1.
ImpactandTips
AroundCovid-19
Liz Day

2.
AboutMe
• Liz Day
• Director of Digital Services
• Oversees the marketing and
website design team
• Proud owner of Teddy

3.
Outline
• Industry update
• Short-term strategies
• Long-term strategies

4.
Industryupdate

5.
rezStreamproperties’bookingsandcancellations

6.
“… when we look to
SARS
we can see that even
after a severe decline,
hotels recovered
occupancy rapidly -
within 3 months of
eased
travel restrictions.”
Robin Rossman,
Managing Director, STR

7.
Short-termstrategies

8.
PaycheckProtectionProgram
• There is no cost to apply
• The funding is meant to help retain workers, maintain payroll, and cover
rent/mortgage/utility expenses
• The loan covers expenses dating back to February 15, to June 30, 2020
• The loan can be forgiven and essentially turn into a non-taxable grant

9.
Short-termstrategies
• Adjust cancellation policy to
encourage stay date adjustments for
up to a year or simply provide gift
certificates in exchange
• Block out availability if property has
had to close temporarily, i.e. booking
engine and third-party sites
• Ensure your booking engine policies
match your new policies you posted
• Ensure the policies on your email
confirmations match your new
policies

10.
Short-termstrategies
• Offer low contact check-in and
check-out options for guests
• Update room or unit
descriptions to speak to cleaning
procedures within the first few
sentences to reassure potential
guests

11.
Short-termstrategies
•Deep discounting won’t make
much difference, since travelers
are concerned about health and
safety

12.
Short-termstrategies
• Create landing page that outlines how the property is handling business
amid Covid-19

13.
Short-termstrategies
• Focus on bottom of the funnel
marketing activities and staying
connected with loyal guests
• Examples of tactics include
search engine optimization,
Meta search, social media and
email marketing

14.
Short-termstrategies
• If you’re running pay per click campaigns:
• Monitor return on your investment
• Remove any locations that have travel bans
• Update ad copy to focus on future stays
• Invest in mobile gaming and video as people spending more time online

15.
Short-termstrategies
• Re-think current packages being
offered that encourages low
contact, i.e. take-out dining
options
• Promote direct bookings to
ensure your guests receive the
best customer service

16.
Short-termstrategies
• Develop advance booking special to encourage future bookings

17.
Long-termstrategies

18.
Long-termstrategies
• Since drive-in markets will likely
re-open before fly-in markets,
focusing on special rates for in-
state residents and weekend
staycation packages can be
among the first wave of pushes
into the market

19.
Long-termstrategies
• Increase pay per click and Meta
search budgets to capture more
business if budget adjustments
have been made

20.
Long-termstrategies
• Continue promoting direct
bookings and free incentives
• Offer loyalty rates to valued
guests
• Offer a new guest discount to
acquire new business
• Partner with local businesses if
it’s win-win

21.
ThankYou
E: Liz.Day@rezStream.com
P: 303-872-0214