For brands, staying ahead of such changes and communicating effectively with clients and stakeholders is critical. One current example is the ongoing speculation surrounding the European Union’s Entry-Exit System (EES). Initially scheduled for November 10, 2024, the launch has already been delayed multiple times, causing uncertainty among travel businesses.
As rumours circulate about possible further delays or a phased rollout, brands must find ways to convey their thoughts clearly, provide support to their clients, and navigate the confusion surrounding potential policy changes. Let’s explore how travel brands can tackle these situations, using the EES as a case study.
Why Policy Changes Matter to Travel Brands
Policy shifts, especially those affecting borders and travel protocols, can have far-reaching effects on the travel industry. In the case of the EES, non-EU citizens entering the Schengen area will be required to provide biometric data such as fingerprints or photos. While the system aims to enhance security, it also introduces significant operational changes for airlines, airports, and tour operators.
For travel brands, the stakes are high. Delays in the rollout or inconsistent implementation of such a policy can disrupt planning and cause confusion among passengers. It is crucial for travel companies to stay informed, address these challenges, and support their clients throughout the process.
How to Communicate During Speculation
One of the most difficult aspects of managing policy changes is dealing with the speculation and uncertainty that precede official announcements. In the case of the EES, multiple sources—from The Times to The Guardian—have reported differing views on the readiness of the system, with some suggesting a "soft launch" or phased implementation across various airports. While official updates from the European Commission are pending, travel brands must act now to reassure their clients and stakeholders.
Here’s how to approach communication during times of speculation:
1. Acknowledge the Uncertainty
Don’t wait for the official word to start communicating with your clients. Speculation can create anxiety, especially for travel businesses relying on clear guidelines to plan operations. Acknowledging the uncertainty is the first step in managing the situation effectively.
Example: "There has been ongoing speculation regarding the launch date of the European Entry-Exit System (EES). While the official timeline is yet to be confirmed, we are closely monitoring updates and will keep you informed."
2. Provide Updates as They Come
With policy changes, information can evolve rapidly. In the case of the EES, updates are expected to emerge from EU meetings, potentially revealing contingency plans or phased rollouts. As a travel brand, providing regular updates helps your clients and stakeholders stay informed without feeling overwhelmed by the process.
Example: "As new information comes in from the European Commission and other key stakeholders, we will share updates immediately to ensure you are prepared for any changes."
3. Offer Reassurance and Contingency Planning
In times of uncertainty, reassurance is vital. While speculation swirls around the EES rollout, EasyJet’s CEO John Lundgren has already highlighted potential disruption but urged the importance of planning. As a travel brand, helping your clients plan for possible outcomes—even if details are still unclear—can ease anxieties and provide a sense of control.
Example: "We are aware of potential delays in the EES implementation, and we are developing contingency plans to minimise any disruptions for your travel arrangements. Our team is working closely with relevant authorities to ensure a smooth transition whenever the policy is enforced."
Supporting Clients and Stakeholders Through Change
Navigating policy changes is more than just communicating updates—it's about actively supporting your clients and stakeholders to help them manage the impact. Here’s how travel brands can offer tangible support during times of uncertainty:
1. Share Expert Insights
Clients and stakeholders rely on your expertise to understand complex policy changes. Providing a detailed analysis of the potential implications of the EES or other policy shifts helps them better prepare for what lies ahead. Your ability to simplify complex information builds trust and positions your brand as a leader in the industry.
Example: "The introduction of the EES will require all non-EU citizens to provide biometric data when entering the Schengen area. While this is expected to streamline security processes in the long term, businesses should anticipate some initial disruption. We recommend reviewing your current entry processes and preparing for possible changes to airport check-in and boarding times."
2. Create Readiness Plans
Offering readiness plans for different policy change scenarios can give clients a clear action plan and help them stay ahead. Whether it’s preparing for the full introduction of the EES or accommodating phased rollouts across different airports, actionable advice keeps your clients prepared.
Example: "We recommend implementing a phased approach for managing the EES introduction at key airport hubs. Educate passengers on what to expect to reduce delays."
3. Establish Clear Lines of Communication
In times of uncertainty, consistent communication is key. Ensure that your clients know how to reach you if they need additional support or clarification on how these policy changes will affect their business.
Example: "Our team is here to support you. If you have any concerns about the upcoming EES introduction or other potential policy changes, please don’t hesitate to reach out. We are available to answer your questions and help you navigate the changes."
Using Thought Leadership to Drive the Conversation
When it comes to policy changes, travel brands have an opportunity to take a leadership role in shaping the industry’s response. Rather than passively waiting for decisions to unfold, proactive brands use thought leadership to drive the conversation. This can involve contributing expert commentary on what policy changes like the EES mean for the industry or sharing recommendations for how to manage the transition smoothly.
For example, The Travel Vox specialises in thought leadership that helps brands stand out. By addressing speculation surrounding policies like the EES, we help clients not only react but lead the conversation. This positions them as forward-thinking and adaptable, which resonates strongly with both consumers and industry peers.
Proactive Communication is Key During Policy Changes
As the travel industry continues to evolve, policy changes like the European Entry-Exit System (EES) will become more common. In these moments of speculation and uncertainty, brands have a unique opportunity to strengthen relationships with clients and stakeholders through clear, proactive communication.
By acknowledging uncertainty, providing regular updates, offering expert insights, and creating readiness plans, travel brands can help their clients navigate even the most complex policy changes. Taking an active role in shaping the conversation not only builds trust but also reinforces your position as a leader in the industry.
As we await further news on the EES, now is the time to start communicating with your clients and stakeholders. Don’t wait for the official word—be proactive, be prepared, and offer support that will leave a lasting impression.
