Hospitality social media webinar COVID-19 – Crisis | Contingency | Optimisation

Objective

This deck outlines how the Hospitality Industry can maintain their social presence and build a stronger audience and community links during the

temporary hotel closures.

The key to any crisis is calm thinking, good decisions and preparing to be both reactive and proactive at

the same time.

Unless dictated by brand appearing that you’ve given up or have nothing else to offer is the last thing you should do.

Keep up with consistent content across all channels, posting 1-3 times per week to maximise organic reach, and maintain a strong social media voice and presence.

You should also not forget your guests who haven’t chosen to cancel reservations with you, ensure you stay at the forefront of their social conscience with consistent, positive content. Your key contacts for corporate bookings still need to be nurtured, consider your personal brand on LinkedIn and engage with them, ensure they know you haven’t forgotten about them.

Above all else, you mustn’t go dark.

Community Support People are looking for hope at this time, whether it’s your employees, clients or community you serve. You can achieve

this by sharing an inspirational message, highlighting what support is out their, as well as providing advice on staying safe. You will not only show empathy but will ultimately generate it with a powerful

strategy.

24/7 Account ManagementYour social channels must be monitored 24/7 to maintain a professional level of customer service and ensure any disgruntled staff or

customers are handled swiftly and with care.

1 2

3 4Focus on brand

USPs and valuesReinforce your brand & property USPs during a time when more people will be on social than ever before. To do this, you can ultimately highlight why they should be choosing you when

they return to travelling. The world also hasn’t stopped, for example people

will still be getting engaged and considering wedding venues.

InspirePeople will be desperate to travel and

explore once the Coronavirus epidemic has passed. By sharing inspirational travel

content that showcases your hotel and the local neighbourhood you can help maximise

the potential upturn in the market.

You can also inspire and humanise your brand by sharing a GM vlog wishing people

well and reminding them you are looking forward to hosting them soon. This also

humanises the brand.

5 6Share customer testimonialsCustomer testimonials are important to

share at this time, reminding people why they have stayed with you in past and why

they should stay again the future.

CompetitionsCompetitions are a brilliant way to organically

grow your following during a time when people use and engage with social media a lot more.

A simple like and follow organic competition for people to win a stay or meal for two once the hotel/restaurant re-opens will gain great levels

of engagement and overall social reach.

Best Practice Content – Rome Cavalieri

• Rome Cavalieri – A Waldorf Astoria Hotel

• Heartfelt compassionate response to the hotel closure with inclinations of better times to come

• Introduced virtual tour of Rome showcasing the very best of their neighbourhood

• Use of trending hashtags #stayhome #staysafe

• Maintains social presence with reduced impact on social algorithms

Rome Virtual Tour

Best Practice Content – Anassa Resort

• Anassa Resort – Cyprus

• Leading with stay safe message

• Sharing the very best of the location and hotel with followers

• Maintains social presence with reduced impact on social algorithms and engagement with guests due to stay later in 2020.

Hotel - Tone of voiceOur copy is a key element of our social media strategy. During this uncertain period of time, we should remain:

- Heartfelt- Passionate- Caring & Supportive- Inspirational - Desirable

THIS WILL PASS!

• The first thing people will do when this is over is travel, personally and professionally.

• The work you do now on nurturing your social channels will have a significant impact when we are through this.

• Stay in the game and stay safe.