As the novel coronavirus 2019-nCoV continues to spread across the globe, the travel industry has taken a hit. In an attempt to curb transmission, the World Health Organisation has issued a ‘do not travel’ advisory for China, and more commercial airlines have suspended or services in and out of the country.
Outside of China, too, many companies and individuals are cancelling or postponing travel plans for fear of being infected, with the travel industry losing millions of dollars as a result. Inbound travel to countries such as Singapore, Japan, Thailand and Vietnam is being heavily impacted by the lack of outbound travel from China, which poses the question: how can hotels and other travel companies minimise the long-term impact of the virus?
- Slash prices: whilst it can be tempting to try and out-price, it’s vital that luxury hotels remember that the outbreak is temporary, and will not last forever. Lowering rates is damaging to brand equity and positioning, and can be detrimental in the long run
- Believe fake news: tabloid press and social media tend to indulge mass hysteria in times of crisis, and it’s vital for companies to remain calm and avoid speculation. Refer to the World Health Organisation and the local authorities for reliable updates
- Overreact or underprepare: whilst hysteria and panic will be detrimental, it’s also important to have contingency plans in place, so these are ready to implement if required. Consider the potential repercussions on operations should the situation worsen and be prepared to respond
- Appeal to the local market: with business and leisure travel being largely kept to a minimum, it’s important to address the local market in the immediate future, who are likely to be seeking new experiences closer to home
- Plan ahead: it’s important to have a crisis communications system prepared in case of worst-case scenario, including social media responses, media statements, and guest communications
- Strategise for recovery: use this time to relook at your 2020 Marketing Strategy so that you are ready to actively promote your brand when the time is right. People’s general attitudes towards travel are likely to have altered, so now is a time to reassure and inspire
A version of this has been featured on PR Week.
Perth has a number of beautiful hotels across the city, the V&VPR girls have suggested our favourite three places to stay – ideal for a weekend trip, or a longer visit:
Located in Perth’s CBD, the five-star InterContinental Perth is a stylish space with lush interior decorations and 20th century architecture. The hotel boasts an eclectic selection of restaurants both in and along the establishment including Ascua Spanish Grill, The Loft Lounge & Bar, and Grafitti. Hotel guests will also be conveniently within reach of Elizabeth Quay, an exciting waterfront precinct; and Hay Street Mall, Perth’s extensive retail core.
Based in the historic heart of Perth city, COMO The Treasury is a contemporary luxury hotel designed by Australian architect Kerry Hill. After spending the day exploring the city, guests can unwind with a classic afternoon tea at the Treasury Lounge and Bar or spoil themselves with the hotel’s varying list of wellness sessions and treatments ranging from facials, massage therapy, yoga and personal training.
The Colony at Mandoon Estate is perfect for those who would like to escape the hustle and bustle of the city in preference for exploring quaint historic towns, and investigating Perth’s best food and wine trails. Overlooking the banks of the Swan River and Mandoon Estate’s sprawling vineyards, this five-star accommodation provides an unparalleled sense of peace and is conveniently located near some of the Swan Valley region’s top attractions and trails.
Last night, V&VPR attended the annual Skift Megatrends event which looked into the future of travel in 2020. As the travel industry’s premier intelligence brand, Skift deciphered and defined trends for the coming year. Here are this year’s key themes:
For years, the travel industry has known that its next big opportunity is Gen Z, as they are a travel-savvy generation and research shows that they are heavily involved in trip planning. This year, many of them are entering adulthood and will soon have the money and autonomy to take control of their own trips and companies need to make sure they entice them through environmentally friendly and sustainable practices. Therefore, the travel industry should be leaning towards transformative travel that gives back to the environment; for example, Dutch airline KLM’s ‘fly responsibly’ campaign, which encouraged customers to invest in its carbon-offset scheme, pack lighter, and even consider flying less!
New concepts of urban living will start to evolve in 2020, ensuring cities are even more attractive destinations for both working, living and visiting. And so, hospitality brands need to rethink the role they play for both visitors and residents. Mixed-use developments that include restaurants, shops, offices, hotels and rental spaces are becoming increasingly popular as they provide a compelling experience for both residents and tourists – offering visitors a true ‘local experience’.
Customer loyalty means more than simply giving them rewards, today it has evolved with consistent engagement, and so travel is evolving to embrace a membership model that touches on aspects of a traveler’s life beyond their trip. This year the travel industry will aim to engage guests through experiences that tie into emerging and existing lifestyles through subscriptions and memberships that put the customer first, such as loyalty programmes, to create lasting relationships with consumers.
Tourism boards and destination marketers are increasingly aiming to protect and not just promote destinations. Sustainable tourism has now come to mean tourism that local residents and stakeholders feel good about and increasingly, the travel industry is striving to ensure this. Skift predicts this shift will happen through the use of technology, data and participation in order to improve a traveller, and residents, experience of a destination whilst ensuring preservation.
It was an incredible night of learning and networking, and we look forward to Skift Forum Asia happening in our home base of Singapore later this year.
Wellness has become such an integral part of travel and living in recent years. From immersive ecotherapy initiatives to retreats designed by wellness experts, the world’s top hospitality brands have all jumped on the bandwagon to meet the undeniable growing interest for wellness programmes.
Rise in slow wellness travel
2020 sees more travellers making a move towards sustainable travel. This includes making more conscious efforts to reduce ones carbon footprint by choosing travel routes that require less air travel, or participating in undertourism by taking trips to lesser-visited destinations. The Sanchaya at Bintan makes the perfect getaway for conscious Singaporean travellers, being just a 50-minute ferry ride away.
Quick and easy wellness sessions
An increasing number of wellness clubs seek to provide effective sessions for busy working professionals, through quick sessions that can easily fit into packed schedules. For example, the hour-long restorative infrared sauna session at Pure Wellness Studio located along Duxton road, aids in boosting sleep, skin health and muscle recovery.
Spiritual healing for the soul
New-age wellness practices have begun to find footing as well. Individuals have started seeking out the best places to experience crystal healing, sound baths, and aura readings. These sessions use positive healing energy to restore balance in mind, body and spirit.
Solo female travel for strong women
As travellers seek more control over their travel experiences, more solo-travel itineraries have been made available in the last year. Solo female travel in particular has started picking up, and more travel companies have met this demand by offering bespoke experiences for women who seek such experiences.
Benefits of eco-therapy
The benefits of embarking on off-the-beaten path hikes, forest bathing or even keeping indoor plants can have numerous proven health benefits. If you’re considering taking a digital detox and heading outside, you’ll be happy to know that indulging in eco-therapy not only keeps you positive, but relieves stress and boosts immunity.