By Shae Geary— Senior Communications Strategist
The hospitality industry has been one of the hardest hit by the COVID-19 pandemic making strategic hospitality communications more important than ever for our hotels, resorts and destinations. While press trips and event promotion may be paused, there’s a critical need for hospitality communications that build trust and confidence around visiting your destination or property.
Visitors won’t return if they don’t feel safe, and it’s not enough to assume that your guests know what you are doing to maximize safety, cleanliness and hygiene. A good place to start is a dedicated landing page on your website with detailed information, then linking to this page in your direct-to-consumer communications. In the age of visual shopping, you may even want to consider creating a video like this one that we created with Welk Resorts.
There’s a lot of confusion in the marketplace right now and by appropriately highlighting your company safety standards and new protocols, you’ll help visitors feel confident and secure in their decision to vacation with you.
Emphasize Social Distancing
In the age of pandemic, it’s no surprise that outdoor-oriented, uncrowded activities and settings are top priorities for potential guests. Your hospitality communications should be updated to reflect this trend.
Take time to assess your content library. If your images and messaging are lacking, consider a refresh now. Imagery that includes hotel room balconies, for instance, may be much more attractive to potential visitors than an interior guest room shot. Restaurant images that emphasize open-air patios and socially distanced tables as well as shots of outdoor activities like bike riding also will appeal to today’s consumer.
Consider using these images prominently on your website, social media and guest communications.
Embrace Local and Drive Market Media
With reduced budgets and staff, it’s critical that time and energy are directed to hospitality communications efforts that result in the highest return on investment.
With road trips and local travel recommended as the safer option in the short term, a priority should be placed on working with travel media and influencers in your closest drive markets. These media professionals are eager to help travel recover and know that there is pent-up demand for getting away. Use them to help deliver your safety messages and information about what to expect during a visit. People know that the experience won’t be what it was pre-pandemic and are ready to embrace the positives in what is being offered.
Third-party recommendations can go a long way toward ensuring potential visitors that a visit can meet social distancing requirements while also being fun and relaxing.
Monitor NIMBY Concerns
According to the most current destination research, a majority of residents remain wary about other travelers visiting their communities. As tourism reopens, it’s important for hospitality communicators to monitor the local sentiment and potential negative pushback, while being prepared to develop campaigns showing the positive impact of tourism and its vital contribution to the local economy.
Proactive outreach as well as savvy online reputation management are a must.
Don’t Overlook Internal Communication
During a crisis, especially a prolonged crisis, it’s important to deliver regular updates and expectations to your employees. These communications can include everything from information about what’s open to safety protocol reminders and even helpful tips for dealing with difficult situations unique to the pandemic such a visitor refusing to wear a mask.
Delivering these on a regular schedule in a snackable format can help reassure staff and avoid harmful speculation. Furloughed employees, especially if you are intending to hire them back, also should not be overlooked. Periodic check-ins, even if nothing has changed in terms of business status, can go a long way toward building continued loyalty so that they will return when you need them.
Retain Hospitality PR Professionals to Help
Strategic hospitality communications are essential for navigating your business rebound during these exceptional times. If you need help getting started, developing a strategy, or determining best practices, a hospitality PR agency is a great solution for maximizing your budget, even if it is just for the short term. Give us a call or email for a free consultation or to discuss your needs.