7 Marketing Tactics & Tips That Will Get You Through COVID-19

Now more than ever, your hotel’s dependency on digital marketing has never been greater. With travel at an all-time low and safety the #1 priority, what you do to stay connected to and engage with guests and the public will be the difference in you making it through this pandemic. Here are seven digital marketing tactics with specific tips that your hotel should be considering on the road to recovery amidst the COVID-19 pandemic.

#1 Put a focus on your search engine optimization (SEO) efforts

Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website from a search engine like Google. The ultimate goal here is to increase online visibility, find quality visitors, and drive more direct bookings.

Tips

1. Create unique title tags, description tags, and content
2. Optimize Google My Business listing
3. Address site speed issues 
4. Perform backlink audits

#2 Optimize your pay-per-click (PPC) strategy

The natural reaction during a crisis like this is to pull back on all marketing while waiting to see how things develop. While this may produce a small saving in the short term, it will have negative impacts in the long term and will slow down your return to success when business picks up again.

Tips

1. Refresh ad copy
2. Enable ad extensions
3. Implement negative keywords
4. Adjust bids at least once a week

#3 Leverage Metasearch channels for direct bookings

Hotel metasearch is a place where travelers go to compare rates between your website and OTA channels. 72% of travelers regularly use metasearch engines when they are searching for a hotel, and when used correctly, metasearch can increase direct bookings up to 13%.

Tips

1. Enable location targeting
2. Address rate disparity
3. Adjust bids* at least once a week

#4 Blog & post on social media to stay in front of guests

Not everyone who makes it to your website is ready to convert into a paying customer. Furthermore, not everyone finds your website first through your homepage or a rooms page. This is where blogging and social media provide their value. Your blog and social media platforms should be an area that turns your website into an educational resource, helping a visitor get a step closer to completing their reservation.

Tips

1. Feature real-time images
2. Follow 80/20 rule, i.e. non-promotional vs. promotional content
3. Research popular local questions and topics for content opportunities

#5 Send email blasts to past guests and website visitors

The most important thing here is staying engaged and connected. Whether you are updating them on your COVID safety measures or just staying in touch, email marketing is a great way to communicate to the masses.

Tips

1. Authenticate domain
2. Monitor unsubscribe rates
3. Update contact list before each send
4. Use A/B testing

#6 Introduce remarketing to those leaving your website

This tactic is often overlooked but goes a long way in “staying in front of your guests” when they visit other websites. Whether you're looking to drive direct bookings, increase website signups, or promote awareness of your brand, remarketing can be a strategic component of your advertising.

Tips

1. Refresh ad copy
2. Test win-back offers
3. Refresh privacy policy
4. Utilize frequency capping

#7 Implement a booking engine abandonment campaign

More than 75% of guests leave your booking engine before completing their reservation. When you’ve implemented a successful abandonment campaign, you’ll be able to generate lost revenue from visitors who started the booking process but dropped out before completing their purchase.

Tips

1. Utilize branded template
2. Only send up to three emails 
3. Feature large Book Online call to action

At rezStream we understand the importance each phase of the guest journey carries. Through our Ecosystem of lodging tools we ensure no stone has been left unturned in the tireless effort to drive more direct bookings to all independent hotels. If your hotel is lacking in marketing activity we encourage you to schedule a demo with us to learn how we can assist you in your recovery from COVID-19.