In this post, we will explore your legal and professional duty as a travel agent or tour operator to respond to and communicate this Government travel advice to your customers.
What Travel Advice Does the Government Give?
The UK Government routinely provides travel advice for over 200 overseas countries or territories. This includes updates about the latest entry requirements, safety and security considerations, health risks, and relevant legal differences.
In a tumultuous political climate, this travel advice can differ from one day to the next. A country that was perfectly safe to travel to one week might be completely inaccessible the next.
Why You Need To Communicate Travel Advice to Customers
If the Government suggests that it is unsafe for people to travel to a destination, or if they outline certain precautions that travellers should take, then you may have a duty of care to let your customers know.
You cannot assume that your customers will access this travel advice themselves. If you are selling trips or packages to a certain destination, and the government releases some travel advice about this destination, then you should make every effort to communicate this advice to your customers.
If you do not communicate this travel advice, and something goes wrong during a customer’s trip, then you may be liable for any subsequent loss, damage, or expenses.
Plus, under the Package Travel and Linked Travel Arrangements Regulations 2018, you may have a legal obligation to notify customers of any risks associated with travelling to certain destinations. So, as well as a costly claim from an unhappy customer, and the reputational damages that would follow, you may also face legal action.
How To Stay On Top of Government Travel Advice
You can sign up for email updates featuring the latest travel advice for 226 overseas countries and territories.
Incidents in one country could have repercussions elsewhere. During the recent Middle Eastern conflict, for instance, travellers were advised against journeying to countries that were not directly involved in the fighting.
With this in mind, when registering for updates, it might be best to focus on areas and territories, rather than individual countries.
Sign up for all foreign travel advice updates or you can access each individual country or territory’s page to register for updates relating to that specific location.
How Travel Agents Should Respond to Government Travel Advice
In some cases, a global incident could simply lead to travel delays. But depending on the specific Government travel advice, you may have to:
- Reroute your customers’ journeys, finding a different way for them to reach the same situation.
- Cancel their trip entirely. And in the event of a cancellation, you may have to offer your customers’ a full refund, or you could instead offer to make alternative arrangements.
Whichever course of action you decide to take, it is vital that you find a means of effectively communicating both the situation, and what will happen next.
How To Communicate Government Travel Advice to Customers
Verian Group and the Department for Transport drew from behavioural science in an attempt to determine the best way to communicate during travel disruption.
They created a communication toolkit, which offers the following advice to tour operators and travel agents:
Communicate Consistently and Frequently
You should communicate directly with travellers if issues with the Entry/Exit System (EES) and European Travel Information and Authorisation System (ETIAS) will affect a journey they have already booked.
You may have to send multiple updates as the situation develops, and you should ensure your messaging and advice is consistent with the official Government guidance.
The toolkit also advises operators to use trusted sources, and suggests that linking travellers directly to Government information could help them stay informed.
Set Expectations that Information May Change Quickly
Time stamp any information you share, and explicitly state that anything you share may be liable to change. Also make it clear that you will send further updates as the situation develops.
The toolkit suggests that you go for a “factual, professional, and helpful” tone, but that you remain “empathetic and apologetic when [the] impacts are more severe”.
What Should You Communicate?
Above all, it’s important to be specific. If your communications are too generic, travellers may ignore it, or they may be uncertain as to what steps they need to take.
- “Known” information – Tell them exactly what the Government travel advice is saying, and provide clear explanations for how this might affect their journey. In some cases, they may just have to deal with delays or disruption. But in extreme situations, they may have to cancel their trip outright.
- “Unknown” information – It is just as important to be clear about any uncertainty. You can emphasise any aspects of the situation that are less clear while remaining as detailed and specific as possible about how the situation might affect your customers. As we mentioned above, you can also promise to provide further updates as the situation develops.
- Plans and solutions – Tell your customers what actions are being taken, and why. This could include steps you are taking to manage the situation, such as arranging for alternative modes of transport or accommodation. You could also highlight what travellers might expect to happen at transport hubs (longer queues at airports etc.)
- Steps to take – If the Government travel advice suggests that travellers should take any extra steps when travelling to a location, be sure to advise your customers accordingly. For example, depending on the destination and the situation, they may have to check their documentation, or take out additional travel insurance.
The Insurance Implications of Government Travel Advice
In extreme situations, the Government advises against all, or “all but essential”, travel to certain locations. If a customer decides to travel to this location despite these warnings, then their travel insurance may no longer cover them for the trip.
You may have to highlight this when communicating with your customers: That if they choose to go ahead with their booking, they do so at their own risk.
Specialist Insurance Services For Travel Agents and Tour Operators
At James Hallam, for over 35 years we have provided dedicated insurance services for travel agents and tour operators. We can advise you on the insurance implications of Government travel advice, and we can also help you get the cover you need at a truly competitive price.
Find out more about our bespoke insurance services for travel agents and tour operators or call us on 0203 967 1923 or email david.mcgregor@jameshallam.co.uk.