4 Things to Consider When Developing Recovery Messaging (With Examples)
- Posted by Gabe Hoffman
- On March 27, 2020
Your team needs to start developing your COVID-19 recovery strategy right now. Don’t be afraid to lean on your agency partners. Though nobody knows how this is going to play out, your agency partners are well suited to helping you avoid decision making based on assumptions by introducing data. Use those insights to prepare right now for how your hotel will respond once it reopens if it is closed or how it’ll get back up to speed once social distancing restrictions are lifted.
There are currently many theories on when this will all end, but your hotel needs to be prepared for the very real possibility that restrictions are going to be lifted sooner than you think. The last thing you want is to be caught behind the curve. As always, every situation is unique and needs to be handled differently.
Below are some items we think all hotels should be cognizant of as they develop their recovery message.
Even once restrictions are lifted, guests are still going to be wary of traveling and COVID-19 will remain top of mind.
- If you’ve been distributing messaging during COVID-19, all the better. You’ll have lists of audiences who engaged with you who will be ripe and ready for remarketing.
- If you haven’t been marketing during this time, consider taking it slow. Don’t jump straight in with an offer. Instead, re-introduce yourself and all you have to offer to your target audience.
There is the possibility of more than one wave of social distancing coming in the next 18 months.
- Don’t abandon your flexible cancellation messaging. You want to build and maintain trust in your brand. Flexible policies are a great way to do that.
Understand how someone’s reason for travel may have changed during social distancing and how your hotel can assist with that.
- Are you a luxury, adults-only property that’s an oasis to a stressed-out parent who has been homeschooling their child for the past 2 months?
- OR, are you a familiar return to someone’s normal routine before COVID-19?
- Make sure your message reflects how your typical traveler now sees your hotel.
Make sure your messages emote. But be careful, as not all emotions are helpful.
- Strive to provide a sense of hope, excitement, relief, or relaxation.
- Avoid alarm, panic, or false promises. You want to provide peace of mind, but you also don’t want to speak on topics about which you’re underqualified.
Messaging Examples from the Screen Pilot Team:
Offer cold-weather market guests a respite.
- Our team looks forward to welcoming you to X DESTINATION for some much-needed sunshine!
- Plan your getaway and save up to 15% off our best available rate with a flexible cancellation policy.
Appeal to stressed-out parents.
- Today’s lesson plan includes Waffles 101 at our cafe, Advanced Beachcombing, and Honors Mixology at the Tiki Bar.
Signal a return to normalcy.
- Sometimes all you need to reset is a fluffy robe and a stack of pancakes. Our Bed & Breakfast package is the perfect way to start the day on a tasty note.
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