The uncertainty surrounding the corona virus has a global impact. Countries are responding with strict travel bans to prevent the virus from spreading. The tourism sector in particular is badly affected by the crisis. With travel blocks, bookings in the hotel industry decrease and sales drop dramatically. Unfortunately, the situation does not only affect current reservations. Rather, the uncertainty of people around the world is evident in the absence of long-term bookings. How should a tourism provider react to the unusual travel and booking behavior?
In this article, Audience Serv summarizes 10 marketing tips for hoteliers that will help overcome the corona crisis in the tourism sector.
TIP 1: MAINTAIN YOUR PUBLIC IMAGE
The current situation is uncertain and is putting the travel industry to the test. It is important that hotels preserve your image and continue to promote your hospitality. Use your website to present your hotel operations cleanly, safely and comfortably. Support this picture by pointing out the strict adherence to cleaning, disinfection and health guidelines. Clear and transparent communication with customers is important. Point out the current difficulties honestly and explain to your guests how you react to the situation. For example, show that your trained staff takes the special security guidelines very seriously.
TIP 2: TARGET CLIENTS
In times like these, people are insecure and scared of traveling. It is therefore important to target guests with the right message. Rely on personalized email marketing campaigns to win (new) customers through suitable offers. Offer exclusive deals such as: B. room upgrades, special welcome gifts or other surprise offers. This enables customer relationships to be strengthened and established, and sustainable direct bookings to be ensured.
TIP 3: KEEP IN CONTACT THROUGH CONTENT MARKETING
As travel and event cancellations continue to increase, you need to digitally expand your marketing efforts. Ensure consistent and timely communication with your customers. Despite the challenging times, communicating brand identity and values remains important. Regardless of whether you approach this situation from a health or marketing perspective, a healthy and safe environment has the highest priority. In order to keep in touch with your guests, content marketing is an effective way. Write e-mail newsletters , share relevant content on your website or via social media. Useful articles and content can increase organic traffic and secure future bookings.
4. TIP: DO NOT STOP ADVERTISING
“When the times are good, you should advertise. When times are bad, you’ve got to advertise. ”
As bad as the situation may be, marketing costs are currently cheaper than before the crisis. Use this as an opportunity to reposition your brand or to introduce new products / services. So now invest in marketing campaigns instead of reducing them. Budget cuts in advertising spending can cause current and future bookings to be lost.
TIP 5: ANALYZING CORPORATE IMPACT
To adapt your digital marketing strategy to the corona crisis, you should assess the current impact on your business. It is important to analyze relevant key figures and market trends in the travel industry. Also, make a forecast based on historical data from similar outbreaks like SARS, H1N1. From this, possible developments can be estimated and upcoming challenges more clearly defined. Your marketing strategy should be based on these results. In this way, future effects can be better estimated and negative effects can be prevented.