As we push to flatten the curve of the Coronavirus pandemic globally, how will this behavior change? How slow or fast will tourism recovery be?
The tourism recovery heavily depends on flattening the curve and lightening a resurgence of cases once restrictions are decreased. Undoubtedly, it will take some years for the industry to recover to levels before the COVID-19 crisis.
According to this, luxury hoteliers need to take all necessary steps to prepare for hotel recovery plan after COVID and determine proper prospects and KPIs.
A three-phase approach for hotel recovery strategy:
1. Travel on pause.
As we have told in this article
, when restrictions have been increased and many hotels are closed, Hotels should stay connected with their potential guests through social media, email marketing, and content that entertains and educates their guests due to maintain a strong brand position.
It's really important the marketing team strategy would be aligne with revenue manager strategy. Take the time to look at the book direct pokes your offering and ensure you are incentivizing your guests to book directly instead of going through meta search engines.
Make sure you're flexible with cancelation and offering something special that give them a great reason to book directly with your hotel.
2. The initial rise in travel demand.
Focus on brand awareness and nourish new guests into the booking funnel. Ensure a flexible booking and cancellation policy in this phase and beyond and powerful messaging relevant to the situation to really give people the confidence to book.
If the hotel has closed clearly state that the hotel is open now and accepting reservations. It's important to address any critical hotel information like restaurant hours, Spa facilities that are active, and so on.
Reassure your guests hotel is still taking proper precautions and there is a prevention plan in place Destination content will also become even more vital than the previous phase, since people are highly discerning on their first trip.
3. Travel demand strengthens
Continue marketing efforts focus on lower final intent as well as targeting the right demographics. in this phase, you also need to feed market with the remarkable messaging and packages.
adjust hotel marketing solution to growing travel demand and seasonality as travel begins to move forward to steady-state.
Here are 5 consideration to prepare your digital marketing plan for phase 3:
1. Coherently coordinate your marketing and revenue management strategy
The Keystone in streamlining your recovery plan is to align with revenue management unrated strategy parity across channels, direct booking perks, any new offers and packages, and most importantly, a flexible cancellation policy is a vital element.
2. Balance your direct and OTA strategy
While with the initial rise in travel demand, focusing on displaying book direct perks and flexible cancellation policy through the website is important to impact your bottom line.
You cannot ignore the role of OTA's in the distribution mix long term. The key is to closely monitor rate parity across channels. In this way, any rates, special offers and promotions provided to the OTAs should be available to direct booking on the website.
3. Maximize website conversions
The success of your campaigns depends on your website's ability to convert potential guests One of the critical factors of hotel digital strategy long term is that your website is optimized for conversion.
Here are some considerations:
- Apply a reservation abundant strategy to recover lost bookings
- Do A/B testing throughout key elements of the website and booking engine experience
- To improve user experience of your website looking at metrics like conversion rate, website pathing behavior come on dwell time, top pages, and booking flow.
4.Maximize revenue by upselling secondary services
creating tempting packages with dining and spa inclusions and marketing your subsidiary offerings in one-of-a-kind way helps your hotel to increase booking. here are some considerations:
- Send pre-stay an in-stay emails (These emails highlight critical revenue growth) and mention your thank cleverly offerings.
- create Intriguing packages including dining, cabanas, and other offerings.
- Add the guest who books on your website in a remarketing program for guests who have converted to serve display campaigns
When the curve starts to flatten, proactive strategy for reviving travel demand and your hotel digital strategy for long term can help your hotel to revive lost revenue.