The long haul traveller’s wish list

Having recently returned from a trip to Australia, I feel I’ve greatly improved my understanding of actions that businesses can take to improve the service they provide to long distance travellers; and what sort of offerings attract these sorts of customers in the first place.

Having found myself on the client side of the fence for a change, I thought I’d take this opportunity to share some of the lessons I learned during the course of my recent solo travelling. It was quite an eye opener. With London 2012 only one year away, I believe it’s definitely something all businesses ought to start thinking about. After all websites, and online communications generally, know no boundaries, and global travel and trade is easier than ever before !

Seven simple steps to a friendlier world

1. Smile, it makes everything easier, and people always appreciate a few simple words of greeting. Show yourself or other people on your website
2. Encourage everyone to use their language skills with the aid of national flag lapel badges and symbols on websites.
3. Make good use of multi lingual or pictorial information  or symbols and/or menus. Sales benefit because people can order and purchase with confidence. You get your message across more effectively.
4. Everyone travelling alone should receive a special welcome.  In restaurants singles should automatically be offered a seat at a table they can share with others if they wish
5. Offering FREE wifi is a major attraction to people
6. Listening is a skill that should not be underestimated, or taken for granted
7. A tip can be appropriate for particularly good service, or a job well done. Otherwise take the time to write a glowing online testimonial about it.

A helping hand for the long haul traveller

Long haul air travel is defined as involving a non stop flight of six and a half hours or more.  If, like me, you’re travelling to a destination that involves flying for over 20 hours to get there; you simply can’t make an unplanned trip back home without great inconvenience and expense, so there’s a huge up front investment of time and money on the part of the traveller to get all the important details of the trip sorted out in advance. There’s more at stake; so I’d urge everyone serving travellers to play their part in helping to ensure that everyone takes home the happiest of memories.

Here are my 25 top tips for maximum enjoyment of long haul travel. If you’re marketing something likely to be of interest to long haul travellers, you might find something of interest here too!

1. Get a personal recommondation  for a really expert travel agent to help you sort out the logistics. Get details of the local representative in each destination. They can be your real friend in time of crisis.
2. Do as much pre research as you can to determine your preferred route, destination and acceptable standard of accommodation
3. Work at getting any upgrade you can qualify for
4. Join the loyalty programme of all airlines and hotel chains you patronise
5. Take out a comprehensive travel insurance policy, just in case the worst happens
6. Find out the procedure to follow in case you have to change or cancel a flight or hotel reservation
7. Look up all possible friends in the places you’re travelling to, and listen to their advice
8. Reconfirm every tour booking 48 hours or 2 working days in advance
9. Find out exactly what the weather will be like everywhere you’re visiting, so you take the right clothes
10. If you’re travelling to or from Australia or New Zealand, avoid jet lag after arrival by making a 2 night stopover in Asia or USA en route both ways.
11. Upgrade to premium economy (or higher) on the long haul flights if you can possibly afford it.
12. Avoid all one night stays as far as possible (except on escorted tours, where other people can worry and help with lost luggage)
13. Get a tough but colourful luggage tag, so your case stands out from the crowd
14. Avoid hotel restaurants except for breakfast; but get recommendations about places where you can enjoy the local vibe
15. Only accumulate or buy stuff you can take home; or pay extra to ship special large items you can’t live without. Find out about unaccompanied excess baggage shipping and how overseas visitors get a tax refund on large items. Here’s information about how overseas visitors can obtain tax refunds for items purchased in the UK. Here’s information about reclaiming tax on items purchased in Australia.
    
16. Try to buy souvenirs that are made locally. Read my posts about souvenirs and postcards.
17. Ask for recommendations about local experiences or interesting places to visit
18. Follow interesting sounding directional signs
19. Invest in some digital luggage scales to minimise the headache of keeping within the airline free baggage allowance. Try Balanzza.
20. Don’t take more than 3 pairs of shoes
21. Look out for restaurant special offers on chalk boards outside the premises
22. Sign up for alerts on restaurant offers with Facebook deals and Living Social
23. Get an international subscription to ‘Global Gossip’ or set up Skype on your smart phone
24. Dont buy preserves, food or drink to take home that falls foul of airline liquid restrictions.
25. Delete the  out of focus digital photos you’ve taken as you go along

Looking for more inside information about marketing?

Virtual Viv is part of the team at Manifold Associates, working in the UK and travelling the world independently to inform you with incisive commentary about things that matter in marketing.   Freelance assignments welcomed. We’re flexible and versatile. If you’d like to discuss how we might be able to help you, do get in touch. Until next time, resolve to get more adventurous.

Signs of the times: good practice that avoids pitfalls

Why signage in public places can be an issue

Signage can be difficult to get right, irrespective of which industry you’re in. If I was to pick out common factors from those that I consider to be the most successful practitioners, I believe that the best examples offer a combination of clarity, visibility, consistency and common sense. So where do you find them, and what are the signage pitfalls in public places that must be avoided at all costs?

Why is signage important? The reasons are various, but the key points are that without the aid of physical signage, people can potentially get lost, be put to considerable inconvenience, or even get themselves into a potentially unsafe or vulnerable situation from a security point of view. No-one  wants that to happen to anyone at business premises, and that’s why it’s so important for businesses of all sizes to get right.

Who can demonstrate good practice?

In my initial ignorance about the subject, I didn’t fully appreciate that informational signage and way finding was such a big business, or that as a country we’re among the world leaders in this fiield. Then I visited the Liverpool waterfront last year, and saw the results of the wayfinding and signage project completed there in and around Albert Dock by Holmes-Wood, who describe themselves as ‘one of Britain’s leading companies working in direction, information and identity design’. Yes, that’s right, there are specialist signage consultancies out there, that can help you spend millions on ensuring that your signage is tailored to meet your precise business needs, and looks good as well.

However, even the smallest business can learn from good practice undertaken, not only in places where new signage was necessary as a result of major re-branding and urban regeneration projects, as in the case of Liverpool; but also from the signage displayed in other high traffic public places such as airports, shopping malls, and on the motorway network. The directional signage and branding developed initially for the  UK motorway network, and then the entire national road network of Britain by Jock Kinneir and Margaret Calvert between 1957 and 1967, is now a recognised design classic, that has become a model for motorway and road signage internationally. It’s a mark of its success, that it’s still in use today.

Clarity is vital when it comnes to signage. Wherever possible it makes sense to make use of internationally recognised systems of symbolism, such as those used for hazardous chemicals, and health and safety signs. It becomes vital that warning signs can be understood at a glance, even when people don’t speak the  language, and can’t read written text. That’s why international signage conventions have developed, such as the use of the lower case letter ‘ i ‘ which is used as visual shorthand to designate tourist information centres worldwide.

Mistakes to avoid

On occasion signage can be percieved as patronising, irrelevant, or worse, can be seen as treating grown adults like naughty children. From time to time I come across such signs. Where signs are used inappropriately they have the potential to provoke a negative reaction, disappointment, confusion, fear or even annoyance, all emotions that are not good for business from a marketing point of view.

In general signs should be used only to communicate simple unambiguous messages that are relevant to everyone who sees them. Unless there is danger, or a possible threat to life or limb, any complicated scenarios, applicable to the minority of the people passing by, is probably best communicated by a different method, and ideally during the course of personal communication.

When things get complicated..

In hotels, where there is a plethora of information that needs to be communicated, and people have an expectation that they’ll receive guidance appropriate to their individual needs, it can be particularly challenging to ensure that guests receive all the information and reassurance they might need, at the same time as being politely encouraged to act on it. In this instance it’s sensible practice to offer an information folder in all guest rooms, and to serve up the answers to frequently asked questions in advance of guest arrival on websites; but that’s not usually enough.

Signs can act as a catch all to help businesses communicate information; but they should not always be relied on or used alone. Some instructions, for example about responsible energy use,  can cause resentment or negative attitude on the part of the paying customer.

With businesses increasingly looking to give their business a ‘green edge’ and promote responsible tourism, it can be hard to find the right tone of voice, and form of words to encourage responsible attitudes to such issues as noise, energy use and contentious areas such as daily replacement of towels and bedding, with signage alone.

Tried and tested strategies

However you look at it, signs have a tendency to lecture because you can’t ignore them. One alternative approach is to draw people’s attention to where they can find information available (but not try to compel them to take notice); and you can invite people to be responsible about their energy usage for rational reasons, rather than posting signage that seems to demand compliance. A self catering opearator I know leaves a copy of the paperback book ‘One Planet Living’ in her cottages, and offers copies for sale to those who express interest. She’s found that this works well.

Offering a reward for compliant behaviour is a further strategy that can be adopted to persuade people to change their habits or encourage reponsible behaviour. I’ve come across hotels that reward guests who leave their car in the car park all day when they go out, with free tea and cakes when they return. Another goes out of her way to explain how to reach local attractions by public transport.  There’s no doubt though, that it can be a challenge to get people to do things the way you want. One thing is for sure, although signage can help, I certainly don’t think it will ever be the only answer.

What do you think? Marketing is about everything that helps a business to identify and satisfy customer needs profitably.  Contact Manifold Associates if you’re a business having difficulty in identifying the most appropriate form of  words and images to explain your business philosophy in your marketing communications. We also help businesses through the process of rationalising and communicating the reasons for people to do business with them; and deliver training on marketing your green credentials.

Until next time…

Tales of the unexpected: carpe diem!

Many more of us than usual have been forced out of our usual ‘comfort zone’ by events over the past week. Following the ejection of vast quantities of fine volcanic ash from Icelandic volcano Eyjafjallajokull, most of the UK and much of northern European airspace was closed to aviation for safety reasons for almost a week. An event without precedent in aviation terms.

Several serious near disasters involving passenger jets previously flying through clouds of volcanic ash around the ‘Pacific Ring of Fire’ near the Indonesian volcanoes of Mount Galunggung (1982), Mount Pinatubo (1991) and Mounts Redoubt and Spur in Alaska (in 1989 and 1992 respectively), lay behind the reaction of the authorities this time. Aviation and meteorological authorities, and air traffic control organisations all united to take a conservative approach, unilaterally closing large swathes of airspace as a precautionary measure with almost immediate effect, declaring the safety of passengers paramount, over-riding all commercial considerations.

The event also happened at a time when large volumes of people were travelling following the Easter holiday, traditionally a time of peak traffic flows in Europe.

What was different this time

Air travel was disrupted to an unprecentedented extent; but what was noticeably different this time (and from the cessation of aviation following 9/11) was the unexpected duration and the consequential huge and unanticipated knock on effect on other transport networks within Europe and further afield, as people have become unexpectedly stranded, and given the duration of the problem,  started (with admirable and increasing amounts of ingenuity as days of disruption continued), to seek alternative ways to complete their journeys, in spite of the additional cost, causing huge short term spikes in demand for alternative transport services with limited capacity.

If the disruption had gone on much longer I belive that more people would have started looking at long distance travel by ship, although it’s generally much slower and has limited capacity. During the disruption Royal Navy ships were deployed to bring troops home from Afghanistan with some civilians, via ports in Spain.

Unlikely beneficiaries of disruption

In the UK, ferry companies and Eurotunnel have seen traffic volumes increase significantly over what they would normally expect at this time of year as people made their way to the Channel Ports to return to the UK.  Eurostar, inter-European rail travel and coach operators such as Eurolines also benefited as people switched their attention to long distance overland alternatives to air travel. 

Other beneficiaries were less popular air routes that conveniently happened to avoid the restricted airspace. Ben Fogle, for example, flew part of his epic journey home from Ethiopia from Beirut to Rome.

In all millions of peoples’ lives and plans were thrown into unexpected chaos.  With no immediate end to the eruption in sight, further uncertainty and inconvenience seemed inevitable, until Nature calmed down a bit. Fortunately the aviation industry has united in declaring it safe for the travelling public to return to the skies today; although further disruption is not out of the question.

The case for personal contingency planning

It set me thinking about what steps people can take to prepare for, and subsequently deal with, the unexpected when they’re travelling, so they don’t get too badly caught out when some sort of disaster or unexpected event strikes.

As this week’s events have demonstrated only too well, the unexpected can strike tourism at any time. All too often we get surprised by something coming ‘out of the blue’. Can anything be done?

The first thing to say is that any unexpected event throws up a number of choices and opportunities, the most obvious of which is to do nothing and hunker down wherever you are, and hope that the problem will either go away or be swiftly resolved by people acting on your behalf and in your best interest. That can be a good strategy if time is on your side and the consequences are limited, and an end to disruption is in sight, or can be accurately predicted. This time, with the possibility of the ash cloud causing a continuing problem, it seemed to be  an unwise strategy. Taking action has the benefit of preventing you from feeling a victim of changed circumstances, putting you back in control of your own destiny.

A few years ago I was involved in the meetings and incentives side of the travel business, and during that time I got used coping with the unexpected. I learned to welcome the choices and challenges that unexpected events threw up. In my experience it was usually hotel strikes, lost documents or passports, illness or crime that caused the most  problems. I continue to believe that resourcefulness, ingenuity, persistence and patience are the most important attributes to  see you through a crisis, or indeed life in general!

It’s never my intention to offer anything other than constructive advice; but for what it’s worth, here are my thoughts on dealing with unexpected travel events. I’d also like to make it clear that I’m not referring to anything involving medical emergencies or life threatening situations, not only because I have no experience of them; but also because they involve a different set of considerations.

Before you go away

1. Always take copies of all your passports and insurance documents and leave them with someone at home you trust. Try and familiarise yourself with insurance policy exclusions before you travel. This exercise can be a sobering experience. Make a note of the insurance helpline number, take it with you and keep it safe. For travel within Europe get an E11 card.
2. Subscribe to a card protection scheme that helps you get swift replacement of credit and debit cards in case they get lost or destroyed during a incident while you’re away. There’s usually a cost, but it’s a small price to pay if disaster strikes.
3. Always tell your credit card company when you plan to be travelling abroad, so you don’t encounter problems getting approval of  ‘out of pattern expenses’. Even if you’re not planning to use the card except in an emergency, it gives you peace of mind to know you’ve got something by way of financial resources to fall back on.
4. Buy or borrow a map and guidebook or two. Familiarise yourself with the geography and general background information about your destination in advance. Take them with you if possible. They can be an invaluable planning resource (with phone numbers and website addresses) and you might avoid having to negotiate directory enquiries at a time when communications networks are overloaded.
5. Take a smart phone and charger away with you. Having email, access to social networks and internet access can each be invaluable in helping you keep up to date with news and getting about in places you don’t know.

When trouble affects travel plans

1. Stay calm and establish the facts about the unexpected situation affecting  travel arrangements, and the expected duration of the problem. If you have advance notice of a problem you might consider curtailing your trip and making a dash for home, but you’ll have to act fast.
2. If you’re on an organised or package tour make contact with the operator or their local agent. Request help and give them your contact details and mobile phone number if you have one so that they can reach you easily. If you booked direct, contact the carrier concerned.
3. Examine and evaluate alternative travel options and costs. Compare this with the expense of staying put until the situation is resolved. Look at your insurance policy exclusions, as you may not be covered for ‘Acts of God’, and you may not get a refund for unused travel arrangements until long after you return home.
4. Make friends with others similarly affected. You might be able to club together to share intelligence or transport expense. In any event keep your ear to the ground and make use of the ‘bush telegraph’.
5. Make use of any local contacts you might have. The past week has shown that in a crisis, ex boyfriends, long lost relations, or even passing acquaintances in a far flung land can provide useful help and information.
6. The more urgently you desire to travel, the more likely you are to end up out of pocket. That’s where patience can be useful. If you do need to get back home urgently you’ll  need maximum ingenuity and persistance. This was demonstrated by John Cleese’s return trip to the UK from Oslo in Norway.
   
7. Take photographs and consider writing your story. The media may be interested in running your story while you’re away, and you might even get paid.
8. Contact anyone at home who needs to know what’s happening. You might be like some lucky people this week, whose relations drove over with a car by ferry to pick them up from Calais, or were one of the 25 sucessfully rescued by Dan Snow’s ingenious Sunday speedboat service, before it was shut down by French authorities, who also heard of his plan via Twitter.
   

   Seize the moment! When faced with unexpected produce in an Omani market, I took a photo to remember it by. Allow yourself to enjoy the serendipity of life

9. Allow for serendipity in your life. Sometimes you just have to relax, make the best choice you feel you can in the circumstances, keep people informed, and live with the consequences. Incidentally, I’d be grateful for any help in identifying the unusual spiky vegetables shown above!

Even in my home village in Kent, I enjoyed the glorious sunsets which were one of the ‘benefits’ of the ash cloud, along with louder and more noticeable birdsong resulting from the absence of background aircraft noise. BBC Radio Kent yesterday interviewed residents of Edenbridge, further west, that normally lies under the final approach flight path into Gatwick airport, who reported that they’d noticed this to an even greater extent.

By the way, when it came to me making a choice of route during my recent lone trip through the mountains of Oman, I thought you’d like to know that I chose the adventurous  route shown in the photograph at the beginning of this post, rather than the tarmac ‘black top’. It was well worth the experience!

If you’re involved in the UK visitor economy and your business has been affected by the ash cloud and consequent travel disruption, Visit Britain would like you to complete a survey. Read how to take part.

If you were ‘on the road during the last week and have any comments or advice to pass on to fellow travellers as a result of your experiences, do let me know.

Did you enjoy reading this post? Virtual Viv could write for your organisation. I  can help with PR and marketing or write content for tourism businesses online or offline. Comment about what I’ve written below, or contact me at Manifold Associates.

Until next time…