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b'Though many hospitality properties are cutting costs to get ready for the after-effects of the Covid-19 lockdown, this is not the time for hoteliers and innkeepers to pause marketing.

Instead, you need to use marketing strategies and in a targeted fashion.

As a property owner or manager, you should devise your marketing strategy for two phases:
During lock-down

And post-lock-down opening

Here are the key things to be kept in mind during both these phases.

Marketing considerations during lockdown

Your customers are spending way more time online during the many lockdowns and it is crucial to be in front of them during this period by keeping proactive communication ongoing.

Hoteliers and innkeepers should take into account the following marketing considerations:

\\u2022 Leverage your social media/email platforms to stay in touch with your customers & partners empathetically. Share with your customers not only what your property is doing, with plans of providing a safe and secure environment when they return, but also nurture your emotional connection with your customers. Here videos have proven successful.

\\u2022 Do not abandon your SEO strategy, as your rankings will take a hit and it will be too late to tap the search surge if you have to restart SEO. Even though there are limited booking-related searches right now, intensifying your SEO efforts to improve and maintain your rankings on the relevant keywords can prove beneficial.

\\u2022 Pause media spend on search and social media ads and save the budget for when travel starts in earnest. Strategic boosting can be done on select social media posts to meet certain objectives.

\\u2022 If you have a restaurant and it is operational & delivering, promote the same hyper-locally through social media campaigns.

\\u2022 Undertake strategic plans:
\\u2022 Website review & enhancements
\\u2022 Creation of visual content & blogs for leveraging over a period of time
\\u2022 Loyalty program evaluation & implementation
\\u2022 Brochures & presentations
\\u2022 Property branding

The pandemic could not only affect customer behavior but also your customer segments themselves so, your marketing strategies must be able to adapt for several months post-opening to ensure your efforts are getting the desired results.

Continue listening or watching and I\\u2019ll share marketing considerations post lockdown...

\\u21d2 TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY DEVELOPMENT:
https://keystonehpd.com/tips-for-marketing-and-getting-guests-258


Post COVID-19 Action Plan
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A Division of Keystone Hospitality Property Development'