Brexit and Future Of European Travel

​What does Brexit mean for UK travel industry?

So we have decided to leave the EU, but what does this mean for UK travellers and the wider industry? More importantly, what does this mean for your digital marketing strategy or digital transformation programme. Never has it been more important to be close to your customer and understand what they want from your brand or business - also your people, who will need to be fully informed so they can allay customer concerns about what may happen in the future. Digital Sherpa, with its 20+ years marketing experience in the travel industry is here to help guide you through this challenging period.

​It is obvious that if the pound falls, travelling to Europe will become more expensive for Brits, and, that, the European Health Insurance Card, which entitles UK citizens to free or discounted healthcare, may be removed. But there are also other areas where Brexit may have an impact, so let’s have a quick look at each one in turn.

Brexit and Borderless Travel
It is unlikely that Brits will need a visa to travel to France or Spain in two years’ time, but, if the Schengen arrangement is reviewed, either for security reasons, or because some other countries in the EU vote to leave, this could result in border checks being introduced in mainland Europe or even in Ireland.

Brexit and Flight Delay Compensation
Under an EU directive, UK passengers are entitled to high levels of compensation as a result of a flight delay or cancellation. This benefit will remain if you fly with an EU airline, or to or from an EU member state, although it may be harder to claim compensation in another country, and you may need to contract the services of a third party to help you. No doubt some airlines will also seek to lobby the authorities to reduce the protection offered to UK customers. Regards low fares, it is in the airlines interest to maintain the open competition that currently exists between EU countries. Of the two largest players, Ryanair will continue to be based in Ireland, an EU member, and, easyJet, although now based in UK, is planning to re-locate its company registration to another EU member state (whilst keeping its UK HQ), so the impact on fares, frequencies and choice should be minimal.

Brexit and Duty Free Allowance
Duty free allowances between EU countries were removed in the 1990’s, but Brits still enjoy the perk of being allowed to transport unlimited amounts of duty paid goods from other EU countries, especially the booze cruise to France, where duty on wine is 23p per 750ml versus £2.08 in UK. Following Brexit, it maybe that UK will be limited to the same duty free allowance of other non EU countries of 200 cigarettes, 16 litres of beer and 4 litres of wine (plus £2 for every bottle we bring back).
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Other EU benefits up for re-negotiation following Brexit beyond health protection, include EU planned removal of mobile phone roaming charges (June 2017) and extended consumer protection benefits planned for new EU Package Holiday Directive (March 2018).

So “the times they are a changin”, and the travel industry will have much to occupy it over the next 2-4 years of Brexit execution. Is this an opportunity of a lifetime or the biggest threat since 9/11 to your digital marketing strategy or digital transformation or change programme? Have your say!

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