In this session Beattie Tartan’s Managing Director, Deirdre Campbell, talked through the steps tourism and hospitality businesses should take to build and maintain a trusted brand image during a global crisis. While an initial instinct will be to remain quiet until things blow over or a better understanding of what the future looks like becomes clear – the opposite is true. Now is the time to communicate more than ever – keep your brand top of mind and deal with the tough issues head on. Authenticity and transparency are key factors to retain guests and visitors and attract new ones.

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