OPINION: Tour operators take risk with bad PR

A good reputation earns businesses a willingness from stakeholders to overlook minor operational flaws. Without one, breaches of normal practice become a major cause for concern.

This logic is being ignored by tour operators who send groups of teenagers to Mediterranean resorts on the promise of plenty of alcohol and sex.

Images of bare-chested youths swigging vodka and having sex on the beach will have different effects on different audiences. To 18-year-olds, they offer the prospect of an exciting holiday; for parents, they are a worry; to the local authorities, a disaster.

And to those who manage the reputations of tour operators, this positioning runs the risk of slipping from fun to recklessness. The PR response of some - to abrogate responsibility for such behaviour when it was clearly promised in the promotional material and is relentlessly incentivised on site - is both disingenuous and offensive.

If a good reputation is a license to operate, a shattered one is a real threat to the future of a business. Companies will only have themselves to blame when that is played to its conclusion.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.