An Open Letter from DAE&Co President, Diana Evans

An Open Letter from DAE&Co President, Diana Evans

To our clients, partners, vendors, friends, and family,

South Lake Tahoe, where DAE&Co is headquartered, is a town in distress. I’m sure many of you have been watching the devastating wildfire news and our town is only one of many currently being affected by fire. Currently, the town has been evacuated and as I write this, the fire is moving into my neighborhood. We certainly could lose our home.

But what hits me is not the four walls we raised our children in, or the kitchen counter where we shared laughs and stories with friends and family while making dinner, or the area of respite where we sat outside in our “wine garden” to talk about future plans or challenges we faced.

What hits me is the incredible people: our neighbors who stayed in Meyers at their restaurant to cook and feed emergency workers; the firefighters that are risking their lives to protect our lands & homes; our friend whose husband works for Cal Fire and gave us regular updates to make sure we had good information; the city leaders that are staying in town to help those in need and provide news to others; the neighbor in Carson Valley that offered up her land for evacuated horses, dogs, cats, people and campers; the local & regional media that are providing thoughtful, sensitive and real coverage; the safety and law enforcement personnel from our area and from far away that are working to get people out safely, directing traffic and keeping people calm; the evacuees that are group texting words of encouragement, love, and prayers; my son’s friend’s dad who is a reporter on-site (I don’t even know his name) who drove past our house and sent us a photo letting us know it is still standing; and the outpouring of people, like our friends at E/Power Marketing in Wisconsin, asking where they can give money and/or support.

The trauma in our community was weighing heavy on me. To start the climb out of the COVID19 impacts only to be pushed down about by this fire was a sobering thought. But a strange thing started happening as I began writing this letter…my heart shifted and filled with hope and a passion for the place I call home. As I reflected on our community spirit and what makes South Lake Tahoe so wonderful, it hit me hard: South Lake Tahoe is going to be okay. Maybe not even just okay. South Lake Tahoe will actually thrive.

Why? Because the rising up of the human spirit makes all things possible and I see that in every little thing this community has done to band together during this difficult time. Buildings can be rebuilt, businesses can re-open, visitors will come back, the lake will still be beautiful, the trails and forests will heal. And the community will be even stronger.

We have a marketing saying that we use internally about South Lake Tahoe whenever we are writing creative briefs for our clients in Lake Tahoe: “it’s about the lake.” But I think I’m going to shift that for DAE&Co. From now on…It’s about the community that just happens to be alongside an incredible lake.

Thank you to all for your support.

Diana Evans
President
DAE&Co.

5 Big Reasons You Should Review and Revise Your PR Strategy This Year

5 Big Reasons You Should Review and Revise Your PR Strategy This Year

To say things have changed over the last year would be such an understatement. The way people shop, work, go to school, travel, and go about their everyday life has evolved dramatically. While we’re navigating the travel and hospitality industry’s ‘new normal’, it’s important to reflect on what we’ve learned and better understand what changes are here to stay when it comes to consumer behavior. As we focus on reopening and improving how we do things, now is the perfect time to review and revise your PR strategy! Here’s why…

  1. You need to have a Plan B (and a Plan C). Best-case scenarios are great, but as we’ve learned through 2020 and even into 2021, backup plans and knowing what to do when things don’t go as planned is imperative. Now is the time to update and improve your PR plan, including your communication plan and crisis management template, based on all that you’ve learned lately. Too many hotels and hospitality businesses were caught off guard when lockdowns were put in place or recommendations changed. You’ll want to be prepared to go into a business continuity plan or have contingency options ready and waiting.
  2. Rediscover your target audiences. As noted, consumer behavior has changed dramatically over the last year and a half, you can’t market to your target audiences the same way you were before COVID hit. Define who it is you want to attract, and learn more about how their marketing preferences and buying journey have changed so you can map out the best ways to reach them.
  3. You should tap into the collective emotions. We’ve been missing travel and the connections that come along with it for so long. Your PR plan should reflect the emotions your target audiences are going through, and speak to them. Some travelers are still nervous about getting out and about, how will your communication strategy help them overcome their stress? Some travelers have had their bags packed for months and can’t wait to visit you again. An updated PR plan can help you reach them and let them know you’re just as excited to see them!
  4. Embrace the positive changes. From your new cleaning protocols to grab-and-go dining to well-stocked sanitation stations, keep the positive changes happening at your place of business. Take a hard look at what’s working well, and embrace those changes. You’ll want to communicate to your guests that you are continuing to do what’s right when it comes to keeping them and your staff healthy, so these message points should be included in your updated PR plan.
  5. Let your brand image evolve. We’ve learned so much since the start of the COVID-19 pandemic, now is the time to let those lessons guide your branding and PR plan. Take the chance now to freshen things up, invest in your brand and come up with the next best steps for reaching your audiences and welcoming them to your business. People are looking to connect now more than ever before, make sure you’ve got an updated PR plan in place so you’re giving them all the best reasons to book with you!

Overall, it’s important that you are addressing the concerns and questions that people have as travel opens back up. Now is the time to really invest in what’s next by boosting the reputation of your brand and helping establish stronger connections and better brand awareness.

If you need help crafting the right PR plan for your business, contact us so that we can help you to set up a plan that will help you to move forward!

Let’s Talk!

Why DAE & CO Is The Perfect Digital Media Buying Partner For Your Hospitality Business

Why DAE & CO Is The Perfect Digital Media Buying Partner For Your Hospitality Business

Lake Tahoe Resort Hotel

Photo Credit: Lake Tahoe Resort Hotel

Travel searches are rebounding as travelers are daydreaming about future trips, researching destinations and hotels, and booking long-awaited getaways! Did you know that (according to Google) ”the average traveler spends 13% of their time online conducting travel related activities”? People are spending days, even months researching their next destination and planning their next trip online! As you’re looking ahead at how to best spend your advertising budget, you need to think strategically and truly understand how people are planning trips in 2021. Here at DAE & Co, we offer digital media buying services that are a great option for hotels and tourism businesses looking to reach travelers at every touchpoint!

What Is Media Buying?

In the world of advertising, media buying refers to the process of finding and purchasing ad space on the right channels at the right times to reach the right audience. Digitally, media buying is focused on finding the right mix of websites, social media channels, apps, streaming sites, and other digitally connected screens and devices. To really drive a high ROI, you can’t just rely on perfect placements, you also need strong branding, targeting, and the right messaging in your ads to really drive reservations and bookings.

Why Should I Consider a Digital Media Buy?

If you’re not already using media buys as part of your marketing strategy, you’re missing out. Consumers are spending the most time with mobile media. Digital media plans should reflect this device trend. Overall, ad spend on Connected TV and digital video went up in 2020, your ad strategy should be keeping up.

If the shift towards online media buys isn’t enough to sway you, the blocking of third-party cookies should be. Apple, Google, and Mozilla have either announced new policies or have protections in place that block third-party cookie tracking across their browsers in an effort to increase both user privacy and transparency in data. Without the proper framework in place, this could affect your advertising’s ability to reach target audiences, attribute results, and monitor brand safety and viewability metrics. Luckily, most media buys offer tracking and targeting options that aren’t reliant on cookies.

At DAE & Company, we have established strong relationships with leading publishers and technology partners to ensure that our clients’ ads are successfully served to their intended audiences, as well as accurately attributed and monitored. We utilize a variety of targeting strategies, outside of traditional third-party data, to reach our clients’ target audiences. We are ready for ongoing industry changes in relation to privacy and data and will continue to effectively and strategically serve our clients.

What’s Your Process?

We have direct access to 10,000 premium publishers for worldwide reach or a local focus with access to over 25 ad formats. We have competitive rates and low minimums with full transparency and site-level reporting.

  • Target: Leverage our best-in-class location data and advanced target techniques to build custom audiences. Some examples include outdoor enthusiasts, family travel interests, or road trippers. Hone in on your target market even further by layering in additional targeting, such as income level, age, and gender.
  • Run: Put our experienced team to work to ensure a successful and turnkey campaign delivery.
  • Report: Get full transparency on results. We present the metrics that actually matter – bookings, revenue, and return on ad spend.
  • Engage: Consult and work alongside our team of experts throughout the entire campaign lifecycle.

Digital Media Buy Placement Options

We offer a suite of unique ad units across standard, video, high impact, and native executions with a goal of transforming the online environment to grab the attention of potential travelers and increase performance for advertisers.

  • Connected TV (CTV)
  • Streaming Radio/Music
  • Podcasts
  • Standard Display
  • Pre-Roll Video
  • Digital Out of Homes (DOOH)
  • Native Advertising
  • Social Media

Tell Me More About the Targeting Options

We use sequential messaging to drive awareness through upper-funnel formats (CTV/Audio), and retarget ad viewers/ listeners with lower-funnel formats (display/ native) to drive action. By leveraging first-party data, we can engage users and build advanced lookalike models. We’re able to build customizable audiences using specialized targeting tactics that rely on data sources other than cookies.

By mixing the right ad unit with each stage of the user’s planning process, we can effectively influence choices about where to travel and stay. You can reach travelers early in the planning process and get them thinking about your destination for their next vacation, then continue to engage them with more specific messaging as they get closer to finalizing their plans.

DAE & Company provides a wide variety of targeting capabilities that allow us to effectively reach and scale towards niche travel audiences for our hotel clients. These targeting tactics are sourced from over 180 second-party data, third-party data, and verified offline data partners. By bringing together cookie-based insights and IP-based tactics, we offer a unique, custom-layered approach to effectively pinpoint each brand’s target audience.

Alright, I’m Convinced, How Do I Start?

That’s great! We’d love to get started on a strategic plan just for you! Get in touch using our contact form, and we’ll set up a time to talk!

Use These Key Metrics To Make Data-Driven Business Decisions For Your Hotel

Use These Key Metrics To Make Data-Driven Business Decisions For Your Hotel

We love data here at DAE. We especially love using it to craft really targeted and optimized marketing strategies. Thanks to Google and a plethora of other online tools, there’s so much data out there that can help travel and hospitality businesses up their game. If you’re looking for some targeted ways to pivot your marketing strategy and boost reservations this year, there’s tons of data to help. We wanted to dive in a little bit today and show you just a few of the key metrics we look at for our hotel and resort clients and why they should matter to you! 

1. Total Revenue from Reservations

Obviously, one of the key metrics to track is revenue from reservations. Revenue impacts a lot of your decisions, including your overall marketing budget, staffing, and more. Tools like Google Analytics offer e-commerce tracking that makes it incredibly easy to see and understand your online reservations. Once you understand the numbers and  trends, you can make better marketing decisions and more actionable goals.

For example, if you know winter is your slow season, use your marketing resources to focus on some holiday promotions and the magic of a winter getaway. Showcase winter-specific upsells like spa packages or extended stay rates to boost your reservation values. Understanding seasonality trends also allows you to better allocate your marketing budgets so that you’re reaching the right travelers at the right time of the year.

2. Average Transaction Value

Along the same lines, you’ll also want to track the average value of each reservation you’re getting. Again, Google Analytics makes this very easy to do within their ecommerce dashboard! Comparing that value against total reservations and revenue lets you see if people are booking longer stays, upgrading to higher priced rooms, and taking advantage of your upsell opportunities. 

Understanding this number can help you make smarter marketing decisions in the long term. You can use that number to decide when it’s best to invest more advertising dollars to promote upsell opportunities, higher-priced rooms, and amenities. You can also use the data to adjust your messaging and content strategy to help encourage people to book longer stays and take advantage of higher-priced offerings at your hotel. 

3. Traffic sources

A strong marketing strategy means not putting all your eggs in one basket, offline or online! Online, combining paid efforts, like digital advertising, and organic efforts, like content marketing, social media, email, and search engine optimization, gives you a much more well-rounded approach. Tying your offline efforts to your online strategy is also important, and measurable! Adding UTM codes when sharing a link online or when using shortened links and QR codes in your print materials allows you to easily track where traffic is coming from — both online and offline — in Google Analytics. 

Diversifying your traffic sources means you won’t be overly reliant on any particular channel or strategy — which is bound to have changes and fluctuations.  By tracking where exactly your traffic is coming from, you can get a good idea of how the efforts are working together, what’s working and what’s not, and decide where to invest more time or resources. Tracking traffic trends across channels can also help you troubleshoot problems quickly (such as sharp declines in organic traffic indicating a website issue). 

4. Pages per visit

If visitors aren’t engaging with your site and moving on to other pages to learn more, that could indicate a problem. There’s a lot of competition in the travel and hospitality industry, so you want to do everything you can to provide relevant information that guides people to book their stay, rather than getting distracted or jumping ship to a competitor’s site. In general, the longer you can keep them engaged, the more likely it is they’ll make a reservation or keep your hotel top of mind when they actually are ready to book.

Google Analytics allows you to see not only how many pages per visit a user is looking at, but also the flow of that visit through Behavior Flow reports! You’ll be able to see bottlenecks in traffic, which pages you’re losing people on throughout their journey, and more!

While this number is important, be sure to compare it against other data, like reservations and recurring visits. You likely will have people that visit your site multiple times to learn more about your hotel, amenities, and services. You’re also getting site visits from those that are familiar with your business already and ready to book. In those cases, customers probably won’t need to engage with multiple pages, especially if your site is well optimized for your audience’s path to purchase! 

If your organic search results for “book a hotel room near me” point directly to your reservation page, those visitors should have very few pages per visit and great conversion rates! If those searches are instead landing on your home page, they’ll have to click through the site, and you risk losing them along the way. Once you get the reservation, how can you provide even more value to that audience and keep them engaged before their stay? They may find hotel updates and local itineraries helpful as they plan their trip, so those could be possible content opportunities that keep them engaged.   

5. Search engine real estate

Overall, if you’re not ranking in top Google results for relevant phrases, it’s almost like you don’t exist. You want to keep an eye on how much real estate you take up on the search engines for relevant searches. This goes beyond organic search rankings to include Google My Business listings, ads, how well your social media profiles rank, etc. If you don’t have great search visibility, it’s probably time to invest in aggressive digital marketing and search engine optimization (SEO) tactics to improve your real estate on those coveted search results pages. This will have a huge impact on revenue and bookings as well as brand awareness and authority. You’ll also want to keep an eye on trends and what competitors are ranking for to make sure you’re keeping up and meeting the needs of your customers with great content. 

You can spot-check your current search visibility or use tools like Google Search Console or Moz to get regular reports. Understanding what search terms you should be ranking for is really important, and tools like Google Trends and the Google Keyword Tools help marketers discover the most highly searched, relevant keywords to target and optimize for!

6. Locations where your revenue & traffic are coming from

This is another key metric we’ve been looking at especially closely during the pandemic. Through tools like Google Analytics, you can see the geographic areas of people who’ve actually converted on your site and booked a reservation, as well as where the majority of your traffic is coming from. While this may not seem all that important, it’s actually really valuable information. For example, if the majority of people are converting from the nearby drive market, you may focus your ads and content on weekend getaways and road trip opportunities that a local audience might be interested in for some quick wins and revenue boosts. On the flip side, if you’re getting a lot of traffic from further away but they’re not actually booking, that audience could just be more in the daydreaming phase or require more information about things to do in the area and why it’s a great place to visit. You can also overlay the Transactional Value with the geographic location to determine where your higher spend visitors are coming from, allowing you to target that market with upscale offers to increase your bottom line. 

How do I know what I should be tracking for my hotel?

With so many digital marketing metrics available to you, understanding how and what to pay attention to is no small feat! Don’t get overwhelmed by the numbers, think holistically about what you’re doing, what your marketing goals are, and then use the right data to guide your decisions. Just because you can track all the data, doesn’t mean you’ll be using it all at the same time.

For example, your revenue numbers are not going to guide your decisions on whether or not a brand awareness campaign is working well. Increases in social media reach, brand mentions, or branded searches are going to be the numbers that illustrate your wins. If you’ve got a marketing campaign focused on a seasonal promo, on the other hand, your revenue numbers and transaction values are going to be much more important than your specific search positions on Google. As you’re setting goals for each of your campaigns, think through the entire strategy so it’s clear to you and your team what success actually looks like, then select the most meaningful data points to track along the way.

If you’re struggling to understand how to tie your campaigns or marketing initiatives into your bigger picture goals and mapping them to the right data points, we can help! To figure out what metrics to pay attention to, we talk to our clients about their overall goals — whether that be more reservations, increased brand awareness, or even a specific event promotion — and craft and implement a marketing strategy that’s in line with those goals. As noted, there’s a wide variety of data available to help us make decisions and track our progress toward specific benchmarks. .

Like we said, we love talking data, so if you ever want to chat about what data you can use to craft a killer marketing strategy for your hotel, we’re the team for you! 

The differences between traditional and digital marketing and why both are important

The differences between traditional and digital marketing and why both are important

From when the first television commercial aired in the 1940s until just a couple of decades ago, the marketing world was dominated by messages through TV, radio, print and film—what we now refer to as traditional marketing. Today, though, the age of the internet has ushered in a whole new (and highly effective) approach to reaching the global marketplace: digital marketing

Anyone who’s watched the Super Bowl, opened their mailbox, or thumbed through the pages of a magazine knows that traditional marketing remains a big force in the ad world despite the dawn of digital. So what, exactly, is the difference between the two, and can they work together?

The Basics of Traditional Marketing

In short, traditional marketing is any marketing that is not online. Traditional marketing reaches audiences by way of print, direct mail, broadcast, radio, telephone, exhibitions and outdoor advertising like billboards and automobile wraps.

Because this type of marketing has been around for hundreds of years it’s been thoroughly researched. Therefore, many marketers appreciate the tried-and-true nature of traditional advertising and so continue to rely on it. And they should. Traditional marketing channels can serve as excellent ways to reach local and many generational audiences. For example, consider how many billboards you encounter and are affected by when driving on the freeway. Or imagine your own great-grandmother: Would she be more likely to respond to a digital display ad or a mailer in her mailbox?

The Basics of Digital Marketing

Digital marketing, on the other hand, is any marketing that is conducted online. For example, paid ads on social media, email marketing blasts, and pay-per-click (PPC) display ads are all considered digital marketing. As a result of the technological and cultural shifts in society, digital marketing encompasses an extremely popular and necessary host of advertising channels. This approach to marketing also tends to be much more affordable than traditional marketing and allows for highly targeted connections with global audiences.

Advantages and Disadvantages of Digital and Traditional Marketing

One of the greatest disadvantages of traditional marketing is that it affords companies very little interaction with consumers. For example, unlike with digital marketing, customers can’t hop online to check a store’s inventory for a specific sale item if all product promotions are traditionally based. Instead, they have to visit or call the store, which places a barrier in the sales funnel.

Another significant disadvantage to traditional marketing is the lack of measurable results. Though there are some ways, such as printed coupons, to tally effectiveness, these methods tend to be cumbersome and less cost effective. Overall, traditional advertising is also more expensive than digital. Despite its disadvantages, though, traditional marketing has a solid place in the marketing world, particularly for local advertising.

Nonetheless, digital marketing is becoming an increasingly significant driver, with businesses reporting that social selling influences half of revenue overall. Benefits of this approach, such as real-time interaction and campaign results, continue to drive the popularity of digital marketing channels. With inbound marketing specifically, consumers are able to find businesses on their own, which eases the advertiser’s burden of tracking down consumers.

However, there are disadvantages to digital marketing. And the greatest of these is dependence on technology. If a website goes down or a social media platform is on the fritz, there’s no other option than to wait it out. Privacy issues pose another problem because they add a level of complex accountability and sets of rules that are constantly changing. Both can leave an unsuspecting company reeling from accidental violations. That, as well as the constantly changing landscape of the social media world, are among the many good reasons to work with a professional digital marketing agency.

Do Digital and Traditional Marketing Work Together?

The answer is a resounding YES! Consider all the ways we see traditional marketing being used to magnify digital efforts: billboards advertising websites, social icons on print ads, QR codes on mailers, Indeed.com listings advertised in newspaper classified sections. The list is virtually endless. The question at hand isn’t whether to use digital or traditional marketing but, rather, how can we use both approaches to reach the most consumers effectively and efficiently.

Would you like to learn more about how digital and traditional marketing might benefit your business? Get in touch with us here at DAE & Company!

COVID-19 Recovery Strategies For California & Nevada Travel Businesses

COVID-19 Recovery Strategies For California & Nevada Travel Businesses

There’s no doubt that 2020 was rough on hotels — and the travel and hospitality industry as a whole. Many of our hospitality clients here in California and Nevada still remain closed or continue navigating ongoing COVID-19 restrictions and capacity limitations. However, a new year, a new vaccine rolling out, and warmer temperatures on the horizon have us feeling hopeful. There’s a light at the end of the tunnel, folks. We can feel it! 

With that in mind, we’re sharing some tips and COVID-19 recovery strategies to help hotels and other travel businesses make the most of this time. With a little strategic planning, you can set yourselves up for a bright future! 

Revamp your cancellation policy

In light of all the unknowns the hospitality and travel industries are still facing, one of the first things you should do is take a good, hard look at your cancellation policy. As customers slowly return to travel, increased flexibility could mean the difference between opting to book with you rather than a competitor, or not travel at all. 

Even as restrictions continue to lift and the risk gets lower thanks to newly released vaccines, people may still be hesitant to travel well into late 2021 and 2022. That means flexible booking and cancellation policies are going to continue to be key in building travelers’ confidence. 

  • We recommend keeping your cancellation policy as flexible as possible to help reduce the risk for potential customers. Waive time limits, fees, blackout dates, etc. This will help account for any unforeseen and ongoing COVID-19 increases, closures, or other travel delays.
      
  • As you make policy changes, be sure you’re being upfront with your customers. Communication and transparency are key to gaining customers’ trust and loyalty right now.  

Rethink your amenities and offerings

Changing times means what’s worked for your business in the past may not work moving forward. As we start a new year and adapt to the changing travel market right now, there’s never been a better time to rethink your amenities and perks for customers. 

As you review your existing business model, here are a few things to consider moving forward:

Look for ways to reduce in-person touchpoints and physical contact. As we all look to reduce the spread of harmful germs and bacteria, consider investing in things like: 

  • Automatic doors
  • Automatic toilets and faucets
  • App-based check-in/check-out and room requests
  • Voice assistants for rooms
  • And more!

As travelers will likely want to keep their distance from those outside their group for some time moving forward, you might also want to consider investing in more private and socially-distant activities for guests. While swimming pools, fitness centers, and game rooms are great, they may not be as popular moving forward, at least for a while.

As an alternative, consider offering more in-room and socially-distant options, such as:

  • Video game consoles
  • Virtual fitness classes
  • Books and magazines
  • Board games and puzzles
  • Minibars and in-room taps
  • Room service and carryout vs. buffet-style meals

Of course, you can also consider other audiences besides just leisure and travel. What else can you offer? For example, maybe you increase the focus on event planning for happy couples who are looking to plan a wedding in 2022 or beyond. Or maybe you can adapt your meeting and conference rooms to accommodate individuals or small groups who are now working remotely but need more space or resources.  

There’s no doubt that this pandemic has likely caused some fundamental changes in our mindset and priorities, so why not prepare now before travel really takes off again? While it may be a change from the norm, shifting your amenities and customer offerings can be a great way to outshine the competition, gain additional revenue sources, and attract new customers moving forward. It’s a win-win-win! Plus, while there is a downturn in travel, you can roll out changes slowly and gauge customer response. 

Keep your website up to date

Even though we continue to move forward a little more every day, there are still a lot of unknowns. We’ve seen reopening dates continue to get delayed, hotels closing back down after reopening, and plenty of other scenarios. In those types of situations, it’s best to be as clear and upfront as possible. You don’t want to leave customers in the dark about what’s going on. Hence why keeping your website up-to-date is a key priority during this time — and a key part of your recovery strategy. 

Make sure key information is easily accessible and accurate on your site, including:

  • Your contact information
  • Your hours of operation
  • Whether your business is open or closed
  • Any amenities/services that may not be available or limited during this time
  • What COVID-19 precautions are currently in place/enforced
  • Your cancellation policy

Having all these details available upfront makes it easy for patrons to stay informed during every step of the COVID-19 recovery journey. This can eliminate a lot of frustration from customers, build trust and authenticity for your business, and reduce the workload on your customer service team. 

Get active on social media

We’ve heard a lot of hospitality business owners saying that social media “isn’t worth it” while hospitality businesses remain closed or recreational travel isn’t recommended. With more and more people staying home and using social platforms like Facebook, Instagram, and Youtube to stay in touch, we say there’s never been a better time. If you can’t communicate with your loyal patrons and potential guests in person, you have to keep connected with them somehow. One of the best ways to do that is to invest in your social media presence — with a high focus on engagement. 

A lot goes into a great social media strategy, but here are a few key tips to keep in mind during this time. 

  • Use eye-catching images and videos to draw followers in and get them excited for future travel plans. 
  • Respond to comments and messages as quickly as possible — just as you would if a customer was there in-person. 
  • Be proactive with commenting, tagging, and sharing content from others as well. Again, it’s just like striking up a face-to-face conversation. 
  • Focus on the data. Most platforms have built-in analytics and insights you can use to see what posts are connecting with your audience. You can use that data to optimize what you’re posting and when. 

Consistently sharing unique, on-brand content and building up engagement across social media will keep your hotel or travel agency top of mind when traveling increases once again — and your loyal followers will be ready and anxious to visit! 

Create eye-catching ads

As travel and hospitality businesses continue to reopen and more people begin to travel, your digital advertising strategy is going to be crucial. The travel industry is going to be more competitive than ever, which means you’re really going to have to stand out. 

Crafting a well-rounded advertising strategy takes time, but here are a few handy tips:

  • You’ll want to have different message points depending on what stage of the recovery process you’re at (open, closed, open with restrictions, etc.) 
  • Your geographic focus will likely shift as well. For example, it might be more beneficial to target locally within your drive market for “staycations” while non-essential travel isn’t recommended. 
  • Focus on visuals. You really want people to be able to picture themselves at your destination. 
  • Remarketing is key. Most travelers are putting a lot of time and research into planning their vacation, which means they probably are weighing options before booking. You want a savvy remarketing strategy to stay top-of-mind until they finally make that reservation.
  • Once travel starts to rise again, you’ll want to push your great deals and promos to help sweeten the experience for those who may still be on the fence or comparing against a nearby competitor.

Hone your brand

As a creative branding agency, we would be amiss if we didn’t encourage you to use this “downtime” to really hone in on your brand. None of the above strategies are going to give you much success if you don’t really know the fundamentals of who you are as a company and how you truly stand out in the market.

Read Now: 5 Reasons to Consider Rebranding Your Business in 2021

If you’re looking for a strategic partner to help you navigate through this ongoing pandemic, we’re here to help you every step of the way. We offer branding, strategy, content, advertising services, and more — and we have a special place in our hearts for travel and hospitality businesses on the West Coast

Whenever you’re ready, let’s chat about how to make your hospitality business comeback stronger and better than ever!