As of 2024, visitors to Europe will need to apply for travel authorization through the European Travel Information and Authorization System, or ETIAS. This will now be a requirement to visit 30 European countries; the authorization is valid for up to three years and is linked to a traveler’s passport.
To get a better understanding of how the travel industry is preparing for this new requirement, we spoke with Brianna Glenn, travel advisor and owner of Milk and Honey Travels, as well as Jack Richards, president and CEO of Pleasant Holidays. Here’s how they are getting both their businesses and their clients ready for the forthcoming ETIAS — and how they expect it to impact travel to Europe.
Prepare to Communicate With Clients About ETIAS
In response to the news, Glenn took to social media quickly, posting a six-slide tutorial on Instagram about ETIAS and key facts for travelers to know. These included that most applicants will be granted approval within an hour of applying, and that the ETIAS application fee is 7 euros (about $8 U.S. dollars). In general, Glenn plans to clearly communicate about the new requirement, and in multiple ways, but she’s not feeling a huge sense of stress or urgency.
“I have made mention of it on social media, and I will include the information in my next newsletter (sent out monthly), but I won't start actively discussing it with clients unless they bring it up,” she said. “I think our initial plan is to make sure [details are] included in our information section on Europe proposals for 2024 moving forward, so that all the information is there in writing for clients to see and read through.”
And since Glenn does a final prep phase with clients two months before any departure, she feels they will have ample time to take care of their application, and she will check that they have done so.
It shouldn't be an issue as long as we as advisors are on top of it and educating and assisting our clients in the right way. All things considered, it seems like a relatively small hoop, and in comparison to other visa requirements that exist, this is nothing to be anxious about.
“It seems straightforward enough,” Glenn said about ETIAS. “It shouldn't be an issue as long as we as advisors are on top of it and educating and assisting our clients in the right way. All things considered, it seems like a relatively small hoop, and in comparison to other visa requirements that exist, this is nothing to be anxious about.”
Richards agrees that communication is key to minimizing confusion around the new requirement. He expects to field questions for a certain period of time and, to help clarify things, Pleasant Holidays will revise all communication around European travel to reflect the new requirement.
“We are taking immediate steps to update our websites, contact centers, marketing materials and Europe e-documents,” Richards said.
The company also began advising its business development managers on how they can cover the topic with travel advisors during sales calls and at travel conferences. Contact Center staff will be trained over the next few weeks, as well.
“We have a key role to play as a large tour operator to Europe, so it is in our best interest to be very proactive in communicating these new travel entry requirements.
“We have a key role to play as a large tour operator to Europe, so it is in our best interest to be very proactive in communicating these new travel entry requirements,” Richards said.
ETIAS Is Unlikely to Impact Travel to Europe
Glenn does not expect travel to Europe to suffer in any way due to ETIAS. She sees filling out a few questions and paying 7 euros as a very low barrier; one that may cause questions, but it won’t stop travelers.
“People are not going to not go to Italy because of a form,” she said. “If they did [let it stop them], they didn't want to go to Italy that bad to begin with."
Again, Richards agrees.
Once travel advisors and travelers are fully advised on the new regulations, we do not expect sales to be negatively impacted.
“Once travel advisors and travelers are fully advised on the new regulations, we do not expect sales to be negatively impacted,” he said. “Our peak travel season for Europe is March to October, so we have ample time to educate everyone.”
And, in light of the 2024 Summer Olympic Games being held in Paris, Richards is looking forward to a surge in bookings soon — all the more reason to be sure industry players have the tools and information they need to book seamless itineraries.
