How should hotel brands proceed?
Well, cautiously to start. Very cautiously. In the midst of world-wide uncertainty, marketers find themselves adjusting to a new normal. As we all try to find our footing in the changing social media landscape, Hooray Agency is providing the following best practices to guide hotel brands on social media marketing in the time of COVID-19. The world is changing fast, and clever marketers will learn to quickly adjust.
1. Adjust Your Expectations.
That fact is the world is behaving differently now, and as a result, social media trends have changed. While overall social media usage is expected to rise over the next few months, actual engagement rates have dropped as consumer behavior has shifted. As reported by RivalIQ, hotels & resorts began seeing their engagement drop by half or more on social media in the month of March 2020.* That means your hotel’s social media results will change too. If you see a drop in engagement over this period, do not respond too drastically. Many will be tempted to post more frequently but that’s not what the world needs right now. Maintain a steady course and focus on quality content that feels right for your audience at this time. If you stay true to this, your numbers will bounce back as consumer focus eventually returns to a travel mindset.
2. Flex Your Plan. Then Flex it Again.
There is no amount of marketing that will affect change in the middle of a pandemic – plain and simple. It is an unarguable fact that at least in the short-term, the travel industry will take a hit. But does that mean we have to take in lying down? No. Not even lying down on 5,000 thread count sheets at a luxury resort…though that does sound nice right about now. This is the time to be nimble and to adjust your content strategy to meet your followers where they are. If you have content developed that does not feel like the right tone for the current climate, put it on pause. Add it back to your library so that you have even more content in your arsenal when the mood is right. It’s best to be conservative in this time of crisis, rather than risk posting something that comes across as insensitive or tone deaf.
3. Remember Quality over Quantity.
At a time where engagement rates are dropping for hotels on social media, remember that you are not expected to be as active as you once were. This might feel uncomfortable for hotels with a previously robust social media presence, but the landscape has changed. Right now it’s best to focus on quality over quantity. Make sure the content strikes the right tone and is relevant, as opposed to an emphasis on posting constant updates.
4. Build Your Brand
The hospitality industry has overcome our fair share of catastrophes in the recent past (is anyone else having flashbacks to 2008?). Regardless of the type of disaster, when the dust settles, the results are generally the same: the hotel brands that went dark suffered the most. The properties that reacted to the crisis by building their brands – focusing on loyalty, giving back to the community, supporting their guests - recovered more quickly and laid a strong foundation for their futures. Use this time to highlight what your team, ownership, or brand are doing well, or share resources and information that will benefit your local community. This may seem like a soft approach at a time where occupancy and room rates are taking a hit, but it’s proven time and again to be the best long-term strategy during a crisis.
5. Empathize, Empathize, Empathize.
When creating your content, keep a sense of empathy in mind. The person on the other side of your Instagram feed may be going through something life changing, and as a whole we are all feeling more sensitive as consumers right now. Avoid topics that may be seen as boastful, self-serving or shallow. Also be cautious in using humor; there’s a fine line between a moment of levity and not taking the situation seriously. Try to think outside the box when planning your next posts – your hotel’s typical social content may not apply for a while. If you’re looking for ideas, check out our list of ways to connect with hotel guests through social media content.
In a time where the world is loud with uncertainty, the last thing a hospitality brand wants is to add to the noise with their social media content. During times of crisis, we must maintain our composure as marketers and always apply a common-sense logic. While it’s important to focus on positive ways your brand can engage consumers, it’s equally important to maintain a sense of reason. Follow these simple best practices and check back with us as we continue to provide insights on this ever-evolving situation.
*RivalIQ, The Impact of Coronavirus on Social Media Engagement for Brands