“ Most of the industry did not get recovery right ,” says Clayton Reid , CEO of MMGY Global . Many hotels were taken by surprise by the quick uptick in vacation planning , and they weren ’ t operating at full speed , he argued , lacking a complete team or a full complement of amenities that guests would expect . They also weren ’ t marketing aggressively , at least initially . But that has changed .
“ Travelers are looking for a different level of meaning in their travel experiences after the last 18 months ,” says Julius Robinson , Marriott International ’ s chief sales and marketing officer , U . S . and Canada . Marriott Bonvoy ’ s “ Power of Travel ” campaign mirrors that sentiment by focusing on how travel provides a transformative pathway to growth , healing and unity .
CitizenM , which launched a “ Citizen to City ” social campaign in July , reminds travelers of what they missed out on during COVID , from waking up in a beautifully furnished hotel room to discovering new destinations and cultural attractions . “ It allowed us to get creative and own the message — spreading positivity and inspiring our audience to get excited about traveling again ,” says Maurice Ajanaku , the brand ’ s marketing director . “ We wanted to leave our audience with positive , inspiring messages , and to let them know that CitizenM is ready to welcome them as soon as they ’ re ready ,” he adds .
Dromoland Castle in County Clare , Ireland , has concentrated on its 500-acres and the ability to space out as a main selling point . The resort developed new options for guests to make the most of it . “ We concentrated on our green journey , developed a lot more outdoor dining options and trails ,” says Mark Nolan , general manager . Today , nearly everyone wants to dine outside , and activities like canoeing and paddleboarding are drawing leisure guests .
Helen Smith , chief customer experience officer for Dorchester Collection , London , says the company follows an integrated approach to print , digital and social media , but the pandemic has accelerated the shift to digital marketing channels . “ It gives us the benefit to be far more flexible depending on demand , and also gives us clear measurement ,” she says . It seems especially effective for F & B , as a social media promotion for a new rooftop bar and restaurant at the flagship property in London netted some 4,000 bookings in the first week alone .
HIGH EXPECTATIONS With strong demand and consumers eager to get away , rates have made a healthy rebound . But along with that higher price tag come high expectations for that delayed vacation , says Peter Bates , CEO of Strategic Vision , Tarrytown , New York . “ Because rates are high , the customer wants to know what to expect once they arrive ,” he argues . “ Are all the restaurants and bars open ? Am I going to get turndown service ? Is my room going to be cleaned every day ?” Not every hotel can answer those questions affirmatively , but those that are fully open and fully staffed have an advantage , he says . “ They have to be able to communicate that well on their website .”
Swire Hotels , Hong Kong , took time during the pandemic to redesign its websites and other e-platforms to make them more user friendly and provide more engaging content . Michael Faulkner , Swire ’ s head of sales and distribution , says transparency and engagement are essential in the current environment . “ Clients will be looking for caring , personalized service more than ever ,” he argues . “ We focus on replying to clients as quickly as we can and offer as much detail up
A social media promotion for a pop-up at the new rooftop bar and restaurant at the Dorchester in London netted some 4,000 bookings in the first week alone .