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How Hotel Marketers are Responding to COVID-19

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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