CARIBBEAN TOURISM BRANDS ADVISED TO PUT PEOPLE FIRST DURING COVID-19 PANDEMIC
~Edelman executive says people before profits during this crisis is a great way to earn and maintain customers’ trust~
“It
is critical that brands are able to sustain, remain and build their
trust during this time. What is most critical that will impact brands in
the short and long term is that brands are expected to put people ahead
of profits during this pandemic,” Santiago says in a new podcast series
produced by the Caribbean Tourism Organization (CTO), entitled, COVID-19: The Unwanted Visitor.
The series, which is available on several platforms, including Anchor,
Google Podcast and Spotify, as well on the CTO’s Facebook page, look
at how the Caribbean tourism sector can cope with, and recover from, the
coronavirus crisis. The first episode, which aired last week, featured
clinical psychologist Dr. Katija Khan, who provided insight into how to
cope with working from home while dealing with the pandemic.
In
this week’s podcast, Santiago makes it clear that the welfare and
the well-being of both Caribbean tourism industry employees and potential
visitors must be given top priority.
She
recommends simple acts like compiling free resources to help workers
maintain emotional and physical well-being or encouraging employees to
use the time to learn new language skills.
The
global communications expert also stresses the need to give potential visitors the confidence that their entire experience is going to be safe by reforming all aspects of the tourism operation.
“You
need to put yourself in those [travelers’] shoes. For example, when
people arrive at a hotel, is there going to be a luggage disinfecting
zone before that luggage gets carried throughout the entire property?
Are people going to have to present a medical certificate? Can you do your entire check-in process with your mobile key card and not have to
interact face to face as much? When you show up at a restaurant, have
you built a handwashing station at the entrance of the restaurant and every single person has to wash their hands before they sit at the
table? Can you provide wipes when they sit at the table and people have the confidence you have sanitized their space where they are going to enjoy their food? You need to think at that level of detail to provide safety and security for guests,” Santiago stresses.
She
predicts that there will be much anxiety among travelers for a
considerable period post-COVID-19 and advises that the recommended measures be put in place now in order to reassure visitors.
“You
want to be first to show the world you are thinking of them for when this [crisis] passes and that you are ready to welcome them before
anyone else,” Santiago recommends.
To view the podcast series, please visit https://anchor.fm/onecaribbean.
The
Caribbean Tourism Organization (CTO), which is headquartered in
Barbados, is the Caribbean’s tourism development agency comprising
membership of the region’s finest countries and territories including
Dutch, English, French and Spanish-speaking, as well as a myriad of
private sector allied members. The CTO’s vision is to position the
The Caribbean as the most desirable, year-round, warm-weather destination,
and its purpose is Leading Sustainable Tourism - One Sea, One Voice, One
Caribbean.
Among
the benefits to its members the organization provides specialized
support and technical assistance in sustainable tourism development,
marketing, communications, advocacy, human resource development, event
planning & execution and research & information technology.
The
CTO’s Headquarters is located at Baobab Tower, Warrens, St. Michael,
Barbados BB 22026; Tel: (246) 427-5242; Fax: (246) 429-3065; E-mail: CTObarbados@caribtourism.com;
For more information on the Caribbean Tourism Organization, please visit www.OneCaribbean.org and follow CTO on Facebook, Twitter, Instagram, and LinkedIn to be part of the conversation.
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Best regards,
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