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Sojern's COVID-19 Webinar Series: 8 Ways to Adjust Your Marketing Strategy to Help Drive Business During Recovery
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Speakers
Pritika Hemmady
Sales Director, APAC, Sojern
Katy Gallagher
Commercial Director, APAC, Sojern
Pierre Langelotti
Corporate Director Of Digital Marketing, Centara Hotels & Resorts
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Agenda
Who we are
Marketing Strategies
Travel Insights II
III
I
Q & AIIII
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Who We Are
$13BBookings
10,000+Global Customers
350MIn-MarketTravellers
Empowering travel marketers through data.
Built on a decade of expertise analysing the
complete traveller path to purchase, Sojern drives
travellers from dream to destination.
Sojern works across airline, hotel, cruise,
transportation, tourism, and more.
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COVID-19 - Travel Insights
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APAC Domestic Markets With Talks of Travel Bubbles Popping up
Year-Over-Year Global Flight Searches to Key APAC Markets
Source: Sojern Flight (Airline/OTA/Meta) & Hotel Data, as of 1 June, 2020
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SG Domestic travel was strong until mid March, and only took a sharp dip due to Circuit Breaker. However, we are seeing a gradual upward trend. Most searches are for check-ins in June.
Singapore Domestic Travel
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Singapore Luxury Hotel Searches
Staycations or quarantine hotels
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China - Flight Searches
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Focus on Thailand’s Domestic Hotel Trends Year-Over-Year Hotel Searches to Thailand
Source: Sojern Flight (Airline/OTA/Meta) & Hotel Data, as of 1 June, 2020
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AU Domestic travel is seeing recovery from end of April onwards. Most searches are for very near term check-ins.
Australia Domestic Travel
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KR Domestic travel has been recovering since April and overall, there is still a general upward trend.
South Korea Domestic Travel
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Poll Question
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Recovery & Strategy
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Create a webpage and highlight the measures you are taking to ensure the well-being of your
customers, staff and local community.
Explain your approach to an effective hygiene and cleaning programme for staff, rooms, public
spaces and staff-only areas.
Even if your hotel is empty, this information will reassure future guests planning on staying with you and reduce any stigma that the coronavirus may have on the travel industry in your country.
COVID-19 Information Page
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Our data shows that travel will pick back up in later months, with a domestic focus first, then
regional and finally, international. Here are some tips to keeping your potential customers
engaged and ready to book:
Reach Domestic, Regional, and International Travellers
Choose Your Audience
Get Ahead of the Staycation Trend
Select Marketing Channels
Set the Tone
Use Remarketing
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Some government-funded businesses, like museums, have budgets that will expire and are
applying for future grants.
If you’re in a similar situation, consider reaching out to your local Tourism Board. They often have
funds specifically for a co-op—where they advertise directly on behalf of your specific
business.
Connect with Your Local Government, or Tourism
Board For Support
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A drive market segment typically covers 250 - 325 km from your hotel or attraction, which
means that travellers can drive to your business within approximately 3.5 hours or less.
This allows your guests to have the rest of the day to enjoy your attraction or hotel’s services.
When you have identified these customer segments, make sure you store this data in your
CRM for future marketing campaigns.
Identify Your Drive Market Segments
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While there may not be as many travellers booking hotel rooms for leisure travel, there are
still those who need a place to stay for business, essential travel or to separate themselves from
vulnerable family members.
Repurpose Your Hotel Rooms
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Incentivise Postponing
Change your dates and get a 10% discounton your future booking
Promote Flexible Cancellation Policy
Customers who booked non-flexible rates can rebook up to 6 months from the original
check-in date
Promote Flexible Reservation Policy
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If your business includes a restaurant, make use of your open kitchen to offer online menus for
customers to order and pick up or have the food delivered.
Reassure potential customers by explaining your cleanliness policies (e.g., all workers will be
wearing gloves and masks). Update your website and social media pages to highlight this
offering, answering any questions your customers may have.
Ramp Up Food Catering & Delivery
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Use technology to connect with customers in new ways, both in-person and online.
In-person: Utilise online or kiosk check-in to limit close contact with customers and staff.
Online: Create self-guided virtual tours of your attraction. Think about future streams of
revenue like an online gift shop.
Go Virtual
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Q&A
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Q&A
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THANK YOU
Additional Resources:https://www.sojern.com/blog/category/covid-19-travel-industry