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The Power Of Your Story: Marketing Authentically During COVID-19

By 20/08/2020No Comments

  • 2020 is projected to be the worst year on record for hotel occupancy. (CBRE)
  • Close to 100 million job losses expected in this sector globally. (World Travel & Tourism Council)
  • 8 in 10 hotel rooms are empty. (STR)
  • Projected 3.5 years until recovery to 2019 visitor statistics in U.S. domestically; 4.5 years internationally. (STR)

Though we have some data that may be helpful in forecasting the industry’s future, there is one thing we know for certain.

We are all in this together.

Your future guests are experiencing their own trials and tribulations since the onset of the pandemic. Their personal stories of shifting and persevering are unique; they will never forget this time of their lives.

This is common ground; now more than ever is the time to share your story.

As millions of people attempt to continue business remotely-offering intimate glimpses into their homes and family lives-open, authentic connection is reaching an all-time high. Couple that with the dramatic increase of time spent online during lockdown, and you’ve got the perfect opportunity to market your brand to more consumers with honest, empathetic, high-quality content. Hotel Figueroa, an iconic L.A. hotel, shares their COVID-19 story above.

As travelers will be driven by ethics and what you are embodying as a brand, answer these questions:

Have you pivoted by offering further support to your neighborhood and community? Did you come up with creative ways to keep your staff employed? Do you have experiences and wisdom gained from this experience that could support others? As you look to the future, what are your hopes for our society as we enter an entirely new paradigm?

Now is also the time to be connecting with your direct community, those who are looking for a staycation. In Los Angeles, 74% of locals are tired of staying in their own neighborhood, and nearly 3 in 4 locals would sign a pledge to take a local vacation to visit, eat, shop and stay for several nights in another part of L.A. in order to support the city they love. (Wakefield Research) Your “virtual curb appeal” is incredibly important.

And yet, most hotels only list their new COVID-19-related protocols in print form on their websites, potentially keeping travelers from feeling confident in booking.

“People spend up to five seconds on a website’s homepage before they decide if they are going to go further or move on,” says Kimberly Jaffe, founder of L.A. Any Day. “People are online more than ever and therefore, now is the time to update your social media presence to tell the story of how your business has adapted to this new world-and the safety protocols you have implemented.”

Video content, along with fresh imagery highlighting your brand’s new health mandates and current promotions, creates an emotional connection with your guest, providing a feeling of safety and security to boot.

So, when it comes time for that reluctant traveler to take their first step to return to a hotel stay, what will make yours stand out from the rest?

Seasoned Studios is a women led, full-service media production and strategy team ready to help you get the word out. Our work focuses on the hospitality, travel and tourism industries-businesses we are proud to represent during this crucial time.

Contact us today for more information.


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