As an industry that relies on the coming together of people, hospitality is one of those hit hardest by COVID-19.
Many global destinations have been impacted by travel restrictions, in some way, and with the easing of lockdown, what is the key to hospitality turning things around?
“The worst thing that hotels can do is stop marketing,” suggests Nick Wagg, Managing Director of corporate destination management company, All Points North.
“While it is our responsibility focus on the wellbeing of our staff, we must also ensure our prospective customers know we are there”
Nick Wagg, All Points North
“With the hospitality industry facing a tricky road to full recovery, it should also focus on digital.”
Address the Crisis Head On
“We need to look at this from a future perspective. This means planning for the long journey towards when hospitality is safe for full capacity and occupancy.”
“We also need to ensure we’re connecting with our existing customers.”
This could include:
- Targeted emails to regular customers and those with forthcoming bookings
- Having a dedicated COVID-19 landing page
- Having more additions to FAQs sections
“We saw how airlines mistreated their customers with existing bookings.”
“Be as accommodating as possible, under the guidelines, and they will be more inclined to book with you.”
Look at Your Assets
“Once you’ve made those essential communications, review your digital presence,” Nick continues.
“Often overlooked, some simple digital marketing practices could help to ensure your hotel or attraction stays present in people’s minds as lockdown eases.”
These include:
- Measuring where your customers/leads come from. Install Google Analytics if you’ve not done so already
- Refreshing the photography and copy on your website to reflect the venue as it is today
- Revising any Google My Business listings with opening hours and other important information
- Keeping your online review system in check, e.g. making sure you are on TripAdvisor/Google/Trustpilot etc.
- Scheduling relevant social media content and filming videos to use
- Keeping content flowing with links to industry-relevant articles and updates
Be the Voice
“Above all, you need to be the voice of your brand at this time, keeping customers assured throughout this period of transition,” says Nick.
“People need to hear kind, supportive and understanding words more than ever.”
“Whether you are responding to social media enquiries or simply sending out positive messages, little acts of kindness will help people remember you in the long term”
Nick Wagg, All Points North
“Now is a very troubling time for all businesses, as they adapt, thrive and survive in the new normal. But it should also give us the opportunity to review our premises and assets, and make improvements to SEO, website user experience and general brand reputation.”
“With reduced occupancy likely to impact the sector for some time, use this period to stay proactive and engage with your customers, new and old, through digital means,” Nick concludes.
Marketing Aspects Magazine thanks Nick Wagg for his contribution.
