Back to usual efforts. Arrange weekly calls with your HMA marketing rep to plan.
Roadmap to Wanderlust
Almost overnight, the hospitality industry has had to rethink every aspect of our operations. We’re in uncharted territory, but Benchmark Home Office is here to offer guidance and support to help you navigate this difficult period with grace, bolster affinity for your property and position your business to rebound post-crisis.
The following multi-phase communications strategy was developed to help inspire your messaging during this crisis. This is not the time to stay silent across your marketing channels. The key is to take the right tone at the right time.
HMA is standing by to help you develop content across each phase, from brainstorming ideas through copy, image selection and design.
Phase one
Crisis begins
Communications should focus on your audience, not your property. Show empathy and give comfort where you can.
Let Wanderlust take a back seat for now.
VOICE: Calm, comforting, peaceful, thoughtful
VISUALS: Solitary people, the beauty of nature
Images are solitary and peaceful, and copy is quiet and soothing. Avoid showing groups of smiling people.
Website
Link your main header image to the latest information about your crisis response.
Banner Ads
Focus on supportive messaging that subtly highlights your property’s location or amenities without overtly selling.
Since Facebook is a social channel, share information of interest to leisure guests.
Post content that’s business-focused and relevant to the work-from-home situation many are in.
Instagram is the perfect channel for images that express comfort and care.
Target Audiences
Email Leisure/Local Audience: Locals with no overnight, past guests within 24 months, higher-spend VIPs
Email Group Business Audience: Meeting planners, 2018 – current corporate executives
Phase two
Crisis is ongoing
Though many are still under shelter-in-place orders, the initial shock of the situation has dulled a bit. People are looking for distraction and inspiration, and they’re ready to be reengaged.
Wanderlust is a state of mind you can experience from the comfort of your living room.
VOICE: Positive, inspiring, friendly
VISUALS: Beauty images, some with a smiling person or two
Remind past guests of their great experiences at your property and inspire them to visit when the time is right.
Website
Shift the focus of your website header from operations and procedural changes to the inspiration of travel.
Banner Ads
Though people may not be ready to book a trip, they are ready to dream about where they’ll go next.
Share a look behind the scenes with your social media followers to support your brand and amenities.
Offer business-related content that’s useful to everyone but also supports future group sales.
Share images or video of your beautiful view, and let your audience picture themselves there.
Target Audiences
Email Leisure Audience: Locals, drive market (max 350-mile radius), VIPs
Email Group Business Audience: Meeting planners, 2018 – current corporate executives
Phase three
Crisis Is Lifting
People are emerging from a stressful period and are ready to escape their homes. They may not be interested in traveling far distances at first, so focus on your drive market.
It’s time to plan your Wanderlust journey.
VOICE: Active, engaging, motivating
VISUALS: Images of people having fun and reconnecting
Showcase your differentiators, including seasonal changes to your menus and updates to outlets or operations.
Website
Stress the importance of helping teams reconnect with each other as everyone returns to work.
Banner Ads
Many people weren’t able to properly celebrate their birthday, anniversary or graduation. This is a great reason for a quick trip.
Promote the idea that travel is restorative and very much needed—for all of us.
Direct Mail
Introduce locals to your property and reengage past guests in your drive market. Promote a different kind of staycation.
Everyone knows hospitality teams were especially hard hit. Get personal and highlight employees who are excited to get back to work.
Target Audiences
Email Locals Audience: Separate messaging from drive market
Email Leisure Audience: Drive market (max 350-mile radius)
Direct Mail Audience: VIPs, higher-spend drive market guests with a valid physical address, repeat guests within the last 24 months not in drive market or a VIP
Email Group Business Audience: Meeting planners and corporate executive accounts within drive radius
Phase four
Crisis Is Over
People are primed to travel far and wide and make up for lost time, cancelled plans and being house-bound for a number of weeks.
Wanderlust is back and stronger than ever.
Target Audiences