Comment: Need for unified outbound voice more apparent than ever

Advantage Travel Partnership’s Julia Lo Bue-Said says the industry must stand together to counter negative perceptions

An intense couple of days of handling media interviews, following the ‘travel chaos’ headlines that we have all witnessed this last week, has left me feeling, once again, deeply frustrated, yet even more certain of the need to form an Outbound Travel Forum that speaks on behalf of the UK travel industry. One that is represented at the highest levels within government and across the political spectrum.

The impact of the outbound travel industry from both an economic and social perspective is now widely documented; just pick up any front-page tabloid today and you’ll see how our industry is perceived: ‘Tears and Fury as Travel Carnage Worsens’, ‘Holiday Madness’.

If there is anything I have learnt over the last couple of years, is that in these circumstances, we need to stand up for our sector and face the music. Not bury our heads. But when ministers come out with such an ill-educated blame or lack of understanding about the state of our industry post Covid – throwing the industry under the bus essentially – it’s natural to be angry and defensive.

Yes, sensationalist headlines make good stories. But the reality for an industry shut down for two years, under the most draconian measures ever known, is despicable. The government does not understand the impact of their policy decisions and how public comments impact the entire outbound travel supply chain. However, as we all know, it’s easier to point fingers than find solutions.

I have members working day in and day out – managing flight delays and cancelations. In fact, there probably isn’t a single travel agent or tour operator in the UK that is not up to their eyes at the moment, having to deal with irate customers who have had their long-awaited holiday cancelled. But, thankfully, those customers are being looked after – what about the impact to our own people working in our sector and those business owners who are putting in all this extra work for no further financial reward?

After putting their entire life savings into their businesses, mental health destroyed, staff demoralised – tell me – is there any coherent reason why you would want to work in our sector?

Well, yes! Millions of people are still travelling whether for leisure or business.

We are getting people away seamlessly and it is improving. Unfortunately, the pocket of issues that are reported are heart-breaking for all of us who feel so passionately about the travel industry, but they do tarnish the image of our sector and these isolated issues must be managed better.

Our sector continues to be battered and bruised, but let’s not forget the joy it brings to millions.

We will of course rise to the challenge – we always do – but it will require everyone to work together ensuring we can speak with authority as a UK outbound travel sector.

We must take responsibility for the perception of our industry in government and why others are treated better than us.  That’s why I fundamentally believe that the formation of an Outbound Travel Forum that represents the entire industry is an absolute necessity, if we are to change this for the better ahead of further inevitable future problems.