3 Phase Hospitality and Tourism Recovery Marketing Plan

We all know, even those who are tangentially involved with tourism and hospitality, are aware of the hit being taken by the travel sector due to COVID-19. It’s now time for travel industry brands to develop and enact the right hospitality and tourism recovery marketing plan.

We’ll be looking at a 3 phase approach that begins with a look at the current state of consumer behaviors and gathering some more background information to be used in crafting the appropriate plan for each unique business. From there we’ll move on to the 3 phases of Crisis, Recovery, and Growth.

Do you know what’s also great about this plan? You can adapt it to future challenges and it isn’t limited to only pandemics or other public health crises.

Now, let’s get started on the hospitality and tourism recovery marketing plan that’s right for you!

Don’t Pause Marketing Spending

The travel industry isn’t going to vanish and you want to be in people’s minds when travel begins to pick up pace again. If you stop your marketing spend completely, it might look great in the short term, but in the long run you’re hurting yourself and maybe crippling your business.

Feel free to cut your spending, in some cases you might be able to cut your spending by up to half, but to stop completely is not a decision that facilitates long term success. Use this time now to put your brand in front of people and use your presence to capitalize on future travel when restrictions are lifted. Many are still dreaming about travel and in some cases, making their bookings.

Insights to the Industry

People are still planning for the future and some are eager to travel at the earliest opportunity. There are also those who feel more compelled to travel because the world has been at a standstill during the COVID-19 pandemic.

Travelers, frequent travelers in particular, are still searching and booking for future travel plans. Many industries, and especially those connected with tourism, saw massive drops in web searches. However, as restrictions have eased and governments have gained greater control over the virus, people are more at ease with making future travel plans.

People are looking for travel opportunities that allows the traveler to control the space around them. Air travel will take some time because people still have concerns, but domestic travel is expected to spike. People will be eager to get out of their house and see some different surroundings, even if it’s more local than usual.

Know Your Audience

This is basic for anyone in marketing. You want to get into the minds of your target audience and know what causes them to take action.

Right now there are 4 trends that you can seize upon for your marketing campaigns.

Changing Focus

Areas that used to be the focus of travelers have been in the news, some of it fake. Many destinations have been in the news for the return of wildlife and cleaner air because all of the people have gone and stayed indoors. Engage in conversation with your audience that’s relevant to what they’re talking about.

Your audience isn’t talking about the energy of Mumbai and experiencing the busy streets. They’re talking about the pandemic and how the air is so clear the Himalayas can be seen clearly for the first time in years. People aren’t talking about lounging on the beach in Thailand. They’re talking about rare animals returning to the area for the first time in years. Stay true to your brand and engage in trending conversation.

We Still Have Dreams

Humans are resilient and will continue to dream in even the worst of times. Many people still have an appetite travel and are contemplating their dream travel plans or their first post-pandemic travel experience.

Brands can help support the dreams of travel by being flexible and allow for rescheduling and providing opportunities for online or digital experiences to hell keep travel dreams alive. One thing almost any brand can offer is to entice bookings now with offers for gift cards or rewards that don’t expire.

Adaptation

Success requires adaptation to the new reality in which we now live. Many sites like the Great Pyramids of Giza or some of the world’s greatest museums can be visited online.

Homemade Experiences

People are looking to experience some of what they’ve missed about going out, but within the safety pf home. This can be very simple; something such as a recipe for a drink or a food.

IKEA provides a great example through sharing their recipe for Swedish meatballs. The free recipe release created a lot of online buzz and the Swedish meatball lover audience embraced the move.

The Hospitality and Tourism Recovery Marketing Plan

When times get tough, often the marketing budget is the first to see cuts. Drastic cuts can severely hurt a business. Marketing brings in leads and helps generate sales. In turn this also helps a company retain its top talent.

Every business should instead have a plan for Crisis-Recovery-Growth. By now most companies are past the crisis point of COVID-19, but we will still be looking at it because your business will almost certainly face another future crisis.

Using COVID-19, let’s take a look the 3 phase Crisis-Recovery-Growth approach to a downturn in a crisis.

Phase 1: Crisis

During the crisis you’ll want to address the crisis with related content. For COVID-19 you’ll want to publish and post COVID-19 related content to your website and social media channels. The goal here is to stay current and maintain an online presence.

Below is what you should consider and action during this phase.

• Add crisis related content to your website and social media channels.
  • Use banners and pop-ups.
  • Update policies and FAQs.
•  Update maps and local listings (Google My Business)
  • Have your hours changed? Are only offering delivery? Make sure people know.
•  Assess your website and search performance.
  • Check your usability and pagespeed, especially on mobile.
•  Check your Analytics data.
  • Has your audience changed?
•  Create a new media plan with ad spend per channel in the run up to reopening.

Your key channels to monitor during this phase are your: Website, Social Media, SEO, and Local Content.

Phase 2: Recovery

During this phase you will need to listen closely to what your audience wants and needs. Communicate effectively and don’t make your audience search and dig for information. Make it easy to know how people can support your business. Employ your remarketing lists during this phase to optimize engagement.

This is what you should consider and action during the Recovery Phase.

• Optimize the mobile experience and employ CTA’s like, “Book Now Stay Later
• Update messaging to include your reopening date.
  • Implement banner and popups to ensure your opening date can’t be missed. Reinvent and enhance your room service or other in room offerings.
• Develop your local market with offers to drive your market audience.
  • Laundry services could be a new service offered.
• Post about reopening on social media channels.
• Blast out emails with creative about reopening and make reopening the messaging focus.
• Branded paid search and marketing reactivation.

Your key channels during this phase are: Website, Social Media, Paid Media, SEO, and Email.

Phase 3: Growth

Now this is where marketers plan for future growth and is what you’ve been building up to in the preceding phases of this hospitality & tourism recovery plan.

For the 3rd and final stage, these are the actionable items and things you should consider.

• Scale up your Google Display and update creative to include reopening messaging.
• Scale non-branded and in-market paid search.
  • Refer to your Google Analytics to check your demographics.
• Scales social media ads and update creative to include reopening messages and dates.
  • Regional market imagery
• Expand your in-room dining menu or include more options to allow people the option to avoid potentially crowded spaces.
• Review your in-room entertainment.
• Market for holidays and 2021 bookings.
  • CTAs such as “Start Planning”
  • Don’t be too strong on the overtly sales pushing CTAs

Your key channels in this phase are: Paid Media, Social Media, Website, and SEO.

What’s Working?

• Empathetic Messaging
• COVID-19 Updates
• Website Audit
• Adaptability
• Creativity

Empathetic Messaging

Balance empathy and visibility. Show your audience that you’re aware of their current struggles and be sensitive with your communications. Show how your brand is involved with the community and the initiatives you’re supporting. On your social media, maybe pin a feel good post at the top of your feed.

COVID-19 Updates

It sounds ominous and will be a massive undertaking, but it doesn’t need to be. Just update your hero image on social media and a slider on your website.

Be direct in telling people what they need to know, but soft and empathetic in your tone.

Website Audit

What are some things that you can take care of now with future payoffs?

Check your website’s pagespeed. This can take some time to do and there’s no better time than when business has slowed and you’re committed to making changes and improvements.

It might also be worth performing an accessibility audit to improve online presence and plan for the future.

Adaptability

Brands need to adapt and meet the changing needs of customers. Luxury brands have become more localized or regional and offering different experiences to customers. Adapting doesn’t mean you need to lower quality; you can still offer different yet memorable, exciting, and amazing experiences.

Creativity

Be creative with how you interact with your audience and maybe do some non-traditional things for your business.

Start a live feed, a podcast, host virtual parties or gatherings, share some recipes for cocktails or select dishes. Think of ways that you can bring people together virtually or develop an online community.

It Isn’t Doom & Gloom Forever

By implementing this hospitality & tourism recovery plan, you will be able to maintain your brand’s presence in the mind of customers, and when conditions improve and travel is on the upswing, your brand will already be positioned to take advantage of the increase in travelers.

Let’s Talk About Your Brand

shane@3catslabs.com | Call +65-3159-4231

Contact 3 Cats Labs

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