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How Can the Travel Industry Overcome the Impact of COVID?

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StrategyDriven Editorial Perspective Article |Travel Industry|How Can the Travel Industry Overcome the Impact of COVID?One of the hardest hit industries during the coronavirus pandemic has been travel and tourism. Whether it’s regularly for business or to get away on a summer holiday, we’ve all been unable to venture to where we need or want to as a result of major travel restrictions.
Many of the large corporations have been hit hard, with British Airways announcing they will be cutting up to 12,000 jobs, EasyJet around 4,500 and Virgin Atlantic 3,000, these businesses will need to put plans in place as a matter of urgency to ensure the continuation of their operations.

A major impact faced by all

It’s not only flights leaving the country that have been affected – inbound travel has also seen a huge blow. Speaking to the Digital, Culture, Media and Sport select committee, Patricia Yates, Chief Executive Officer of VisitBritain commented “So for inbound, I mean we were looking at the beginning of this year at about £26.6bn coming from inbound tourism, we reckon a £15bn drop on that.”

So far the industry has lot the benefit of the two bank holidays in May and a lot of the school half term periods as well. With the hopes of an additional bank holiday in October, the industry will be keeping its fingers firmly crossed that some of the restrictions have been lifted, or at least some further guidance in place.

What are the challenges that travel businesses have faced?

Aside from the obvious restrictions that were implemented during the lockdown period, many businesses are facing the reality that people may be too scared or anxious to travel just yet. Organisations now face an ever growing challenge of convincing people that it’s socially responsible to travel and enjoy a holiday once again, and that where they are visiting has put all the necessary precautions and procedures in place.

Hotels, campsites and other hospitality facilities also have a mountain to climb. With new rules and regulations to help protect their guests, many have had to spend large amounts of money to ensure they are Covid compliant. Because of these great expenses, some are facing crippling debts and the possibility of redundancies to ensure they can stay afloat.

What are the best solutions for the travel industry?

The World Travel and Tourism Council reported that up to 50 million travel and tourism jobs are at risk around the world as a result of the pandemic. Although we are in uncharted territory, there are a number of solutions businesses could introduce to help them weather the storm.

One of the major but potentially very beneficial options is for businesses to restructure. This will help them to become more streamline, thus freeing up money to help them keep the lights on so to speak. Specialist organisations such as RSM Global, who have key experience in situations like this are on hand to help businesses plan and implement their long-term survival strategy.

No matter what the future holds, we all need to adapt to survive if we’re to overcome what the coronavirus has thrown at us.

How Social Media Changed Tourism Marketing

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StrategyDriven Online Marketing and Website Development Article, How Social Media Changed Tourism Marketing

Social media has changed the way people communicate and exchange information. Because of this, industries in almost every sector have had to adapt to stay ahead of the curve. For some companies, making the switch was difficult. For others, the rise in social media has improved not only exposure but also the way companies market and do business. The travel and hospitality sector is one of those areas. Social media has become the most effective form of marketing since it allows exposure to your business organically. The travel industry has particularly benefited from this change.

There has been a rise in social sharing because of social media platforms. Over 97 percent of millennials share photos and videos of their travels online, according to Entrepreneur, and the travel industry is catching on. Some companies have encouraged their customers to engage with their business through social media.

Consumers turn to social media platforms to research places to visit and the best ways to travel. To find out places to travel, 89 percent of millennials plan travel activities based on content posted by their peers online. This is thanks to social media sites like Instagram, TripAdvisor, and Yelp. Though Facebook is not specific to travel like TripAdvisor, Facebook Recommendations allow its users to ask advice to their peers about the best cities to travel, which hotels to stay in, restaurants, and activities to do. All of these things essentially use word of mouth, which is the most effective form of marketing.

StrategyDriven's Social Media Publication Timing Whitepaper


Social media has also impacted the travel agency sector. Once consumers have found a destination, they are likely to book on their own using their mobile devices. Break The Ice Media reports 35 percent of travelers have used mobile to book a tour or activity while already on location. Travel agencies have had to catch up to the rising trend focusing on selling experiences instead of materials. Self-booking has not completely knocked out the travel agency business model as they are responsible for 55 percent of airline bookings, 77 percent of cruise bookings, and 73 percent of package bookings, reports Entrepreneur.

Making it easier to communicate directly with consumers, social media has also allowed travel and hospitality companies to improve their customer service. Consumers utilize things like Trip Advisor, and Yelp to share customer satisfaction. Most companies also have a social media presence making it even easier for disgruntled or confused customers to reach out and share their dissatisfaction. Uhuru says when customers reach out to a brand on social media, over 50 percent expect a reply. This may sound like a customer service representative’s worst nightmare, but it is actually very good for the business. By quickly responding to comments on social media, they can easily improve their reputation. This helps consumers see your brand is professional and they feel valued as a patron. Listening to a customer’s complaints or concerns is another way to learn more about your customers, allowing your company to provide an excellent experience.