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The Complexities of Travel Marketing During and After Covid19

It’s no surprise that consumers are changing the ways they’re traveling and vacationing during, and eventually, after COVID-19 is long gone.

The pandemic has slowed down the travel landscape, but consumers who are tired of looking at the same four walls are beginning to consider vacations once again. However, safety is top-of-mind for travelers, and it needs to be top of mind for brands, whether it’s an airline, hotel, or attraction.

There is an increasingly delicate approach needed by travel brands when considering their marketing options in a mid-pandemic period.

Those few words there are the most important to consider – as infections rise and fall, lockdowns and quarantines are imposed again on regional or national levels, it is clear (or should be) that the travel industry is probably not in a so-called recovery phase.

This virus is here to stay for some considerable time and, therefore, anything related to it should be positioned as being “mid-pandemic”.

In this article, I will highlight the major marketing strategies that can help travel brands keep afloat during this covid19 pandemic and after; 

Marketing during this time is a tough job.

Text-based pay-per-click doesn’t particularly lend itself to aspirational creative copy, which in this current time is arguably the correct approach.

Promote what is open or available and push the health message, if needs be.

Social media channels such as Tik Tok and Instagram Stories, by their very nature being more optimistic and promotional, are in a difficult spot here.

Sure, outline what is available and create that desire to visit a destination but the difficult element to win is doing so in a way that is realistic.

The travel experience is going to be disruptive (health checks) or weird (everyone wearing masks) for a while so ensuring the message does not ignore those facts will be beneficial in the long run.

Consider COVID’s Impact on Mobile Usage

For travelers and guests, mobile usage will increase throughout the travel journey, from passports and boarding passes to keyless hotel entry and digital check-out at hotels. How can you incorporate this new normal into your marketing strategy?

Dig into Dynamic Segmentation

Streamline marketing technology and processes to serve the right messages to the right customers at the right time. Utilizing dynamic segmentation with the right offers and promotions will help brands bounce back faster.

Keep Branding Strong

Consumers need to know and trust your brand when they are ready to travel again. In this ever-changing world filled with a lot of unknowns, consistent branding can bring consumers a sense of comfort.  

Be Mindful of Your Messaging  

Consumers want to hear from trusted brands, with balanced messaging that acknowledges the current climate—e.g., stories of corporate social responsibility, increased cleaning standards, and inspiration to travel in the future. Marketing today extends beyond promoting a product or service, as consumers now rely on brands to be good corporate citizens. Travel brands are helping their local communities and building engagement with their consumer base by communicating empathy, understanding, and support, both moral and financial, for those who need it most.

Jump on the Carousels

Create awareness around different attractions through the use of carousel units on social and rich media units. They’re engaging and can showcase various calls to action and points of interest.

Re-Evaluate Your Post-Pandemic Competitive Landscape

Openings and economic recovery will be staggered. Analyze customer behavior, identify the right prospects and target markets, and look for signals to identify when travel is picking up.

Go for Geo-Targeting

Geo-targeting is a great way to reach locals and travelers who are looking to drive to their next vacation instead of flying. And that’s why you should also…  

Tap into Travel Guides

One of the main responsibilities of travel guides is to reach consumers when they are planning their next trip. Travel guides and to-do lists are helpful to be on since consumers are looking at reviews based on their safety concerns.

Get listed on Online Travel Companies

Consumers are going to be looking for deals, and there’s no doubt they’ll be leveraging online travel companies. By being present on these sites, you can find consumers before they book—to either visit your location by competitive conquesting or drive them to visit an attraction based on where they are searching.

The Bottom Line for Travel After Coronavirus

The COVID-19 pandemic has changed the traveler’s mindset, but there are countless reasons why people travel. Getting back to ‘normal’ (in at least some capacity) is certainly in the future.  Get prepared now, so your travel brand is ready to take off when that happens.

The complexities of travel marketing that will help travel brands and marketers remain afloat and relevant during and after the covid19 pandemic

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