Search

×

Getting heads back into beds

Post-COVID marketing and sales approaches have adapted to changing tastes, evolved priorities and new booking patterns. Few operators were prepared for how quickly or how much leisure travel demand rebounded; group business seems to be coming back stronger and faster, and—assuming COVID can be somewhat contained—the outlook for a return of business travel is guardedly hopeful for 2022 or 2023. Hotels eager to capture their fair share have relied on a variety of strategies to grab it.

Contributed by Megan Rowe

“Most of the industry did not get recovery right,” said Clayton Reid, CEO of MMGY Global. Many hotels were taken by surprise by the quick uptick in vacation planning, and they weren’t operating at full speed, he argued, lacking a complete team or a full complement of amenities that guests would expect. They also weren’t marketing aggressively, at least initially. But that has changed.

“Travelers are looking for a different level of meaning in their travel experiences after the last 18 months,” said Julius Robinson, Marriott International’s chief sales and marketing officer, U.S. and Canada. Marriott Bonvoy’s “Power of Travel” campaign mirrors that sentiment by focusing on how travel provides a transformative pathway to growth, healing and unity.

A social media promotion for a new rooftop restaurant at the Dorchester in London netted some 4,000 bookings in the first week alone.

CitizenM, which launched a “Citizen to City” social campaign in July, reminds travelers of what they missed out on during COVID, from waking up in a beautifully furnished hotel room to discovering new destinations and cultural attractions. “It allowed us to get creative and own the message—spreading positivity and inspiring our audience to get excited about traveling again,” said Maurice Ajanaku, the brand’s marketing director. “We wanted to leave our audience with a positive, inspiring messages, and to let them know that citizen is ready to welcome them as soon as they’re ready,” he added.

Dromoland Castle in County Clare, Ireland, has concentrated on its 500-acres and the ability to space out as a main selling point. The resort developed new options for guests to make the most of it. “We concentrated on our green journey, developed a lot more outdoor dining options and trails,” said Mark Nolan, general manager. Today, nearly everyone wants to dine outside, and activities like canoeing and paddleboarding are drawing leisure guests.

Helen Smith, chief customer experience officer for Dorchester Collection, London, says the company follows an integrated approach to print, digital and social media, but the pandemic has accelerated the shift to digital marketing channels. “It gives us the benefit to be far more flexible depending on demand and also gives us clear measurement,” she said. It seems especially effective for F&B as a social media promotion for a new rooftop restaurant at the flagship property in London netted some 4,000 bookings in the first week alone.

Tomorrow, read about understanding new customer travel patterns and expectations, and how hoteliers are adapting their offers.

Comment