The future of travel remains uncertain

Since the COVID pandemic, feelings of uncertainty have never truly left as economic pressure persists, global tensions rise, and ambitious projects like the 2032 Olympics meet prolonged delays. In places like the Gold Coast, the tourism industry was hit hard by COVID – and rising fuel prices are the next challenge. But the lust for travel hits harder. And it’s time to learn some lessons about capitalising in the good times – by preparing in the bad times.

Learn from the past  

The Gold Coast had actually done very well in the early times of the COVID pandemic, with only 215 cases in the first year. But with borders and beaches strictly closed, the economy suffered. In just a month, the Gold Coast tourism sector lost around $500 million. When December 2021 rolled around and the summer season started, businesses were slow to get on their feet. They struggled to meet the demands of travel-hungry customers who yearned to treat their cabin fever. Some businesses simply could not keep up and had to close completely.

But it wasn’t all doom and gloom. The Gold Coast tourism industry only took that one summer season to bounce back. Accommodation was consistently booked out, even with the higher prices. Why? The excitement, and perhaps desperation, of people wanting to escape from their stuffy homes, families and friends who hadn’t seen each other in almost two years, and those seeking stress relief after prolonged uncertainty.

And there’s much we can learn from it.

From off-season to tourist boom

Despite surges of COVID outbreaks in January 2022, the Gold Coast went from strength to strength each summer season. It had done so well that interstate migration had drastically boosted, with the city experiencing housing shortages not long after borders opened.

An investigation by Deloitte into the recovery from COVID found that among the most crucial factors in recovery speed was the ability to look beyond reactive crisis management and plan for long-term sustainability and. This can mean safeguarding business continuity by planning for future events like the pandemic, and optimising costs.

Now we have entered a new, uncertain era with surging fuel prices, rising travel costs for road-trippers and supply costs for businesses. And now is the best time to prepare.

The best business decision? Prepare

The Gold Coast has become extremely competitive as each summer rolls around, especially with the influx of influencer marketing for the hospitality industry. In an age where young adults use TikTok as a search engine for accommodation and food, aesthetics play a major part in boosting and maintaining your customer base. 

As we approach the Gold Coast off-season in these cooler months, it’s time to invest in affordable upgrades. Think landscaping, minor room upgrades and modernisation, freshening up tired signage, high-rise washdowns and hotel painting. These are the sort of lower-cost decisions that make all the difference.

Gecko Rope Access on the Gold Coast urges businesses to start early. We can learn from COVID that another industry that suffered was the professional trades. With supply and tradie shortages causing residual issues long after the worst of COVID was over, businesses should get ahead now while they can.

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