Travel Sector’s Holiday PR Should Emphasize Brand Confidence and Transparency

[Editor's Note: The holidays are coming and so is heavy travel demand. In normal times, holiday travel strains the air and hotel sectors. The 2022 holiday season likely won't be normal. Labor shortages are straining the travel sector. And customers are paying higher airfares, meaning some carriers are enjoying record revenues.

Veteran travel communicator Clayton Reid, CEO, MMGY Global, says high airfares and hotel rates aren't sustainable. He also admits labor is a key concern. Still, he doesn't anticipate less demand for holiday travel, though high airfares may put more people in cars.

We asked Reid what he's telling travel companies about PR during this unusual holiday season. Does the message change? Only modestly, he says, though Reid advises emphasizing brand confidence instead of price. Moreover, he suggests transparent messages about labor shortages.