Clearly communicate safety and hygiene protocols to (re)build trust with travelers
To rebuild trust with travelers, they need to feel safe and secure. There is now a greater expectation on cleanliness and other safety protocols, which will change the travel experience, and should be a core component of messaging and advertising content. Travelers will seek out this information as they begin researching, planning and booking future trips, so credibility, consistency and transparency are imperative to helping them feel reassured.
- Shoo Ling Lim of Singapore Tourism Board “Earning trust goes beyond marketing and from the start of the crisis, Singapore has remained open and transparent in sharing updates and explaining measures we have taken. This can help raise affinity towards a destination. We also looked at building confidence through measures such as the SG clean sanitation and hygiene certification program, which helps to reassure tourists that our local businesses have robust measures in place.”
- Dennis Englund of Visit Denmark “We will take a strategic approach to ensure that work processes, social distancing, hygiene measures are in place, so that as a customer you can feel safe – providing, obviously, that you yourself have a responsible behavior.”
- Leah Chandler of Discover Puerto Rico “We are implementing thorough cleanliness measures, as I know many destinations are, that will follow the U.S. Travel Association’s health and safety guidelines. This, paired with locally enforced mandates developed by the Puerto Rico Tourism Company, will position Puerto Rico as the gold standard in health and safety in the Caribbean and hopefully beyond.”
- Fletch Brunelle of Las Vegas Convention & Visitors Authority “We looked at strategic implications for resort operators… one of the top things we found [through research], is travelers want to know that all staff at the properties have been trained on the new health and safety protocols…The staff has to be wearing gloves, masks, there has to be more hand sanitizers, they need to know that their room was cleaned properly. They want to have the visuals of these things [that are happening]… In hospitality, typically you want to do things when nobody’s looking, you want to make sure it’s cleaned without having people inconvenienced. But now frankly, people want visual signs of the cleaning, they want to see what’s happening in the resort.”
- Staci Mellman of Visit Florida “We always act in a manner that facilitates trust, and we encourage other local businesses to be honest about their recovery efforts and avoid saying they are ready to host visitors until they are in fact fully ready. We want to make sure that we are managing traveler expectations and exceeding them when they arrive here.”
Stay top of mind with travelers
Travel is an essential part of life, and tourism will always play a critical role in reinvigorating the economy and supporting destination recovery after disaster strikes. Whether inspiring travelers to dream about their next trip, educating them on the state of travel, or driving demand, staying top of mind can help keep potential travelers engaged and reduce the recovery timeline. Industry research shows that consumers want to hear from brands they know and trust, and there are myriad ways to promote your destination in tonally appropriate, inventive and uplifting ways.
- Brent Hill of South Australian Tourism Commission “We knew we couldn’t bring tourists to South Australia, but we could bring South Australia to the tourists. We had a view that we’d strongly built up our audience through our digital and social programs and felt we needed to support the industry through this process – hence, SATV was born. SATV was a platform that allowed us to drive our audience to local businesses that had set up e-commerce platforms in response to the crisis. SATV also gave us a channel to give a bit of travel inspiration ready for when people start thinking and hearing about South Australia.”
- Shoo Ling Lim of Singapore Tourism Board “For actual travel, we have to be sensitive to consumer sentiment not just in Singapore but also overseas. That said, to keep ourselves top of mind, we continue to engage audiences with relevant content while they’re still unable to travel. Firstly, we create our own content and help our audiences make the most of staying at home, with our ‘Try This At Home’ series. We also stream experiences that can be enjoyed from the comforts of their own home. Secondly, we co-create with partners, for example our upcoming virtual party, with Zouk, one of the top clubs in Asia. Thirdly, we look at how we can catalyze creators and support the creative industry. We have rolled out a 2 million dollar Singapore Stories fund to support creation of compelling stories about Singapore. With more people staying at home, we know there is appetite for this kind of content. When we co-create and catalyse, we also help to support the industry. ”
- Leah Chandler of Discover Puerto Rico “We launched a new campaign titled ‘All in Good Time,’ focused mainly on our social channels, reminding our travelers that we’re going to welcome them back with open arms really soon…Phase 1 was focused on developing top of mind awareness, but Phase 2, ‘It’s Time,’ is about giving consumers permission to travel, it’s about instilling confidence and communicating Puerto Rico is a safe and accessible destination. We strategically built this campaign to be a phased approach, trusting that all we’ve put in place to keep Puerto Rico in the hearts and minds of future travelers will inspire them to visit our beautiful island when the time is right.”
Here at Expedia Group Media Solutions, our continued mission is to help support our advertising partners as they navigate the COVID-19 crisis and look toward recovery. most recent webinar highlighted U.S. traveler insights from our agency partner MMGY Global and the latest best practices and creative guidelines to help ensure your campaigns hit the right note with travelers.
You can watch an on-demand recording of