In anticipation of the economic recovery that’s bound to follow once the COVID-19 health crisis abates, Development Counsellors International (DCI)—a leading travel and economic development marketing firm—looked to travel advisors to discover the ways in which they’re coping, and how marketing organizations might best help agents to prepare and position themselves well for the industry’s rebound.
A group of 457 travel advisors, 73 percent of whom hailed from the United States and 27 percent from Canada, participated in a March 2020 survey to provide some insight into the challenges agents currently face, and what their present needs and future expectations might be.
Amid the onslaught of travel notices and restrictions, border closures, and transportation shutdowns that have occurred over the past several weeks, travel advisors been kept busy—perhaps even more so than usual.
79 percent of advisors reported that they now spend the majority of their working hours rescheduling client bookings, and 71 percent of advisors reported spending much of their time providing their clients with reassurance, relevant up-to-date information, and clarification on new restrictions or policies.
A staggering 90 percent of respondents reported seeing cancellations of existing bookings and 82 percent have seen a decline in future 2020 bookings. While some share of clients may cancel entirely, 64 percent of advisors have also seen clients looking to postpone and reschedule their travel plans.
53 percent of those surveyed said they’ve seen a decline in interest in 2021 trips, though it’s impossible at the moment to make accurate predictions about such far-reaching effects of the coronavirus on travel.
Despite the pervasive air of uncertainty affecting everyone at present, North American travel advisors’ outlook for the near future seems optimistic, as evidenced by their reported anticipation of returning to business mostly-as-usual within the next few months.
Although at present they’re largely focused on mitigating fallout from the coronavirus epidemic, travel advisors are also apparently readying themselves for the time when travel resumes its normal pace.
The research showed that agents are demonstrating a marked interest in pursuing professional development opportunities, such as specialist courses and webinars. 38 percent reported that they’re actively engaging in these types of continuing education during the slowdown.
Since trade shows and FAM trips are all on hold, advisors are finding their own ways of staying updated on the products and destinations they sell; which is why DCI suggests that DMOs and operators ought to keep their websites and online marketing materials continuously refreshed, so that agents can be set to start selling once travel resumes.
The data clearly shows that the majority of travel advisors are eager to get back to business as usual and attend events, at least in their home markets. Nearly one-third of respondents said they anticipate participating in destination sales events within their home markets as early as May 2020, with that number jumping to almost 60 percent who expect that it will happen by June.
In terms of taking a FAM trip, advisors seemed slightly more hesitant. For domestic trips, 26 percent of advisors mostly said they’d be willing to take a FAM trip within the U.S. by June, 18 percent by May. It will take a bit longer for them to reestablish enough confidence to volunteer for international FAMs, with a majority of respondents indicating that September is the earliest they’d consider traveling outside the U.S. Yet, more than 30 percent still said they would contemplate doing so by May or June.
For more information, visit aboutdci.com.
Source: Read Full Article