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The Resilience of the Luxury Travel Industry

Lysbeth Fox reflects on the resilience of the travel industry, and highlights just a few of the many charitable actions brands are taking to help their communities, and each other.

One of the benefits I’ve found in this enforced moment of pause, is the opportunity to reflect on the ways in which we are all connected. For in spite of the differences that divide us, in this crisis we are united. In every walk of life, regardless of status or race or privilege, all are affected; no one escapes unscathed. 

And with this is mind I (like many others), have been looking at ways to use my abilities and access in order to help the greater good. I have tasked my team to take a day each week to help their local community or NHS volunteer during working hours, which is something we all feel passionate about undertaking. As I investigated other ways to support and help, I was heartened to see how many businesses are already doing amazing things.  

Of this I am certain. That whilst this current crisis is difficult and painful, it also represents great opportunity to make a difference when it’s greatly needed – to remind the world that we stand together, to bring light into darkness and to answer real need.

It’s companies like these that make me proud to live in a world that truly comes together and shows good can be achieved through corporations:

  • Accor launches emergency response platform to provide NHS, key workers and disadvantaged people with accommodation solutions in UK. So far more than 80 hotels in the UK have opened their doors to help those in need during this crisis.
  • Deliveroo pledges 500,000 free meals for NHS workers and is changing its app to allow customers to donate funds for buying meals for doctors and nurses
  • Burberry has joined the UK’s fight against coronavirus by using its expertise to help the NHS, the luxury fashion house has begun producing protective gowns for healthcare workers tackling the outbreak
  • Veeve, the short-term luxury rental collection provider is offering free accommodation to front line NHS key workers
  • LVMH uses its perfume production lines to start making hand sanitiser to protect people against the coronavirus outbreak
  • IHG is working with the government to protect the UK’s homeless from COVID-19. Rough sleepers known to homelessness charities will be relocated into IHG hotel rooms
  • Celebrity fitness coach, Joe Wicks, has become the nation’s PE teacher, holding live sessions at 9am from Monday to Friday. He plans to donate the £100,000 raised from his videos to the NHS – which my daughter and I (plus a million other households globally) have been exercising to every morning

And lest we forget the charities on the front lines.  Whilst these corporations are doing what they can to help us get through the COVID-19 crisis, non-profits like The Felix Project (which delivers food to the vulnerable across London) have never been busier.  As volunteers continue to pour in, this wonderful group went from delivering 10 tonnes of food only a few weeks ago to delivering 27 tonnes a day to those in need.    

As we go forward together, I encourage you to consider what you can all do with your business, time and talents, just as we are. And if I can be a listening ear or offer some free advice in any capacity, I will be happy to hear from you. 

Wishing you, your families and colleagues safety and health during these unprecedented times. 

Published 08th April 2020

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