Gavin Tollman is the CEO of Trafalgar.
Thank you. These are two words you likely haven't heard very often in the past year. Our energies have been applied to simply surviving a generation-defining, industry-breaking crisis.
However, these two words are what I and many other suppliers wish to express to travel advisors with all of our energy and greatest sincerity.
Thank you. You have done your utmost to stay focused -- and hopeful -- during a year that has felt, at many times, desperate and endless.
Thank you for your perseverance on the front lines and for your partnership.
Thank you because, together, we've future-proofed travelers' dreams, so that when that day finally arrives and travel returns, which it soon will, we can move forward together and once again flourish.
Despite it being a challenging year, I and others stopped to think carefully about the difference that we can and do make. Our life's work in travel and tourism has been one of pride. It has been one of purpose. It is the energy and passion that comes from the joy of watching people celebrate the world around them after we connect them to the places where their dreams are fulfilled. That's what drives us. The greater travel community in which we belong plays a critical role in creating memories and bringing joy into the lives of millions.
This pause has offered all of us the chance to re-evaluate where we go from here, to do a proper reset and redefine our industry, post-pandemic. And now, after nine long months, the start of the administering of vaccines marks a vital catalyst to the restoration of the work we love to do.
One of the great truths emerging from this past year is that there will never be a "return to normal." The seismic shift cause by the world grinding to a halt, the cutting off of our ability to connect with one another, has fundamentally changed not just the value of travel but the values of travel.
As I looked forward into this new reality, I had a powerful moment of clarity about the crucial role travel advisors will play in the rejuvenation of our industry.
Firstly, cabin fever is rampant. Simply by speaking to past guests and looking at search trends and research, we know there is enormous pent-up demand and desire for people to reconnect, not just with their loved ones but with new people, cultures and places. They want to travel. They have missed it, and they are longing to explore once again. But what they are going to need from us, the travel community, will be very different.
Following the trauma of the last nine months, the world's travelers will need support, guidance and reassurance that will enable them to get back out in the world with confidence. Much like getting back on a bicycle, it may require training wheels, i.e., clarity around where they can go, what they can do and what protocols need to be respected.
This is where is gets interesting. The value of an advisor is to inspire, recommend and guide, and this need will never be greater. Advisors who listen and act on travelers' core needs will thrive. Those who don't will quickly find themselves out of business.
You cannot simply be a travel order-taker. Clients will be looking for your expert guidance, your advice and your knowledge. The role of an advisor as an expert in our industry has never been greater. Travelers will be looking to you to discover where they can take their hopes and travel dreams, how and where they should invest their hard-earned money, in a way that is safe and secure. They need to feel comfort and confidence that we will return them home, healthy and fulfilled, having enjoyed incredible moments and having made memories to last a lifetime.
The individual needs of the customer will be greater than we have ever seen in our lifetime.
They need you to give them confidence that this year's invisible crisis is being carefully managed and that the travel community is working together to make sure that the desire to travel is fulfilled in a way that they can travel worry-free. And importantly, through your guidance, expertise and understanding of their needs, they can simply focus on the vacation dream, enjoy and be in the moment, without worrying about the details of safety that have so heavily been weighing on their minds.
All too often we dive into what we think a customer wants to know, but we need to be asking the right questions. The shock and grounding of the entire world this year has shifted needs, shifted motivations, shifted aspirations in both new and returning clients. Finding the new questions and delivering the new solutions is your recipe to unlocking the new business that awaits.
Suppliers are here to help. Many have programs, such as our Consultative Selling Process, that can represent a lifeline to success. They can help you learn to ask insightful questions during the travel restart to better understand your clients' needs. Every customer has a story, and it's up to us to uncover their past, present and future travel desires.
To reiterate, the key variables you must keep in mind are:
1. Clients want peace of mind that their well-being is taken care of.
2. Clients want to have a great time when they travel.
3. Clients want their hard-earned money to be safe when they invest it in travel.
The best among suppliers have invested smartly, heavily and meaningfully into the introduction of well-being systems and specialized team members who make it easy for guests to forget their worries, keeping travelers safe, satisfied and focused on their enjoyment.
Like you, we couldn't be more excited about connecting travelers to their dreams again.
This is a pivotal time for you, for suppliers, for the industry. Together, it's an opportunity to shine and celebrate a great 2021 together.
And, once again: Thank you.