Managing Customers’ Terrorism Fears

One of the most difficult challenges travel agents face in the hours and days after a terrorist event like the Manchester concert bombing is how to manage clients’ fear. Agents must walk a fine line between acknowledging clients’ legitimate concerns and not letting their fears overwhelm them.

Speaking at the recent Avoya Travel 2017 conference, Paula Hayes, vice president of sales for the Globus Family of Brands, offered some helpful tips to help agents navigate that difficult conversation.

The most important thing, Hayes said, is to listen and be empathetic. “It will be very tempting to say things like, ‘It’s very safe.’ But the client is coming at this from a very emotional point of view,” and travel agents need to use the same skills they leverage to sell a trip. Listen carefully, and use reflective paraphrasing.

“Let them talk; they are giving you lots of information. Don’t be dismissive. Saying something like ‘You have nothing to worry about’ can be insensitive.”

It’s not helpful to simply point out the low likelihood of terrorism occurring on their trip; statistics just won’t work when people are afraid. Instead, be honest and truthful, and demonstrate your confidence in the travel industry’s ability to safely deliver a traveler to and from a destination. “It’s alright to say, ‘Shocking events happen from time to time like they do everywhere else in the world,’ ” Hayes said – and it might even be helpful for some clients to hear their fears validated. “You might say, ‘I understand completely why you are concerned.’ ”

But go easy on repeating the details of tragic or traumatic incidents. “Acknowledge that bad things can happen, and get right back on track with, “How can I help you feel more confident to go on this trip you’ve dreamed of?”

When clients have only a low level of fear, begin by trying to understand where the anxiety is coming from. If a client is generalizing concerns across an entire region versus a city or country where an event occurred, offer itineraries to other destinations.

Even if the client still chooses not to travel, a thoughtful and caring conversation will ultimately be a victory for an agent, Hayes noted. “It’s about building a relationship with this customer and setting yourself apart. You have already earned their trust, which means you will earn their business in the future.”