CHLA September/October 2021

www.calodging.com September/October 2021 9 #Communicate Communicate Critical Information in Real-Time Regularly updated communication is key during these unprecedented times. Customers want to know that your information is up-to- date; however, they also want to know what your business is doing to mitigate the risk of COVID-19. This is the time to demonstrate your knowledge of the crisis and how it will impact your hospitality and service. Convey the steps that you have taken for your guest’s safety in your hotel. Let the potential visitors know that you are aware of the current situation and implementing necessary changes to operate your business in a post-COVID world. You can effectively share your protocols and safety features on a dedicated Health and Safety Page on your hotel’s website. Many of your guests might have plans changed at the last minute. Tell them that you have modified your cancellation policy and allow full flexibility and cancellation up to 24 hours before arrival. Guests are going to expect more flexibility going forward—we recommend a 24 hour cancellation period which is pushed out to all channels, including online travel agents. Ask your guests to contact you directly so that you can make the required arrangements before check-in time. Give them the leverage to cancel their reservations without penalty, even if they fall ill on the same day of their arrival. Now more than ever, it is important to reassure guests that your friendly team members will be ready to welcome them and you have taken all necessary precautions to keep them safe during their stay. #Optimize Optimize for Voice Search The hospitality industry is no stranger to changes to the online search engine landscape. In addition to ensuring your hotel website is coded for mobile responsiveness to an array of screen sizes, search engines like Google are forcing hoteliers to adapt their websites to the challenges of Zero-Click searches and Voice Search. It is estimated that over 50% of smartphone users utilize voice search. The future is here, and the days of “typing” into a search bar are fast becoming a secondary option rather than the only choice. Websites that are not optimized for voice search will see their page rankings suffer and compromise the guest experience as the user will simply continue their online search. #Utilize Utilize Social Media to Stay Engaged with Guests Social media platforms have become an important place where guests go to find inspiration for planning travel. However, now they are even more important as they are also being used to research what precautions your staff is taking. Users expect to find up-to-date information on what the current processes are so they are prepared for when they arrive. What types of content to include: • Recent photos of your property • Offer sample itineraries for leading customer segments • Encourage guests to check out exclusive packages and take a much- needed vacation • Highlight local outdoor attractions, other businesses, and open restaurants • Explain the steps taken to ensure security and sanitization Get creative! You might have the most fabulous hotel or restaurant in the world, but if your social presence is lacking crucial information or it’s unappealing, you’ll lose potential guests! Social media is the least expensive form of marketing, and you can create a tremendous social impact using a tiny budget. The main takeaway is to leverage these digital marketing trends to communicate current happenings at your hotel, what precautions you are taking to ensure their safety, and still be as positive and uplifting as possible.    Humans are social beings and have adventurous spirits. Coronavirus certainly has made a lasting negative impact on the human psyche, not to mention the economy. As the COVID-19 pandemic becomes less intense and travel picks up again, it is so important that you utilize new means and ways of marketing. To generate maximum revenue, hotels need to steadily engage their guests, communicate safety protocols, and adhere to a strategic marketing plan for the post-COVID world.  About INNsight During times of crisis, INNsight can help your hotels thoughtfully and swiftly develop a risk mitigation and COVID recovery marketing plan. Our Digital Marketing Services include Reputation Management, Search Engine Optimization (SEO), Paid Search (PPC), Social Media Marketing, Hospitality Website Design, and much more!