Communication during times of crisis plays a fundamental role: this is what tourism marketing strategy to adopt in this historical moment. During a period of crisis, communication for a brand becomes even more important within a wide-ranging marketing strategy.
An example is the crisis phase that some companies in the tourism sector are experiencing, following the spread of Covid-19 which has imposed quarantine and extraordinary closures. So here are the tourism marketing strategies to be implemented at this time to continue promoting your activities and reassure your users.
What is tourism marketing?
The tourism marketing is a set of strategies that start from the identification of the needs and demands of the market up to the concrete realization of an ad hoc tourism marketing plan on their own reality.
Going specifically, there are two types of business
- Business-to-Business service (B2B) where the company offers services to another company, as in the case of tour operators and
- Business-to-Consumer (B2C) where companies offer their services directly to the end customer, such as travel agencies and hotels.
Once the type of business and the target audience has been defined, all marketing and communication initiatives are planned, such as events, press releases, promotion and advertising activities, with the aim of attracting new customers and keeping those loyal.
And in case of a crisis, what happens? In a crisis phase, it is essential not to abandon communication activities, but to demonstrate that you are close to your users, reassuring them and providing them with everything they need to make them feel more relaxed.
The tourism marketing strategies in the crisis
In times of crisis, some realities make a serious mistake: abandoning their communication channels. The first step to follow in order to implement effective tourism web marketing strategies is to define the meaning of “crisis situation”.
The web marketing strategies will aid you in reaching your targeted audience with the effective message at the real time via the right digital channel. These tourism marketing strategies are more reasonable than conventional offline marketing strategies.
Using a social media or an email campaign, for example, can transmit a marketing message to consumers for the merest fraction of the cost of print campaigns and potentially reach a wider audience
In fact, a crisis is something that usually cannot be controlled because it shows up very quickly and depends on external causes of force majeure, as in the case of the recent Covid-19 pandemic.
Despite this, however, a crisis requires an immediate and conscious response. In the tourism sector, the causes of the crisis can be many: environmental, socio-political, health-related reasons, temporary accidents, accidents and much more.
Faced with this unpredictability, those who work in the tourism sector must be punctual in intervening, reassuring their customers. Travel agents, for example, play an essential role when it comes to bringing their customers home safely, protecting them from unexpected events.
What strategies should therefore be adopted in the crisis phase?
Here are the steps to follow
- First of all, we must guarantee the safety of our customers, supporting them with urgent travel and other similar activities.
- Then we continue with the safety of our staff and with emergency interventions such as the closure of our physical headquarters, as in the case of quarantine.
- Then it is essential to structure a crisis communication that is rapid, updated and effective. A tourist company must try to become a source of reliable news, proving its users to be solid and reliable.
- It is advisable to continue to provide a useful service, whether it is to guarantee the information or to support its users with direct customer service support through social channels.
Finally, we must be proactive in creating new travel proposals, suitable for the post-crisis phase, and stimulate positive suggestions that awaken the pleasure of new departures, also developing collaborations with travel bloggers and micro-influencers, professional figures who can help build a story of the own company reality, pluses and destinations.