Travel consortiums will need to be more innovative in a post-COVID world to compete with airlines’ direct online channels, as airlines are actively investing in online strategies to attract customers and build relationships with them, says Manoj Papa, aviation industry specialist.
He was speaking at a GBTA SA webinar on Wednesday (June 17), hosted by GBTA board member Robyn Christie.
“If everyone goes online, there’s going to be a move away from the traditional travel agent. As customer demand changes, businesses will align to meet that change. Looking at the clients I’m currently working with, that’s exactly where their heads are,” says Manoj.
Robyn countered this argument by saying that when the pandemic hit, many customers who booked online were looking for help and a personal touch. “I still believe the future is human, and now, more than ever, passengers are going to be unsettled,” she says.
Manoj believes airlines will be pushing aggressively to make their mark in a changed industry when travel opens up again. “I would love for travel consortiums and agents to also be in that space, being innovative and reinventing themselves – tapping into best practice.”
If TMCs don’t use the COVID-period to restructure, they will be left behind, he says.
TMCs need to look at their strategies and policies, identify gaps, and focus inward for now, says Manoj. “Everything is going digital, and TMCs will have to focus on that. Focus on online marketing channels, increase your online presence and communication channels. Be in front of customers.”
Robyn says TMC technology is available but there hasn’t been great adoption by corporate South Africa, or by individual agencies. “Maybe [COVID-19] is the kick in the pants we all needed to get online and utilise technology.”
Manoj predicts it will take a while for corporate travel to get back on track, especially that of multinational corporates. “Is the meeting really necessary? Can this be done virtually? Corporates and travel companies have invested a significant amount of money to enhance their digital and virtual solutions. There is going to be a change in demand, with corporate travel buyers cutting costs and limiting budgets.”
Robyn added: “Remote conferencing and virtual meetings – there’s a place for it, and it’s opened up a whole new world for us. But there will always be the necessity for those meetings and events where we can engage, look people in the eye and have good conversations.”
