How to Attract Domestic Travelers During COVID-19: A Guide for Hotels
June 09, 2020
In the wake of the Coronavirus pandemic, international travel remains restricted in much of the world. However, as restrictions ease, domestic travel is gaining momentum. What marketing strategies can your hotel employ to capitalize on this trend? Here are some starting points.
1. Find a Way to Stand Apart
Every hotel and resort is in the same boat right now—well below typically occupancy and clamoring to attract what little business is out there. So competition for domestic travelers is fierce. Creative pricing strategies is one way to stand out, but your creativity should also extend both to the on-property guest experience and the messages of your marketing.
With business travel largely curtailed, leisure travelers will likely form the bulk of your target market during this time, whether it’s people looking to finally escape the city or traveling to reunite with loved ones. Consider these possible intentions when you’re thinking of what kind of messaging to use in your hotel SEM ads or what kind of special offers to highlight on your hotel website.
2. Address People’s Fears
In the midst of a pandemic, many of us are afraid—we can’t help it. And when we start travelling again, these fears will be running through our head on repeat, with the big question being: “Am I putting myself or my family at risk?”. Do what you can, both in your messaging and your on-property experience to put these fears at ease and reduce the risks to your guests.
It’s likely that your hotel already has many new sanitary and safety measures in place—make these clear to potential guests. Show them not only that you will help keep them safe during this time, but also that you will help make their life easier, for example, by providing adequate facilities for guests to work remotely.
3. Adapt to the New Normal
For the foreseeable future, social distancing is the necessary reality of every aspect of life, including travel and leisure. So consider the way that your hotel helps to facilitate socially distanced travel experiences. This could mean permitting and assisting with socially-distanced events in your meeting facilities or offering activities and excursions that allow for isolation.
It could also mean offering booking policies that incentivize travelers to take a trip, such as package offers and early booking discounts.
As the global Coronavirus response continues to unfold, it’s important that your hotel’s digital marketing strategy stays agile and focused. For advice on how your hotel should navigate the market right now, we invite you to give us a call here at Digital Hospitality. Our experts will help you put together a plan to weather the storm and come out stronger on the other side.
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