What hotels need to consider before ramping up marketing efforts | PhocusWire - 0 views
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ravel having the unenviable distinction of being one of the hardest hit. And yet, as an industry, travel has always proven resilient in the face of unprecedented national and global crises, and it will continue to do so.
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All have faced cancellations and dramatic reductions in demand, and this has caused many to reduce or altogether suspend advertising activity in affected regions.
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it will manifest first in the reinstatement of certain marketing and advertising activities.
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When it comes to this pandemic, timing is everything
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The earlier you start showing that you are there for your customers during their time of need, the more likely they will keep you top of mind to return to you as business returns to normal.
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For businesses and properties that have remained staffed throughout the crisis and are ready to receive travelers immediately, earlier ignition of marketing efforts will make sense. On the other hand, those that furloughed employees will have to ensure that they’ve properly reinstated and ramped up operations before aggressively seeking new bookings.
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Are you only able to ramp your marketing spend back up if you can do so at the same profitability level to which you’d become accustomed pre-pandemic? Or are you looking to get business flowing again even at a temporarily lower profitability rate?
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For some brands, getting customers re-engaged with their brands, even at a near-break-even rate, will be worth the effort,
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Countries where COVID-19 struck hard more recently will see later recoveries, with the United States likely being one of the last to reopen fully for travel.
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Again, the ramp-up of activity will, in all likelihood, follow a pattern similar to the regional turn-off of campaigns
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When demand spikes again, the need to shift share will be greater than ever. In ramping activities back up, the first thing brands should consider is staying active on their social channels. This is an audience who are predisposed to the brand and have a higher likelihood to engage.
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Beyond that, travel brands should also be looking internally to determine what improvements can be made now to improve ROAS in the future. This time adds a unique opportunity for brands to experiment with different advertising methods that they wouldn’t typically try.
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This article talks about the hotel industry and the inside scoop on their efforts to getting back out their and marketing themselves after COVID-19. There are a few things they need to consider while they are beginning to strategize their plan. One of them is timing. If the company remained staff, then they may begin marketing faster than those that furloughed employees. In that case, they may need to get that together before they invest in marketing. Another item to consider are their goals. Companies must think about what they can afford. They need to think about if they are able to have some leeway and able to take things slower, even if it means breaking even for a while or does your company absolutely need to be at the same profitability level pre-pandemic? Another consideration would be regions. Certain regions were hit harder than others. Therefore, recovery will be by a case by case basis. Some regions will be able to market and get back to business faster than others. Yet another consideration is channels. This refers to social media and other types of media in order to market. Travelers follow many travel pages on social media, therefore this should be a priority when trying to ramp up customer traffic again. All-in-all, the travel and hotel industry will make a comeback. Although it will be a slow comeback, the industry will prevail just as it has before.
