No one wants to close their doors. Many probably never foresaw the day they might have to. This is particularly true for the hospitality industry, where travel restrictions and restaurant closures are historically unprecedented. Although hotels by nature rely on attracting travelers and driving bookings, the COVID-19 era calls for a new norm.Our advice here at Screen Pilot can be boiled down to the old adage...keep on keepin’ on. Read on to learn about three innovative ways hotels can spend their time and resources during this period of closed doors.
Advertise how guests can continue to support you.
With a decline in bookings and a rise in cancellations, many hotels are struggling to bring in revenue right now. With up to 97% of the country under statewide stay-at-home orders and the hospitality industry as a whole suffering financially, individual hotels, unfortunately, have little control over this phenomenon. However, there are unique approaches you can take to bring in some money at this time, especially if you have a loyal consumer base and high brand awareness.Idea #1: Hotel CreditsSome independent hotels have started selling credits for redeemable stays in the future. The Buy Now, Save Later campaign allows consumers to purchase “bonds” in increments of $100. These credits become available after 60 days, when their value increases to $150 for every $100. The campaign is “meant to help your favorite hotels support their housekeepers, bartenders, concierges – and everyone who keeps the hotel running.” The website includes a sign-up for hotels interested in joining the initiative.A similar initiative called Hotel Credits was launched by the travel app Porter & Sail, which offers travelers two tiers of future hotel credits—$120, later redeemable for $150; and $200, redeemable for $300. Offering these types of travel credits on your own website or platforms is also an option. This strategy serves a two-fold purpose; not only will it bring in revenue now, but it will contribute to a higher occupancy rate in the future and help you get back on track once the hospitality industry begins to recover from the effects of COVID-19.Idea #2: Reimagine Your RoomsTo spur some incoming bookings right now, you could also consider making use of your empty rooms for a less conventional purpose. The Hamilton Hotel in Washington D.C. is advertising daytime rates for their rooms as a “safe and clean work environment” while the majority of nonessential workers are transitioning into remote work. Those who aren’t used to “work from home” might be inclined to pay for a workplace where they feel more productive. This is a creative way to keep some business running, as well as appealing to a unique need in the current market.
Spin virtual ways to highlight your unique services or amenities.
Many hotels offer much more than just rooms to sleep in at night. Think about what makes your hotel special, or why people like staying there. Is it in a central location in a big tourist destination; is it located downtown in the heart of a walkable city; is it beachfront; is it nestled in the mountains? How can you leverage the tourism-inspired appeal of your location to engage consumers?Idea #1: Promote Your AreaPromoting content related to the geographic destination in which your hotel resides can evoke wanderlust in viewers and even spur some preliminary hopeful travel plans. A property management partner of ours, Noble House Hotels & Resorts, shared a “little dose of travel-inspired fun” with an online interactive photo game to keep website users thinking about its destinations.Idea #2: Repurpose AmenitiesWhat on-site amenities or activities do you offer? Golf, spas, meeting spaces, and wedding venues are a few popular examples; think about the content you can create surrounding these offerings. Many hotels have taken “how-to” approaches, like this “DIY Spa from Home: 4 Rejuvenating Treatments You Can Do In Minutes!” from Santa Barbara Beach & Golf Resort. Essex Resort & Spa is streaming live yoga classes on Instagram, as well as offering a special “Pamper Yourself Package” for guests to purchase in-advance spa services for some post-COVID self-care. If your golf course is a big selling point for guests, consider posting online golf tutorials, like this Northern California resort.Idea #3: Share Your SecretsSome would consider DoubleTree’s “special something” to be the famous chocolate chip cookies guests are offered upon arrival. The Hilton-owned company recently released its long-kept secret recipe, encouraging people to make their own cookies at home. “A warm chocolate chip cookie can’t solve everything, but it can bring a moment of comfort and happiness,” DoubleTree SVP Shawn McAteer said. Similarly, our partner Alisal Guest Ranch & Resort shared the recipe for its most-requested dessert, the Oatmeal Pie.Other hotels have had similar ideas, bringing “5-star experiences” and typical components of luxury hospitality brands to their guests virtually. Many of our partners’ executive chefs are streaming online cooking classes to inspire people to whip up fine dining meals in their own homes—Essex Resort & Spa has been posting Instagram videos, while Willows Lodge is using its Facebook page. If you have a distinguished on-site restaurant and/or great chefs in-house, consider this idea!Comparably, are you well-known for your awesome hotel bar? Think about letting people tune in to craft cocktail how-to videos, like this bar in London is doing via Instagram. La Cantera Resort & Spa has created a content hub with unique material including healthy recipes from its juicery and wine recommendations from their in-house sommelier, plus a book list of the marketing team’s favorite quarantine reads.Idea #4: Use Events to Your AdvantageTake advantage of timing. Spring is a huge season for events—weddings, music festivals, college graduation, pro baseball, summer vacation planning, etc. How can you (virtually) fill in the gaps for a target audience of consumers who are affected by the cancellation of these types of events? Our partner Texas A&M Hotel and Conference Center has some great examples of this on its Facebook page, including special messaging for the university’s senior class and recipes for happy hour drinks at local favorite bars.
Give back to the community—consider contributing to COVID-19 relief efforts.
It’s no secret that giving back increases brand loyalty; the idea of corporate social responsibility has been on the rise for decades. It’s also been proven that millennials are more likely to be consumers of brands that engage in some sort of philanthropic efforts, and since millennials have increasingly become large contributors to the global travel economy, this point is particularly relevant to the hospitality industry.Idea #1: Donate Rooms to the Greater GoodWith doors closed to leisure and business travelers, some hotels in New York City have begun opening their doors for the heroes of this global pandemic—healthcare providers and professionals—to allow these individuals the ability to safely isolate from their families and decrease commute times. The participating hotels are enforcing safety and social distancing guidelines from medical experts and local authorities.Our partner Hotel Revival in Baltimore has embraced this opportunity, offering discounted rooms for doctors and nurses as well as free stays to police officers, firefighters, and military personnel. (Find out more about how Hotel Revival is giving back to the community here!) Is this something your hotel has the capacity to do, particularly if you’re located in a bigger city or area that’s heavily affected by COVID-19?Idea #2: Contribute to Quarantine EffortsAnother idea, although admittedly higher-risk, is using your empty hotel rooms to help with quarantine efforts and subsequently contribute to “flattening the curve.” A New York Times Op Ed article proposed “using the tens of thousands of hotel rooms in [New York City], many of which currently are empty, to house people who have tested positive for the coronavirus or — given the dearth of available tests — who display mild COVID-19-like symptoms.” In addition to potentially saving lifes, the sooner COVID-19 cases and deaths subside, the sooner the country can re-open and travel can resume.Idea #3: Donate ResourcesCan your hotel assist in providing resources needed to ease the COVID-19 crisis? Crafty approaches to nonsurgical mask-making are on the rise right now, with those jumping into help ranging from luxury brands like Louis Vuitton to 20-year-olds at their parents’ kitchen table. In the latter example, the purpose of this 2-person effort was “to create an organizational model that other communities can copy to get their own mask-sewing efforts up and running.” If your hotel has the supplies, capabilities, and time, consider contributing to nonsurgical mask production, whether that’s through your own creations or sharing “how-to” content on your social platforms.Idea #4: Find a Non-Profit PartnerThis is also a perfect time to get to know your local business community, if you haven’t already. Connecting with a local nonprofit is a double-win, allowing you to give back and foster a positive relationship with another business.This chic D.C. hotel is working with a newly founded organization (Friends & Family Meal) whose specific mission is to aid those financially affected by COVID-19 by distributing food from restaurants and suppliers to unemployed hospitality workers; the hotel has transformed its lobby into a pickup station for this process.Think about ways you can reach out to other local businesses—whether they’re nonprofits and you have community outreach in mind, or you want to partner with other hospitality brands who’ve also taken a hit during this pandemic. During times like these, staying active in the community will do nothing but strengthen your brand image.This is a hard time for everyone, including us. Here at Screen Pilot, we want to help hotels navigate the crisis with strategy, positivity, and grace. Check out the rest of our COVID-19 Content Hub for more recommendations, insights, and advice!
Did you enjoy the read?
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No one wants to close their doors. Many probably never foresaw the day they might have to. This is particularly true for the hospitality industry, where travel restrictions and restaurant closures are historically unprecedented. Although hotels by nature rely on attracting travelers and driving bookings, the COVID-19 era calls for a new norm.Our advice here at Screen Pilot can be boiled down to the old adage...keep on keepin’ on. Read on to learn about three innovative ways hotels can spend their time and resources during this period of closed doors.
Advertise how guests can continue to support you.
With a decline in bookings and a rise in cancellations, many hotels are struggling to bring in revenue right now. With up to 97% of the country under statewide stay-at-home orders and the hospitality industry as a whole suffering financially, individual hotels, unfortunately, have little control over this phenomenon. However, there are unique approaches you can take to bring in some money at this time, especially if you have a loyal consumer base and high brand awareness.Idea #1: Hotel CreditsSome independent hotels have started selling credits for redeemable stays in the future. The Buy Now, Save Later campaign allows consumers to purchase “bonds” in increments of $100. These credits become available after 60 days, when their value increases to $150 for every $100. The campaign is “meant to help your favorite hotels support their housekeepers, bartenders, concierges – and everyone who keeps the hotel running.” The website includes a sign-up for hotels interested in joining the initiative.A similar initiative called Hotel Credits was launched by the travel app Porter & Sail, which offers travelers two tiers of future hotel credits—$120, later redeemable for $150; and $200, redeemable for $300. Offering these types of travel credits on your own website or platforms is also an option. This strategy serves a two-fold purpose; not only will it bring in revenue now, but it will contribute to a higher occupancy rate in the future and help you get back on track once the hospitality industry begins to recover from the effects of COVID-19.Idea #2: Reimagine Your RoomsTo spur some incoming bookings right now, you could also consider making use of your empty rooms for a less conventional purpose. The Hamilton Hotel in Washington D.C. is advertising daytime rates for their rooms as a “safe and clean work environment” while the majority of nonessential workers are transitioning into remote work. Those who aren’t used to “work from home” might be inclined to pay for a workplace where they feel more productive. This is a creative way to keep some business running, as well as appealing to a unique need in the current market.
Spin virtual ways to highlight your unique services or amenities.
Many hotels offer much more than just rooms to sleep in at night. Think about what makes your hotel special, or why people like staying there. Is it in a central location in a big tourist destination; is it located downtown in the heart of a walkable city; is it beachfront; is it nestled in the mountains? How can you leverage the tourism-inspired appeal of your location to engage consumers?Idea #1: Promote Your AreaPromoting content related to the geographic destination in which your hotel resides can evoke wanderlust in viewers and even spur some preliminary hopeful travel plans. A property management partner of ours, Noble House Hotels & Resorts, shared a “little dose of travel-inspired fun” with an online interactive photo game to keep website users thinking about its destinations.Idea #2: Repurpose AmenitiesWhat on-site amenities or activities do you offer? Golf, spas, meeting spaces, and wedding venues are a few popular examples; think about the content you can create surrounding these offerings. Many hotels have taken “how-to” approaches, like this “DIY Spa from Home: 4 Rejuvenating Treatments You Can Do In Minutes!” from Santa Barbara Beach & Golf Resort. Essex Resort & Spa is streaming live yoga classes on Instagram, as well as offering a special “Pamper Yourself Package” for guests to purchase in-advance spa services for some post-COVID self-care. If your golf course is a big selling point for guests, consider posting online golf tutorials, like this Northern California resort.Idea #3: Share Your SecretsSome would consider DoubleTree’s “special something” to be the famous chocolate chip cookies guests are offered upon arrival. The Hilton-owned company recently released its long-kept secret recipe, encouraging people to make their own cookies at home. “A warm chocolate chip cookie can’t solve everything, but it can bring a moment of comfort and happiness,” DoubleTree SVP Shawn McAteer said. Similarly, our partner Alisal Guest Ranch & Resort shared the recipe for its most-requested dessert, the Oatmeal Pie.Other hotels have had similar ideas, bringing “5-star experiences” and typical components of luxury hospitality brands to their guests virtually. Many of our partners’ executive chefs are streaming online cooking classes to inspire people to whip up fine dining meals in their own homes—Essex Resort & Spa has been posting Instagram videos, while Willows Lodge is using its Facebook page. If you have a distinguished on-site restaurant and/or great chefs in-house, consider this idea!Comparably, are you well-known for your awesome hotel bar? Think about letting people tune in to craft cocktail how-to videos, like this bar in London is doing via Instagram. La Cantera Resort & Spa has created a content hub with unique material including healthy recipes from its juicery and wine recommendations from their in-house sommelier, plus a book list of the marketing team’s favorite quarantine reads.Idea #4: Use Events to Your AdvantageTake advantage of timing. Spring is a huge season for events—weddings, music festivals, college graduation, pro baseball, summer vacation planning, etc. How can you (virtually) fill in the gaps for a target audience of consumers who are affected by the cancellation of these types of events? Our partner Texas A&M Hotel and Conference Center has some great examples of this on its Facebook page, including special messaging for the university’s senior class and recipes for happy hour drinks at local favorite bars.
Give back to the community—consider contributing to COVID-19 relief efforts.
It’s no secret that giving back increases brand loyalty; the idea of corporate social responsibility has been on the rise for decades. It’s also been proven that millennials are more likely to be consumers of brands that engage in some sort of philanthropic efforts, and since millennials have increasingly become large contributors to the global travel economy, this point is particularly relevant to the hospitality industry.Idea #1: Donate Rooms to the Greater GoodWith doors closed to leisure and business travelers, some hotels in New York City have begun opening their doors for the heroes of this global pandemic—healthcare providers and professionals—to allow these individuals the ability to safely isolate from their families and decrease commute times. The participating hotels are enforcing safety and social distancing guidelines from medical experts and local authorities.Our partner Hotel Revival in Baltimore has embraced this opportunity, offering discounted rooms for doctors and nurses as well as free stays to police officers, firefighters, and military personnel. (Find out more about how Hotel Revival is giving back to the community here!) Is this something your hotel has the capacity to do, particularly if you’re located in a bigger city or area that’s heavily affected by COVID-19?Idea #2: Contribute to Quarantine EffortsAnother idea, although admittedly higher-risk, is using your empty hotel rooms to help with quarantine efforts and subsequently contribute to “flattening the curve.” A New York Times Op Ed article proposed “using the tens of thousands of hotel rooms in [New York City], many of which currently are empty, to house people who have tested positive for the coronavirus or — given the dearth of available tests — who display mild COVID-19-like symptoms.” In addition to potentially saving lifes, the sooner COVID-19 cases and deaths subside, the sooner the country can re-open and travel can resume.Idea #3: Donate ResourcesCan your hotel assist in providing resources needed to ease the COVID-19 crisis? Crafty approaches to nonsurgical mask-making are on the rise right now, with those jumping into help ranging from luxury brands like Louis Vuitton to 20-year-olds at their parents’ kitchen table. In the latter example, the purpose of this 2-person effort was “to create an organizational model that other communities can copy to get their own mask-sewing efforts up and running.” If your hotel has the supplies, capabilities, and time, consider contributing to nonsurgical mask production, whether that’s through your own creations or sharing “how-to” content on your social platforms.Idea #4: Find a Non-Profit PartnerThis is also a perfect time to get to know your local business community, if you haven’t already. Connecting with a local nonprofit is a double-win, allowing you to give back and foster a positive relationship with another business.This chic D.C. hotel is working with a newly founded organization (Friends & Family Meal) whose specific mission is to aid those financially affected by COVID-19 by distributing food from restaurants and suppliers to unemployed hospitality workers; the hotel has transformed its lobby into a pickup station for this process.Think about ways you can reach out to other local businesses—whether they’re nonprofits and you have community outreach in mind, or you want to partner with other hospitality brands who’ve also taken a hit during this pandemic. During times like these, staying active in the community will do nothing but strengthen your brand image.This is a hard time for everyone, including us. Here at Screen Pilot, we want to help hotels navigate the crisis with strategy, positivity, and grace. Check out the rest of our COVID-19 Content Hub for more recommendations, insights, and advice!
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s Weekly COVID-19 Resource Center Update.
