6 Key Takeaways From Skift Forum Europe

You already know about the massive layoffs and furloughs, the hacksaw that eviscerated budgets, the borrowing and the lockdowns that generated massive cancellations, but many travel brands and tourism boards also used the coronavirus crisis to remake their businesses. That was just one of the key takeaways of the fourth annual Skift Forum Europe on Tuesday. Here are others. 1. An Opportunity to Reboot businesses From online travel companies to tour operators and tourism boards, the Covid-19 shutdown presented an unusual opportunity — a time for brands to rethink their core missions, and to refashion their businesses. Tripadvisor CEO Steve Kaufer said the company will downplay flights, put less emphasis on optimizing the hotel-booking process, and will hone trip-planning functionality for crafting what he labeled "the considered trip." He said this might lead to a reduction in the company's sometimes global-leading unique visitor numbers in favor of enticing customers to use Tripadvisor again and again. Cyril Ranque, Expedia Group's president of its travel partners group, took up a similar theme, arguing that the company used the crisis to simplify — meaning reduce — its brand portfolio. Arnaud Champenois, Belmond's senior vice president of brand and marketing, said the chain was "democratizing" its brand by using Instagram to connect with its audience. The idea of reinventing operations was likewise closely tied to the overtourism issue. 2. Better Destination Management to Counter Overtourism Several tourism entities and an online travel company indicated that the coronavirus travel stoppage enabled them to craft protections against overtourism, and to promote under-touristed destinations. Sigríður Dögg G