopting advanced technology such as this empowers travellers to find a solution that works for them.
Adapting to the unpredictable
Despite the best-laid plans, emergencies often require companies to adapt on the fly.
Every crisis is different, and sometimes the situation on the ground demands a change in approach. For the travel industry, this flexibility can mean the difference between a minor disruption and a major operational failure. Being able to quickly reassess and reallocate resources ensures that travellers are taken care of, even in the most challenging circumstances.
As environmental emergencies become more common, the travel industry must prioritise effective crisis management. Through effective communication, strategic partnerships with experienced disruption management services and adoption of advanced technology, travel companies can enhance their duty of care, minimising the impact of unexpected travel challenges.