Jamie Biesiada
The spread of the Covid-19 coronavirus has undoubtedly also spread a rash of headaches through the travel agency community as advisors juggle changes, cancellations and nervous clients.
Last week, I spoke to some veteran agents to get their advice for their peers.
"It sucks, it really does," said Eric Hrubant, president of CIRE Travel in New York. "There's no way to sugarcoat this this is a challenge. Whether you've been in this business for a long, long time, or you've just started or you're somewhere in between, this is hard. Acknowledge that it's hard and cut yourself some slack. This will pass."
Now is the time for advisors to use storytelling in their marketing, Hrubant advised.
Start posting either your logo or a picture of yourself, along with some stories of how you've helped clients recently. It helps hit home the value of booking with a travel advisor, not a big-box store or an OTA, Hrubant said.
It doesn't have to be a grand or funny post, according to Hrubant, just one that shows your value to your clients.
Marion McDonald, a Memphis-based affiliate of Brownell Travel, urged her fellow advisors to be calm, collected resources for their clients.
"It's a challenge, but we have to model the calm and be there for our clients," she said.
McDonald encouraged advisors to keep the lines of communication open with clients as well as stay abreast of vendor policies, which are frequently changing.
"If your client sees you staying calm and shepherding [them] through this, it'll build greater trust than ever going forward, and everyone's going to emerge from this stronger," she said.
Debbie Boyd, owner of Travel Happy Agency in Cincinnati, agreed that advisors often set the tone for how their clients feel with their own attitudes.
She's been using the hashtag #factsnotfear on social media.
"Post positive images of places that you feel comfortable selling with travel protection for folks, so that if things do escalate or change in the area that they're planning to go, then they can cancel and rebook," she said.
Geoff Millar, co-owner of Ultimate All-Inclusive Travel and Ultimate Hawaii Vacations in Gilbert, Ariz., encouraged advisors to temporarily shift their business model to selling destinations consumers perceive as safe if they were selling an affected destination before (like Europe). Hawaii and the Caribbean are doing well for Millar.
He also encouraged preparation when times are good.
"In good times, take a portion of that money and put it away to get you through the bad times," he said. "Don't spend all your money. Put some of that away, and then you can weather the bad times, because there are always going to be bad times somewhere in the world."
Things like the new coronavirus really shed light on travel advisors and their value, McDonald said.
"This is when travel agents really shine," she said. "ASTA has that slogan, 'Without a travel agent, you're on your own.' It is so true. My clients know that, 24/7, I'm here."
Finally, I'd like to share a piece of client messaging that I found particularly comprehensive. Christen Perry, owner of Classic Travel Connection in Birmingham, Ala., put together an email for her team to customize and send to their clients.
Here are some excerpts:
This email is in regard to your upcoming travel plans in light of new CDC advisories as well as airline, cruise line, hotel and tour operator policies that continue to evolve.
First and foremost, your health, safety and peace of mind is of utmost importance to me. Each one of us filter health, safety and peace of mind through different lenses, so your travel decisions must be made by you and made by your determination on what is best for you and your family.
I can tell you briefly what we have decided for our family:
My husband and I have plans to travel to Eastern Europe on March 23 where we will embark on a River Cruise and visit seven countries. None of the countries that we are visiting have any advisories from the CDC or WHO.
I will not travel any differently that I always do. I will wash my hands frequently and will use common sense.
We have no intention of making any changes to our travel plans. That being said, we are healthy humans. We do not have any immuno-suppressed conditions that would cause us concern.
Should the situation in the destinations where we are traveling change between now and time of travel, we will make modifications accordingly. Otherwise we plan to enjoy life, be smart and continue to make incredible memories.
Not only is your safety, health and peace of mind important to me, but your financial investment is, as well.
Canceling or delaying your travel plans too early can result in penalty and cancellation fees. If the situation were to worsen, those could be waived by our suppliers. However, if the situation were to improve, how sad it would be to have missed an incredible opportunity that you've planned and prepared for.
In a world where it's very difficult to know what or whom to believe because we have so much information thrown our way, I still recommend that you seek out reputable sources for your information.
If you have any questions, please ask. Don't panic. Don't believe everything you see and hear, however, seek out the credible resources in order to make your best decisions in the coming months.
And pray for those who are affected by this situation. Wash your hands frequently. Don't panic and travel smart.
I am here for you, in your corner always and am available to do my best as we work though these uncertain times together.