The outbreak of the pandemic disrupted several industries, with Travel and Hospitality being hit the hardest. The uncertainties and disruptions that followed jolted the industry but our industry was quick to adapt to the dynamic changes. We stabilized and promptly pivoted our business with new and innovative opportunities. The pandemic induced some hard decisions and also led to loss of manpower/resources but we geared up and amplified our delivery through optimization of efficiencies. Every challenge was accepted and converted into a new opportunity. The resilient industry braced for impact and used this time meaningfully by going back to the drawing board.
We implemented a 3 pronged approach – Survive, Revive and finally Reimagine – for our Leisure business to build scale and create a safe and contactless journey through digital transformation.
Prudent cost management, cash conservation and focused, sustainable business activity was critical to our survival phase.
As we moved from survival to revival, to ensure we were able to support our customers during the lockdown, we equipped our WFH teams with remote auto dialers/VPN and access to our CRM and central systems with capability to digitally interface with our customers. A first mover that we are proud of is the launch of India’s first Virtual Holidays Store – critical for customers during lockdown.
The pandemic was god-send in our digital transformation journey – we were able to ramp up delivery on digital projects: migration of all businesses to CRM to better our customer experience, increase our share of wallet and enhance cross-sell using data analytics; self-booking tools, customisable (build your own) holidays, online visa modules, etc. We continued to work on customer self-service platforms through mobile apps and chat bots to empower them.
To help us in our re-imagine mode, we conducted periodical surveys and our 3 Holiday Readiness Reports provided us with deep consumer insights that catalysed several innovative and meaningful initiatives.
Over 70% of our customers revealed that Health-Safety was their primordial concern, 19% indicated uncertainty and 81% highlighted financial safety. This data was the genesis of the launch of our TravShield comprehensive Safety Commitment & Assured Safe Travel Program in association with Apollo Clinics which included:
In addition to TravShield, we also introduced a Free Safe Travel Helpline to guide customers on updated information on health regulations, entry/exit visa and destination protocols as borders reopened. The introduction of our Covid-negative certification services in association with ICMR accredited labs was also invaluable to our customers with seamless and doorstep delivery during the lockdown.
In the face of strong pent up travel demand, our revival and re-imagine process focused strongly on product development. We launched a range of convenient and easily accessible staycations/workations, followed by drivecations during the first unlock to Private Journeys for a family/group of friends in a chauffeur driven minivan, outdoor products like camping-biking-hiking and jungle adventures and safaris; and then air-inclusive packages based on increasing consumer confidence in air travel. An important part of our product strategy was also training and upskilling our people and we undertook virtual education sessions conducted by partner experts with certification programs that continue today as well.
With limited reopening of outbound, we re-imagined our business with focus on the upside and showcased destination India: with an extensive range including weekend breaks, eclectic stays in havelis, palaces, and private villas with a personal chef to plantation bungalows amidst tea-coffee estates. With increased appetite for longer stays, we curated our Indian Extravaganza portfolio with extended and in depth exploration of favourite domestic locales. With the uptick in non-standard elements and away from crowds, we curated our unique Biking Trips for millennials and c-suite head-honchos to destinations as varied as Kashmir, Leh, Sikkim and South India.
Communication was a key pivot in our strategy and we ensured sustained consumer connect that helped keep us remain top of mind via our TC Cares program – with calls to check on our customers welfare and help them. Equally update emails from our CEOs, engaging virtual events with celebrity guests and holiday e-auctions, then hybrid and currently physical roadshows and holiday carnivals – with exciting spot offers and experts on hand to guide/ assist customers.
We were the first company in the tour operating space to re-open select travel outlets as early as May, in line with zone based easing of restrictions and with meticulous sanitation protocols in line with WHO -ICMR protocols. We gradually re-opened pan India and continued to empower our customers with the options of contacting us basis their preference – via our omnichannel clicks & bricks model – be it our portal, apps, virtual holiday store, contact centres or our extensive retail outlets.
With re-opening of international destinations, easing restrictions and vaccine acceptance we launched exciting range of all-inclusive escorted tours and personalized holidays as well.
In 2022, the travel & tourism industry continues to face pandemic induced challenges, leading to enhanced responsibility of both our customers (travellers) and employees. Positivity continues for the industry with green shoots along with increased opportunity to grow, brought by the new challenges. The industry will continue to witness new trends and through these trends, we will see a dynamic relationship between the travel industry and our customer. Our resilient industry is bound to not only comeback but thrive and grow together as a community.
By Romil Pant, Sr. VP – Holidays, Thomas Cook (India)
