Why Travellers Tune Out Risk Messages and How Organisations Can Change That
Why Travellers Tune Out Risk Messages and How Organisations Can Change That. Working in travel risk, you have probably had the experience of sending an important update and wondering whether anyone has actually read it. Perhaps you have prepared destination guidance ahead of a trip, issued an alert about a developing situation, or rolled out a new traveller tracking process that you know could make a genuine difference if something goes wrong. And then… nothing. No questions. No engagement. No evidence that the message has landed in the way you intended. It can be frustrating, particularly when you know the risks are real and the information you are sharing could help people make better decisions. The trap of assuming information equals engagement Sometimes it can be a matter of unfortunate timing. When an employee receives a travel risk update, they may be focused on something else entirely: a client meeting, important presentation, a conference, a project deadline, or a flight that has just been delayed. Travel risk is one consideration among many competing for their attention. That does not make your message less important, but it does means it needs to work harder than we sometimes expect. Another challenge is assuming that because information has been shared, it has been understood. The guidance may have been circulated, and the traveller has ticked a box confirming they have read it. However, has it really gone in? We know that people are often overloaded with information. Most employees receive more emails, alerts and notifications from multiple channels in a day than they can realistically absorb. In that environment, even genuinely important messages can struggle to cut through. The answer is not necessarily to communicate more. If travellers receive a constant stream of warnings, reminders and alerts, they can become desensitised. Everything starts to feel equally important, which often means nothing feels particularly important. That is why a genuinely significant update can end up receiving the same level of attention as the last five routine communications. The issue is not simply volume, it is relevance. Information isn’t enough Consider the travel updates you pay attention to yourself. It is likely information that feels immediately relevant to your plans: a transport strike affecting your route, a security incident near your hotel, or a sudden change to entry requirements for a country you are due to visit. Those updates cut through because the connection between the information and the decision you need to make is obvious. The same principle applies to travellers. Risk messages can struggle when organisations focus on sharing everything people might need to know, rather than identifying the few things they genuinely need to know right now. That does not mean every message needs to be personalised. For most organisations, that is not practical. But it does mean considering what is likely to matter most to a traveller at a particular point in their journey. What questions are they already asking? What decisions are they about to make? What would genuinely help them feel more prepared or confident? In many cases, a short, timely message linked to a specific destination, event or emerging situation will have far more impact than a detailed briefing sent weeks earlier. The challenge is not simply getting information in front of people. It is helping them understand why it matters to them. Trust matters more than many organisations realise One theme that comes up regularly in travel risk programmes is traveller tracking. From a risk management perspective, the rationale is obvious. If an incident occurs, knowing who may be affected allows the organisation to provide support quickly and effectively. Yet travellers do not always see it through that lens. We know that using terms such as “traveller tracking” or “travel tracking” can create an impression that organisations are monitoring an employee’s movements throughout a trip. Unsurprisingly, that can raise concerns about privacy, surveillance and how information is being used. Of course, the purpose is usually very different. Most organisations are not interested in where travellers are on a day-to-day basis. They simply need to understand who may be affected if an incident occurs and how to provide support quickly when it is needed. That’s why we now suggest using the term “location awareness” as it better reflects the purpose of the capability and shifts the focus from monitoring to support. People are more likely to engage with a process when they understand how it benefits them. Explaining how location information helps an organisation contact and support travellers during an emergency is often more persuasive than simply telling employees they must comply with a policy. The process and technology are the same, but the way it is described is different. And that can have a significant impact on how travellers respond. One message will not resonate with everyone Another reason travel risk messages can miss the mark is that “travellers” are not one audience. A senior executive who travels internationally every month may want a concise summary of what has changed and what decisions need to be made. Someone travelling overseas for the first time may need more context and reassurance. A project team going to a higher-risk location may need a proper briefing, not just a link to guidance. The same information is unlikely to resonate equally with everyone – people bring different levels of experience, confidence, knowledge and concern to a trip. They are also likely to be interested in different things. That is where communication becomes more nuanced. It is not simply about making information available but is about considering what is most relevant to a particular audience, what questions they are likely to have and what would help them feel informed and prepared. Communication is more likely to land when it is written with a specific audience in mind, rather than assuming every traveller will engage with the same message in the same way. Language matters Often, the difference between a message that lands and one that is ignored is not the information
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