It’s no secret that hotels and airlines are among the hardest hit industries from the coronavirus pandemic. Restrictions are being lifted, but the travel industry is still down a historic 70%. However, while spending most of our time at home, online searches for travel are up 25%. People are dreaming of traveling once again, yearning to fulfill their wanderlust and relax. How airlines and hotels market right now is essential to getting their feet back on the ground (or in the air) and encouraging travelers back. It is a balancing act: ensuring customers feel safe is key while promoting the desire to return to travel.
Here are some creative campaigns from hospitality brands that seem to be really resonating with their consumers:
- The Delta CareStandard: Delta is focusing on communicating their care for customer health. Their safety protocols are being pushed across platforms as the new “Delta CareStandard,” and cover how they are upping safety at every single step of the travel journey using visual guides, behind the scenes videos at major airports, and interviews with infectious disease experts. On Instagram, Delta takes followers behind the scenes with flight attendants to reveal a day in the life with these extra precautions. The hope is this attention to safety will resonate with consumers and drive reviews referencing the CareStandard to build trust.
- Hilton’s #DreamWithUs: Hilton is using Instagram to post picturesque videos of their hotels in destinations across the globe with #DreamWithUs. With witty and timely captions, they use their social platforms to speak directly to users and encourage them to see the world again. Posts asking where followers will choose to travel next inspire consumers to engage and share their own content with the related hashtag. The hotel chain is also pushing discounts like their “Dream Away Offer,” offering up to 20% off a fall getaway. During the generally slower fall travel period, this kind of incentive travels far. Plus, the consistency with the “dream” concept is a cohesive touch.
- Alaska Air x Russell Wilson: Seattle Seahawk quarterback Russell Wilson has been Alaska Air’s “Chief Football Officer” for a few years running – a perfect hometown collaboration for the Seattle-based airline. This year, Alaska Air is offering flight discounts with an engaging approach. Every time Wilson scores a touchdown during a home game this season, customers can save up to 40% on flights in “The Touchdown & Takeoff Sale.” This innovative incentive is perfect to engage consumers from home while tying in sports fans. It’s a win-win!
- Marriott’s #LetYourMindTravel: Posting videos from across the globe, Marriott is using their own past content to inspire consumers to get out there and experience. Their Instagram bio explains their goal with the hashtag: “Travel is a journey to find new perspectives. Let us help you find inspiration on yours. #LetYourMindTravel.” With this theme, @marriotthotels Instagram page becomes an aesthetic collection encouraging consumers to dream and share their own travel wishlists. Bringing the campaign to the next level, Marriott Al Forsan, Abu Dhabi, opened multi-sensory pods designed to give visitors the virtual experience of traveling the world. The idea is to bring “Let Your Mind Travel” to life, and that it surely does.
Staying relevant and continuing to post is key for hospitality brands. As the world continues to reopen, the opportunity for growth is there if these brands use their voices wisely. Get creative with your content and offer incentives. Show your humanness to give people a feeling of connection and reason to choose your company over others. Ensure their safety is your top priority. By inviting followers to share content discussing their willingness and desire to travel, this momentum will resonate with their family and friends. If you’re looking for more exciting ways to inspire and engage your consumers to share their travel wishes, Crowdly is here to help. Reach out to erin@crowdly.com for more information on our Insider programs for hospitality brands.
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