What Should My Hotel Be Saying On Social Media During The COVID-19 Crisis?
Your hotel is closed, your staff are furloughed and you are being forced to cancel or postpone all bookings for the foreseeable future. This is the situation which nearly every hotelier across the country faces right now. The coronavirus crisis has had a particular impact on the hospitality industry and many hotels will be struggling to keep their head above water as they wait for grants and other forms of funding to be paid into their bank accounts.
With no specific dates provided by the government for reopening and uncertainty as to the conditions which will be imposed on those who do, it can be difficult to know how and what to communicate to your social media followers. We have put together a handy guide for you to use to ensure you are saying the right things so when the time comes to throw open your doors and start welcoming guests again.
Be Fair & Flexible
Those who had booked a stay with you will be gutted that their trip can no longer go ahead. We know you will be doing everything you can to accommodate these guests by offering alternative dates, flexible postponements and refunds via credit or gift vouchers.
It is worth highlighting the steps you are taking to ensure your guests don’t lose out due to their stay being cancelled. People who may book in the future will see this on social media and will give them more confidence in going through with the booking and choosing your hotel, as they perceive you to be both fair and flexible.
Key Takeaway: You can use your social media platforms to highlight your flexible cancellation policy and the lengths you are going to accommodate those who have already made bookings but have been forced to cancel.
Reassure Future Guests
No-one is sure what the ‘new normal’ will look like. Whether guests have already booked with you or people are considering a post-COVID getaway, make sure you are clear and concise about the steps you are taking or intend to take.
Letting your guests know that your team will go the extra mile to safeguard them against the virus in key. However, you don’t want to highlight this at the detriment of a true, authentic guest experience which they would otherwise receive.
Key Takeaway: Use social media to highlight the steps you will take to ensure your guests’ safety without compromising their experience when they come to stay.
Promote The Destination
While everyone is stuck at home, not spending money and facing the prospect of a summer without holidays abroad, their attention will turn to planning a getaway for when restrictions on domestic travel are lifted.
Those who tend to travel further afield for a vacation may find themselves considering visiting somewhere closer to home. Promoting your location and everything it has to offer can help someone make the choice when it comes to choosing where to go.
With many businesses in your area remaining closed or operating at a limited capacity, it is also worth sharing with your followers what kinds of activities would be suitable for anyone travelling to your destination.
Sharing your recommendations for the best walks, restaurants delivering food or beer gardens gives your guests useful information and also helps set expectations as to what they will and won’t be able to do while they are staying with you.
Key Takeaway: Use social media to highlight what makes your location special. Look at sharing popular traveller photos from Instagram for your destination and encourage your followers to consider booking a trip to your location once lockdown ends.
Staycation, Staycation, Staycation
Following on from the previous point, 2020 will be the year of the staycation. Promoting short breaks to people in the UK and highlighting why your hotel makes the perfect staycation destination will drive bookings for a time post-lockdown.
Key Takeaway: Use social media to spotlight your hotel’s USPs and why it would be a great place for a staycation.
Sell Gift Vouchers
For your loyal guests who follow you on social media, why not promote your gift voucher offering with extended validity periods and possibly even a small discount?
Generating gift voucher sales is an effective means of easing cash flow while other revenue streams are unavailable. It is also a great way for your loyal guests to show their support and appreciation for your business when you need it most.
Key Takeaway: Promote your gift voucher offering via your social media channels and offer additional incentives for your loyal followers such as extended validity and discounts.
The Hotel Experience, At Home
For those who are truly missing the unique guest experience your hotel provides, why not use social media to help your guests replicate this from the comfort of their home? Sharing a recipe for a popular cocktail or dish is a great way of engaging with your guests on social media and provides them with a little taste of the hotel experience.
Why not go one further and host cocktail making with one of your bar team, wine tasting with your sommelier or a cook along with your head chef on live on Facebook and Instagram? This gives your guests the opportunity to engage with your team in real time and is a fantastic way for them to pass the time while stuck at home.
Key Takeaway: Share recipes or advice to give your guests the hotel experience at home. Take advantage of going live on Facebook and Instagram to engage with guests in real time.
There is light at the end of the tunnel and your hotel has the opportunity to share positive messaging which will reassure guests and get them excited for when you reopen and welcome them back.
This advice was supplied by Big Flavour
