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Agency group aims to rebuild confidence but warns of ‘long-term’ damage
The Travel Network Group has launched a bid to tackle crumbling consumer confidence as its Chief Executive warned the impacts of Covid will be felt ‘for a long time’.
The company said a marketing campaign will aim to reassure consumers and deal with concerns that are preventing people from booking.
The campaign, called ‘Ask Us’, will encourage customers to speak directly to TTNG’s members about any issues they have.
The campaign will feature aspirational imagery from iconic tourist destinations and encourage customers to quiz consultants about key areas of concern.
The campaign launch comes as a survey of more than 1000 people found just over 50% want to book an overseas holiday in the next three to 12 months.
But most are reluctant to commit amid the ongoing confusion and uncertainty.
More than half of those questioned said the government guidance on overseas travel hasn’t been clear while 30% said they were worried about not being able to access refunds on flights or accommodation.
TTNG Chief Executive Gary Lewis said: "It’s clear that we will be dealing with the impact of the pandemic for a long time, so empowering and enabling people to travel safely is key to helping the industry get back on its feet.
"We know from our research – and from our own experiences over the last seven months – that people have an appetite for travel but are understandably concerned about their health and safety. ‘
"We know that our Members have the expertise, impartiality and knowledge to help customers understand the ever-changing travel regulations as well as the steps that airlines, resorts and tour operators are taking to keep people safe abroad, so this campaign is aimed at ensuring customers know what a brilliant source of knowledge our Members are."
Talking to customers about safe travel is pivotal to rebuilding consumer confidence, which the campaign to striving to achieve, added Lewis.
"While there’s a long way to go to get customers travelling regularly again, we welcome the trial of all initiatives such as airport testing and discussions about seven-day quarantines for people returning to the UK."
The campaign features customisable assets so TTNG Members can edit and amend their activity in response to changing government guidance.
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