The Covid-19 Wrap is part of WiT’s “Unity In Crisis” series, a round-up of news on the coronavirus and its impact on travel.
Accor aims to reignite the love of travel with global campaign
With growing interest in travel again as countries ease lockdown restrictions leading to a return to (almost) normal life and some airlines flying again, Accor has also begun reopening some of its hotels in countries like China that were temporarily closed due to coronavirus.
The French hospitality giant is investing in the resurgence of the travel and economic recovery in the communities where it operates with a new global campaign, Reignite the Love of Travel.
Introduced through its lifestyle loyalty programme, ALL – Accor Live Limitless, the campaign launches with a short film “designed to reassure and to create desire while uplifting its audience.”
The campaign will launch in key markets worldwide this summer with a social media campaign. Travellers will be invited to share their travel dreams and inspiration, which will be combined to create an ALL montage-style travel film.
Accor’s chief marketing officer, Steven Taylor, explained the reason behind the campaign: “During the lockdown periods everywhere, we have been surprised to see so many people on social media sharing their craving for travel with such uplifting humour and creativity: it was heart-warming for us to see that they were missing us as much as we were missing them.
“The message of our campaign then came naturally as we invested to prepare for the immediate holiday season as well as for longer term bookings. Seeing the quick business recovery in China, we wanted to do our part to reassure our guests and to reignite the travel desire.”
Accor assures that its ALLSAFE cleanliness programme will protect both guests and staff, and reassures travellers they can feel safe while staying at the group’s hotels.
New Zealand reconnects with the world on a journey of reflection
As early signs of recovery are emerging in New Zealand, the island nation is reconnecting with past visitors and friends around the world on a journey of reflection through a refreshed 100% Pure New Zealand campaign.
Despite borders remaining closed to international visitors for now, the team at Tourism New Zealand felt it was an appropriate time to share a message of reflection, hope and aroha (Māori for love) as the country begins to recover and looks forward to welcoming visitors again in the future when safe to do so.
The video that accompanies the campaign (above) reinforces the values embedded in the New Zealand way of life from its unique Māori culture. These include kaitiakitanga (protecting and caring for people and place), manaaki manuhiri (welcoming and looking after all visitors) and whanaungatanga (treating others like family).
“A forced pause can be cause for reflection on what’s most important to all of us,” says Venessa Chen, Tourism New Zealand regional consumer marketing manager for Asia. “Yet in times of crisis, there lies opportunity. A time to pause, reflect and repurpose both ourselves and the world we live in. As old ways break down under pressure new ways can break through, or we can simply be reminded of what has always mattered.”
Ahead of international borders opening, Tourism New Zealand has been focused on encouraging New Zealanders to explore their own backyard with its recently launched domestic campaign, ‘Do Something New New Zealand’ (watch the video here)
WTTC launches safety stamp to recognise ‘Safe Travels’ protocols worldwide
The World Travel & Tourism Council (WTTC) has unveiled a safety and hygiene stamp that allows travellers to recognise governments and businesses around the world, which have adopted health and hygiene global standardised protocols.
Described as a world’s first, the specially designed stamp is aimed to rebuild confidence for travellers, so consumers can experience ‘Safe Travels’.
The initiative has received the backing of the United Nations World Tourism Organisation (UNWTO).
Eligible businesses such as hotels, restaurants, airlines, cruise lines, tour operators, restaurants, outdoor shopping, transportation and airports will be able to use the stamp once the health and hygiene protocols, outlined by WTTC, have been implemented.
Destinations will also help to award the stamp of approval to local suppliers.
WTTC said the launch of the Safe Travels protocols to recover the travel and tourism sector have been embraced by over 200 CEOs, including some of the world’s major tourism groups such as Trip.com and Expedia.
“We have learned from past crises that global standard protocols and consistency provides confidence for the traveller. Our new global safety stamp is designed to help rebuild consumer confidence worldwide,” said . Gloria Guevara, WTTC president & CEO.
She added that Saudi Arabia, which is chair of the G20 tourism group, as well as popular destinations such as Cancun, Portugal and the holiday cities of Barcelona and Seville are among the first destinations to back the stamp and implement global standard protocols to recover faster.
“Now travellers will be able to recognise the businesses and destinations worldwide, which have adopted the new set of global protocols that will encourage the return of ‘Safe Travels’ around the world. It will, in turn, help the travel and tourism sector to reopen for business and move in a coordinated approach.”
Zurab Pololikashvili, UNWTO secretary general, said: “We are united in the common goal of tourism’s come-back to generate benefits going far beyond our sector. Trust and tourism will catalyse consumer demand, investments and jobs, thus generating opportunities for all.”
• Featured image credit: Mikhail Sotnikov/Getty Images
