The coronavirus outbreak is first a human tragedy, affecting more than a million people as I write this, but it’s also having a growing impact on the global economy. The whole world is currently dealing with the reality of the pandemic and we must focus on how are we going to get our businesses out of this economic slump. Now is the time to start thinking about how to navigate the upcoming recession.
In places such as the Canary Islands, where tourism makes up more than 35% of the GDP, this is going to be particularly hard. Chances are some people are going to be afraid to travel for a while and others won’t be able to afford it because of the financial effects this is going to have on many. Still, the Canary Islands will go back to being a desirable destination as it’s always been.
According to current government estimates, Canary Islands’ hotels and other hospitality companies might be able to go back to normal on June 1st, so now’s the time to start working on that marketing strategy that will be ready to roll out when the right moment comes.
After you complete your financial assessment, you’ll get a sense of what level of additional business you’ll need to generate to cover your operational costs in a post-emergency period, and that’s when marketing and PR come in. Marketing plans that made sense three weeks ago might come off as dissonant today and you will have to rebuild the whole thing very quickly. Fixed and inflexible marketing strategies are never a good idea, but especially not now.
The use of inbound marketing is rapidly overtaking all other forms of marketing. If you’re not using these mediums to the greatest effect already, it’s a good idea post-crisis to embrace these opportunities. After a crisis event, it’s even more important to be targeted about where you choose to communicate with your audience.
Public relations activities are a great marketing tool if your region is experiencing a downturn in visitation from an emergency situation, even if only a small section may have been directly affected. After this is over, every destination is going to fight for a spot in the international travel media and we need to be out there. Travel writers and magazines normally choose content months in advance, so being fast and preparing in advance are the keys to winning at the international PR game.
As part of the recovery process from this crisis, the regional government will establish specific programs aimed to turn the islands back into the destination it used to be before this pandemic. We don’t know the details yet, but this may include subsidized promotional opportunities to participate in press promotions, grants to fuel the industry, cooperative activities in international tourism fairs, and so on.
In considering the business impact of any crisis, managing costs is often viewed as a way to manage business sustainability as the company works its way through the issue. That’s why we offer customized packages for every individual client, including the pay-by-results option.
We stay on top of the latest marketing trends and remain up-to-date with every option available to get out of this crisis not only barely surviving, but thriving. We really want to help Canary Islands companies get back on their feet, we can get out of this together. Don’t hesitate to contact us to learn how can we help you recover.