Last week The Council of Australian Tour Operators (CATO) held its News Corp/CATO Tour Operators Forum 2020, to discuss key ways in which the mainstream media group can help to facilitate the recovery of the travel industry via positive consumer-facing messaging.
The forum bought together senior executives and editorial staff from News Corp and the travel industry’s major advertisers from the land supply sector. The forum was opened by News Corp Executive Chairman Michael Miller, and Managing Director Food & Travel Fiona Nilsson.
“The supply sectors of the industry – tour operators, wholesalers, airlines and cruise companies – underpin the financial success of the weekend papers through advertising revenue. This is both in the form of direct expenditure and through co-op advertising with retailers,” said CATO managing director, Brett Jardine.
“With this in mind, CATO is actively engaging with media companies to ensure balanced reporting and to map viable support strategies as we head down the COVID road to recovery.”
The panel discussion featured:
• Brett Jardine CATO Managing Director
• Dennis Bunnik CATO Chairman
• Campbell Reid Group Executive Corporate Affairs, Policy & Government Relations, News Corp
• Mick Carroll National Weekend Editor, News Corp & Editor, Sunday Telegraph
• Kerrie McCallum Editorial Director Premium Food & Travel, Editor-in-Chief, Escape
CATO members attending included senior executives from Scenic, APT, Insight Vacations, Globus Family of Brands, Collette, Intrepid Travel, Wendy Wu Tours, Bunnik Tours and the Entire Travel Group.
Key topics raised and discussed included:
• The need for a clear and comprehensive plan from the government for open borders
Before the industry is able to invest in advertising and marketing we need to be confident that state and federal governments actually have a plan to open borders rather than just wait for a vaccine.
• The need for balanced reporting around refunds and travel credits
Both retailers and suppliers have regularly been subject to biased and unbalanced reporting throughout the COVID crisis. This has caused tremendous stress and mental health issues right across the industry. CATO is actively working with editors to change the narrative and provide more balanced coverage.
• The need to build consumer confidence
In a post-COVID world, consumer confidence relating to travel safety will be a major factor in how quickly our industry recovers. CATO, its members and News Corp will work hand-in-hand to help educate and reassure the public that travelling will be safe once borders reopen. This will involve education pieces and stories around the COVID safe travel protocols that have been developed by our industry.
• Keeping audiences engaged in travel during COVID
It is of primary importance that, in partnership, the industry and media ensure consumers are inspired to travel, and informed about the importance and benefits of supporting the Australian outbound travel industry as it faces its biggest ever crisis.
Over the coming weeks and months, CATO will continue to engage actively with News Corp and its senior leaders for the benefit of members and the Australian travel industry.
