Tips for Fine-Tuning Your Hotel's COVID-19 Messaging
Since the appearance of COVID-19 at the end of 2019, messaging is just one of the many marketing tactics that has drastically changed. The COVID-19 digital world is different than it was before, which means your messaging needs to adapt. Though many hotels are hesitant to enter this new landscape, developing and following a messaging strategy is a safe way to enter the conversation.Instead of going quiet, consider how you can craft your messages to meet the needs your target audience now has because of the outbreak. When it comes to hotels, that may mean additional information surrounding cancellations. But it might also mean messaging that provides a respite from weeks of social distancing without a known end in sight.
Here’s how Screen Pilot is approaching messaging in all channels.
Consistent messaging is key.
Audit your ads to ensure messaging is consistent across ALL channels.
Check email, paid search, social ads, organic social, website content, banners, video, etc.
Ensure there is COVID-19 messaging on the landing page you are directing users to.
Consider adding a banner to the top of your website that can link to the COVID-19 policies and protocols you've put in place.
Guests looking to change their reservation will have quick access this way, but it will also reassure guests interested in booking that you have their health and safety in mind.
Call out flexible cancellation/reservations policies if your hotel or resort is still accepting reservations.
Consumers expect this for reservations they make during COVID-19, so make it clear what your hotel or resort has to offer.
Clearly communicating these flexible policies can also increase consumer confidence in your brand if they're considering booking a stay for later in the year.
If parts of your property are temporarily closed, ensure you are only promoting open lines of business at the hotel or resort.