Tourism Marketing Post-COVID: Adapting to the New Normal - Best Practices for Tourism Marketing as the Industry Recovers from COVID-19
Tourism Marketing Post-COVID: Adapting to the New Normal
The tourism industry has faced unprecedented challenges due to the COVID-19 pandemic. According to research, the hospitality industry is showing a resurgence, with a 106% increase in revenue following the removal of COVID-19 restrictions. Tourism marketers must adapt their strategies to the new normal as we move towards complete recovery. Here are some best practices to help your business thrive.
Prioritise Health and Safety
Health and safety are now top priorities for travellers. Highlight the measures your destination or business has implemented to ensure a safe experience. This shows your client the dedication and effort you have taken to protect them and provide a safe experience.
Flexible Booking Policies
Flexibility is crucial in the current climate. Offer flexible booking and cancellation policies to give travellers peace of mind. Clearly communicate these policies in your marketing materials to build trust and encourage bookings. Look to innovative and effective ways to improve your booking systems, such as integrating Chatbots.
Invest Digital Marketing
Digital marketing has become more important than ever. Invest in your online presence by optimising your website, enhancing your social media profiles and engaging with your audience through email campaigns. Use targeted ads to reach potential travellers and keep your brand top of mind.
Showcase Outdoor and Nature-Based Experiences
Outdoor activities and nature-based experiences have gained popularity as people seek safe, open-air options. Promote hiking trails, beach trips, national parks and other outdoor attractions. Use stunning visuals and testimonials to showcase the beauty and safety of these experiences.
Personalised Marketing
Personalisation is key to meaningfully connecting with travellers. Use data to understand your audience’s preferences and tailor your content and marketing to suit their tastes. Guests always appreciate the extra mile, such as personalised emails after a stay.
Engage with Virtual Experiences
Virtual experiences can serve as a bridge to real-world travel. To engage potential travellers, offer virtual tours and online events. Find ways to incorporate video into your virtual experiences and connect and engage with your live audience as much as time will allow. These experiences can inspire future travel plans and keep your audience connected to your destination.
Monitor Trends and Adapt
Stay informed about the latest travel trends and adapt your strategies accordingly. Monitor industry reports, traveller sentiment surveys and competitor activities to stay ahead of the curve. Being agile and responsive to changing conditions will help you navigate the recovery phase effectively.
As the tourism industry recovers, adapting your marketing strategies to the new normal is essential. By prioritising health and safety, focusing on local travel, leveraging digital tools and personalising your approach, you can attract travellers and rebuild trust in your brand.
