In these uncertain times, faced with a worldwide pandemic, the hospitality industry is feeling it most of all due to travel bans, lockdowns and an unprecedented sweep in booking cancellations. However, fear not! We are here to equip you with some handy tips on how to manage this difficult situation and how to be ready to bounce back once the world returns to normal.
- Be careful of reducing rates too dramatically. Statistics show that establishments who drop their rates too much to ensure room occupancy suffer a bigger loss of profit in the long run and take longer to recover. Just because your rates are lower doesn’t mean demand will increase. People aren’t traveling because of health-related concerns, not because your rates are too high.
- Have a look at your cancellation policies and amend them to be more flexible. Guests will appreciate this, become more loyal and keep you in mind for any future travel plans and bookings.
- Be aware of when canceled events have been rescheduled and be ready to take advantage. Offer specials and start marketing soon.
- DO NOT STOP MARKETING! Work with your available budget and plan ahead. Remember, this is a temporary situation and once travelers are confident to visit our shores again you have to be ready. Think special packages for later in the year, offer long stays for self-isolation and keep things ticking over. Stay active on social media and consider regular newsletters. Now would also be a good time to do any website upgrades. We don’t want a potential future- and return- guests forgetting about you.
- Avoid throwing your entire budget at OTAs. Now’s the time to save on expensive commissions and focus on getting your direct marketing in order.
- Because occupancy is down and if you have available funds, consider doing those property upgrades and improvements you have been thinking about.
- Keep an eye on your competition and measure your performance against theirs. Are you as visible online as they are, where can you make improvements and are you making use of all the available tools to help you ride out the storm?
We realize that the situation seems rather grim at the moment, but like all things, this too shall pass and when it does, you need to be ready. The travel industry will bounce back stronger and better than ever before.
Should you need any assistance please do get in touch with us at (+27) 021-556-3469 or info@tourismmarketing.co.za