The Advantage Travel Partnership has launched a consumer-facing campaign aimed at driving positivity about future travel.
Marketing collateral for Keep Calm and Dream of Travel is currently being created for members, who will be encouraged to share their messages with customers as lockdown restrictions continue amid freezing temperatures as the government’s hotel quarantine policy comes into force next week.
It follows a week in which government ministers have been criticised by the industry for suggesting that booking holidays is illegal, which it is not, and consumer confidence in booking trips for the summer has dropped.
The information-led campaign aimed at consumers will kick off next week with Advantage’s member travel agents up and down the country contacting their customers to show them how they can help navigate the new complexities of booking a holiday.
The consortium’s leisure director, Kelly Cookes, said: “Gone are the days when travel agents just helped customers to choose between Greece or Grenada. The service the travel agent provides in the pandemic world is so much more complex.
“Our members have a duty of care to their clients and on top off providing inspiration about a destination they are fully-equipped to provide vital information on entry requirements, Covid-19 valid insurance options, testing logistics and airport protocols.”
Agents will outline the many flexible booking options and financial protection offered by tour operators at no extra cost.
Cookes added: “A vital part of the role of the travel agent is to take a client through the flexible options and booking conditions available to them. It’s important to remember that booking a holiday is not illegal.
“Booking a holiday is actually very relevant to our mental health. We need to be able to dream of travel even if we currently we cannot leave home. One day we will be able to swap our home lounge for an airport lounge so why not book a flexible package now.”
In addition to the consumer-facing campaign, Advantage has launched a series of webinars for its members connecting them with tour operators offering flexible holidays for this year and next.
Gold Medal will kick off the series. Sales director Nick Hughes said: “This is a great initiative spearheaded by Advantage. We need to dispel the myth that booking a holiday is illegal.
“We know we will travel again, and it’s important to plan something fun for the future to keep us all sane.
“Travel agents are vital to our business, they provide the human touch, cut through the confusion and give customers that all important level of security required in a world reeling from the impact of a global pandemic. We must remain hopeful for a brighter future and we love the campaign’s positive approach. We are with Advantage and we will keep calm and help our customers dream of travel.”