BE SEEN, BE SAVVY BE READY BY SUSAN BLAIR

BE SEEN, BE SAVVY, BE READY

BY SUSAN BLAIR - DIRECTOR 24 KEYS

If there was ever a caveat to write during this time it’s this… At the time of writing this article, the powers that be at Holyrood had given little info on the road map for the hospitality industry. Yup, not exactly helpful BUT we know now that there is a bright light at the end of the very dark tunnel we’ve been in. So, with that in mind, how do you prepare ahead of restrictions being lifted whether you are a small privately owned hotel or a 5 star global chain? A bit like the Boy Scout’s motto – BE PREPARED. We are anticipating a nice surge in bookings across Scotland. And why not? It’s the land of beautiful scenery, plenty to see and do, some of the best beef and seafood in the world topped off with buzzy bars, restaurants and of course great hotels to stay in. So, with that in mind, here’s some trick and tips to think about in the next few weeks so that you are ahead of the game. We all know this is a crowded market place. So, you need to stick your head above the parapet and be seen. Many hospitality places have fallen silent during lockdown but you need to start ramping up your content on social media and engage with your potential customers. Whilst hotels are starting to see a surge in enquiries and booking for late Spring and Summer, you don’t want to be on the backfoot when others are filling up. For hotels that have little budget to spend on PR and marketing there is still plenty you can do. If you aren’t already on Google My Business, create an account and upload as many good quality pictures as you can. Make sure all your social media descriptions and Linkedin info is up-to-date and that any Google and Trip Advisor reviews are responded to that you received during lockdown. Think about who your target customer is and imagine yourself in their shoes. Take lifestyle images around your hotel so that people get a clear idea of what they can expect when they arrive. Soulless pics don’t do much, so set tables with beautiful crockery, flowers, drinks. Take pics of bedrooms set ready and cracking views from windows if you have that luxury. Start promoting your property on Instagram stories, refresh your website with new images and tag your local tourism company on Twitter in the hope that they might just retweet it. Also, think about the best post you can use to promote your property and then use the ‘Boost’ facility on Facebook.. You can set a small budget and reach a demographic in a geographic area that may not have heard of you before. For larger hotels start thinking about newsletters to your database with a re-opening date and any offers you have put into place. If funds allow, kickstart your digital marketing campaigns - Google Ads campaigns and Facebook advertising will prove invaluable in reaching new audiences. Think about your USP and what you can promote with a press release or on social media. The press have been bereft of good news stories, so coverage has been bleak, especially for the hospitality industry. So, get your PR company to start working on potential press coverage. Start brain-storming ideas with your teams and create a strategy for re-opening. We have one hotel client that re-opened last July with stunning luxury outdoor dining domes. They’ve proved to be a huge hit and gained them publicity all over the UK. Another client has created a new rooftop bar with views to Edinburgh Castle, ready to capitalise on guests looking for that trendy, buzzy spot to enjoy a sunset drink. Again, press coverage has been extensive, so keep thinking about what might get you some column inches. Get your packages ready for staycations and look at collaborating with other businesses on your doorstep to create something a little different. Is there a drinks company you can collaborate with, a distillery or a tourist venue that might work with you on teaming up and offering packages? Again, this might be worthy of a press release dependent on what you have managed to bag. This is also a great time to be updating your menus with the new season ahead and uploading to your website to whet the appetite of potential guests. Showcase local fresh produce and food and drink companies you are working with on your social media channels and website. This is about collaborating and working together – you need them and they need you. So, hopefully there will be a more of a road map coming up soon giving hotels the chance to prepare for re-opening because as we all know, it doesn‘t just happen overnight. Whilst it has all been about ‘Stay at Home, Stay Safe, Save Lives’, for the hospitality industry it’s now about ‘Be Seen, Be Savvy, Be Ready.”

https://24keys.co.uk

Susan Blair: Director at 24 Keys. A digital PR and marketing agency for hotels and food and drink companies.