UPDATED: Is Your Hotels Internet Marketing Strategy Ready For Disaster?
The post below was written last year. However with thousands stranded with the latest Iceland volcano set to disrupt traffic across western Europe, what can hotels do to maximum sales and client care?
- Activate your “disaster” PPC campaign to target stranded passengers. Ad Text: “Stranded by the Volcano? Free Shuttle from hotel to Airport. Rooms available.”
- Engage with stranded guests over you social network channels, feeding them up to date information as it becomes available
- Is your hotel immediately visible when stranded guests search for you by brand terms?
2010 was the year of the disaster. A terrible mix of natural and man made disasters killed at least a quarter of a million people in 2010.
Will 2011 be any better? Not likely. For some disasters are dangerous, for most they vary between a minor to major inconvenience. The Iceland Volcano and the Arctic weather plaguing Europe are just two examples of how disaster can have a major impact on travel and the companies providing these services. Just a few weeks back my flight was delayed out of Heathrow for 3 hours due to freezing temperatures. The major complaint by fellow passengers was the lack of communication or conflicting communication. Does your hotel have a disaster communication plan?
Social Networking To The Rescue
Social networks are the perfect medium for feeding regular updates on a disaster situation to your clients. Search Networks are real time and they are mobile. They can mass disseminate information instantly.
So what are some ways in which social networks can be leveraged by hotels to keep the lines of communication open in a disaster situation?
- Be sure to have existing social channels in place, such as official Twitter and Facebook profiles and engage your clients before things go into disaster mode. Once you have a social networking profile, use it to interact with your clients and be proactive in addressing their concerns. Your clients will then recognize that Twitter or Facebook is the preferable medium to use when you need an answer fast. This will reduce load on your telephone system, which seems to be a critical point of failure in communicating with your client in a disaster situation.
- Select certain positions in your company as stand-ins to man the social media channels when disaster strikes. Your social media team will quickly become overwhelmed in an extreme situation. If you have a trained backup team that can log-in to the social media channels and start fending queries in a matter of minutes, your social media channels will remain functional even when your website has crashed and your phone system buckles under load.
- Have a definite internal channel for communication. Generally a large company such as a hotel will have a dedicated PR department. Protocol should be put in place that this main point of contact can quickly share critical information with all client facing roles. This helps to reduce the amount of conflicting information that will be fed clients as they desperately try to get information. The information should be detailed and realistic. Do not promise that everything will be fixed in 5 minutes.
- Encourage and allow your hotels staff to use social networks in a regulated fashion. While social media can deal a severe blow to productivity, some social media activity can be good. If you allow access to social media site before work hours and during lunch, your employees will be familiar with the technology and be better able to use it when disaster strikes.
A Complete Online Disaster Strategy
A number of other things to bear in mind when disaster hits:
- SEO – are your website pages that present critical information such as flight departure times or contact details, optimized to rank for the appropriate search terms? Loading 1 page instead of 3 or 4 can mean the difference between a functional website and an Error 500.
- Do you have an official verified Google Places listing with your contact information clearly displayed?
- Do you have an arrangement with your hosting provider that bandwidth can be dynamically increased when your server starts to become overloaded?
- Can you dynamically update your home page as new information comes through? For example integrate your Twitter feed into your home page.
While disasters generally have a negative impact on business, they also represent unique opportunities for certain companies such as hotels. When flights have been delayed, a major demand for accommodation arises. Does your hotels PPC team update their Ad text to make it relevant to that situation?
When flights are grounded, other business has to continue. A classic example of this is during the Iceland volcano incident, suppliers of salmon and fresh flowers from the Southern Hemisphere saw a massive bump in demand as the Northern Hemisphere suppliers were all grounded. When flights are grounded, car rental is a popular alternative. So ask yourself, if a disaster occurs will this open up new opportunities for my company? If it will, make the effort to get a solid plan in place to leverage this situation.
We can be certain that the years to come will bring even more difficult business situations and so the well known Scout Motto applies – “Be Prepared!”