Folko Alexander
Representative of the Russian Tourism Association “World without Borders” in China
Q1: If you were asked to remember 2020 in one word or phrase, what would it be? Why?
A: The phrase “The impossible is possible”.
In 2020, the Russian and global travel industry was undergoing the most severe tests, having experienced a blow on a global scale, which sometimes seemed impossible. Many market players discovered new talents, quickly changed based on the market situation, and were able to optimize the cost structure to keep their business afloat in the face of falling volumes. Everything that previously seemed impossible for one reason or another has become a reality in 2020. Tour operators working exclusively in the outbound tourism market have turned their eyes and charters to domestic resorts. This helped them, on the one hand, to stay in business and maintain the loyalty of their customers, and on the other – to contribute to the development of domestic tourism. It is also important to note the establishment of a dialogue between the regions and large tourist businesses.
In 2020, there was another “impossible is possible” – the Russian tourism industry received unprecedented state support. Many members of the association” World without Borders ” note that for the first time the Russian government has paid such close attention to tourism, starting to treat it as a strategically important branch of the economy. It is very important that thanks to the support of the state – however, so far on a one-time basis, tourists have become available to travel to the regions of Russia, where they could not afford to go before. These are Baikal, Altai, Sheregesh, etc.
Q2: Looking back at 2020 what do you think of the changes emerging in the tourism industry? Have you identified a new demand? What do you think the industry can do to meet such demand?
A: By and large, the pandemic did not change the structure of the market, did not make global changes, but only exposed existing problems, and once again pointed to the trends that were outlined earlier. For example, if we talk about travel products, operators note an increase in demand for online sales, as well as interest in “author” tours. Many of the surveyed tour market players have started to develop tourism in non-mass locations in order to meet the relevant consumer needs. In addition, the regional market participants drew attention to the activity on the part of the regional authorities. Business began to interact with the government, and market participants began to perceive each other as partners.
Q3: How do you define the “new normal” in the context of travel and tourism? How can the tourism industry develop its core competitiveness to survive and thrive?
A:Tourist requests are undergoing changes. In particular, there is a noticeable increase in interest in individual tours, many prefer a secluded holiday in nature. That is why operators try to create interesting tourist products that meet these needs. Among other trends, last-minute booking is noted, because tourists, like the entire tourist business, are still in limbo. In order to stimulate sales in depth, it is necessary to work out new tools. For example, now many tour operators have started offering to pay the minimum amount for the tour, and pay the main part a couple of days before the start date of the holiday. Again, only companies with a safety cushion can survive financially in such a situation.
It is also noted that the trust of many tourists in tour operators in 2020 was first shaken, but then recovered. After all, tourists were faced with flight cancellations, the transfer of booking, the opening and closing of borders, with constantly changing quarantine rules – and in all these events they were helped by tour operators and travel agents.
Now tourists also want to follow the process of forming their future trip. Keep up to date, get reliable information from hotels, airlines. Tourists want to personalize their services. And tour operators can respond to such requests.
And in order for tourists not to go into the segment of self-booking, tour operators try to offer tourists really exclusive products. If we are talking about a classic program, then there is a demand for unique additional options that a tourist can get only with an organized trip. The travel agent must first of all become a travel expert, deeply versed in the product, direction. As one of the options, travel agencies consider the option of partial transformation into a certain concierge service-especially if the travel agent has a well-established customer base, with which a trusting relationship has been built.
But there will be no global changes in the behavior of tourists. As soon as the situation in the world recovers, everything will return to normal for the travel community.
Q4: What are your expectations for 2021?
A:The Russian tourist community sees the prospects of the tourist business as positive. Yes, the situation remains unpredictable, and this complicates long-term strategies. Most hope that the world’s governments will agree on safety standards as soon as possible, and then it will be possible to talk in more detail about the restoration of international travel.
The tourist business is united in one thing-tourists, as they have traveled, will continue to travel. While most of the tourist world is closed, Russian companies will gain experience on domestic routes, and as soon as the situation changes, they will become active in the inbound and outbound market. The deferred demand is projected to be enormous.
As for the consumer behavior of Russians, the majority here assume that the main trend will be long-term trips that allow you to work remotely. And, of course, tourists will prefer rich trips – those that are able to bring the traveler as much emotion and knowledge as possible in one trip.
If we talk about the full recovery of the market and its return to pre-pandemic volumes, the Russian market adheres to a realistic scenario and assumes that this will happen no earlier than the summer of 2022.
Q5: If you were asked to describe 2021 in one word or phrase, what would it be? Why?
A: This is the word “Union”. This year, the final service providers (transport companies, hotels, restaurants, etc.) need to build closer and more trusting relationships with market players who form and sell products (tour operators and travel agencies). And the winners will be those who begin to meet the triune formula of “communication-competence-technology”as much as possible.
Q6: Do you have any message for the global tourism community as we progress through 2021?
A: I would like to wish everyone perseverance and new ideas. Viruses are not eternal, unlike tourism.
