Why The Travel Industry Needs More Transparency

by Jack Roy Digital Marketing Services

Unfortunately, the pandemic has brought chaos to a lot of businesses in all sectors, particularly the travel industry. With thousands of hope vacationing disappointed when my flight was canceled this summer (for good reason), many of them also left out of pocket - including me.

Not only that, but apparently some travel Digital Marketing Agencies in Stafford agencies and the airlines do not do the best job of honest and transparent communication with their customers, especially when dealing with cancellations, rebooking, refunds and all admin ...

Misleading information leads to distrust

Earlier in April, following the cancellation of my flight to Barcelona Ryanair send emails asking customers if they would like a refund or a voucher. I opted for a refund and fill out a form requesting a refund. Shortly after they sent a follow-up email with a voucher, with no mention of a refund. Looks like I'm not the only one, one look at their Facebook page and I could see the raging mass of customers who feel upset, angry and let down by the airline.

What could be done differently Ryanair?

In this case, they should be honest with their customers about why they should send a voucher, but otherwise, they do so without explanation, leaving their customers hang out and feel mislead ...

Now, this is not an attack against Ryanair. A quick look at the Facebook page of other popular airlines such as Vueling Airways, Jet2holidays among other British favorite, it was clear this year has been a disaster in terms of customer communication, with the same message being pushed out of the industry.

A lack of transparency cause consumers to switch to other channels

The lack of information encourages customers to stacking on the other channel (social) seeking information, validating reactions and lead to the inclusion of hate messages and contacts from customers. Understandably, the customer service team could not overcome it, and a lack of direction on how to handle this quickly led to the brand's reputation declined.

In a world where brand loyalty is becoming increasingly difficult in a saturated market. This is more important than ever for a brand to be honest with their customers. We've all been through this pandemic. There is sympathy to be gained by customers who can hear the people behind these companies if only the right communication.

Let's be honest here - if brands communicate emotions like blocks of ice then they might get back the same response ...

Transparency leads to trust, encourage loyalty and people appreciate honesty. Research by Edelman (2019), found that only 34% of consumers said they believe most of the brands they use. Displaying takes considerable effort to win consumers in 2020. They also found that once the confidence to win 62% of consumers will remain loyal. Clearly shows the correlation between brand trust and loyalty.

No doubt the travel industry needs to start being transparent with their customers about their operation. Otherwise, consumers will feel alienated about the trip, which is the last thing the travel industry needs right now.

Need some advice on how to improve your online communication? Get in touch with us.

So what to do with true transparency?

Over the past few years, the fashion industry has begun to change the approach to the practice of transparent, shows the consumer how they perform better. In this industry, specifically refers transparency gives consumers a peek into the processes, operations, and people who take a piece of clothing from the hanger concept.

UK-based retailer popular, ASOS, is putting his stamp on transparency by providing information on their Ethical Trade Digital Marketing Companies in Stafford Program, stating that they are committed to establish full visibility of their supply chains. Consumers can browse through the supply chain map on their website with a complete list of all those factories, the number of workers and female vs. male employees.

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