Pacific Northwest Hotels: What to Post on Social Media
- Posted by Arielle Rubenstein
- On May 25, 2020
- Showcase your hotel’s scenic location
- Show your support for your staff and the local community
- Update your cleaning policies to the CDC’s COVID-19 standards and let your audience know about the changes
Inclusive of the hard-hit cities of Seattle and Portland, the Pacific Northwest region has been in the spotlight of the COVID-19 pandemic since day one. With stay-at-home orders still in effect as of this writing, most hotels in Washington and Oregon, in particular, were forced to close for some period of time. With that said, the region’s resorts are starting to make the first forays into reopening and are using social media to spread the word.
Shopping Patterns in the Pacific Northwest
Pacific Northwest residents are ready and eager to go on a staycation. As of May 23rd, our Pacific Northwest regional dashboard shows that 35.59% of users are looking to travel to the area in May, with June as the next most popular month with 23.8% of user interest.
The audiences are largely local as well, with Washington state residents accounting for 44.36% of shopping events and Oregon accounting for 17.7%. It is also worth noting that the third and fourth most interested markets are from farther afield: North Carolina (7.94% of events) and California (7.27.%). This insight shows that there are short term opportunities to attract drive markets, and a long term chance to drive bookings from fly markets. The impending influx of travelers reinforces the need for hotels in the Pacific Northwest to maximize their social media presence now.
Whether your hotel is closed or open, take a page out of these resorts’ social media playbooks to show prospective guests why they should choose your property for their staycation or summer getaway.
Share Your Scenery
The Pacific Northwest is known for its dramatic landscapes, from the snowy top of Mount Rainier to the rolling hills of Oregon’s countryside. If your hotel is in a scenic location, share your scenery on social media to give your fans a visual escape from the daily mundanity of daily life under quarantine.
Brasada Ranch showed off a stunning Bend, Oregon, sunset with a caption reinforcing the solitude of the ranch. Brasada recently launched a special collection of curated extended escapes that entices guests to “find their sanctuary.” This sunset photo supports the “privacy, space, and solitude” of the campaign.
Washington State’s Skamania Lodge plays up one of its unique selling points: free bike rentals for all guests. They then encourage fans to get out and explore the trails. If your location offers socially-distant friendly activities like this, let prospective guests know.
Tetherow Resort in Bend, Oregon, recently shared a snapshot of the local flora and fauna guests can expect to experience. The caption is educational and informative as well, which reinforces the dedication of the resort to restoring the habit.
Show Your Support
In addition to sharing stunning sunsets, Brasada Ranch has also been showcasing how they are supporting their team members during the pandemic and the ensuing closure. Brasada has held a series of Brasada Cares Pantry events that included donations from the ranch’s club members, which shows an invaluable form of guest loyalty.
Seattle was one of the first and hardest-hit cities in the nation. As a result, the city’s hotels have lost a lot of business. While Washington State’s stay at home order allowed hotels to remain open, non-essential travel is still not permitted.
According to Visit Seattle, this has resulted in revenues at Seattle’s downtown hotels to plummet by more than 95.6%. While a revenue loss like that would dampen any hotel’s spirit, Seattle’s Edgewater Hotel remains optimistic and recently lit up in blue lights to support state healthcare workers.
Downtown Seattle’s Motif Seattle demonstrated their support for first responders by turning on their guest room lights in a creative way. If your hotel is also temporarily closed, consider using your lights as a way to share a message of hope to onlookers.
With a population of just over 2,000 residents, Cle Elum’s small-town vibes attract Seattleites to the area’s Suncadia Resort. While the resort and its F&B outlets are temporarily closed, they recently showed their support for a local bakeshop that is open for locals to enjoy and is something future guests can look forward to visiting.
Suncadia Resort shows their continued support to their local community by bringing in a food truck to the resort’s parking lot. Offering take-out from your resort is a great way to support a local small business (food truck or catering team) and instill goodwill in your community.
Be Transparent about Updated Policies
Skamania Lodge deftly announced their reopening while simultaneously addressing guests’ concerns. It’s now considered best practices for hotels and resorts to communicate that their guests’ health and safety is their main priority, and actually follow through with policy changes.
Properties of all sizes should follow the lead of Marriott Hotels and Accor Hotels, who both launched global cleanliness initiatives that will set the “new normal” for hotel cleanliness. Learn more recommendations for hotel safety & cleanliness practices, and make sure to share your updates on all your social platforms.
Who doesn’t love an on-property Starbucks? There’s nothing like waking up in your hotel room, moseying to the lobby, and ordering your favorite beverage without even leaving the building. Oregon’s Sunriver Resort shows how they updated their sanitation policies so their guests can still enjoy their morning Starbucks.
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