The COVID-19 pandemic has impacted every aspect of the hotel industry, resulting in over $46 billion in lost room revenue (as of Aug. 31), nearly 5 million jobs lost, and a historic wave of foreclosures. It’s a dire situation, but like every other industry in America, hotels and resorts sprang to action to pivot to ensure their survival.
Yesterday, we partnered with the Florida Restaurant & Lodging Association to host a webinar, “Recovery Mode: PR & Marketing Strategies for the Travel Industry” to discuss the state of the hotel industry and what South Florida properties are doing to drive revenue during the pandemic.
Joining us were Stacy Ritter, President & CEO of the Greater Fort Lauderdale Convention & Visitors Bureau, Michael Cook, Director of Sales for Margaritaville Hollywood Beach Resort, and Thomas Parke, Director of Marketing & Sales for Hilton Fort Lauderdale Beach Resort.
Here are some of the takeaways:
The marketing playbook is changing every day
Thomas Parke pointed out that marketing plans used to stretch for months or years, but now, they only stretch for a few days because of how much uncertainty there is. One day you can do something and the next day you can’t — and the industry is often finding out about new restrictions in real-time from the media. However, there’s a bright spot: “Don’t lose sight of your values. People still want to travel,” he said.
Americans are road-trippin’
“The Great American Road Trip is back,” said Stacy Ritter. During the pandemic, the Greater Fort Lauderdale Convention & Visitors Bureau has been marketing to consumers within driving distance rather than out-of-state travelers because of travel restrictions and quarantine rules. But what they’re now seeing is people willing to drive 1,500 miles, rather than only 300 miles during pre-pandemic times.
Capitalize on remote working and learning
Remote working and school is now the norm for many families, so Hilton Fort Lauderdale Beach Resort launched a “Work Learn Play” package to encourage travelers — particular those from colder climates — to book a stay. The offer includes premium wi-fi and free access to La La Land for the little ones.
Day-of bookings are on the rise.
With more people working remotely, hotels are seeing more day-of bookings by people looking to get away for the day. While they were “one-offs” three months ago, Thomas Park said, they’re now gaining momentum.
Adapt your marketing messages
“People are more highly attuned” to the images they’re seeing of destinations, said Stacy Ritter, so properties need to be sensitive to what photos they’re using in their marketing during the pandemic. The “old” photos of mask-less crowds packing beaches and bars don’t send the right message during the pandemic, even if you have hospital-grade safety protocols and stringent social distancing guidelines in place. For that reason, Margaritaville Hollywood Beach Resort has been using more video content showing the fresh, open-air of the property’s beachfront.
Everyone’s an influencer now
During the pandemic, influencer visits and FAM trips have pretty much been canceled, so the Greater Fort Lauderdale Convention & Visitors Bureau is relying more on its own social media following to promote the region. They also gave employees guidelines for posting on their own social media accounts.
Expect smaller holiday parties and more catering/takeout
Hilton Fort Lauderdale Beach Resort is expecting its holiday party and events business to shift to suites rather than ballrooms, and catering and takeout to replace group dinners.
Missed the webinar? Check out the recording here.
