Be Our Guest (Again)
It's far too early to speculate on when hotels across the United States will be full of guests again. But that day will come.
During the SARS epidemic in 2003, the occupancy rate for hotels in Beijing fell to just 10 percent. But that number increased to 72 percent only four months later, and the hotel industry across China was able to recover quickly. In Thailand and Sri Lanka, hotels in regions that had been devastated by the 2005 Indian Ocean tsunami were reopened in only months.
Even if you don't know when you'll be fully operational again, you can be prepared for how you'll handle that reopening, especially on social. The suggestions ahead will steer your messaging toward a "cautiously exuberant" tone. Your content should let guests know that you're thrilled to have them back and relieved that, at long last, at least a degree of normalcy has been achieved.
Do emphasize community efforts and accomplishments
Guests will be reassured when they see that not only has your hotel reopened, but so have the local parks, the museums, coffee shops, and tourist destinations. Posting pictures and updates about other reopenings will signal assurance about regional health measures while demonstrating your strong ties to other businesses and the local tourism authority. Social media is all about spreading the love and there’s no better time to do it.
Don’t post content that contradicts the spirit of government orders
Even as your hotel and other businesses reopen, policy health guidelines may restrict access to other parts of the local economy (such as bars and restaurants) or to public spaces more generally. All of your messaging and imagery should align with current policies. If, for instance, public beaches remain closed, it would be in poor taste to highlight your private strip of sand.
Do demonstrate that the guest experience will be clean, safe, and secure
State or local governments may decree that "business is back," but people will only travel again when they feel it is safe to do so. You should make guests feel more confident about staying at your property by emphasizing any and all safety measures you've taken to date and continue to implement. You should use social posts to show how safety and sanitation measures are reflected in every component of the guest experience, from check-in to food service to shared spaces. The transparency seen the last month on platforms like Instagram Live should not stop once you’re open for business. Use images and videos to highlight your safety measures.
Don’t overstate safety and sanitation levels
A hotel room is ultimately not a controlled environment like an operating room or an industrial cleanroom. Even after the deepest of cleans, there is still a level of human contamination that simply can't be eliminated. Again, confidently highlight all of the protective measures you're employing, but don't use misleading language like "germ-free" or "zero risk." Be honest to set guest expectations.
Do highlight what's new
Many hotels have made the best of the slowdown by completing the type of renovations and property maintenance that would be an inconvenience during busy periods. If you've recently remodeled rooms or replaced flooring, then, by all means, highlight those improvements on social with before and after photos. Encourage guests to come and see what's new!
Don’t forget the appeal of the familiar
Returning guests love features of your hotel that don't change over time, whether that's the rooftop pool where they get their morning laps in or the cubic paintings in the hallways. You should use social to showcase that old favorites are still in place. If you’ve been posting regularly during the pandemic, this is the content and imagery that your fans engaged with the most.
The tips above should help you find the right tone to welcome old guests and invite new ones. Don't just post, though, engage! Make every effort to reply to social media comments and fulfill requests whenever possible. Being responsive will underscore how seriously you treat COVID-19 concerns and (hopefully) turn guests into advocates.
