David Cochrane: Hospitality touches can turn ash into gold dust for our tourism

No-one can say how often or long delays will stretch in the future but there is an opportunity in this crisis, if we can take up the challenge to show the world the best of Scottish hospitality.

The fallout from last month's eruption was felt across the globe. Like many other British tourists, my family and I spent an extra ten days in Florida. Our two week break, and my opinion of the United States, had the potential to be tarnished forever. Thanks to top customer service and fast action by some major brands, if we were ever stranded again I hope it is in Florida.

As a trapped tourist, it can be the little things that matter. Airlines and hotels were constantly providing the most up-to-date details. The airlines reacted quickly and rebooked our flight for ten days' time. It felt long away, but this forward thinking by people with the best information got us home as soon as possible. We were welcomed back to our holiday villa by the staff, who moved their next customers into an identical building. It made no difference to the new arrivals but we appreciated the familiar surroundings.

It wasn't all good. We felt badly treated by a particular car hire firm. In this case an inflexible computer system worked out the hire price automatically according to demand and supply, artificially exacerbated through tourists needing a car to get around the country. I felt sorry for staff on the hire desk, who could only apologise for the situation.

What does a situation like this mean for the travel trade in Scotland? There is a devil on one shoulder of industry, promising quick cash, and an angel on the other, asking us to do everything we can for the reputation of Scotland. No-one is saying companies have to give their products and services away for free, but sensitivity to the customer's situation and a look at the bigger picture goes a long way.

To go back to my Florida experience as an example, as a goodwill gesture, Sea World and Disneyland opened their doors to passengers with a European boarding card. Ten days is a long time to entertain anyone and while we were spending money on food and drinks we also enjoyed their facilities. We would never have spent our extra time there without this deal, so they not only gained some advocates for their business and local tourism, they also made money in a fair way.

The ideas and means to help tourists are all easily achievable and offer the Scottish industry a chance to work together and use their imagination. Restaurants, tourist attractions and hotels can offer fair deals for stranded passengers, pulling new customers through the door who can provide solid word of mouth marketing on their return. Accommodation providers can increase their flexibility, and give staff the chance to use their initiative and work together so they can ensure people find a room at a reasonable rate.

The last is the simplest of them all – the industry needs to listen to what customers need and take the time to understand their anxieties. The real problem may not be the missed flight but the missed deadline, relationship or worries about work. A free phone call or e-mail access can go a long way. It certainly did for me.

Not one of the tourists or business executives who have their flight cancelled will forget this trip to Scotland. Let their memory be of honest and personal service, and Scotland will benefit for years to come.

David Cochrane, is chief executive of the Hospitality Industry Trust Scotland.