Marketing Strategy to Help Series: 8 Ways to Adjust Your ...€¦ · new ways, both in-person and...

1Confidential & ProprietaryConfidential & Proprietary

Sojern's COVID-19 Webinar Series: 8 Ways to Adjust Your Marketing Strategy to Help Drive Business During Recovery

2Confidential & Proprietary

Speakers

Pritika Hemmady

Sales Director, APAC, Sojern

Katy Gallagher

Commercial Director, APAC, Sojern

Pierre Langelotti

Corporate Director Of Digital Marketing, Centara Hotels & Resorts


Agenda

Who we are

Marketing Strategies

Travel Insights II

III

I

Q & AIIII


Who We Are

$13BBookings

10,000+Global Customers

350MIn-MarketTravellers

Empowering travel marketers through data.

Built on a decade of expertise analysing the

complete traveller path to purchase, Sojern drives

travellers from dream to destination.

Sojern works across airline, hotel, cruise,

transportation, tourism, and more.


COVID-19 - Travel Insights


APAC Domestic Markets With Talks of Travel Bubbles Popping up

Year-Over-Year Global Flight Searches to Key APAC Markets

Source: Sojern Flight (Airline/OTA/Meta) & Hotel Data, as of 1 June, 2020


SG Domestic travel was strong until mid March, and only took a sharp dip due to Circuit Breaker. However, we are seeing a gradual upward trend. Most searches are for check-ins in June.

Singapore Domestic Travel


Singapore Luxury Hotel Searches

Staycations or quarantine hotels


China - Flight Searches


Focus on Thailand’s Domestic Hotel Trends Year-Over-Year Hotel Searches to Thailand

Source: Sojern Flight (Airline/OTA/Meta) & Hotel Data, as of 1 June, 2020


AU Domestic travel is seeing recovery from end of April onwards. Most searches are for very near term check-ins.

Australia Domestic Travel


KR Domestic travel has been recovering since April and overall, there is still a general upward trend.

South Korea Domestic Travel


Poll Question


Recovery & Strategy


Create a webpage and highlight the measures you are taking to ensure the well-being of your

customers, staff and local community.

Explain your approach to an effective hygiene and cleaning programme for staff, rooms, public

spaces and staff-only areas.

Even if your hotel is empty, this information will reassure future guests planning on staying with you and reduce any stigma that the coronavirus may have on the travel industry in your country.

COVID-19 Information Page


Our data shows that travel will pick back up in later months, with a domestic focus first, then

regional and finally, international. Here are some tips to keeping your potential customers

engaged and ready to book:

Reach Domestic, Regional, and International Travellers

Choose Your Audience

Get Ahead of the Staycation Trend

Select Marketing Channels

Set the Tone

Use Remarketing


Some government-funded businesses, like museums, have budgets that will expire and are

applying for future grants.

If you’re in a similar situation, consider reaching out to your local Tourism Board. They often have

funds specifically for a co-op—where they advertise directly on behalf of your specific

business.

Connect with Your Local Government, or Tourism

Board For Support


A drive market segment typically covers 250 - 325 km from your hotel or attraction, which

means that travellers can drive to your business within approximately 3.5 hours or less.

This allows your guests to have the rest of the day to enjoy your attraction or hotel’s services.

When you have identified these customer segments, make sure you store this data in your

CRM for future marketing campaigns.

Identify Your Drive Market Segments


While there may not be as many travellers booking hotel rooms for leisure travel, there are

still those who need a place to stay for business, essential travel or to separate themselves from

vulnerable family members.

Repurpose Your Hotel Rooms


Incentivise Postponing

Change your dates and get a 10% discounton your future booking

Promote Flexible Cancellation Policy

Customers who booked non-flexible rates can rebook up to 6 months from the original

check-in date

Promote Flexible Reservation Policy


If your business includes a restaurant, make use of your open kitchen to offer online menus for

customers to order and pick up or have the food delivered.

Reassure potential customers by explaining your cleanliness policies (e.g., all workers will be

wearing gloves and masks). Update your website and social media pages to highlight this

offering, answering any questions your customers may have.

Ramp Up Food Catering & Delivery


Use technology to connect with customers in new ways, both in-person and online.

In-person: Utilise online or kiosk check-in to limit close contact with customers and staff.

Online: Create self-guided virtual tours of your attraction. Think about future streams of

revenue like an online gift shop.

Go Virtual


Q&A


THANK YOU

Additional Resources:https://www.sojern.com/blog/category/covid-19-travel-industry

https://www.sojern.com/blog/category/covid-19-travel-industry

Marketing Strategy to Help Series: 8 Ways to Adjust Your ...€¦ · new ways, both in-person and...

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