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In a year that has been far from normal, families are about to enter what is sure to be the strangest holiday season most of us can remember. Even as hopes are raised about an effective COVID-19 vaccine in 2021, this year’s holidays are going to bring into focus how much all of us have lost — and how far we still need to go.
While it may be unlikely that families are going to reach out to you this season to book a last-minute holiday trip, it’s important for you to keep in touch with your clients nonetheless. We can all use a bit of inspiration and support at this time, and that is especially true for families.
Even as hopes are raised about an effective COVID-19 vaccine in 2021, this year’s holidays are going to bring into focus how much all of us have lost — and how far we still need to go.
Personally, I got a dose of inspiration at the recent Family Travel Association (FTA) virtual Spotlight event, which took place at the end of November. The group used its FTA Honors program — which recognizes outstanding companies and individuals — to highlight organizations that give back to the communities they work in and serve. The award was introduced by Adam Stewart, deputy chairman of Sandals Resorts International, who discussed the work that The Sandals Foundation has been doing to make a positive impact in the Caribbean since 2009. FTA Honors went to Keith Sproule, executive director of Abercrombie & Kent Philanthropy; Ashish Sanghrajka, president of Big Five Tours & Adventures; and Jamie Sweeting, president of Planeterra. (You can learn more about the honorees at www.familytravel.org.)
The actions of these travel leaders provide just the sort of uplifting examples our industry needs in these challenging times. But it’s just one source for inspiration. This year, more than ever before, we should all step up and do whatever we can to help clients and colleagues see a ray of hope in what could very well be a dark winter.