Giving the COVID - era traveler a memorable experience
As we gingerly step out of the carnage wrought by the continuing COVID pandemic, a key question persists after more than nineteen months of fear and uncertainty, “what do travelers look for now?”. Whilst travelers’ wants and needs have changed, they also expect more – even from what remains unchanged, post-COVID.
Reopening a destination by lifting restrictions is exciting news for the tourism industry. However, stakeholders must fight the desire to revert to business as usual - meaning every stakeholder involved in tourism will need to reconsider their approach and behaviours when carrying out their work.
Determining the priority areas of action are critical, and these include; a clearly defined state policy in the field of tourism that is relevant and achievable; a robust public-private sector collaboration; implementation of new protocols; effective and innovative technologies that minimise physical contact and inconvenience - amongst several other measures, …and that requires a break down on how visitor needs and the barriers faced, which are changing in every step of the traveling journey.
What does a visitor to any destination takeaway the most when leaving? Memories of that visit! In that sense, countless ‘touch points’ come into play, where positive ones delight and negative ones disappoint the visitor.
In my previous article ‘Reimaging the destination to attract the COVID – era traveler’, I quoted Frank Cuypers, where he said “There is no such thing as a tourism reputation. What matters is the reputation of your whole place – tourism included. A strong reputation comes down to the old business wisdom of “walking your talk.”
For instance customers don’t just want to read that an airline brand has staff that genuinely cares for its passengers or that it has a rigorous sanitation policy. They want to see and experience it digitally and through customer service interactions. The same can be said for the hospitality industry.
Initial impressions establish the mood. In our airports, often, the first people every visitor must pass by to enter the country, are the Immigration Officials. Travelers often complain that staff in most airports are unfriendly and look unhappy. Immigration officers who care to smile and say “Have a nice stay…” when handing back visitors their passports, walk that “we are ready to welcome you” talk.
Where a country boasts of people who are friendly and hospitable, then these behaviours must be patently evident in every contact (touch) point of the visitor’s journey from the airport - such as in shuttle busses, taxis, vans or rentals. Because this is a captive audience, the people who provide these services have an excellent opportunity to be ambassadors of friendliness. As the visitors travel to their destinations within the country, they pass the landscape, billboards and street scenes where impressions are unforgettably formed.
This gradual buildup of experiences is thus not just confined to the hotel stay or restaurant/s visited. Yes, that is where the build-up of impressions’ formed thus far, is further enhanced or depressed by the several touch points (service-wise), encountered at the front desk, the dining room, the poolside. Product –wise, the condition and cleanliness can appeal or repel.
It is the sum of all the touch-points (big and small) that either end with delight or dismay. A wonderful stay at the hotel can be ruined by a dodgy taxi driver who overcharges for a short ride. A scenic train journey can be spoilt by a rude conductor who wouldn’t speak when asked a question.
Today’s travelers look to unique experiences and travel memories to rejuvenate and most importantly keep them coming back. They have different expectations to those of the pre-COVID era. The financial legacy of the pandemic will inevitably see people demand more bang for their buck.
Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Trainer, Ex-Hotelier
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