Travel Brands That Maintain a Voice Will Emerge Stronger
Claire Griffin
Managing Director
MMGY Grifco
The challenge we are currently encountering has made us look deep into the reality of our world, being a global community with linked demand and supply systems, which results to almost all industries being affected by the pandemic. The travel industry is one of the greatest catalysts for this interconnected global system. Travel is a far greater mechanism for the dispersal of wealth to local economies than has previously been recognized.
We tend to be reticent making predictions when it is clear that we are all sailing in unchartered waters and in some cases trying to control things that are not really in our control. The best we can do in these cases is count on our instincts, be as charitable as possible, and very importantly, be respectful of everyone. Try to prepare ourselves for the next day in travel, when one thing we know for sure is that nothing will be the same, but also that now, more than ever, people will need to connect, to engage with communities, to be mindful and to travel for a purpose. But what is really going to happen and where do we stand now? The future is already here as we witness the emergence of new concepts, services, and approaches. We are experiencing a unique situation of dealing with a crisis, recession and recovery all at the same time.
Unprecedented events require an unprecedented response and a change of mindset. The moment we accept this, we will feel liberated. The starting point is that everything has changed. No industry, and even more tourism, shall try to revert back to what it has been regularly practicing, before taking a pause and ask if it makes sense in this new normal. Everyone needs to evaluate and make decisions in a different way.
MMGY GRIFCO and MMGY OPHIR teams have spent the last month in intense conversations with clients all over the world.
The biggest question is “What now”? It is the primary obligation of our PR teams to have the eyes and ears to lead the client. The fact that the media still needs content means we keep rolling. One thing is clear: Maintaining a voice in the market is imperative. Stuck at home, consumers are gorging on media content and online platforms are experiencing unprecedented volumes. That hunger means a need for new ideas thus there has never been a more important time to have a PR seeking out – and making – every opportunity for coverage and exposure. We must be storytellers; be quick to recognise trends and novel ideas because in many ways travel and lifestyle communications have never been so “bespoke” – so much about individual conversations to drive new opportunities.
And so, the critical nature of PR in a crisis – and as travellers emerge from the crisis – is twofold. First, we are engaging nonstop with our media partners about the “now”. Second, we are planning and preparing for change and for recovery. In these two respects, when our clients find themselves against the proverbial wall, PR is the fundamental x of the marketing mix.
For those wise enough and bold enough, PR never diminished but we also have proof that – after the initial shock – it is also reviving for those who utilise it to its best effect. In the middle of a global lockdown some brands are forced to pause their PR effort temporarily, but we are also seeing some travel companies and hotels around the world asking us
to do more, not less. Because those brands that are brave with their voice will be the ones that recover fastest. The multiple small advantages that we gain for our clients in this period will compound their brand lustre and recognisability. Their messages are being heard louder in a quieter market, and their relationships with the media and other brand partners are thus strengthened for the future.
These are the brands who will not be playing catch-up when tourism and hospitality begins to bounce back – who will already be on the front foot – unlike those who begin to speak again from a standing start. We know from our MMGY Global research teams that travel resumes quickly and that pent-up demand benefits those who are in place to receive it.
ONE THING IS CLEAR: Maintaining a voice in the market is imperative
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KEEP THE CONVERSATIONS FLOWING
Firstly, clients need to talk to their PR teams and remain engaged. The best ideas and solutions can be worked on together and these spring from open and energetic conversations. Working with our clients like this, we are designing robust communications plans for various scenarios and supporting the organisation of re-opening logistics with planning techniques.
PREPARE FOR A MORE FOCUSED AUDIENCE SEGMENT
The present situation, we believe, will speed up a nascent trend in the luxury sector. Guests will be more considered and careful in the holidays they book, with more focused requirements from, and expectations of, the companies with whom they chose to book. At Grifco and Ophir, we are tracking this new wave of sentiment and making it relevant in our planning for clients. We believe UK consumers will book a different type of trip in the coming year but that they will expect a new level of quality in their holidays. In the early stages of recovery, we anticipate that regional travel via car and train will rebound first (and we may even see further micro-segmentation among older retirees and Millennial families on these close-to-home trips). But when we look at historical trends from previous crises, affluent travellers tend to be more resilient and continue to travel even when there is an overall downturn. In the MMGY Travel Intelligence Traveler Sentiment Index (TSI), we are tracking a “resilient traveller” segment that represents 16% of travellers. These consumers tend to be early influencers on a return to the marketplace, and therefore they are a segment that luxury suppliers should influence quickly.
HEALTH – THE NEW LUXURY
As we scan for trends, we believe that health is going to be a priority. Do you have a doctor at your hotel? If my family is unwell how will you look after us? Our travel PR plans now include a number of healthcare elements and we are advising clients to prepare to include the best possible healthcare in packages should it be required.
DON’T PRESS PAUSE
Those clients that continue to work with their PR teams will be kept abreast of trends like these, which brings me to the “Pause vs. Reduction” question in PR. Those clients that have retained full service, or asked for a reduction in PR are bene ting from strong sounding-boards and the establishment of clear new strategies that include new elements – from medical care to sanitisation. Those who paused efforts could be behind the curve and way o the mark when we have “lift off” again – they will be under pressure as competitors out- perform and gain market share.
INSPIRE, SUPPORT AND BE READY
This is the time to be inspiring and supportive and to guide our clients in a way that is responsible and long-term.
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