Although 2020 saw so many seasonal events cancelled, postponed or drastically reduced in size, there is still much to plan for this holiday season. Changing Travel Trends and restrictions will continue to have an impact for the foreseeable future, and although your communications will need to reflect changes in circumstances, your digital marketing strategy should already be in place for 2021. Highlighted below are a few tips for you to consider:
Up-date your Covid-19 content: With restrictions lifting in some markets, whilst others see extensions or more limitations, ensure your website, social channels, Google My Business, all communicate the current status for your area. Ensure all landing pages, T&C’s and protocols are up-to-date and continue to communicate your health and safety protocols for your guests.
Flexibility: Continue to highlight flexible booking and cancellation options.
The Human Touch: Let them know about your team, who will be looking after each guest. The little details that reassure your guests.
Christmas content: Even if your property is not opening for the holiday season, add some festive touches and seasonal greetings on your website. If you are opening ensure all content is up-dated, that your protocols for ensuring a safe festive stay are clearly outlined and easily found. Spread a little Festive Cheer – ezines, social channels, paid ads and Google My Business…spread the word about what you are offering this season or just let them know you care.
Gift Vouchers – are not just for Christmas: Whether you are open or not ensure you have your gift voucher offering front and centre in all communications and promotions. Not only are they a safe and flexible gifting option, but they are also the perfect way to plan for a future getaway.
2021 is only around the corner: Add rich and engaging landing pages for events and seasonal offerings – mid-term breaks, Easter, Valentines and Summer hols. Having your offers read and online collateral in place will drive early direct bookings and enhance SEO to support strong rankings to drive engagement and conversions.
Videos and Imagery: Nothing conveys your offering as well as strong imagery and video content. Up-date your main imagery each season, use compelling and unique images for each landing page or social post. As the majority of people prefer to watch rather than read, video now accounts for the majority of media consumed online – so don’t miss out, add video content to your social channels and on your website to drive engagement.
Whatever the season, adhering to key marketing fundamentals will ensure you get the most from each campaign. Integrated marketing or a holistic approach will ensure key channels are reached. Continuity of message across all platforms will reinforce the offering. Be clear, avoid creating confusion as this will lead to missed opportunities for your brand. Stay true to your company philosophies. Strive to create a compelling story. Be creative and engaging. Then, track engagement and measure performance so you can learn from each campaign!