Sensational headlines and rolling news coverage are shaping traveller perceptions, forcing agents to spend more time reassuring clients that travel remains safe despite crises dominating the news cycle.
“News spreads rapidly and often amplifies concerns, leading to heightened anxiety among travellers. If not addressed promptly and effectively, these concerns can escalate quickly and influence travel decisions,” said Tammy Lindeque, from Checkout Travel.
Debbie Joubert, MD of Sure Travel 24-7, said more time was spent helping travellers navigate the vast amount of information online. “Media reports impact traveller confidence, particularly when headlines focus on isolated incidents or emerging situations before all the facts are available. We often receive enquiries after major news stories, and part of our role is to provide context and accurate information so that clients can make informed decisions.”
However, confidence often returns when travellers have access to reliable advice and understand the risks involved. “Travel agents play an important role in verifying information and correcting misconceptions. Our expertise helps reduce uncertainty and gives clients confidence that they are receiving accurate, up-to-date advice,” said Joubert.
Crisis communication
“Crisis communication has become a far more significant role in recent years. It is essential to maintain regular communication with clients before, during, and after their travels.”
She said reassuring clients did not mean downplaying risks. “It means being transparent about potential challenges while also explaining the options, contingency plans, and support available to them. Regular communication and timely updates help build confidence and prevent unnecessary anxiety.”
Lindeque said transparency was a core part of engaging with clients. “We make every effort to proactively communicate potential issues before clients need to approach us. This approach has been effective in reducing uncertainty and minimising the impact of emerging situations.”
She said Checkout Travel kept up to date with airline policies, operational changes and travel advisories that came into play during a crisis and relayed the information with as much empathy and practical guidance as possible.
“By addressing any issues as soon as we become aware of them, it creates a level of trust between the clients and ourselves. They know that we would not just let them travel if we felt it was unsafe to do so,” said Lindeque.
Joubert said they created dedicated WhatsApp groups for each travelling party, allowing them to provide real-time updates without clients relying on media reports.
“With dedicated teams monitoring these channels, we are able to respond quickly, provide reassurance, and assist with solutions when unexpected situations arise.”
In order to communicate certainty, a travel agent needs to be knowledgeable, approachable, empathetic, and remain calm under pressure. “Clients look to us for guidance during uncertain situations, so it is essential that we provide clear, accurate information and avoid speculation,” said Joubert.
