BMF has shared the agency’s POV on the recovery of travel and what brands in the travel and hospitality space can be doing to connect with consumers in the immediate in authentic and impactful ways that will foster long-term relationships as the travel industry sets on the road to recovery.
“Hotels continue to open and re-open, albeit with an adjusted focus and marketing budgets. These properties need tactics that will be effective in driving property revenue with emphasis on local and drive market guests. Through a combination of socially distant activations, digital strategies, packages and programming, brands and properties will see travelers start to come back,” said Bruce Starr, CEO and Co-Founder of BMF.
Key points for properties to consider for opening and reopening include:
- Reigniting Conversation– Confidently reassuring consumers starting through digital channels all the way to IRL experiences.
- Re-imaging Openings– Increasing digital activities, multi-sensory at home kits, socially distanced IRL stunts and hybrid events based on specific market guidelines.
- Engaging and Entertaining– Developing focus on loyalty member outreach through exclusive offers and experiences.
- Innovating the Experience- Creating dependable itineraries prioritizing safety and sanitizing procedures- staycation and daycation packages as well as on-site programming that provide a sense of certainty in a time of unknowns; repurposing under used real estate to drive on-property engagement and rethinking work from home and in-room dining to account for guests who wish for a change of scenery but are wary of spending extended periods of time in public spaces.
- Redesigning B2B Engagement- Rethinking how to create B2B engagement opportunities as IRL conferences begin to come back.
- Tapping into Passion Points- Building authentic connections with consumers and guests through brand partnerships that resonate with their passions, current climate and brand pillars.