Crisis management is an important component of any successful digital marketing strategy. In times of crisis, hotels need to carefully develop a prevention plan, communicate with customers and staff, and especially make quick and thorough changes to revenue management and operations. Digital marketing strategy to ensure successful crisis management.
Although Vietnam removed its barriers to social isolation in late April, the COVID-19 pandemic still seriously affected the living and traveling habits of local people as well as international visitors. However, this is also an important time for hotel businesses to prepare action plans to address the current situation, and to prepare for the future when tourism demand increases again. In general, your hotel needs to consider 3 main stages:
1. When travel is still limited
2. The beginning period of tourism demand growth
3. Consolidating the demand for resort tourism
The recovery journey requires a long-term strategy and you need to prepare the appropriate marketing content and methods for each stage of the COVID-19 pandemic that is still having a profound impact around the world.
Stage 1: When tourism is still limited
Strengthening customer relationships: when travel restrictions are still available and many hotels are closed, you need to maintain good relationships with old and new guests via social networks, email, and editorial content. entertainment and bring value to customers.
Stage 2: Start growing tourism demand
Enhance your marketing activities with affordable Cost Per Clicks to reach customers who are planning their upcoming holidays. Do not forget to include the perfect customer service, including cancellation mode or free date to customers really comfortable and assured.
Stage 3: Consolidating the demand for resort tourism
Speed up with marketing activities: at this stage, you need to continue marketing activities to lead the market when the resort vacation has become bustling again. Pay attention to bring your message to the right target audience and create competition with appropriate promotions and incentives.
On the world market, the COVID-19 pandemic is still very complicated and completely changes the lifestyle and modern industries. Therefore, you need to observe the continuous fluctuations of the market to plan long-term adaptation and revenue recovery.
EFFECTS OF TOURISM MARKET IN THE WORLD
With the influence of the COVID-19 epidemic, many countries have launched tourism restrictions to control the disease, and have a severe impact on tourism demand worldwide. According to Sojern’s research data on April 5, 2020, the number of flight searches has decreased significantly because of an outbreak in the region. On March 8, 2020, China removed some travel restrictions, leading to an increase in the search for flights during that time. Similar to the aviation industry, the total number of hotel bookings in the world has also fallen very heavily due to the COVID-19 pandemic. By March 22, 2020, the number of bookings was reduced by at least 75% because of the same impact with global flight stoppages.
According to Fuel Travel’s survey of US travelers, 45% of travelers have canceled their travel and 11% of travelers have renewed their travel because of a pandemic. However, 59% of visitors said they would still plan a trip in 2020, and 14% of travelers would go on holiday in 2021.
As such, although many tourists have canceled their trip in general, almost all tourists have not lost their desire to travel. Therefore, all hotels have the opportunity to promote future bookings by communicating with recently canceled guests. In addition, when the COVID-19 epidemic is under control, tourists will also opt for new tourist destinations, especially in areas that are safe from disease outbreaks, which will also spur hotel operators. Trung reaches new customers.
10 IMPORTANT THINGS YOU NEED TO NOTICE IN TRAVEL RESTRICTION TIME
Although each hotel has different comprehensive recovery strategies based on location and economy, you need to consider 10 considerations to make a compass for a successful strategy:
1. Develop a prevention plan: start with a specific prevention plan to ensure the safety of guests and hotel staff to bring a good image to future guests, as well as ensure a good and safe experience for existing customers. If your hotel is closed, this preventive plan is still important to reassure visitors to prepare for hotel opening.
2. Notify important information related to COVID-19: inform guests of important information such as hotel opening date, cancellation policy, disease prevention plan on the hotel website , social networks, email and newsletter. Your website should also provide the following topics to reassure customers:
– Disease prevention plan
– Free cancellation policy
– Direct contact information if guests need to ask more about the disease situation
– Frequently asked questions related to COVID-19 epidemic
– Things the hotel is doing to help the local community
3. Implementation of flexible cancellation policy: While the Covid-19 epidemic still deeply affected travel demand, hotels needed a clear plan to deal with existing bookings and the cancellation policy. Flexible for upcoming bookings. Through a reasonable communication plan with the customers who have booked, you can gain customer loyalty and accelerate future bookings. For bookings made before travel restriction orders are available, communicate with customers and invite them to book at a different time with attractive promotions and policies.
According to Fuel Study, more than 50% of travelers have canceled or re-booked a trip, compared to 4: 1 cancellation rate. So, for rooms that have been canceled, contact the customer and suggest that they book the room at another time, or give them a gift card to accompany when booking the room for the next travel.
If your hotel wants to keep the loyalty of its guests and help them more confidently book their rooms, launch flexible cancellation or booking policies within 6 months or at least until the end of this year. .
4. Re-evaluate the company’s digital strategy: Restricting travel is also a good time for you to reevaluate the company’s digital and marketing strategies to launch new innovations, experiment and put in place. into post-translation operations by:
– Inventory of marketing activities, templates or content that need to be replaced or renewed.
– Review and develop online reviews and brand image management strategies.
– Review website content that matches your current situation, values and brand image.
– Review the design and UX of the hotel website.
– Develop editorial content calendar and media plan for the next 3 months.
– Check inventory of digital tools and evaluate efficiency.
5. Community support and health workers: Actively support the community by providing isolation for health workers or people in need of isolation in the community at reasonable prices. In addition, your hotel may also provide food assistance to isolated areas or recovery funds for the COVID-19 pandemic.
6. Create editorial content that is entertaining and valuable: When the majority of people are still at home with social spacing commands, you can create content that is fun and useful for customers like :
– “Cook with Chef” Blog: share your chef’s famous recipes on the hotel’s website, blog and social network. Don’t forget to include wines or cocktails to pair perfectly with the food. If appropriate, you can also provide this service pack to customers.
– Blog “Spa at home” offers beauty tips, relaxation at home from your hotel spa.
– “Coloring” and “Finding Treasures” games for children: you can share beautiful pictures from hotels or beautiful places in your area so customers can print and color on them. Similarly, provide popular landmarks in your hotel area printable flashcards and useful information, so that customers can play and help their children learn more about geography and history.
– “Fantasy trips”: Share beautiful images on your hotel premises so that customers can download and set as phone wallpapers, laptops or on Zoom software.
7. Attract and inspire customers through social networks: invite old customers to share their photos when staying at your hotel, create mini games so that customers can see pictures and guess where on your hotel premises to win dining vouchers when booking your upcoming occasion. In addition, if your hotel has a gym or yoga room, share home training videos for customers.
8. Stay connected with customers through Customer Relationship Management (CRM): Send emails to old and close customers with useful editorial content as follows:
– Discover engaging content on blogs like recipes, workouts, or spas at home.
– Positive information on the COVID-19 outbreak and what your hotel is doing to support the anti-epidemic community.
– Stay at home like a hotel: you can also help customers to turn their home like a hotel by offering tips on bed sheets, luxury bathroom products, or creating a small bar.
9. Focus on the main target group with the appropriate incentives: despite the social order of separation, there are still hotel groups who like to plan their vacations early. So to target the right object, you need to have:
– Demographic classification: exclude those groups at risk of not traveling at this time, such as those under 16+ or over 65+.
– Keyword strategy: use the keywords brand and tourist destination to find the right audience to plan an early vacation. Please remove the keyword about “cancel tickets, accommodation Covid-19” to find the right customer.
10. The digital marketing strategy focuses on the right brand message: Pay attention to change the appropriate message for the digital marketing activities that are still running. All of your digital marketing messages need to be consistent and relevant to the current situation until the epidemic situation changes.