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1Confidential & ProprietaryConfidential & Proprietary
How Hotel Marketers are Responding to COVID-19
2Confidential & Proprietary
Speakers
Cady WolfVP, Americas
Sojern
Laurie HobbsDirector, Marketing & PR
Ocean House Management
Aline HilsabeckData Analyst, Travel Insights
Sojern
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$13BBookings
10,000Global Customers
350MIn-MarketTravelers
Empowering travel marketers through data.
Built on a decade of expertise analyzing the
complete traveler path to purchase, Sojern drives
travelers from dream to destination.
Sojern works across airline, hotel, cruise,
transportation, tourism, and more.
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COVID-19 UpdateThe Latest Travel Insights
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Hotel Searches Are Down or Flat in All Region
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Comparing Week of March 29th vs. April 5th
Hotel Searches Pushed Out 6 Months+
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Short-Term Rentals Declining Slightly Less Than Hotels
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Asia and South AmericaSearches For Short-Term Rental Close to Home Increasing
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Europe and North AmericaSearches For Short-Term Rental Close to Home Increasing
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Hotel Searches Indexed from the Week of Jan 12th
Economy vs. Luxury Hotel Classes
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In states where COVID-19 death tolls are severe, the YOY % decline indexed from the beginning of the year is showing less decline with economy hotels as opposed to luxury hotels.
Economy vs. Luxury Hotels
Economy Hotels Declining Less in Hard Hit Areas
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Please use the questions box to submit your questions to the presenters.
ANY QUESTIONS?
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Hotel Marketer’s Response
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Messages of Hope & Support
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Extending Loyalty Status & Helping Customers Give Back
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Partnering with Local Governments to Aid Healthcare Professionals
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Connecting with Guests
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Thinking Outside the Box with Offers
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How OHM is Responding
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Ocean HouseA triple Five-Star Property“One of the 13 most luxurious hotels in the world” ~ Forbes
Weekapaug Inn Five-Star scenic beauty
Watch Hill Inn A charming seaside Inn with the amenities of Ocean House
Inn at Hastings ParkAn award-winning boutique hotel and restaurant. Boston area’s only Relais & Chateaux hotel
Members of Relais & Chateaux
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Situation & What We’re Doing 1. Properties closed for regular accommodation business.
a. Relaxed cancellation policies, fees2. Ocean House, Cottages open for privacy and retreat3. Redirecting culinary teams
a. To-Go – Dinnersb. Easterc. Mother’s Day
4. Virtual Outreach a. Video How-To’s (Chefs)b. Wednesday Wine classes
5. Community Outreach a. Food Truck to feed children/families in need and first respondersb. Funds to local charitable organizations
Communication with All Audiences
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ResearchReact
RethinkRecovery
Communication with All AudiencesSocial, Email/CRM, Mail, Publicity
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Steps for Recovery
1. Show Care & Compassion. Place People First.2. Actions/Communication Based on Fact3. Build for the Future 4. Good, Educated Communication
○ All audiences (external and internal)○ Right time, right message, right audience
5. Leverage Loyalty6. Lean In. Keep Innovating7. Maximize and Anticipate Trends
○ e.g., car travel, desire for space 8. Continued Emphasis on Digital, Social
The Future of the Hotel Business- No one size fits all- Recovery – Throughout 2020
- “Legs have been weakened”- Expected robust rebound in 2021
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THANK YOU
Additional Resources:
https://www.sojern.com/blog/category/covid-19-travel-industry
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