In these trying times of sheltering in place, I have found myself scouring our home bookcase for material that would inspire coping strategies and winning mindsets. One stood out on the shelf: Mark Manson’s “Everything is #@%!ed: A Book About Hope.”
The book was published in 2019 — before we could have imagined the damage that would be inflicted on our beautiful travel industry. And reading it triggered my inner hospitality warrior.
Some may argue that the world is on pause. In a physical sense, we certainly are; however, cerebrally, we still have our freedom. So, let’s reframe the situation and change the paradigm.
Let’s speak less of COVID-19’s devastating impact and more about how change creates opportunity.
While “change creates opportunity” is an extract from Preferred Hotels & Resorts’ company ideology, the sincerity and relevance of each word shapes my mindset each morning, noon and night. We only have to take note of the creative business solutions popping up on websites such as Springwise, TrendWatching and Trend Hunter to realize that our lives, communities, industry and the world at large will thrive again.
On a personal level, I have been reintroduced to my children. I would even go as far as saying that I am learning to parent again. I hear their chatter and laughter from the second floor, and I am physically and emotionally available for breakfast and dinner. We connect through short walks and conversation.
Our neighborhood is learning what it means to be part of a community again, albeit from a safe distance. As we attempt to retain some semblance of exercise, I find myself connecting with other residents through a half-covered face, as we nod empathetically to recognize our common endeavor: Let’s knock this virus on the head and regain our freedom.
There is good to be found. There is light at the end of the tunnel.
To believe in travel is to love humanity. I care deeply about the virtues of travel: the social, physical, emotional, mental and spiritual values that are derived through the act of traveling. Travel ultimately makes us better humans.
While every aspect of travel has been affected, I feel a personal connection to the challenges, frustration and heartache that travel advisors around the world are currently experiencing. My career in the industry started when I worked as a travel advisor for a small, family-owned business. It was a labor of love that I shall never forget — and it’s also why I view this time as a golden opportunity for travel agencies across all segments.
My career in the industry started when I worked as a travel advisor for a small, family-owned business. It was a labor of love that I shall never forget — and it’s also why I view this time as a golden opportunity for travel agencies across all segments.
Yes, travel is interrupted, and commissions have disappeared. But when travel resumes — and it will — travelers will have more complex questions, they will need advice and, most importantly, they will need reassurances that the decisions they make are the right ones for them.
They will turn to experts, and that’s each of you. So, I encourage you to prepare. This is a time to ask yourself, “What do I personally have that others will need?”
Remember, change creates opportunity.
- Will travelers choose boutique properties over grand hotels to avoid large groups, busy communal areas and overtourism? What changes have been made to loyalty programs that could benefit past clients? And, more importantly, which tools are helping you to provide effective client servicing?
- From a business travel perspective, which industries are thriving right now, and how do you familiarize yourself with them and connect with the right decision-makers?
- If staycations and domestic demand flourish in the near term, will you be able to fulfil this need straight away? What level of localized knowledge do you have on a city and regional level? Can you collaborate with local experience providers in a different way?
- Will sustainable lodging options increase in popularity? Do you know the product options available?
Tip your thinking upside down. Consider routines that have been disrupted; patterns that no longer apply; and human needs that seek solutions.
- What new skills might you need as markets and consumer demand rebounds? Is your social strategy robust? Is your marketing communications plan ready to inspire interest and desire by providing healthy food tips while traveling, sleep secrets or recipes for memorable dishes from personal travels — to name just a few content ideas? The possibilities are endless.
- Are you leveraging the functionality available on new media platforms and using technology tools such as digital brochures and journals to stage your new “shop window”? How can you boost cash flow now while waiting for your clients to resume their travel plans? I suggest building a boutique online storefront, using tools such as Shopify, to offer a curated collection of travel-related wellness products or other relevant retail items.
- What information will travelers expect in the future that you do not currently have available and how do you prepare for that now?
Audit yourself. See the world through a new lens: one that finds travelers seeking information about cleanliness standards and seeking assurances around personal safety, and a lens that recognizes the concern to travel on public transportation options.
Consider the shifts in traditional travel patterns. Will this summer become an extension of the school year as children seek to “make up” for lost time, with summer vacation now shoe-horned into the festive season?
Tip your thinking upside down. Consider routines that have been disrupted; patterns that no longer apply; and human needs that seek solutions.
Place yourself at the intersection of opportunity, and believe in travel, again.
Read more from TravelAge West about the COVID-19 outbreak.
