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Travel Marketing During COVID-19

Strategies to employ, where to pivot, and why it's needed now more than ever...

A recent research report by Skift revealed that nearly 90% of travel marketers have slashed their budgets. While the knee-jerk (and sometimes fiscally necessary) reaction is to press pause on campaigns and expenditures, staying quiet (and without strategy) can be damaging to brands and small businesses alike.


According to an IPA study into advertising during a recession, it was revealed that brands that increase media spend in downturns grow 4.5 times faster. So where does this leave you? How do you market travel when no one is traveling?


Shift your Messaging

Acknowledge the situation, and pivot your messaging to reflect current conditions. Being quick on your feet (and on your keyboard) can quickly shift messaging from tone-deaf to thoughtful, encouraging, and relevant. Sharing messaging that empathizes with your customers or clients as well as the current landscape humanizes your brand - and ultimately connects you even deeper to your consumer.

Globally, Skift has rounded up five campaigns from Destination Marketing Organizations whose appropriately themed marketing provides creativity, inspiration, and empathy in these uncertain times. My Honorary mention goes to Destination BC for their #ExploreBCLater campaign, encouraging exploration, just not right now.


Embrace Flexibility

This is not a time to be rigid, rule-abiding business owners. Companies refusing to accommodate cancellations lose loyal customers, receive negative press, and deal with the headache of countless angry consumers. Canadian airlines have made waves in the press recently for their offer of vouchers to travelers who have purchased non-refundable tickets, in lieu of full refunds - unlike their US and UK counterparts.


Lean into Vulnerability

According to Brene Brown, "Vulnerability is not winning or losing; it's having the courage to show up and be seen when we have no control over the outcome." This is a time to show up, be brave, and share who you really are (if you're not doing so already). Put away the smoke and mirrors, it's time to lay it bare. People are struggling, business is no exception. Find a kernel of hope, a strand of unity that connects you to your audience - and don't be afraid to share it.


Have a Plan

No one wants to think worst-case scenario, but for a lot of people - it's happened. If you don't have a crisis communications plan in place, I suggest you create one. This means running through a smorgasbord of really awful things, and planning how your business would react. Who is responsible for what, how is information communicated, and even how you would market through it.

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