We ask the committee: What should hotel marketers learn from Covid-19?
When asked, the committee all agreed that, if the pandemic has not done so already, marketers need to learn to be flexible and that goes for the plans put in place and in their ways of working.
Kasia Rudnik, Director of E-Commerce at The Langham London
Marketers will have to embrace cost-effective, creative and timely approaches to communicate relevant brand value propositions. I think there will be more focus on commercial tactics and return on investment will have to become a major KPI.
Pamela Carvell, Lifestyle Consultant and HMA Life President
Being flexible, creative and having empathy for customers’ new expectations, are key.
Claire Bell, Global Digital Manager, Dorchester Collection
Marketers have had to think in new ways, be agile in their approach and re-engage with their communities in ways we might not have done previously. I think it has really highlighted those brands (whether large or small) whom have the support and loyalty of their customer base.
Martin Evans, Managing Director, The Tourism Business
The “T” in a SWOT Analysis (the “threats”) are not to be underestimated -ever!”
Ed Purnell, Area Director, Marketing, Digital & Loyalty UK, Ireland & The Nordics, Marriott International
To focus marketing spend on more data-proven tactics rather than vanity projects.
Petra Clayton, HMA Chair and Founder Custard Communications
The list is endless; how to defend your budget, understanding your audience, repositioning your messaging… It’s been great to see hotel marketers working hard together and sharing insight and ideas. It’s something I love about the marketing profession and the hotel industry and the HMA brings both of these together so well.
For many it will certainly have made them more efficient and strengthened their ability to adapt to fluid situations. Ambiguity and changing priorities are often cited as a challenge by hotel marketers and this pandemic has had both. As the industry starts its recovery plans, there will be a revisiting of strategic priorities and looking at strategic threats through the eyes of ‘business readiness’. As marketing leaders, we’ll need to make sure our teams are agile, able and prepared. Just in case.
Authored by Andrea McKay for the Hotel Marketing Association