TRAVEL BRANDS THAT MAINTAIN A VOICE WILL EMERGE STRONGER

MMGY GRIFCO and MMGY OPHIR teams have spent the last month in intense conversations with clients all over the world. We have listened to their particular plights, and the issues that each has to deal with as things change weekly, daily and even sometimes hourly. In each case we’ve focused on the best long-term remedies for their business and brands.

The biggest question is What Now? And it is the primary obligation of our PR teams to have the eyes and ears to lead the client. Some clients feel broken and, in the intensity of the present situation they simply cannot see the way forward. We are turning their heads to the light with a path and plan.

The fact that the media still needs content, means we keep rolling, and in the process of feeding trends and solutions both to clients and to the media we are both providing therapy to our clients – showing them the promise instead of the dread – and keeping their products visible and relevant for travellers.

One thing is clear: maintaining a voice in the market is imperative. Stuck at home, consumers are gorging on media content and online platforms are experiencing unprecedented volumes. That hunger means a need for new ideas thus there has never been a more important time to have a PR seeking out – and making – every opportunity for coverage and exposure. We must be story-tellers; be quick to recognise trends and novel ideas because in many ways travel and lifestyle communications have never been so ‘bespoke’ – so much about individual conversations to drive new opportunities.

And so the critical nature of PR in a crisis, and as travellers emerge from the crisis, is two-fold. First we are engaging non-stop with our media partners about the ‘now’. Second, we are planning and preparing for change and for recovery. In these two respects, when our clients find themselves against the proverbial wall, PR is the fundamental fix of the marketing mix.

For those wise enough and bold enough, PR never diminished, but we also have proof that, after the initial shock, it is also reviving for those who utilise it to its best effect. In the middle of a global lockdown some brands are forced to pause their PR effort temporarily, but we are also seeing some travel companies and hotels around the world asking us to do more, not less. Because those brands that are brave with their voice will be the ones that recover fastest. The multiple small advantages that we gain for our clients in this period will compound their brand lustre and recognisability. Their messages are being heard louder in a quieter market, and their relationships with the media and other brand partners are thus strengthened for the future.

These are the brands who will not be playing catch-up when tourism and hospitality begins to bounce back – who will already be on the front foot – unlike those who begin to speak again from a standing start. We know from our MMGY Global research teams that travel resumes quickly and that pent-up demand benefits those who are in place to receive it.

So what does that actually mean?

Keep the conversations flowing.

Firstly, clients need to talk to their PR teams and remain engaged. The best ideas and solutions can be worked on together and these spring from open and energetic conversations. Working with our clients like this, we are designing robust communications plans for various scenarios and supporting the organisation on re-opening logistics with planning techniques.

Prepare for a very different customer

The present situation, we believe, will speed up a nascent trend in the luxury sector. Guests will be more considered and careful in the holidays they book, with more focussed requirements from, and expectations of, the companies with whom they chose to book. At Grifco and Ophir, we are tracking this new wave of sentiment and making it relevant in our planning for clients. We believe UK consumers will book a different type of trip in the coming year but that they will expect a new level of quality in their holidays - perhaps even the return for the two week break rather than little and often small breaks. Rather than 7 trips a year there may be 4 very special trips. Spend will be similar but more considered. The luxury travel customer is resilient.

Health - The new luxury

As we scan for trends, we believe that health is going to be a priority. Do you have a doctor at your hotel? If my family is unwell how will you look after us? Our travel PR plans now include a number of healthcare elements and we are advising clients to prepare to include the best possible healthcare in packages should it be required.

Don’t Press Pause

Those clients that continue to work with their PR teams will be kept abreast of trends like these, which brings me to the "Pause vs Reduction" question in PR. Those clients that have retained full service, or asked for a reduction in PR are benefiting from strong sounding-boards and the establishment of clear new strategies that include new elements -from medical care to sanitization. Those who paused efforts could be behind the curve and way off the mark when we have "lift off" again – they will be under pressure as competitors out-perform and gain market share.

Inspire, support, be ready…

This is the time to be inspiring and supportive and to guide our clients in a way that is responsible and long-term. Our job is to continue to be motivating – to help our press contacts and consumers to remember that the world continues to be the most wonderful place, that we must not lose heart. Our ability to travel the world will persist. Side by side with our clients we are preparing bounce-back plans, prepped releases, social strategies and planned scenarios that support them as the travel economy resumes.

TravMedia Webinar - I am joining a panel of PRs and travel editors to discuss PR in a coronavirus crisis climate at 12pm GMT on Wednesday 15th April 2020. www.travmediameets.com. Please come and join the conversation.