Tourism will come back. Until then, focus on what needs attention right now.
2020 was supposed to be a banner year for travel and tourism. A few months in, the global pandemic halted all nonessential travel, devastating the entire industry. Where do we go from here?
Frankly, domestic travel will not return to pre-COVID levels for a while – international travel will take even longer. There is still hope. Here’s why.
We know that travel will return. People crave movement as we have throughout history. Leverage the future demand by taking action to stay vital. To paraphrase, you market you.
Zehnder has six tips for sustaining your business:
- Tap into the essence of your USP. What is your unique selling proposition, and how does that translate to what consumers are looking for right now? While the rules for social distancing and masks must be respected, are there safe options for visitors to enjoy while keeping protocols in place?
- Keep it close. Speak directly to locals and drive markets. Consumers feel more comfortable driving than flying right now, so promote an easy getaway to those who are within 5 hours driving distance.
- Leverage your soapbox. Use your owned channels like your website and social media platforms to speak to an audience who already knows you.
- Explore new technologies. Much of life is virtual, but there are opportunities to insert your brand where appropriate. Offer your own custom Zoom backgrounds. Create Instagram Reels. Promote online shopping for merch or line up virtual tours. Give consumers a virtual escape, so when they’re ready to travel, they want the same escape in person.
- Engage the conscious-minded consumer. How can visitors support local businesses, regardless of whether they actually visit? Even if consumers aren’t comfortable traveling right now, they want their favorite businesses to be there when they return. So, encourage their support in any way they can.
- Keep voicing support for health and safety. The virus will stay on consumer’s minds. Even as restrictions are loosened, visitors want to know that you have their safety in your mind. Businesses that prioritize safety and communicate their protocols are more trusted by consumers.
Lastly, don’t let yourself get caught in the “when things are better” mindset. That won’t accomplish much right now. Challenge yourself to find what you can do today to ensure you’re here when we start moving again.
Let Zehnder help you find that path.Get in touch with us at Beyond@z-comm.com.