The Long and Winding Road

Thoughts on the future of travel and tourism, on World Tourism Day 2020:

 "The long and winding road…

The wild and windy night,

That the rain washed away,

Has left a pool of tears,

Crying for the day,

Why leave me standing here?

Let me know the way."

 - The Beatles

When The Beatles released The Long and Winding Road in 1970, they had no clue they were crooning an anthem perfectly suited for the global travel & tourism industry 50 years later. Yet that’s precisely what we face, though (with apologies to John Lennon & Paul McCartney) the lyrics might well forecast a ‘long and winding, bumpy, unpredictable, uphill road.’

Amidst our worst crisis ever, there is one point of comfortable confidence: travel will recover. We can debate when, how and where but a growing body of research confirms that COVID-19 has not eliminated the desire to travel. If anything, it has fueled pent-up demand. Yet we cannot overstate its impact thus far. This global pandemic has caused travelers en masse to defer, delay, alter or altogether cancel their travel plans, inducing a worldwide economic recession (and an outright economic depression for the travel & tourism industry). But with every recession comes recovery, and who isn’t eager to be a part of #TheGreatRecovery?

While no one anticipated 2020 to be “the year when travel stopped”, most of us knew the past decade of explosive growth couldn’t last forever. Unfortunately, it came crashing to a devastating end, leaving in its wake dismantled careers and massive business closures. But every crisis bears opportunity, and this one is no exception. Shame on us if we don’t use this crisis to embrace disruption, nurture progress and rebuild our industry better than before. Just what might that look like in a post-COVID era?

We Are All Responsible: everyone in our industry must embrace the new reality of managing the intersection of travel and public health. Prior to COVID-19, we could rely upon regulatory standards and common-sense protocols, but those days are long gone. Every participant in the travel continuum must accept that prioritizing health, safety and sanitation is the price of admission going forward. No exceptions.  

Shifting Business Models:  success in the post-COVID era will likely require a new business model for many of us. For those whose past success was dependent upon maximizing the number of people in a contained space, welcome to your new day. For those whose business has been propped up by government subsidies or a lack of competition, the clock is ticking. Destination marketers are quickly recognizing the importance of engaging their local audience and rethinking every traditional marketing strategy, albeit with depleted budgets. To paraphrase Darwin, adapt or die.

Establishing Trust: much has been said and written about restoring consumer confidence. While necessary, that barely begins to describe our challenge. We must earn the consumer’s trust. This comes through genuine engagement; timely, accurate and transparent communication; good intentions backed by action and follow-through; and caring, compassionate business servants that truly value the health, safety and patronage of their customers. If we earn their trust, we’ll keep their confidence.

Managing Impact: many wonder if we’ve lost our focus on past priorities such as sustainability and digitalization. Some of us might even yearn for the days of contending with overtourism. This is understandable. Indeed, it’s difficult to focus on high-minded endeavors when you’re fighting for survival. But just because our focus has been diverted doesn’t mean our priorities have been erased. It’s easy to see that a shift of emphasis on sustainability from the supply side to the demand side is occurring, with a younger generation of consumers who think and behave differently. Likewise, improving customer engagement and ensuring a welcoming nature within our destinations remain essential. Face masks, temperature scans and physical distancing have not lessened the importance of hospitality and service. If anything, meeting (and hopefully exceeding) the customer’s expectations is more important today and likely to separate winners from losers.

Efficiency & Innovation: driving efficiency and leading through innovation have always attracted success. Today, they are key to survival. In an era where the next endangered species may be the small business, those who can evolve their operational acumen and extend their reach will enjoy a competitive advantage. With supply chains being decimated and reinvented, opportunities to optimize air service through passenger and cargo transit could create a new pathway to prosperity. Hotels that serve the transient visitor and the digital nomad alike might enjoy a healthier bottom line. The possibilities are endless. Simply, disruption in travel is here to stay --- regularly appraising our strategies, products and service delivery are necessary ingredients for success. 

Lead, Follow or Get Out of the Way: the response to COVID-19 has been disappointing at best, and disastrous at worst. Inept, tone-deaf leadership playing the blame game and politicizing a global pandemic has revealed a stark reality: government is incapable of solving this problem alone. Private sector leaders must accept responsibility and be the solution. In lieu of a reliable vaccine that is widely available, we must seek efficient, convenient testing mechanisms paired with reliable contact tracing backed by real-time data. Abiding by new protocols, enforcing sensible standards, empathizing with the affected and embracing rapid change are essential. And, demanding this of our elected leaders wouldn’t hurt.

Borrowing from Air New Zealand, the travel and tourism industry must strive to move from survive, to revive, to thrive. Despite the disaster we’ve endured and the many challenges that lie ahead, I hold no doubt our industry will recover. My hope is that we come out of this crisis better, smarter and well-prepared for a future shaped by the transformative power of travel. We should aspire to nothing less.