It's time to innovate. We have to rethink absolutely everything. As brands, we have to have the ability to reinvent ourselves and adapt to the new situation. Everything we knew about our target and the strategies that worked has probably changed. We have to look for new paths, find new codes and create new paths even in times of uncertainty.
It is also time to use the tools we have at our disposal to our advantage. Tourism and technology were already a very important combination, but now they are the key to optimizing resources, internal processes and further personalizing the experience of each user. Now, more than ever, it is important to find the right messages to impact users and transmit the confidence and security they need.
Tourism and COVID technology: World Tourism Day
The audience wants to hear from us and know our point of view. 80% of Spaniards are in favour of brands continuing to advertise by adapting their creatives and messages to the current context (according to the Covid19 Barometer prepared by Kantar). But it is important, and this is stated by 75% of those surveyed, that brands adopt useful messages (83%) or report on their efforts to address this situation (81%).
We have never experienced a situation like this before, but our experience tells us that there are certain basic pillars that always work and that will help us in these times. We recently published a post with Tourism Marketing Tips for Difficult Times . In it we offer four key tips to address this situation:
1. Listen to your buyer persona to adapt your messages and campaigns to personalize your content. Perhaps, at this time, your audience has changed and it is necessary to refocus your strategy.
2. Maintain the essence of the brand internally and externally. It is important, in times of change and uncertainty, to remain faithful to the values and objectives that have brought us here.
3. Communicate more than ever with transparency and with the aim of generating trust. It is time to be human, put the user at the center and connect with them.
4. Be empathetic and try to understand the user to build a relationship and create a bond.
If you want to delve deeper into the topic, in the post you belarus phone number data can read more about it and find advice from our expert in 360º Marketing for the tourism sector, Belén Vidal.
We also find examples of innovation in tourism applied to the situation we are experiencing. Tourism of the Valencian Community has developed a Post Covid-19 Tourism Marketing Plan. Francesc Colomer, regional secretary of Tourism, explained that “it is essential to have the flexibility to resize our strategy in terms of scenarios, markets, products, analyzing data to generate value, with active listening on social networks, and with new technologies to detect trends, market disposition, opinions about our destinations and thus adjust the most valuable marketing proposal.”
We believe that his words summarise very well the approach that we should give to this situation and that very interesting conclusions can be drawn from them:
Adapt strategies to the new context.
Using data to generate value.
Make use of new technologies to detect trends.
We must not forget how important it is to stay positive. We wanted to talk to some of our clients and personalities from the sector and their words are full of encouragement and the conviction that this crisis will make them even stronger: