COVID-19 Economic Response and Recovery
Rebuild Traveler Confidence in your Destination
Action
Implement a widely recognized COVID-19 safety compliance certification program for tourism and hospitality businesses, and communicate it widely.
Provide a flow of easily accessible, digestible, accurate, and timely information and facts about the state of your destination. Be open to answering questions to inform travelers’ decision-making.
Why
With visitor number levels down, many destinations cannot afford to alienate travelers, which can now demand more stringent cleaning and safety protocols. Destinations which have implemented recognized health and hygiene protocols will be better able to position themselves as safe, and increase travelers’ (particularly baby boomers) confidence.
However, the implementation of a “gold standard” certification program is not, in itself, sufficient. Destinations also need to be transparent in their communications if they are to spur demand. In particular, they need to communicate detailed, trustworthy information about cleanliness and health measures through regular updates from trusted sources.
Background
Many leading destinations have launched recognizable certification programs to strive for a consistent approach to safety. For example the Singapore Tourism Board, Visit California and Cape Town Travel.
These programs often draw on the World Travel and Tourism Council’s SafeTravels program, which sets out detailed protocols for hospitality, retail, attractions, meeting venues, and car rental companies, amongst others.
Case Study
Austin’s Dine with Confidence
A volunteer-led coalition of business owners, known as Good Work Austin, created a program called Dine With Confidence in response to the state’s more lax COVID guidelines, which became a “bill of rights” for diners and restaurant workers.
The goal was to build consumer confidence, keep workers safe, and prevent restaurants from closing. The coalition set strict protocols around social distancing, sanitary measures, mask mandates, and other measures. It was their hope that the city would endorse the measures.
It then asked local businesses — fine dining restaurants, counter-service spots, coffee shops, and businesses that were only open for take-out — to sign the pledge.
The pledge requires businesses to:
- Add notes to websites and reservation sites stating that guests cannot enter if they are exhibiting any symptoms of COVID-19
- Engage a medical professional to counsel employees on safe behaviors, both at work and away from work.
- Require employees to complete a health declaration to make sure they are not putting community members at risk
- Take staff temperatures daily and send home anyone with a 99.6º, or higher temperature
- Require staff who have experienced COVID-19 symptoms to remain at home until they can 1) receive a doctor’s note allowing them to return to work; 2) receive a negative result from a COVID-19 PCR test; 3) complete a 10-day self-quarantine
- Require staff, who were in close contact (within 6 ft for more than 15 mins) with an employee who tests positive for COVID-19, to quarantine for 7 days, and then obtain a negative PCR test
- Provide all staff with access to health care and paid sick leave
- Require all dine-in or other unmasked customers to provide their names and complete a Health Declaration
- Require all staff to wear masks while in the establishment. Require guests to wear masks, unless specifically excepted for active dining, or receiving other services that require them to be unmasked
- Enforce hand washing every 30 minutes for all staff
- Prevent staff from having any intentional physical contact, and make them constantly aware of the necessity of social distancing
- Dedicate certain employees to service guests and/or divide spaces and redefine roles to further separate employees and guests
- Make menus and similar information items online, display, single-use, or sanitize them after each use
- Place hand sanitation stations at the entrance and exit of the establishment and outside the restrooms
- Ensure proper ventilation of indoor spaces by cleaning and changing MERV13 filters monthly. Perform preventive maintenance quarterly for HVAC systems. Identify other measures to increase air flow
- Adopt all elements of the “Open Texas Minimum Standard Health Protocols” for facility, employees, and guests.
When creating the list, the coalition surveyed businesses to find out what they needed and what challenges they faced. It then purchased PPE in bulk and at lower cost. It also sourced architects, who offered pro-bono advice on safe dining formats. Where possible, the coalition drew on CDC guidelines. Where this was not available, it drew on local authorities and experts. The pledge was promoted to businesses and patrons through press and social media. 50 local businesses signed the charter, and numerous towns and cities from Raleigh, NC, to San Diego, and the Hudson Valley, asked for guidance to replicate it.
How to adapt this approach
Identify industry representative bodies or leaders, with local influence and reach into businesses which/who can front the program.
Work with CDC and local health officials to develop measures which both meet high standards and will satisfy anxious residents and visitors.
Develop guidance which is specific and unambiguous. Monitor and call out breaches.
Engage a wide range of businesses about the measures to understand their adoption challenges. Work with the businesses to identify solutions. Communicate the measures widely and encourage residents and visitors to share their experiences.
Do
- Do make safety measures specific, and try to secure broad adoption across a customer’s end-to-end journey.
- Do engage city officials early in the process to seek their buy-in, help coordinate and extend measures across industry segments, and communicate them to residents and visitors.
- Do encourage local businesses to raise awareness of local safety measures with residents and visitors, because first travelers can validate destinations’ communications and spread the word to family and friends that they would have the confidence to return. (92% of travelers say that they trust word-of-mouth recommendations from family and friends.12)
- Do focus communications on relevant social media channels and online forums. Since the pandemic, travelers have placed greater importance on pre-trip planning, and Pinterest has emerged as a popular platform.13 Almost half of all travelers have also increased their time spent browsing social media, and many rely on online travel forums to find information about how destinations are executing on safety.14
Don’t
- Don’t activate tactical marketing too early. Multiple surveys show that travelers will not visit your destination unless they are confident that they can do so safely. Action 3 contains advice on ways to build their confidence.