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08/10/2021 By : Louise Honan

Consumer confidence on the up with red list and testing changes

Clearer skies are returning for the travel industry as travel firms welcome the latest relaxation of quarantine rules.

The past week has seen 47 countries taken off the UK’s ‘red list’ and the announcement of changes to testing for vaccinated UK arrivals.

With international travel now put into just two categories – countries on the red list and everywhere else - the changes will mark the opening up of the travel industry with popular destinations including Guyana, South Africa and the Philippines opened up in time for the half-term break. The sector gained another boost today (Oct 8) when Transport Minister Grant Shapps also announced that costly day two PCR tests for fully-vaccinated UK arrivals would be swapped for Lateral Flow tests.

From over a year of flattened demand, travel firms are now having to face up to a very different reality -  an uptick in booking enquiries. Tim Alderslade, chief executive of trade body Airlines UK said: “Things are moving in the right direction and the removal of these restrictions will make it easier and cheaper for people to travel.”

With media reports of hundred point percentage increases in booking enquiries, there is a danger that some companies may now find themselves ill-prepared for the boost in consumer confidence brought about by the loosening of restrictions. They may even struggle to keep up. 

Pandemic has accelerated digital communication

The pandemic has accelerated digital communication channels and they are now standard practice across most industries. Sectors which had previously been slow to embrace digital offerings were forced to innovate rapidly. The successful adoption of online platforms means schools and universities can now use these channels to improve and enhance their processes and communication alongside in-person lessons.

Digital communication offerings can help travel companies meet returning demand and a better way of doing business. Bringing B2B travel marketing up to speed with B2C travel platforms by targeting product content to relevant travel agents such as luxury, adventure or business travel, making better use of storytelling and video. Digital B2B platforms can help improve sales within the supply chain and breathe confidence back into the industry.

With a strong digital strategy, tourism businesses and organisations can profile their product more effectively, improve their competitive edge and make it easier to do business online and, ultimately, help ensure traveller satisfaction.

How important is product knowledge for your travel business within the B2B tourism industry? Share your thoughts... 

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