Change management: stakeholder management

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Tourism HR

Supporting your stakeholder community

For any business but particularly in the travel and tourism sector, your partners and stakeholders will be vital for recovery. Travel and tourism is highly connected so a collaborative value chain is a key element in building not only a more resilient business but an enduring destination. Stakeholder management in times of crisis is likely to encompass a number of imperatives:

  • Partner public relations: Develop public relations strategies and implement them at the level of your partners and consumer community to talk about the benefits of travel and to remind people to welcome tourists when the time is right.
  • Care for your communities: Look after affected people where possible. The measure of a collaborative enterprise will be supporting affected communities.
  • Support to the vulnerable: Offer support to the elderly and most affected through the delivery of food or shopping (as relevant) or undertaking critical tasks that require equipment to which your business has access – we are all in this together. 
  • Collaborate with health authorities: Work closely with health authorities and adhere to regulations, play your role in raising awareness of risk mitigation measures.
  • Capacity-building: Offer training and development for people to develop skills and work closely with you in the future.
  • Support essential services: Deliver food and offer hospitality to front-line workers (as relevant).
  • Safety measures among partner: Travellers will also take a particular interest in what your partners are implementing to ensure their safety. Collaborate with your partners to create and communicate plans that address health and safety.
  • Provide an information hub: If possible take the role as a collaborative hub for partners to share information and best practices. This could include resources available to both the people affected through increased unemployment and partner organizations themselves. Providing access to these resources can ease the impact of this crisis and improve the chance for individuals and organizations to rejoin the industry along with the benefit of their knowledge and skills. 
  • Review and promote social distance-compliant activities: Review your products and itineraries and determine what to share with locals to encourage activities they can do while practicing physical distancing. These can also help drive “pride-in-place” among your residents and help reinforce your brand.
  • Public welfare activities: Launch activities for front line workers so they can gain free or heavily discounted entry to tourism attractions or scenic spots – this is also complementary to building loyalty, advocacy, and goodwill among your local community with whom you have a relationship of mutual interdependence in these challenging times.
  • Boost collaboration: Foster cooperation and trust between and with industry and non-industry partners at large, including NGOs, local government, and community organizations.
  • Map closures in your network: Create a workflow to review what businesses are temporarily or permanently shutting down, so this does not become a significant task that interrupts your plans when you resume operations.
  • Coordinate with development organizations: Work with your local chambers and economic development offices to share resources and coordinate joint messaging.

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