2020 was the year nobody could have predicted, with travel patterns and guest expectations changed beyond recognition, thanks to the global spread of COVID.
NB: This is an article from RMS Cloud
Let’s make 2021 the year we put our learnings into action; it’s time to leave the historical processes behind as we redefine what it means to travel and connect with guests, using technology to attract, build and strengthen relationships.
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What does guest demand look like in 2021?
We’re seeing a whole new era of travelers emerge on the back of COVID, booking last-minute and domestic -fuelled getaways in quieter, crowd-free areas. Staycation booms have been particularly noticeable in areas close to nature and beaches, with many guests feeling safer exploring locally than travelling overseas. Those who are no longer restrained by physical offices are using their remote freedom to take a ‘workation,’ seeking longer stays in properties that boast good views, stable internet, and homely amenities. Others are craving local experiences, free from tourists and off the beaten path.
Embracing technology to effectively capture demand
Catching the attention of these travelers requires a more personal and tailored approach. Mass marketing and generic upsells will no longer hit the mark; it’s all about repositioning your services and fine-tuning your offering to meet the dominating needs of modern guests.
That’s where your PMS comes in; diving into past guest data will uncover their habits, preferences and booking behavior, helping you paint a clearer picture of their motives and desires. From there, you can uplevel your offering to something more attuned to their needs, reaching them with targeted email marketing, active social media promotion and curated upselling via your internet booking engine.
Redefining your marketing strategy
Taking a more digital-centric approach to marketing will help elevate your brand among a sea of competitors. Over the last year, guests have grown even more accustomed to fast technology, online communication and rapid responses, particularly during long stints of lockdowns, which means you’ll need to keep your finger on the pulse to deliver at the pace they now expect.
Make a lasting impression across your social channels
Social media is more significant than ever and is a key marketing channel for building trust and nurturing relationships with guests, both past and prospective. Make a positive impression by engaging with guests, answering queries and creating FOMO (the fear of missing out) across your social channels. You can essentially use these avenues for free advertising, exposing your brand and local attractions to your guests’ connections who are looking to share similar experiences, boosting direct business through recommendations.
With pre-pandemic strategies now outdated and guests’ needs continuing to fluctuate with changing travel conditions, creating and maintaining strong connections has never been more crucial. By utilising your property management system, you can tailor marketing material to complement individuals rather than marketing en masse, refine your offering to reflect shifts in travel purpose and generate tailored upsell opportunities to boost your revenue.
Check out our full trends and challenges report for further insight and advice about guest behaviour in 2021.
