Time to secure customers loyalty and confidence
Since the beginning of 2020, most travellers who love exploring new and exciting destinations have been grounded due to the impact of COVID-19; unable to travel for business or leisure purposes. The outbreak of the pandemic has led to the entire travel ecosystem experiencing a seismic shift, affecting airlines, hotels and businesses that have had to navigate uncharted territory.
Looking at the future, a new survey from Collinson’s Priority Pass has found that 3 in 4 frequent flyers globally (71 per cent) are ready to return to travel either immediately or within the next 3-6 months; while in Asia Pacific, 2 in 3 frequent flyers (66 per cent) are ready to return to travel within the next six months. With the desire to travel clearly still strong, it’s important for travel brands to continue to show support during what has been a difficult time for all– in turn, securing much needed reciprocal customer loyalty.
Acting with continued empathy and flexibility
India accounts for the majority of South Asia’s Travel and Tourism economy and is the highest growing aviation market in the world. When COVID-19 first began to impact us all, it was imperative that travel brands provided flexibility with regards to rebooking and cancellation policies. Many airlines, hotels, loyalty programmes and tourism operators waived cancellation fees, relaxed loyalty membership requirements and introduced more flexibility on future bookings- providing peace of mind at what has been a difficult time.
As travel restrictions continue to be eased across the country and state governments continue to promote domestic tourism, we have seen signs of recovery blossoming in the domestic market. However, it will remain imperative that businesses maintain an amenable, customer-first mindset; so customers feel brands are supporting and championing their return to travel.
Building traveller confidence
A crucial element in building traveller confidence will be promoting and actively supporting traveller health and safety. A major concern for travellers is about how the industry is adapting to ensure their safe return to travel, which has prompted the travel industry to take action.
New measures for airports will play a key role in building traveller confidence. Increases in online check-in, preassigned baggage tags and COVID-19 testing are increasingly expected to be provided as options to travellers; as is the introduction of socially-distanced and touch-free experiences to help minimize crowding, such as Collinson’s trio of airport lounge initiatives.
Ensuring travellers feel safe when using a lounge is important, this is substantiated by a recent Collinson Priority Pass survey which revealed that 52 per cent of travellers in Asia Pacific expect to use their lounge access more than before the pandemic with 68 per cent willing to pay for access to a lounge where guest numbers are controlled and social distancing is maintained. In addition, of all markets surveyed, APAC travellers are the most confident in the safety of the lounge with 78 per cent citing no concerns around the airport lounge.
Moving forward, it will be critical that travel brands continue to innovate and introduce new and creative ways to not only help travellers feel safe, but also to give customers an integrated journey that feels connected, cohesive and catered to their needs.
Communicating honestly and creatively
Core to any new strategy or innovation is the way in which it’s communicated – and as such, most brands have been on a communications journey in recent months, linked to when and how their business has been affected by the outbreak. The first step by many was sharing their company’s own actions in monitoring the situation and putting safety first. We then saw them get more creative with aspirational and bold communications, to remind their customers that the joy of travelling was not forever lost. Transparency is essential throughout all stages of communication, but never more so than in times of crisis. Brands can stand out from the crowd by providing an honest point of view on how they are affected by the outbreak. This helps to build kinship between brands and their customers, each facing their own challenges, and also goes a long way to build trust with a brand - something which will pay dividends as travel recovers.
Ultimately, with none of us truly knowing what the new ‘normal’ looks like, it’s imperative that travel brands continue to be kind, honest and innovative, to show their customers that they are valued but also to remain top of mind for when those customers are ready to travel again. It is by engaging travel lovers today, in the right way and at the right time, that brands can help ensure the travel recovery of tomorrow.
Priyanka Lakhani is the Commercial Director, Middle East and Africa and Director South Asia at Collinson