An overview of marketing in COVID-19 recovery
With the global travel and tourism industry still in the thick of the COVID-19 crisis, organizations and destinations will have a complex balance to strike between weathering the ongoing crisis and preparing for recovery. While you may not immediately think of marketing as a top priority during this time, marketing efforts within this context will be crucial to long-term business resilience. The below steps provide a broad overview of marketing priorities and adjustments during this time of crisis.
- Triage marketing activities to the essential mission-critical efforts to weather the crisis – consumer confidence is down and will not recover until the peak passes. Advertising and discounted offers are ineffective in the absence of travel intent.
- Maintain channel promotions as far as is fiscally feasible as this will maintain supplier relations.
- Make use of effective social media outreach, providing up-to-date information and details of recovery efforts.
- Prioritize cost-effective booking channels ensuring that book-direct perks are visible across digital platforms.
- Consider how to increase revenue from individual bookings, with strategies such as length of stay offers.
- Review and restructure advertising budgets in accordance with shifting crisis priorities.
- Prioritize marketing budget on domestic and nearby markets.
- Target local market and emphasize staycation options.
- Promote approved safety guidelines to all tourists, particularly international visitors.
