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Intrepid and Flight Centre praised for effective Covid campaigns
Campaigns by Intrepid and Flight Centre have been held up as shining examples of how travel companies should be connecting with their customers during the pandemic lockdown.
Johanna Bonhill-Smith, travel and tourism analyst at GlobalData, says companies who maintain an emotional connection with consumers through the pandemic will emerge stronger post Covid-19.
She said the competitive landscape in the travel sector will be even more challenging when the pandemic has passed.
"Travel agencies that operate through a multi-branded strategy are already at a strategic advantage as they are likely to encounter quicker financial recovery due to servicing a wide market base," she said.
"Flight Centre Travel Group for example operates a flagship leisure brand alongside services for niche sectors such as mass, youth, premium cruises and corporate travel services for organisations."
She pointed to Flight Centre’s travel inspiration video named ‘Open up the World’, designed to inspire travellers generating wanderlust and to reassure consumers that agents were still working from home to aid queries.
She said a later announcement between March 15 and April 7 saw browsing time increase by 91.62% compared to 2019, highlighting how ‘a simple action can gather additional traction’.
Meanwhile GlobalData said Intrepid Travel set a good example by releasing an initiative named ‘#BeTogether’ where travellers, agents and hosts are encouraged to write a letter reminiscing on a travel experience, which is then published across the company’s social media channels.
Bonhill-Smith added: "Smaller, independent agencies are naturally at greater risk of collapse and yet it all depends on the company response to this exogenous event of Covid-19.
"In light of the current situation, the prospect of identifying a new market opportunity will seem ludicrous to many as all companies simply strive for survival over the next few months. Yet this is now the time for strategic evaluation, where any opportunity for increasing brand recognition should ultimately, be a key priority."
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Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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