Your audiences may look a little different than they did before. Consider that consumer confidence in domestic aviation is low, so industry experts expect road trips to be on the rise.
Take advantage of your past guest lists, as your most loyal audiences will likely contribute the most to your recovery.
Monitor the shopping windows for your region to understand who you should target with messaging based on their prospective dates of stay.
Check your audience demographics to determine where your shoppers are from. This can inform your targeting in paid media.
Week-Over-Week Chart Depicting Which Dates of Stay People Are Shopping For
Map of the U.S. showing where prospective travelers to the West Coast are from. Source: Google Data Studio
Utilize the information you discovered during your audience research to craft messaging pillars for your recovery campaign.
Consider what dates of stay prospective travelers are most commonly looking for and tailor your messaging to those dates.
Conduct a brief sentiment analysis by reading reviews for your property on Facebook, Google, Trip Advisor, etc., as well as organic post comments to determine how travelers feel about your property and include this in your tone. For example, if many guests talk about how welcoming your property is, include this tone and verbiage in your ad copy.
Remember that when it comes to messaging, it's not about dollars. It's about discovering what your audience needs are and speaking to those needs.
What keywords are people searching for when they find your property?
What room types are people most interested in?
What are the top pages users are already engaging with?
Monitor increases in Google Trends and OTA competition for non-brand terms relevant to the property to discern when to start bidding on these terms.
Revisit existing non-brand terms in your campaigns and refresh those that may no longer be relevant, e.g. "hotel near large event venue," "large event hotel."
Complete additional research into area activities that will be safe in a post-COVID-19 world and add relevant terms with sufficient search volume to your campaigns.
Broad, generic unbrand terms may have been out of reach before. But that's no longer. Bid on additional paid search real estate while you can by targeting broad terms you used to steer clear of.
Only run in this channel if your property is still listed as open on its Google My Business Profile. You can't run metasearch ads if your property is listed as close via Google My Business.
If you are open and listed as such, consider adjusting your bids based on dates of stay. For example, if you don't have available dates until 30+ days out, close the bids for the sooner dates so you don't spend money on unavailable dates.
For our partners still bidding on metasearch, we've observed more users change the dates the auto-filled dates of stay. Adjust the bid multiplier here to reduce potentially wasted spend and speed up the process for end-users.
Share wanderlust-inducing imagery and messaging, and don't press prospective travelers to make immediate bookings.
Emphasize any flexible cancellation and update housekeeping policies to reassure travelers.
Paid social media is also a great testing ground for other channels. A/B test multiple messaging schemes and visual identities, then apply the winning combinations to your display ads, website, PPC ad copy, and wherever else you're sharing your story.
Don't feel like you have to start from scratch. Consider remarketing to people who have visited your website during COVID-19 and reward their interest in your property.
You can also utilize the loyalty of your past guest lists to generate interest in your hotel or resort.
Those who follow your organic page have chosen to receive updates from your hotel.
Because of this, they may already be familiar with or have stayed at your hotel.
Post images or videos of aspects of your property than can bring light to this period of time, or that may be missed in the images on your website.
Share up-to-date information about your property's availability, as travelers will likely read your posts if they're wondering about the status of your property.
Be sure your messaging and imagery aligns with those of your ads and your website.
Above all else, be human.
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