Covid has utterly changed the travel and tourism landscape perhaps permanently. It may be true that 50% of people are very keen to travel right now, but the other 50% will need reassurance. Meanwhile, tastes and expectations may have altered subtly in the long, long year since the pandemic started. For example, Brazilian, Chinese and Mexican travellers are looking at international travel in 2021, whereas Canadian, Japanese, Italian, German and British are more uncertain.
Vaccinations = Vacations for Many Americans but Travel Providers Will Miss Out if they Dont Tailor Marketing and Communications Appropriately
For all the challenges that Covid has created in the travel industry, it has also taught us some important lessons. First among these is that survival and growth depend on pivots, innovation, evolution new approaches and new ways of thinking. Were reaching a point when its time to start thinking about marketing again and that raises an important question. Where do you turn for the expert marketing thats going to help deliver your recovery and growth in 2021?
For years now, hotels have been fighting desperately to win back market share from third parties such as Online Travel Agencies and thus reduce the cost of customer acquisition. Huge sums are spent on strategic initiatives such as ad campaigns, updating guest loyalty programs, improving organic and paid SEO, making sure the website tells the hotels story and ensuring a smooth journey from looking-to-booking.
Large hotel chains are looking to make hay while the sun shines when it comes to attracting bookings via direct channels. For several reasons, from loyalty membership to the latest information on hygiene protocols, many consumers have gone down the direct route over the course of the pandemic.
New Research Reveals Dichotomy Between CMOs Low Risk Go-to-Market Approach and Desire to Rescale Strategies from 2020
In Spring 2020, many hotels were forced to furlough most on-property Sales Managers because so much demand for hotels disappeared with the pandemic, requiring any remaining team members to be responsible for market segments which previously were not their responsibility. These remaining Sales Managers were forced to adapt to many other changes in a short time, including rescheduling/canceling events.
Continued political uncertainty leading up to the presidential inauguration, the speed of the business traveler's return after a vaccine, and the length and severity of a resurgence of the virus in Q4 and into 2021 are impacting lodging's recovery in the US.
How has reopening affected key email marketing metrics?
PwC US Hospitality Directions- May 2020