Your business needs a recovery plan that adapts to changing customer behaviour in a rapidly evolving world.

Once the curves are flattened, what will the world look like? Restrictions in some format will likely continue until a vaccine is discovered. How will guest behaviour change?

How slow or fast will tourism recovery be? The questions are many; answers are few. Yet, to survive, you cannot (and must not) wait for a clear direction to emerge before you respond. Here are some considerations for preparing a business strategy post-COVID-19.

1. Building trust.

Mitigating the customer impact of COVID-19 will require steady brand leadership and empathy – learn what it takes to weather the storm and come out ahead on the other side. Putting customer safety and well-being first is essential – express this through your actions, policies, and offerings.

Talk to your guests about your health and safety standards and how you have practised social distancing in your operations and shared spaces. Communicate these practices to build and even rebuild your community and their trust. Use all channels (website, social media, database) to relay your empathy towards your guests’ concerns.

A robust hotel management software solution is instrumental in building customer trust through various means. Efficient booking and reservation handling reduce errors and overbooking, ensuring rooms are available as promised. On the other hand, accurate billing and transparent payment processing foster trust by providing clear breakdowns of charges.  

Data security measures safeguard customer information, instilling confidence that their data is protected. Real-time updates on room availability and check-in/check-out times enhance trust by providing reliable information. Storing and fulfilling guest preferences shows a commitment to their needs. Furthermore, practical communication tools, such as automated alerts, keep guests informed, demonstrating value for their patronage.  

Streamlined check-in and check-out processes contribute to trust by reducing wait times. Collecting and promptly resolving guest feedback underscores the hotel’s commitment to satisfaction. Moreover, loyalty programs encourage repeat visits, and performance analytics inform improvements, further building trust.

2. Catering to a new marketing mix.

Expect a change in the audience you cater to. Not everyone will start travelling when restrictions are lifted – the process will be slow. Business travellers may be the first to start moving around – their needs may be more urgent. Single travellers more open to risks are likely to follow with couples in tow.

The last segment out of the house will likely be families who have a lot of considerations and need greater reassurance around health and safety before they take the plunge. Above all, governments worldwide emphasise and support domestic tourism – re-gear your communications to target the locals and fellow countrymen.

Focus on your existing customer base, but be agile enough to cater to a more diverse audience. Interview your customers and employees (via Zoom or a similar online video chat tool, of course!) to understand your audience and their evolving tastes.

3. Audit your website and its content.

Your website should serve as your source of truth – keep it updated and relevant. Provide a list of services open or affected by the lockdown. Make it easy for users to find accommodation and book. Promote your local destination, recommending top regional activities (free and paid), places to eat, etc.

4. Aligning your marketing and revenue management strategies.

When developing your recovery plan, aligning with revenue management on rate strategy and parity across channels, direct booking perks, new offers and packages, and, most importantly, a flexible cancellation policy is essential.

5. Preparing your social media channels.

Social channels such as Facebook and Instagram are an equally important source of information. Make sure you keep these updated. Don’t forget to update your Google My Business listing! Update the facilities and store hours to make your content more discoverable. Use your time to create new content – staff tips, recipes shared by your chef, etc. You can create a bank of content that you can share later.

6. Implement a flexible cancellation policy.

People are sitting at home dreaming that this will be over, the day they can travel again. Bookings are still being made for the future. Hotels that have clear cancellation policies and promotional opportunities are the ones that will be able to win these bookings. Promote return bookings, offer guests a credit for future stays or create a welcome-back page. It would be best to win guests’ confidence; a clear, flexible cancellation policy is integral.

7. Improve your online review strategy.

Take this time to review your online reviews and respond to the ones you missed. If you don’t already have one, create a review policy and train someone in your team to manage these, providing them with clear direction and the right tools.

8. Make the most of your free time.

Make organisation a priority during this downtime. Audit your marketing assets – from OTA listings to owned channels. Ensure they’re consistent and updated. Are you behind on admin tasks – this might be the right time to catch up on these. Most importantly, salvage what you can from the current situation, but push your team to create a robust comeback plan.

Source: STAAH

 

 

 

 

 

 

 

 

 

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