From crisis communications to crisis recovery


Understanding how markets respond to natural disasters can expedite tourism recovery. MMGY Global shares some insights


1 Feeder markets react and


recover on diff erent timelines Understanding the timelines by which markets react is key to developing a crisis communications strategy. When the Kilauea volcano erupted on Hawaii’s Big Island in May, the natural disaster aff ected a very small proportion of the destination’s territory, but perceptions and bookings dropped quickly. Certain


international markets returned to normal booking patterns faster than others, something that Mabrian, a travel and tourism data analytics specialist, monitors through its Climate Perception Index (PCi), which refers to consumers’ perceptions about a destination’s weather conditions. PCi in Japan regarding Hawaii returned to normal levels in just four days. Yet it took


FIGURE 1: HOW PERCEPTIONS OF HAWAII’S CLIMATE CONDITIONS RECOVERED IN DIFFERENT MARKETS


100


The Kilauea volcano erupted in May


Source: Mabrian


50


0 May 1 May 7 Japanese Perception Recovery May 4 Kīlauea Eruption


FIGURE 2: CHANGES IN OVERALL PERCEPTION OF FIJI FOLLOWING CYCLONE JOSIE GLOBAL


AUSTRALIA MARKET


NEW ZEALAND MARKET


UNITED KINGDOM MARKET


UNITED STATES MARKET


20 10


0 -10 -20 -30 -40 -50 Source: Mabrian -60 30 wtm insights autumn 2018 wtm.com


■ OVERALL SATISFACTION INDEX


■ CLIMATIC PERCEPTION INDEX ■ SECURITY PERCEPTION INDEX


■ TOURIST PRODUCT INDEX


May 12 North American Perception Recovery May 25 UK Perception Recovery June 7


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