Destination marketers need to create consistent marketing messages to prepare for the normal.
With COVID-19 upending the travel sector, and countries implementing travel restrictions, hotel bookings and airline reservations dropped significantly. While pre-pandemic tourism marketing strategies were planned ahead of time, destination marketers need to understand the influence of COVID-19 on the current and future markets.
Marketers should plan and create marketing and budgeting strategies around the current state of affairs as new COVID-19 variants emerge. Build marketing campaigns around consumers’ desire for future travelling to boost demand and drive sales when things get back to normal.
For example, Disney pivoted its marketing messages to “see you soon” when the pandemic struck and saw sold out parks when the restrictions were lifted. Develop authentic marketing messages emphasising health and safety to build consumer relationships and trust.
[3 minute read]