The sector needs to stay strong, together

“We need to use this time to recalibrate business, focus on our future teams and. ..stay afloat ”

I WOKE up on Australia Day 2021 with my heart racing and mind turning. With colleagues and I adding a ‘Save the Travel Industry’ frame to our Facebook photos over the last 24 hours, it dawned on me how absurd that thought even is.

An industry that employs many, many tens of thousands of employees – from travel agents, tour operators, wholesalers, airlines, accommodation staff to hotel operators - is on its knees.

In the case of travel agents, let’s face it.

A majority of Aussies book domestic travel direct. They always have. Same language, currency and time zone. Easy.

Whilst we can add value and knowledge, many clients are book direct so as “not to disturb us with the small stuff”. Please disturb us. It’s as much a mental challenge as a financial challenge.

Nearly 12 months of this pandemic and inconsistent border rulings has worn us down. Travel agents across the country have lost money, energy, and some would say passion. Although I do hear the cheers around our office and Zoom calls when people share bookings they have made - like winning the lottery.

The mental challenge exists for both consumers and travel and tourism folk. Many clients have lost confidence. “Why should I book now? The borders will screw up the plans anyway”; “I’ll wait until closer to the time in case I can’t get there”. There is no doubt booking a one-week Australian holiday now is more complicated than when we booked two-week Italy escapes for our clients.

We need to find ways to stay positive. We are the best industry in the world.

In fact, we bring the world to people. We need to use this time to recalibrate business, focus on our future teams – and somehow stay afloat. We need to hibernate as much as possible whilst keeping our businesses on life support. For those with corporate business, it will recover as soon as domestic borders ease up. It will ramp up as our customers are sick of Zoom and need to physically connect with work colleagues.

Travel agency owners should not be afraid to assist staff to find another two-three day/week job for the next nine to 12 months.

We have had some success with this and will continue to assist staff where we can in this area.

AFTA and other industry bodies have done a great job. The professional lobbying behind the scenes will nett further results. They have to. We need the bureaucrats and politicians to stop making stupid remarks in the media that further suppress sentiment – and let 2021, the vaccine roll-out and other factors play out. So, keep strong, continue to speak to your local member of parliament, and together, we will make it out of this cluster bomb. We need to be in this together. Because we love this industry too much. Really.