Cancellations, severe weather and strike action can turn a travel issue into a reputational crisis in minutes. For airlines, tour operators and tourism bodies, the first live interview often sets the tone for headlines, social clips and customer trust. When travellers are stranded, they don’t just want an explanation — they want to feel heard and to understand what happens next.
That is why Media Training is so important in the travel industry. Disruption is emotional, fast-moving and frequently covered as rolling news. A spokesperson who communicates with empathy and clarity can protect brand trust even when the operational picture is difficult.
Why travel disruption interviews feel tougher than other sectors
Travel disruption is personal. Viewers are missing weddings, funerals, connections and once-a-year holidays, often with children or vulnerable relatives in tow. Journalists reflect that urgency with direct questions:
Why did you cancel?
Why weren’t you prepared?
Who is paying for this?
Meanwhile, information can be incomplete and changing, and interviewers may interrupt or quote angry posts from social media. Travel sector media training helps leaders stay calm, human and credible in exactly this environment.
The three jobs of a travel spokesperson on air
In disruption coverage, your goal isn’t to “win” the interview. It’s to do three things consistently:
- Show empathy for the passenger experience
- Give practical information people can act on
- Reinforce confidence in safety and competence
A reliable structure is: acknowledge, explain, act.
Acknowledge the impact in plain language.
Explain the clearest honest reason you can, without jargon.
Act: what you’re doing now, and what affected travellers should do next.
A fast pre-interview checklist for disruption days
Even ten minutes of preparation can transform an interview. Before you go on air, align internally on:
- The confirmed facts and the next update time
• The passenger priorities: welfare, rebooking/refunds, onward travel
• Your three key messages (everyday language, one sentence each)
• Your signpost: where people go for live updates and help routes
Also prepare for delivery: slower pace than you think, a calm tone, and answers that can stand alone as short clips.
Handling angry questions without sounding scripted
Angry questions come as accusations (“You’ve abandoned families”) or demands (“Will you compensate everyone?”). The mistake is sounding defensive, or hiding behind policy. Instead, lead with empathy and specificity:
- Recognition: “I understand why people are furious.”
• Action: “We are prioritising rebooking and welfare support right now.”
• Next step: “Here is what affected customers should do immediately.”
Avoid “any inconvenience” language. It reads as detached when people are sleeping on airport floors.
Staying in control when the presenter interrupts
Interruption is normal in broadcast interviews. You don’t need to out-argue the interviewer; you need to keep your message moving.
- Answer first, then add context. A direct “yes/no” can stop the loop.
• Bridge calmly: “The key point for passengers is…”
• Keep sentences short. Long explanations invite interruption and look evasive.
Also avoid repeating negative framing. If asked, “So you were unprepared?”, reframe: “We had plans in place, but today’s conditions reduced capacity. Our focus is looking after people and moving them safely.”
Explaining weather disruption without sounding like an excuse
When weather hits, passengers can feel the company is “hiding behind the forecast”. Your job is to connect safety, reality and recovery:
- Safety: decisions are based on safe operating limits
• Reality: reduced capacity creates knock-on delays and aircraft/crew displacement
• Recovery: how you’re restoring services and prioritising travellers
Keep it plain. If you can’t offer an immediate solution, offer an immediate plan and a clear update rhythm.
Responding to strikes with respect and passenger focus
Industrial action is high risk because it tempts spokespeople into a blame game. A better on-air stance is:
- Acknowledge passenger frustration
• Respect staff as people (without negotiating live)
• Explain what is running and what options passengers have
• Commit to regular updates and working towards resolution
This keeps you authoritative without looking cold.
Refunds and compensation: clarity without over-promising
Money questions are where interviews can go wrong quickly. Viewers want certainty; organisations must be accurate. Focus on what passengers can do now (rebook or refund, where applicable), how to access support, and how you will communicate eligibility and timelines.
If you don’t know, say so — and set a time for the next update. “I don’t have that confirmed and I don’t want to guess on air. We will update customers this evening via our app and website” is far stronger than a vague dodge.
Common on-air pitfalls to avoid
- Blaming partners or other parts of the system (it looks like chaos)
• Hiding behind policy language, acronyms, or “process”
• Guessing numbers, timelines, or causes that may change
• Sounding irritated at repeated questions or emotional callers
• Making promises that customer service can’t deliver at scale
A well-prepared spokesperson stays factual, warm, and focused on what passengers can do next.
Protecting brand trust in rolling news and viral clips
During disruption, people often watch short clips without context. Every answer needs to be clip-safe: calm tone, plain language, visible empathy. It also needs to be consistent with customer updates. If your on-air message doesn’t match what passengers see online, trust collapses.
Travel disruption will happen. The difference is whether leadership looks prepared when it does. With the right Media Training and travel sector media training, tourism leaders can face tough interviews, handle angry questions, support travellers with empathy, and protect long-term confidence in the brand — even on the hardest day, live on air.