World Panel
Viewpoint 4 April 2020

A Post-Crisis Top-3 Digital Marketing Action Plan

Digital Marketing in Hospitality

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A Post-Crisis Top-3 Digital Marketing Action Plan
This viewpoint was created by
Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
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Frederic Gonzalo
Travel & Hospitality expert. Digital Marketing & Strategy Speaker and Consultant

In Quebec, Canada, we are still in the early stages of this crisis, expected to peak at some point in mid-April. So the very first step to take is to acknowledge this fact and plan for post-crisis action plan set to begin somewhere in June. Here are the three action items I would prioritize until then:

  1. New images: No matter when your last photoshoot was done for your property or travel brands, consumer behaviors will have shifted during this crisis. You will want to avoid pictures of a crowded restaurant or buffet services, for example. Groups of friends having a blast by the pool? Maybe better to hold off these pics for later, when the virus threat has vanished.
  2. Update your website: Images are a part of this effort but you will also want to reassess text and user experience on your website. It's safe to assume travelers will have higher concerns for hygiene and cleanliness, so this will need to be stressed clearly on various sections of your website and digital platforms alike (social media, newsletters, brochures, etc.).
  3. Target market: Don't assume your target audience coming out of this crisis will be the same as the audiences you previously had in mind. Out-of-town business meetings may take a while to come back, especially as many people discover the virtues of remote working and zoom conferences. Focus on rubber tire markets and local efforts to get the wheels spinning in the early stages of recovery.

An outside-the-box idea? How about a "locals-only" promotion or deal, targeting folks from the city you work and live in. Make sure to package it in a way that includes outdoor activities, shows and any entertainment that was forbidden during confinement!

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