Particularly for enterprises depending on travel and tourism, it is a very volatile moment. We have made an effort to assist you in navigating the current crisis by compiling data on the economic climate overview in your industry and best practises, based on strategies employed by other businesses to survive the previous crises (9/11 and SARS). We hope that this post may give you some inspiration for your approach during these trying times.
Keep your consumers informed and up to date.
Make sure it’s simple to find the content on your website. Create a FAQ on refunds and cancellations. Make sure you let your clients know what steps your company is taking to stop the infection from spreading (health and safety regulations)
Show empathy
Make sure you avoid making a mistake by touting vacations and travel plans during a pandemic and travel restrictions. Here are a few dos and don’ts from the perspective of PR and communication:
Do:
Share any modifications to your procedures and assistance you provide to travellers (reduced fees, reduced itinerary change fees).
Give uplifting messages.
Assist your followers in surviving the lockdown (you can share advice on what to do while at home, note that you sympathise with them and are experiencing a similar circumstance, and establish a connection with them!)
If you performed any charitable activities, advertise them (helping the medical staff, helping with bringing necessary products to the country, with repatriation, donating money to other organizations, supporting your employees).
If you haven’t already, engage in charity work. It will help you build a great brand image and gain positive press, which will keep you in customers’ minds beyond the crisis.
Subtly promote your locations, for instance by saying that they are ready to welcome visitors after a catastrophe.
Don’t:
Participate in media discussions about politics.
Customers should be encouraged to travel during times when it is either prohibited or deemed risky.
Comment on the clientele’s concerns (even if they seem to be exaggerated).
Share your thoughts on the safety precautions that individuals should adopt (you may also omit the subject or include links to official statements made by governing agencies).
Sell more gift cards
Gift cards could be an excellent way to maintain income and liquidity. You could sell your gift cards for less money if you can’t sell your services because of the limitations (example: selling a gift card for 40 EUR with a nominal value of 50 EUR). Customers are encouraged to pay in advance for your services, which might earn you more money. Additionally, people will still be enjoying birthdays and anniversaries while the area is under lockdown. What better time to provide gift cards than now?
Encourage your clients to abide by the rules set forth by the government (and gamify their experience)
In times of crisis, empathic, positive communication is essential from the PR perspective. You can earn favourable media attention if you encourage individuals to abide by the rules. Additionally, you can gather a sizable number of potential consumers. Gamification combined with the #stayathome movement can be effective.
Promote engaging content on social media
People are looking for information that provides a small escape from the current situation during the period of social withdrawal. The moment is right to maintain connections while offering interesting and useful content. Some concepts:
Ask visitors to comment on and share their experiences with destination photos by doing so.
Share the chef’s recipes from your restaurant.
Give advice on constructing a home spa.
Share instructional or workout videos with visitors so they may stay active at home.
Create colouring sheets with a travel theme: Share a destination colouring page that folks may print out for their kids to colour.