How you interact with customers amid change and stressful situations can make or break your brand reputation. Studies indicate that consumers will remember how brands reacted during this time, creating trust that can lead to future bookings. To continue relationship building for each phase of recovery, you should:
- Leverage your CRM and let your audience know any updated health and safety measures and that you are open for business. Maintain flexible cancellation policies as recovery continues, and include any specific offers (seasonal/holiday promotions, special events, etc.) to incite bookings.
- Pay special attention to guests with upcoming bookings and communicate frequently with them. If possible, use surveys to understand any additional measures you can put in place to reassure them during their stay. Once they leave, send follow-up emails with offers rewarding their loyalty and links to surveys to assess their perception of your property from a health/sanitation and experience perspective.
- Reach out to any guests or groups yet to rebook and think of ways that you could encourage them to repeat their business.
Excerpted from Planning for Hospitality Recovery – Marketing, a new resource guide available from HSMAI and Amadeus. For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Resources page.