The hospitality industry has taken a massive blow due to the coronavirus pandemic. Yet, there is hope for the industry and the hotels that operate in it. Even while hotels suffer the onslaught of COVID-19, they can make digital marketing a weapon in their fight to survive. Digital marketing is supported by Hospitality Net, which, in an article on their website, proposes the following five tips for keeping hotel seats and rooms occupied:
- Narrow Your Focus – Target and appeal primarily to audiences in your locale. The present environment requires that you conserve on overseas budget spends at this time.
- Reach Out to Locals – Promote your hotel’s restaurant to local customers through radius targeting or food and beverage campaigns. Also, reach out to returning guests via email marketing or retargeting to sell other hotel services such as meetings and events.
- Avoid Lowering Your Rates – Lowering your rates may not result in increased bookings and it will be difficult to revert to your regular rates, especially with the presence of online travel agents (OTAs). If you must, lower your rates only if you are certain this will boost revenue. Ensure that the rate adjustment is in line with normal promotional rates.
- Give Repeated and Sincere Reassurance – Frequently reassure your guests that your hotel has taken and will continue to take all measures stipulated by the World Health Organization to stave off COVID-19. Ensure you follow the guidelines and publicize your detailed sanitization program to your guests, so they feel assured and comfortable with their decision to stay at your property.
- Retarget – Retarget your no-shows and those who canceled. Express regret for missing them and tell them you would still love to have them as a guest. Offer them a discount on their next stay at your property.
Now more than ever, hotels need strategic direction. eCornell keeps abreast of trends and global developments to maintain the relevance and effectiveness of their programs in meeting changing needs. The Hospitality Digital Marketing program will give your hotel an edge over the negative impact of the current climate and help you to maintain your strategic agenda.