For an industry already badly impacted upon by economic issues, what was not needed was another global situation to negatively impact customer confidence and further erode business performance.
History shows that this is an industry more badly affected than other industries by external factors- territorial conflicts, economic cycles, pandemics etc- especially in an era where news broadcasting is instantaneous .
Like the SARS speculation some years ago, current media speculation and over reporting causes concern in the minds of the travelling public. In the case of the SARS issue, media output was much overblown compared with reality and history shows the final issue was far less dramatic than the media forecasts predicted.
Stock market parallels can be seen- an industry driven entirely by speculation rather than objective fact sees stocks take a dive as a result of comment , only to be followed by an equivalent bounce the following day when the realisation of a more balanced view restores confidence!
Airline stocks in Europe witnessed just that over a 48 hour period this week. All associated with the Swine flu announcement and driven by sentiment alone rather than clear objective understanding. This, then followed within 24 hours by a bounce back to the original levels. This must call into question the relative intelligence levels of those leaders 'trusted' in managing these large finance portfolios whose reaction seems more 'follow the leader' rather than 'lead the followers' !! For anyone denied access to any news of any kind, a look outside the front door first thing in the morning would see little or no change for many compared with 6 months ago.
Yet the sentiment in the press sees a far different response. This is not taking lightly the potential for a global illness . However Europe sees many thousands on average die each year from Influenza or complications caused as a direct result. Populations and commerce gets on with life and business worldwide plan for growth in the knowledge of this background issue.
Some in the industry are reporting light ahead. Is the smart money on some recovery signs at year end. To what extent will the reported pandemic interfere with this small yet positive sign and further pressurise traffic levels ? Or will another 48 hours see the media become bored with this story, it becomes old news and all can get back to managing the recovery ?
Some in the industry are reporting light ahead. Is the smart money on some recovery signs at year end. To what extent will the reported pandemic interfere with this small yet positive sign and further pressurise traffic levels ? Or will another 48 hours see the media become bored with this story, it becomes old news and all can get back to managing the recovery ?
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