Jamie Biesiada
From hurricanes to wildfires to mass shootings, negative headlines continue to populate.
In some cases, the events are de facto travel disruptors, like natural disasters that harm destinations and the abiliity to get there. In other cases, like terrorist attacks, the events give some people a reason not to travel.
So, how should agents chime in on negative news events on social media, a platform that has become a marketing and lead-generation tool for almost all travel agents?
Rosemarie Reed, vice president of sales and marketing at World Travel Holdings, said social media is a natural outlet for agents to express their thoughts after a disaster occurs.
"Our instinct during and after a crisis is to show sympathy to those affected, and the fastest way to do so is through social media," she said. "In general, I believe it is most appropriate and heartfelt when travel agents posts on their own as soon as they learn of news events in the world."
When posting about a natural disaster, like the recent hurricanes that impacted parts of the U.S. and Caribbean or the wildfires in California, Reed recommended two types of posts.
First, she said, agents can post factual information about the impact on travel from credible sources.
She also said agents should post "a heartfelt message of sympathy" for the people affected by the event.
"Although professionals at their trade, travel agents are human too and sometimes they or their communities are also directly impacted by natural disasters," she said. "Posting humanizes agents and shows that they are available during a time when people may have questions about their upcoming travel plans that could potentially be impacted. After all, that is the value of using a travel agent - to answer travel questions in times of uncertainty."
Reed has similar advice for tragedies that occur at the hands of humans, like terrorist attacks or the recent mass shooting in Las Vegas that killed dozens and injured hundreds more.
"I tend to say yes to [posting about] this one, as well, because our society is not immune to these types of saddening events and people, including travel agents, want to show compassion and strength for those whose lives are forever changed," Reed said.
As far as the tone agents should take in talking about man-made tragedies, Reed advised agents stay genuine.
"The tone should be compassionate and something that comes from the heart," she said. "It shouldn't be rehearsed or staged, as it makes it disingenuous."