Amid COVID-19, practice transparent and clear communication to build trust and retain consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 30, 2020, 2:50 AM UTC

Travel brands should communicate flexible and honest, refund and cancellation policies.

This article advises travel brands to be transparent and honest in communicating to build trust and retain consumers during the pandemic. While many travel organisations are unable to afford refunds and are offering vouchers, communicating in a difficult and dishonest manner could risk customers’ loyalty.

Companies with poor communication or those making vague statements about refund policies could potentially cause outrage among consumers and lose them. Travel companies should provide customers with comprehensive and quick customer support, for long term benefit.

Much Better Adventures, a travel company provides its consumers with an option (but no obligation) to postpone trips and rearrange at their own convenience. The author contends that brands should provide consumers with a choice, and should be flexible about it to retain consumers.

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[6 minute read]