Travelmole guest comment: Dr. Peter E. Tarlow, president of Tourism & More

The recent wave of violence both in the Middle East other parts of the world coupled with the recent prevention of air attacks against transatlantic airlines should serve as yet one more reminder that the tourism industry cannot live in a state of tourism security denial.

At the time of the writing of this article, it is still not known which terrorist group or groups may have attempted to blow up as many as 10 airliners. The bottom line is that once again, travellers face further challenges and at least some travelers have returned to a state of fear.

Tragically it is only five years since September 11th, 2001, Too many travel professionals function, however, as if that day were a one-time event or had never occurred, It is foolish to believe that the emotional scars of terrorism have healed. Furthermore, terrorism is more of a chronic disease than a war. It is a disease that at times may go into remission, but it is not going away. It behooves everyone in the tourism industry will continue to be one of its prime targets.

The events during this past week should serve to remind us that we have no way of knowing what other attacks are still to come. The following article is a compilation of ideas and suggestions for people in the travel industry. It is not a complete list of what to do and not do, but rather is meant to produce creative thought.

∑ Do not expect one hundred percent security/safety. Security and safety are goals, but never total realities. All too many of us have come to believe that our governments can handle every eventuality; they cannot. Instead the tourism industry must do its best to provide realistic assessments of each situation.

∑ The best security comes from places with good service. If your employees do not care about good service then they are indicating that they do not care about the welfare of their guests. Teach people to care about good service and they almost automatically begin to pay attention to guests’ and customers’ safety and security.

∑ Up the level of your service and make it fun. Travel for many people simply is not fun anymore. The word travel is derived from the French word “travil” meaning “work.” The more work travel becomes the less people are going to want to travel. Long airport lines, the need to remove articles of clothing, the tearing apart of briefcases and suitcases, delayed planes, and no food or currently no liquids makes travel (especially air travel) much more of a hassle than a pleasure. Help your customer and guests to recover through extra thoughtful service. Encourage hotels to develop “stress-down” meals, to provide extras from a smile to special bathroom sundries. Encourage attractions to have special “thanks for traveling days”. In other words, do everything possible to put the fun back in travel. The bottom line is that during times of stress people need our smiles.

∑ Make sure that your visitor personnel have fun at what they do. Closely related to good service is teaching our staffs and crews to have fun at their job. All too many people in the travel industry give off the impression that the customer is the enemy. He or she is the person spending hard-earned cash to have a good time. While everyone who works in the travel and visitor industry is a target, too much thinking about what might go wrong will only play into the hands of terrorists. Do things to make sure that people who work in the travel and visitor industry have fun at work. These extras will soon translate into smiles that will help your employees to transform the frustration of travel into the fun of meeting new people.

∑ Pay your security people top dollar. In the 20th century tourism professionals tended to see as an add-on, the bonus or a required extra. In the 21st century, tourism security has become a major marketing tool. Our customers want to see security and they want to know that those who are providing security are well-trained professionals. This professionalisation of the profession comes about through good training, good wages, and strict standards. For example those communities who have “Tourism Oriented Policing Services units” (TOPS) are going to be well ahead of their competition in attracting meetings and conventions.

∑ Do a tourism security inventory. You should know what are your security strengths and weaknesses. For example, a good community security inventory examines everything from airport safety to who has access to a guest’s room. Such an inventory should look not only at issues of terrorism but also at issues of crime, and how these crimes can be prevented. Furthermore examine your personnel strengths and liabilities as well as your equipment and physical strengths and weaknesses.

∑ Do not only focus in on terrorism. Terrorism today is a hot topic, but there is a higher probability that visitors will be touched by an act of crime than by an act of terrorism. Know which are the crimes that are most likely to impact visitors to your community. Then develop a plan that coordinates security professionals, law enforcement, the political establishment and the tourism industry. Remember that a poorly trained police force can almost over night destroy a well thought out marketing program.

∑ Be current. What reality dictated two or three months ago may not be true tomorrow. Good security means taking the time to re-assess situations and to change policies based on the latest data.

∑ Fix rather than market. All too often the tourism industry puts its major dollars into marketing strategies. Good marketing can attract visitors, but it cannot hold visitors. If visitors are miss-treated, robbed, or must deal with a police department that is bureaucratic or unsympathetic visitors are not only unlikely to return to your community, but there is a great chance that they will engage in negative marketing.

∑ Have a recovery plan. While the best form of good crisis management is good risk management, crises and tragedies will occur. Furthermore, in an age of terrorism an event in one part of the world can impact many other parts of the world. That means that in a worldwide industry, such as tourism, individual companies and even countries often are not totally in control of their destinies. Because it is impossible to tell when the next “event” may strike, tourism professional must have a full list of contingency plans available. While these plans should not be written in stone, it is always easier to change a plan then it is to write a plan during an emergency.

Dr. Peter Tarlow can be reached by email at [email protected].