Council Post: Three Ways To Market Your Hotel And Attract Guests During The Pandemic

CEO of Jurny, a hospitality tech company offering SaaS-based management solutions designed to accommodate the modern traveler. 

In September, the “State of the Hotel Industry” report from the American Hotel & Lodging Association revealed that nearly 65% of hotels remain at or below 50% occupancy. For an industry with infamously low profit margins even without a pandemic, the slow returning demand for hotel stays could be catastrophic.

Amid high competition for guests, the hospitality industry has to rethink marketing strategies to bring guests back and attract new ones. After observing the recent changes in the hospitality industry over the past few months, below are three marketing strategies I believe could prove successful:

Appeal to the autonomous traveler.

Social distancing measures require the hospitality space to adapt and take steps to accommodate guests during this unprecedented time, and hotels must update their marketing strategies to reflect these changes. Rather than marketing the old staples of high-quality (and high-touch) customer service, hotel owners should switch their focus to highlighting flexibility.

After months of lockdowns and a constant state of uncertainty, travelers are likely paying more attention to booking and cancellation policies than ever before. Guests are more inclined to commit to bookings with hotels offering a more generous and flexible cancellation policy. Updated policies shouldn’t be buried in fine print; it could be a determining factor in locking in a booking.

Most importantly, travelers want to know the safety measures in place to reduce exposure risks and limit human interaction. Through my company’s platform that provides a touchless, automated booking experience for travelers, I’ve seen that emphasizing features such as keyless entry, contactless pay and more on the hotel’s website, social channels and guest communication can be invaluable for attracting autonomy-seeking travelers. 

Consider increasing in-unit amenities.

Due to social distancing measures, many hotel operators closed shared areas, such as pools, spas, gyms, etc. However, there are creative ways hotels can go the extra mile to still offer amenities. For example, I read about one hotel that started delivering personalized picnic baskets to each room every morning to eliminate the breakfast crowd.

Additionally, in place of a shared gym, more hotels are beginning to follow the trend of offering workout equipment in each room or giving guests access to private fitness classes. I predict we will even see hotels redesign rooms to include small kitchenettes to reduce staff interactions and accommodate guests who are spending more time in their rooms.  

To truly stand out from the competition, hotels must think out of the box to attract guests. With business travel practically nonexistent at present, this is an opportunity to promote rooms as remote offices for individuals who have grown tired of working from home. This gives operators the chance to create new offerings and marketing promotions like longer-term rentals and monthly subscriptions or memberships to attract new guests. 

Promote cleaning protocols.

The pandemic has ignited a fierce competition on cleaning protocols among hotels, so it’s essential cleaning practices move from behind-the-scenes to front-and-center in marketing strategies.

Before guests arrive on site, they should be aware of the hotel’s cleaning policies and sanitation standards. This information should be visible and easy to find on a hotel’s website, outlining what they can expect upon arrival. 

As guests arrive at your hotel, they need continual assurance that they made a low-risk choice for their accommodations. Prominently display signage of safety and cleanliness standards, hand sanitizing stations and cleaning or sanitation-related industry certifications or accreditations at the entrance will reassure them of their decision. Also, place hand sanitizers in suites and supply disinfecting wipes in bathrooms to further prove your hotel takes cleaning seriously. 

Fierce competition to fill empty hotel rooms due to Covid-19 has made executing innovative marketing strategies a necessity. And there is one common factor for hotels thriving during the pandemic: their willingness to adapt.

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