The tourism industry is one of the world’s largest and most important economic sectors, and the number of tourists visiting the world each year is growing steadily. With the advent of a global pandemic, the tourism industry has taken one of the biggest hits of any industry, with travel restrictions and increased safety measures keeping potential travelers at home. The resulting impact on the travel industry has been devastating, with many businesses struggling to remain open or even to exist at all. But, as with other sectors, the crisis has also brought opportunities of its own—particularly in the area of aftercare.
On the one hand, the decreased demand for travel has had a devastating impact on tourism-related businesses, with losses to the industry estimated at more than £350 billion, according to the United Nations World Tourism Organization. On the other hand, many of these businesses have found a new avenue to explore, namely aftercare. Aftercare, in a nutshell, involves providing a comprehensive package of services to travelers, both when they are in the destination and when they are returning home. This can include everything from providing additional assurance of safety and security to helping visitors more easily return home when they have finished their travels.
Aftercare can provide numerous benefits to travelers, but also to the tourism industry. Providing an appropriate level of aftercare can foster a more loyal customer base, which can lead to increased customer satisfaction and repeat business. Additionally, it can help the destination differentiate from others in the eyes of potential visitors, by providing a greater level of care and dedication to their customers. Finally, providing aftercare can also demonstrate a sense of social responsibility from the host tourist destination, demonstrating that the host country is committed to the comfort and safety of its visitors.
Despite the potential benefits, there are numerous challenges for tourism businesses when it comes to providing aftercare. Making aftercare available can require a new set of operational processes, which can require additional budgeting, training, and coordination. It can also require capitalizing on the latest technologies to facilitate the various elements of aftercare. Additionally, any aftercare provided must be tailored to each visitor and the host destination, as different countries may have different regulations and expectations.
Of course, providing aftercare isn’t just a challenge, but also presents a unique opportunity. Tourism industry businesses can use aftercare to not just differentiate their service offerings from competitors, but also to show a sense of social responsibility. This can include providing customer assistance, as well as other resources, to ensure that travelers are well taken care of throughout their journey. For example, many destinations are providing travel vouchers for rebooking and refunds for unexpected cancellations, helping travelers save money and time.
All in all, the tourism industry has faced extreme challenges due to the COVID-19 pandemic, but there are also opportunities to be seized in the process. By taking a close look at their services, businesses can take advantage of the potential offered by aftercare, creating a more enriching customer experience and strengthening the long-term prospects for their business in the face of a changing market.