Post pandemic planning

Remember when we used to travel? When we filled airports, anxiously exploring the world for new business and opportunities? When we could wow customers with buffets on the beach, before our meeting rooms had to go dark? Life and business may be on hold, but it’s not over.

Seaside service.

While the world is in lock down due to the COVID-19 pandemic, if you are a hotel, convention centre, off-site venue, DMO or other supplier it’s worth investing in post-pandemic business rebuilding now.

Potential clients have time on their hands. They are working remotely, and they’re also looking to restore lost or postponed business, and/or salvage or shift still-planned events because of the optics and challenges this health crises has created for clients, destinations, sponsors and attendees.

Two immediate actions are to imagine what business will look like once the all-clear is given. Then to prep your website and messaging to tie in to those new travel trends. Guerilla marketing works when you have a plan.

If you were one of the 15,000 travel professionals who attended Meeting Professional International’s 12-hour webinar on Global Meetings Day, you know how industry leaders see the recovery happening.

Twelve hours is a long day, but MPI provided such quality content and great ideas that the time flew by. And armed with what came out of that event, members, suppliers and partners should be adjusting their websites now. 2020 will be a lean year, but some preparation may make your year less lean.

The unfortunate reality is that a lot of websites – even the professionally created ones – are not specific and targeted very well to the needs of planners and incentive houses. These are sophisticated volume buyers, with very specific needs and interests. The problem suppliers create for themselves is a reliance on what amounts to generic websites built by web generalists who don’t understand this part of the business. Since the group market can be 40 percent of a property’s business it’s not the place to pinch pennies. On the upside, it’s not very expensive to correct these shortages. Our invoices rarely exceed $300.

While you ponder your post-pandemic business here are some digital status to consider:

  • As of January 5, 2020 there were 4,437,215,927 internet users in the world. That’s an increase of 1.1 billion users in four years. Interestingly, only 8.2 percent of those users are in North America, behind Latin America and the Caribbean (10.4%), Africa (11%), Europe (16.8%), and Asia (49%).
  • In January 2020 there were 1.74 billion websites on the web, BUT 1.2 billion are inactive. People and companies launch sites with great expectations of being found, being meaningful and generating income. But to rate, you have to update. Once is not enough when putting content on-line.
  • This volume of inactive websites makes it more difficult for potential clients to find your business if you happen to be one which doesn’t update information.
  • That said, there’s a hell of a lot of new content going on-line each day. Over 27 million new pieces are added to the internet each day. How will yours stand out and is it even your goal to gain that many eyeballs? What you really want is not a random volume of clicks but to inspire actual customers to act.
  • Don’t be afraid of content. Research shows longer posts of 1,100 to 1,250 words generates 9 times the leads of shorter items.

 

A web audit is a modest investment in your post-pandemic future.

For a first contact write Web Doctor in the subject line to: nscelt@hotmail.com