Consistent communication will be key to assure travellers that it’s safe to return. Display a link to COVID-19 procedures as well as safety and hygiene measures from your homepage so the information is readily accessible to anyone considering booking a room. The Wynn Las Vegas has made their entire 30-page health and disinfection program available to peruse along with a safety video tour. LuxStory can also assist with creating safety and hygiene video and photo content for your property.
Prior to arrival, send a welcome letter detailing your standards of health and hygiene, highlighting additional precautions that are being taken. Will health declarations and temperature checks be required for all guests and colleagues? Let guests know what to expect beginning with the check-in process and inquire about guest preferences for service levels and interaction with staff so that you can balance safety and hospitality accordingly.
The Kimpton Gray Hotel in Chicago did a lovely job last week with a welcome letter from the general manager as soon as we booked a room, detailing modified services including instructions on social distancing and check-in. Luxury services like valet parking and nightly turndown may be paused, but alerting guests to these changes in advance will prevent disappointment.
A recent survey of 1,280 US-based frequent travellers by travel and lifestyle communications agency Zapwater Communications revealed that resort and hotel safety protocols ranked as the highest priority (75%) influencing immediate travel decisions.
Hotels need to prioritize safety and security, making guests feel comfortable without amplifying fear. It’s a delicate balance to strike when too much medical symbolism could generate more fear than relief. Rethink welcome amenities – the traditional hot or cold towel at check-in could have additional sanitizing benefits. Provide each guest with personalized PPE – branded masks, gloves, hand sanitizer and wipes to give guests peace of mind. As part of the Mandarin Oriental Hotel Group’s “We Care” Initiative, these branded amenities have become as common as a pen and stationery in each guest room.
Influencers want to do their part in helping their travel community get through this crisis, so don’t be afraid to speak to your engaged influencer community and ask for help in promoting your reopening. Implementing a local influencer strategy can be a great, efficient way to communicate with travellers with an authentic manner.
If you do not have a budget to work directly with influencers on new campaigns right now, approach your network of influencers who have visited recently or specialize in your destination to see if they would be willing to share a post or story in support.
Canadian travel writer and influencer Heather Greenwood Davis is already talking to several domestic destinations about future visits. “People are acknowledging the crazy times we are in and they are reminding me that travel has a future that includes me visiting their spaces again down the road,” she says. “Usually there is also a cocktail recipe or a photo to remind me of what’s out there. I think that’s appropriate.” In the meantime, Greenwood Davis is supporting places she’s enjoyed visiting through Instagram posts and blog posts looking back fondly on travel memories. “My posts have taken on a tone of reminding readers why we travel and why it’s important we continue but without a hard push that they board a plane or train anytime soon.”
Now is the time to customize your online content with clear, purposeful messaging. LuxStory can help you create impactful social media assets and marketing materials for your re-launch, crafting visual stories that move, inspire, and increase brand awareness. We use local content creators throughout America and the Caribbean in order to support small businesses and work with local talent wherever possible.
Check out our past newsletters here:
Strategies for Staying Connected: Tips on What to Post During this Time
Strategies for Staying Connected: What Does the Industry Post COVID Look Like?
Strategies for Staying Connected: Leveraging Influencers in the Travel Space Right Now.
Contact us today at info@luxstorymedia.com to start the conversation today.
