In light of the unfolding spread of Coronavirus and the effect it’s having on all our lives, there’s no doubt that hospitality businesses will face a vast challenge in the coming weeks and months.
Many hoteliers are turning to their digital marketing channels to help them communicate with and reassure their audience and unlock opportunities to adapt, mitigate losses and support others.
What measures should a hospitality business be implementing through their digital communications?
Add a page to your website
Share some honest and clear information on your current status during this critical period.
Address frequently asked questions, and think about the concerns customers may have and ensure these are addressed. Common queries may include…
Tell people where to look for future updates and who to contact for further information. Acknowledgement of the government guidelines and necessary precautions taken will reassure your audience and give them confidence in your decisions.
You may want to put out a short statement with a link to your page, or include the statement in full where possible. While engagement rates and tone of writing are important, the clarity of information is a higher priority in this case.
On Instagram, you may want to add your new page as the main website link on your profile, directing your audience towards that page in posts and stories. Stories also offer a good opportunity to reach your customers without straying from the visual importance of Instagram as a platform. Again, branding is trumped by the clarity of information. While we wouldn’t recommend putting together a flashy “COVID-19 Statement” graphic, do consider appending a quality photo of your establishment.
We’d also recommend remaining polite, respectful and panic-free in all your public communications, regardless of your opinion of the government’s or anyone else’s actions during this time.
Many hospitality businesses have creatively adapted to mitigate the damage and help their customers during this time. Take time to explain and promote any such new initiatives through your digital channels, common measures we’ve seen include…
Think beyond all this
Though we’re in for a tough time, this will pass and there will be great rejoicing on the other side.
Focus on what makes you unique and what may appeal to people during this time – if your hotel offers relaxation and seclusion, a break from all the madness, that will likely connect well with people at this time.
Don’t panic and drop your marketing levels during this time – continuous marketing effort is important for your future success. If you do find yourself with downtime, take some of it to reflect, plan and strategize, or build up a bank of content and inspiration for when things return to normal.
A developing situation
Continue to monitor the situation as it unfolds, and quickly update your audience through all the digital channels available to you. Doing nothing is not an option if you want customers to feel reassured and positive about the experience you offer.
Stay safe, keep being kind to others and adapting as you go.
If you require help implementing any of these suggestions, our team is here and ready to help – please feel free to contact us for advice.
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