Matching products and services with consumer appeals
- Seasonal offerings: Consider planning a “summer blitz” in order to be more competitive, along with autumn and winter campaigns to drive occupancy back up in softer months. Outdoor imagery is likely to be appealing to travellers, after a period of confinement.
- Media outreach on product offerings: Conduct outreach with partners and gather lists of media outlets (print, online publishers, blogs) to contact about positive destination stories (locally made, one-of-a-kind attractions, outdoor spaces).
- Offer new services: Adaptation is key to survival and product offerings cannot remain locked in a pre-pandemic frame. Some hotels have turned to creativity and transformed their rooms into quarantine facilities. For example, Le Bijou, a boutique hotel in Switzerland opted to remain open 24/7 so people could isolate in their rooms.
- Balance safety and relaxation: Travel is often synonymous with carefree abandon and freedom from concern. However in this new reality, even as recovery proceeds, travellers seeking that freedom will need a degree of reassurance around safety in order to “switch off” and relax. Thus brands will have to adapt to find the right balance of highlighting their adherence to safety measures and the offer of carefree experiences.