In anticipation of governments loosening restrictions across the globe, keeping your customers engaged, updated, and informed is as important as ever. We’ve compiled a list of ways to help you stay connected with your audience.
Potential customers are currently spending record breaking amounts of time at home dreaming of their next holiday, which makes it a great opportunity to start a direct conversation with your audience through social media. Since mid-March Facebook, Instagram and Twitter are seeing the highest rates of user engagement in 2020, which makes now a great time to focus on using these channels effectively.
Social media tips:
- Create content that will inspire your audience – think quality not quantity.
- Use social media trends to reach your audience. Is there a way you can creatively interpret #isolationcreation?
- Fit the current climate and recognize the uncertainty within the travel industry while remaining positive.
- Use relevant hashtags to make sure you can be found by potential customers.
- Don’t be afraid to experiment, listen to your audience and understand what they respond to best.
- Our favorite example of a social media trend the tourism industry has adopted is the #TussenKunstenQuarantaine (between art and quarantine) initiative, which has become viral over Instagram, Facebook and Twitter. Several art museums such as the Rijksmuseum and the Palais des Beaux Arts of Lille have taken this trend as an opportunity to stay engaged with their customers.
If you offer tours or experiences related to art, this may be a great way to implement a fun way to stay in contact with your customers.
Virtual events and tours
Digital connections are incredibly valuable, especially at the moment, and another great way to take advantage of this is by creating virtual events. These should give potential customers a taste of what they could experience if they were able to book one of your products. However, it’s limited only by your imagination. It could be anything from a cooking class, a small group tour via Zoom, or a video tour of a particular location for your social following.
Colonial Ghosts, one of GetYourGuide’s very own partners has developed Junket, an app specifically for tour operators to create and sell digital experiences, which gives you another platform to speak to your audience through.
More and more travel companies have started to offer virtual experiences online. This is what we have done with “The World at Home” campaign, to make sure we keep offering our customers valuable experiences until we can all travel again. A recent partnership with KAYAK has also proven that people are ready to pay for virtual tours, with a 2% conversion rate following its launch of a dedicated landing page for virtual tours in the US.
Some of our partners have also taken this time as an opportunity to try something new. Check out Clio Muse tours’ self-guided virtual tours, See Your City’s virtual tours, and Withlocals’ online experiences for inspiration.
As regulations begin to loosen in various regions, tourism is beginning to reawaken. However, in the next 12 to 18 months, leisure travel will be mostly domestic or regional, as people will mainly use ground transportation, so it could be time to reevaluate who you consider to be your customer. If you’ve previously targeted your marketing campaigns at an international market, take into account that, more than ever, people will be getting to know the cities and countries that they already live in.
Focus on the future
Keep your customers updated about your future plans
Even if your customers cannot travel right now, they keep looking for travel inspiration online and might plan their potential future trips already. By focusing on the future and keeping your customers up-to-date, you will be ready as soon as travel picks up again.
- Keep your website up-to-date to make sure your customers can trust the information they find about you online.
- Make sure to make the most of your products by keeping your availability and pricing up-to-date so that your customers know they can book your activities as soon as traveling is possible again.
Use your time and resources to focus on the upswing
As you currently cannot offer tours to your customers, it is time to concentrate your resources and time on these tasks that you were never able to prioritize.
Here are a few things to consider:
- Working with a reservation system.
- Updating your products according to the possible upcoming customer demand.
- Take the time to research who your future customers will be, and make sure you update your inventory according to the specific demand of your future customers.
- Be up-to-date and apply government hygiene safety regulations for your customers and staff so you are able to welcome them as soon as possible.