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Hotel marketing in times of coronavirus: keep at it!

Communicating with your guests in a mindful, sensitive way is now more important than ever. Don’t bury your head in the sand: now it’s time to stay in touch with your guests, actively engage them and provide transparent information. With a well thought-out, situation-specific marketing strategy, you can make sure that your guests will remember you for all the right reasons.

Communicating while isolated

People now have to spend entire weeks at home without direct contact with the outside world – isolated from everything that was previously taken for granted. What they now want more than anything else is a sense of human connection, and experiences that are not necessarily extraordinary, but that are good for the soul. Right now, no one wants to be sold to. Communication with guests needs to be kept empathic and affectionate; it must come from the heart and feel genuine. Keep talking about your holiday destination, but not about facts and awards. What are your experiences during this time? What new things are you discovering? What is it that makes your land, your place, and the people around you so special? What do you love about your home country? Let the guests at home share your experiences and perceptions. Share good news, maybe even send them small, hand-made gifts in the mail. Express positive feelings and share them with your guests at home.

Help from above

From a political and economic standpoint, authorities are keen to ensure that tourism recovers as quickly as possible. Enquire with your business and tax consultants about any aid packages and tax relief measures that may be applicable to advertising expenditure.

Everything will be alright

Soon we will be able to go out again, spend time outdoors with our friends and enjoy life with all its bountiful gifts. Until then, we will remain strong and support each other even when hope seems lost. Show your guests that you are thinking of them. Before coronavirus came and disrupted our daily lives, the Brandnamic Motivation Book was intended as in-room reading. Now, you can use it as a personalised gift you can send to your regular guests – a thoughtful gesture that inspires friendship and strengthens guest loyalty. Life has changed and now it's time to explore new ways, reorganise, and make the most of opportunities.

Offline matters, too

Call your guests personally. For many, telephone communication is now the primary means of connection with the outside world. Use this opportunity to follow up on requests. Nobody wants to lose sight of the real world. Send well-designed postal self-mailer messages – make them short and emotional, perhaps even with a detachable page, and include a small gift that your guests can redeem at another time.

Time for spring cleaning

Get ready to shine when business resumes. This is what you can do to make it easy for your guests to find you, get the information they need, and book.

  • Use tour operators, like TUI, DERTOUR or ITS, so that your rooms can be booked both online and through travel agencies.
  • Polish your online presence on all portals (e.g. booking.com), and update your pictures and content.
  • Update your profile on TripAdvisor, HolidayCheck etc. and reply to reviews.
  • Review and revise your printed material (A-Z guides, drink lists, menus etc) and correspondence templates.
  • Review your communication strategy (Simon Sinek).

On holiday, at home

Domestic tourism is set to play a crucial role after this lockdown period. Emphasise the advantages of “staycations”, like shorter trips and convenient travel options, as well as the main points of strength of your destination and hotel. Devise tailored offers to appeal to guests from your own country: child minding, couples’ packages and spa offers can help to whet their appetite for a holiday.

People with ideas

We put together all our ideas, tools and professional expertise to help you through these uncertain times. Please do not hesitate to ask us for advice – our team of consultants is always at your side!

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