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Communications & New Media July 2020 I Vol. 34 No. 4
SPECIAL EDITION:
CORONAVIRUS & THE
TRAVEL INDUSTRY
THE TRAVEL SECTOR’S PROLONGED CLIMB TO RECOVERY
PR ROADMAP FOR A 360-DEGREE REOPENING STRATEGY
RESTORING CONFIDENCE IN THE HOSPITALITY INDUSTRY
ENGAGING DESTINATION PARTNERS IN UNCERTAIN TIMES
WHY travel’S rebound MAY COME SOONER THAN LATER
STEPS TOURISM brands CAN TAKE TO reOPEN STRONG
INSIDER TIPS TO HELP THE TRAVEL INDUSTRY RECOVER
STUDY: TRAVELERS ARE STILL PLANNING TRIPS in 2020
HOW TO NAVIGATE A POST-COVID-19 MEDIA LANDSCAPE
O’DWYER’S RANKINGS OF TRAVEL & TOURISM PR FIRMS
July 2020 | www.odwyerpr.com
Vol. 34. No. 4
July 2020
EDITORIAL
Facebook has been forced to revise
its policies amid an ad fallout.
6 18 HOW GRAND HOTELS CAN
STAY GRAND IN A CRISIS
Strategies that five- and six-star
8 20
hotels have used to remain open.
ONE IN FOUR US PAPERS
HAVE CLOSED SINCE 2014 KEEPING DESTINATION
More than 2100 have been shut
down, according to a new report. PARTNERS ENGAGED
Targeted programs can encourage
9 18
AMERICANS GETTING involvement and participation.
22
URGE TO TRAVEL
Travelers are beginning to feel HOW TO WORK WITH THE
more secure about taking trips. MEDIA AFTER COVID-19
The recovery requires stories that
10
TRAVEL’S ECONOMIC show travel’s essence and humanity.
24
FEVER COULD PERSIST
How to weather the prolonged WHAT’S NEXT FOR TRAVEL
crisis that faces the industry. PUBLIC RELATIONS?
11
How marketing partners can help
REOPENING STRONG clients negotiate an uncertain world.
25
Steps travel brands can make as
they return to business. REASSURING CONSUMERS
26
ABOUT TRAVEL SAFETY
12
New health and safety standards
A REBOUND MAY COME for travel are a major challenge.
SOONER THAN EXPECTED
26
The data is in, and Americans are
preparing to hit the road again. PROFILES OF TRAVEL & WWW.ODWYERPR.COM
TOURISM FIRMS
13 35
Daily, up-to-the-minute PR news
TRAVEL PR COVID-19
RECOVERY PLANS RANKINGS OF TRAVEL
Five tips to help the industry & TOURISM FIRMS
recover from the pandemic.
PLANNING A 360-DEGREE
REOPENING STRATEGY
Ways to turn the current crisis into
14 36 PROFILES OF
INTERNATIONAL FIRMS
40
an opportunity for the industry.
WASHINGTON REPORT
REGAINING CONFIDENCE
IN TRAVEL EXPERIENCES
Americans may resume traveling
sooner than you think.
15 COLUMNS EDITORIAL CALENDAR 2020
January: Crisis Comms. / Buyer’s Guide
16 38 PROFESSIONAL DEVELOPMENT March: Food & Beverage
THE FUTURE OF TRAVEL Fraser Seitel
AND HOSPITALITY June: PR Firm Rankings
Redefining how we travel could
be the secret to a comeback. 39 FINANCIAL MANAGEMENT
Richard Goldstein
July: Travel, Tourism & International
August: Financial, I.R. & Prof Services
October: Healthcare & Medical
November: Technology & Social Media
ADVERTISERS
5W Public Relations...............................................................................3 WEILL (Geoffrey Weill Associates, Inc.)...............................................21
The Brandman Agency...........................................................................9 Lou Hammond Group.............................................................................5
Bullfrog + Baum....................................................................................17 MMGY NJF............................................................................. Back cover
Feintuch Communications......................................................................8 Zapwater Communications, Inc.................................... Inside front cover
Hawkins International Public Relations................................................19 The Zimmerman Agency........................................................................7
Hemsworth Communications...............................................................23
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EDITORIAL
Facebook revises policies amid ad fallout
S o far, the most predictable development of 2020 is the news that Facebook finds itself in
yet another public relations crisis. The world’s largest social media site has long exhibited
a hands-off approach when it comes to the political speech that’s allowed on the platform,
allowing it to effectively become a hotbed for misleading advertisements, hyper-partisan pro-
paganda, unchallenged political statements and racist content.
EDITOR-IN-CHIEF
Kevin McCauley
kevin@odwyerpr.com
And now these policy decisions have the company wending its way through yet another
round of negative publicity, a development foregrounded in a history of data breaches and a PUBLISHER
digital architecture that allowed Russian trolls to circulate fake news in an attempt to sway a John O’Dwyer
presidential election. Somehow, through the intricacies of fate, Facebook is in trouble for doing john@odwyerpr.com
what Facebook has always done.
Things came to a head during the George Floyd protests in late May, when President Trump SENIOR EDITOR
posted an admonition to rioters on the platform that “when the looting starts, the shooting Jon Gingerich
starts,” a racially-charged phrase that was coined in the late 1960s by former Miami police chief jon@odwyerpr.com
Walter E. Headley.
While Twitter blocked the post for violating that platform’s policies, Facebook refused to take ASSOCIATE EDITOR
any action whatsoever, with chief Mark Zuckerberg stating—in a Facebook post, naturally— Steve Barnes
that his company’s “position is that we should enable as much expression as possible unless it steve@odwyerpr.com
will cause imminent risk of specific harms or dangers spelled out in clear policies.”
CONTRIBUTING EDITORS
It was later reported that Facebook—and even Zuckerberg himself—allegedly communicated Fraser Seitel
with the White House in an unsuccessful attempt to get Trump to modify the inflammatory Richard Goldstein
post. Hundreds of Facebook employees staged a virtual walkout over the company’s handling
of the matter.
In June, a coalition of civil rights groups—including the Anti-Defamation League, the EDITORIAL ASSISTANTS
NAACP, Color of Change and others—organized the #StopHateForProfit movement, which & RESEARCH
effectively urged companies to freeze their paid advertising campaigns on the site until Face- Jane Landers
book does something to address the “long history of allowing racist, violent, and verifiably false Melissa Webell
content to run rampant on its platform.” The ensuing boycott resulted in major brands such as
North Face, Coca-Cola, Unilever, Verizon, Lululemon, Levi Strauss & Co., Ben & Jerry’s, Her- Advertising Sales:
shey, Starbucks, Patagonia, Eddie Bauer and approx. 400 others pulling their ad spending on John O’Dwyer
Facebook, some throughout the month of July and others for the rest of the year. john@odwyerpr.com
Brands are well-attuned to the fact that activism is the new normal in America, that a growing
number of consumers today are motivated to make purchasing decisions that reflect their per-
sonal values. As a result, brands are taking increasingly vocal stances on the social and political O’Dwyer’s is published seven times a year
issues shaping our world, which has found an unlikely tension point in Facebook’s laissez-faire for $60.00 ($7.00 a single issue) by the
J.R. O’Dwyer Co., Inc.
stance on the content that flows over its platform, resulting in what’s arguably the site’s greatest 271 Madison Ave., #600
crisis since the Cambridge Analytica scandal in 2018. New York, NY 10016.
In response, competing social media platforms have taken the opportunity to preemptively (212) 679-2471 Fae: (212) 683-2750.
reevaluate their content policies, effectively positioning themselves as safer alternatives to Face-
book. Amazon’s live-streaming platform Twitch suspended President Trump’s account for what © Copyright 2020 J.R. O’Dwyer Co., Inc.
it called “hateful conduct.” Social news aggregator Reddit, one of the most popular communi-
ty-based forums on the Internet, shuttered its pro-Trump “The_Donald” subreddit, as well as OTHER PUBLICATIONS:
approx. 2,000 other communities, and unveiled a new policy intended to prevent users from
“attacking marginalized or vulnerable groups.” Even Twitter, Trump’s go-to communications www.odwyerpr.com
platform, has begun adding disclaimer labels to the President tweets that violate company pol- Breaking news, commentary, useful data-
icies. bases and more.
In light of the pushback, Facebook has backpedaled on its rules and is now enforcing stricter O’Dwyer’s Newsletter
standards regarding how it moderates misinformation and “problematic” content. On June 26, A six-page weekly with general PR news,
the site announced it would begin adding labels to posts that violate Facebook’s policies. The media appointments and placement
social giant also announced it would delete hundreds of accounts tied to groups that “promote opportunities.
violence,” and recently took down several Trump re-election ads containing images that bore O’Dwyer’s Directory of PR Firms
an alarming resemblance to symbols once used by the Nazis for identifying political prisoners. Listings of more than 1,250 PR firms
Finally, the company committed $200 million in grants, investments and ad credits for black- throughout the U.S. and abroad.
owned small businesses and non-profits working with black communities.
O’Dwyer’s PR Buyer’s Guide
It remains to be seen whether these steps will be enough to quell critics and stop the adver- Products and services for the PR industry
tising hemorrhage, or if Facebook’s newfound beneficence will simply be viewed as a series of in 50 categories.
performative gestures. Perhaps the bigger question is whether the growing brand boycott will
even move the needle in terms of the platform’s long-term roster of seven million advertisers jobs.odwyerpr.com
(forecasts by eMarketer estimate that Facebook will still experience 22 percent growth in world- O’Dwyer’s online job center has help
wide ad revenues this year, or about $85 billion). It stands to reason that until some behavioral wanted ads and hosts resume postings.
change occurs among Facebook’s users, if growing dissatisfaction with the platform and its
policies finally causes consumers to leave in droves, attracting advertisers in the future will be
the least of Facebook’s worries.
— Jon Gingerich
6 JULY 2020 | WWW.ODWYERPR.COM
REPORT
One in four U.S. newspapers have shuttered since 2004
The United States has lost about one-quarter of the newspapers it newsrooms. Ironically, these events had the
had 15 years ago—or more than 2,100 titles—according to a June effect of driving Americans’ interest in local
news in recent months, as homebound res-
report by the University of North Carolina at Chapel Hill. idents across the country eagerly awaited
By Jon Gingerich
U
updates on how the COVID-19 pandemic
.S. newsrooms have existed in a per- In the last year alone, more than 300 was affecting their communities and what
ilous state for years now, and the ef- newspapers across the U.S. shuttered, re- steps state and local officials were taking to
fects of the COVID-19 pandemic and sulting in a loss of about 6,000 journalism respond to the crisis.
ensuing economic recession will only fur- jobs and a print news circulation decline of “The paradox of the coronavirus pan-
ther exacerbate the ongoing decline of the approx. five million. At least 30 U.S. news- demic and the ensuing economic shutdown
nation’s local media ecosystem. papers closed or merged between April and is that it has exposed the deep fissures that
According to a June report released by May 2020 alone, according to the report. have stealthily undermined the health of
the Hussman School of Journalism and As a result, “news deserts” have spread local journalism in recent years, while also
Media at the University of North Carolina across the country, leaving more than 1,800 reminding us of how important timely and
at Chapel Hill, more than one-fourth of the communities in the U.S. without access to credible local news and information are to
country’s newspapers have disappeared in local print or digital reporting. About half our health and that of our community,” the
the last 15 years, leaving a growing number of the nation’s 3,143 counties have only one report’s authors wrote. “This is a watershed
of American communities without access newspaper, and two-thirds don’t have a dai- year, and the choices we make in 2020—as
to local news. ly. More than 200 of the counties in the U.S. citizens, policymakers and industry lead-
There are 6,736 local newspapers in the currently have no local news outlet whatso- ers—will determine the future of the local
United States—1,260 dailies and 5,474 ever. Of the newspapers that have survived, news landscape.”
weeklies—that were still being published many have now been rendered “ghost pa- Findings for the Hussman School of Jour-
at the end of 2019. According to the UNC pers,” with little original reporting. nalism and Media’s report, “News Deserts
report, this number reveals an astounding 2020 has dealt two once-in-a-century ca- and Ghost Newspapers: Will Local News
disappearance of 2,155 papers from the tastrophes—a global pandemic and an eco- Survive?” were based on a survey of state
8,891 news titles that were being published nomic collapse on par with the Great De- press associations as well as a proprietary
in 2004, accounting for a loss of approx. 212 pression—which no doubt will result in the database collected by the Center over the
daily titles and 1,943 non-dailies. continued closure of countless more local past 15 years.
8 JULY 2020 | WWW.ODWYERPR.COM
Americans getting urge to travel On the whole, outdoor activities were pre-
ferred, with outdoor sporting events (38)
Travelers are slowly beginning to feel more secure about heading outranking ones held indoors (30) and out-
out on trips, according to the latest from a sentiment tracking tool door concerts/festivals (36) topping their in-
created for the travel and tourism industry. By Steve Barnes door versions (28).
M
The perceived safety of cruises trails all
MGY’s Travel Safety Barometer, behind. The trust in the safety of lodgings other areas, but their reputation is nonethe-
released on June 15, asked respon- is also on an upward path, going from 35 in less moving toward positive territory, up 39
dents to rank how safe they felt May to 44 in the new survey. percent from 18 to 25.
various travel activities were on a scale of 0 While trust in dining and entertainment The Travel Safety Barometer survey is con-
(extremely unsafe) to 100 (extremely safe). overall rose from 33 to 43, the scores of in- ducted monthly among 1,200 U.S. residents
While the perceived level of safety re- dividual options varied widely. Coming in who have taken an overnight trip for busi-
mains fairly low across the board, there at the top were going to a park (57) or the ness or leisure in the past 12 months (for
was a marked improvement from the May beach (50), followed by visiting a bar or a more in-depth analysis of the Barometer’s
8 edition of the report. Respondents overall restaurant (40). most recent findings, see pg. 12).
gave domestic travel a 44 on the scale, up
29.4 percent from the 34 it received in the
earlier survey.
International travel lagged behind, rack-
ing up a score of 32, but that number still
represents a 45 percent uptick from May’s
rating of 22. Business travel was up 24 per-
cent, going from 29 in May to 36 in June.
When asked how safe they felt getting to
their travel destination would be, the level
of confidence is once again rising slowly.
While transportation, in general, pulled in
a score of 60 (up from 56 in May), there was
a big difference depending on the mode of
transportation. Not surprisingly, the family
car was seen as the safest way to travel, with
a confidence score of 74, while domestic
flights (36) and rail travel (34) trailed far
PR news brief
Ad market plunged 31% in May
The U.S. advertising market fell 31 percent in May
from the same period a year ago, according to nation-
al advertising revenue data released by the Standard
Media Index, which is the industry standard for ad
spend data.
It’s the third consecutive monthly drop the U.S.
ad market has experienced in light of the economic
downturn caused by the COVID-19 pandemic, accord-
ing to SMI’s analysis, following a 35 percent decline in
April and an 11 percent decline in March. SMI’s data is
derived from advertising sales figures supplied by the
largest U.S. ad agency holding groups.
SMI attributed much of the faltering market to the
loss of advertising suffered by a continued delay of
major sporting events, which particularly hurt enter-
tainment conglomerates WarnerMedia (which owns
TNT) and ESPN (which is owned by Walt Disney Co.).
WarnerMedia’s ad revenues fell by 45.5 percent in
May while Disney’s ad revenues tumbled 39.6 per-
cent, according to SMI’s report.
The travel and tourism industry was the sector to
witness the biggest losses, where ad spends expe-
rienced a punishing 87 percent drop. Ad revenues in
the automotive world fell by 60 percent, followed by
apparel and accessories, where ad spending declined
54 percent. Advertising from restaurants and retail
outlets decreased by 52 percent and 45 percent, re-
spectively. Tech ad spending slipped 25 percent and fi-
nancial services dipped 13 percent. The only sector to
see a year-over-year advertising uptick was the phar-
maceutical industry, which spent four percent more in
May than it did during the same period last year.
WWW.ODWYERPR.COM | JULY 2020 9
FEATURE
Economic fever in the travel industry could linger
It’s going to be a prolonged climb to recovery for the travel economy, as well as those of us who operate
lifestyle-focused agencies whose clients have witnessed a sudden halt in their business. What can
we do to weather this storm?
By Charles Mardiks
W hile there’s no denying the tragic
loss of life and suffering result-
ing from the global COVID-19
pandemic, it will be the economic reper-
cussions that continue to plague the travel
destinations. However, for island destina-
tions and resorts or countries solely de-
pendent on airlift, this is not as easy or fast
of a fix. Similarly, hotels, destinations and
airlines that generate the majority of their
Consider developing special value-added
programs to reward their loyalty and in-
centivize them to return sooner than lat-
er and to recommend the brand to their
friends and family.
industry for some time. business from corporate travel and meet- It’s a great time to
The travel and tourism industry has en- ing and conventions the shift to an alter- align with strategic
joyed several years of impressive growth. nate business mix and the resulting climb partners to jointly
According to recent numbers from the out of the recession is no doubt going to be fund campaigns that
World Travel and Tourism Council, last more difficult and take longer. clients might not be
year the tourism sector grew globally to a For many of us who operate boutique able to afford on their
record $8.9 trillion of the world’s combined travel- and lifestyle-focused agencies and own. It’s also wise to
Gross Domestic Product, up from $8.8 tril- whose clients are grappling with this sud- research niche and
lion in 2018. This represents a contribution den crash of their business, the subsequent geographic markets
of 10 percent of the global GDP. In 2017, impact on our business is significant. Many that once medium- to
the sector represented $8.3 trillion of the of us have lived through an array of travel long-haul travel is vi- Charles Mardiks
combined worldwide GDP. Forty-four crises from 911, SARS and Ebola to such able might be more
countries rely on the travel and tourism natural disasters as the volcanic ash cloud likely to be the first to pack their bags. For
industry for more than 15 percent of their of 2010 to a myriad of hurricanes such as example, adventure travelers who have a
total share of employment. A total of 330 Katrina and even terrorist acts and wars. particular passion and a higher threshold
million jobs are supported by this industry However, nothing compares to COVID-19 for risk might be more apt to travel once
around the world. in its combined complexity, uncertainty things open up than families with young
Early COVID-19 related headlines gen- and global scope. children or the mature market. As airlines
erally focused on passengers stranded on So, what are some of the survival tactics announce return service from key gateway
cruise ships and the closing of borders as that we can all employ to ride this econom- markets, this is the time to rollout geo-tar-
well as the struggle of local businesses such ic storm out? geted campaigns.
as restaurants and retail. At the same time, At this stage, we’ve all likely lost business Key influencers, travel writers and trav-
the pandemic has knocked down many or at the very least have had clients go on el specialists will also want to get back
segments of the travel industry from air- hiatus. As a result, we’ve likely trimmed all out there early on to show their followers,
lines, cruise lines and hotels to attractions, unnecessary overhead and probably had readers, viewers and clients what it’s like to
museums and travel agency networks. Ma- to make some painful staffing decisions. travel now, and that it’s safe to do so. As a
jor travel players the likes of Hertz and LA- For some it might be time to consider di- result, the press trip, whether group or in-
TAM Airlines have declared bankruptcy, versifying our client portfolio beyond just dividual, might have a bit of a resurgence.
and word on the street is there will likely be travel. Now is the time to maintain contact It’s also smart to align with locally-based
more economic casualties until a vaccine is with former clients and those on hiatus media, freelancers and/or influencers who
widely available. to reach out with suggestions, media and contribute to outlets in other key markets
Other industries have been able to shift business leads, even without remunera- during the period when other media are
their operations to respond to the pan- tion. It’s about sustaining the relationships, not able to travel. Someone who’s on-the-
demic and changed consumer buying pat- so when revenue returns you’ll be top of ground provides a trusted local perspec-
terns, such as retailers and fashion compa- mind. It’s the time to network—virtually, tive. Consider developing niche guided
nies selling masks, cosmetic and skincare of course—like crazy; amp up your Linke- trips with noted influencers that they can
companies producing hand sanitizer and dIn activity and other social outreach. Tap sell to their followers. Reward the influenc-
restaurants and bars focusing on take-out the professional organizations that you be- er with a trip and a possible commission on
and delivery. It’s much more difficult for long to. Participate in webinars and virtual each trip sale.
travel companies that are dependent on in events and panel discussions to remain vis- While there’s no telling how long the
person experiences and attract consumers ible. Share relevant, current client results dark economic cloud will hover over the
from national and global markets to do so. with others. travel industry, there are bound to be a few
Sure, some travel companies are able to It’s also time to help these clients with showers and perhaps even a storm in the
shift more focus on local/regional drive- strategies on how to target new local/re- not too distant future. However, with a bit
to-markets. As an example, a travel agency gional markets and conceptualize “one- of tenacity, ingenuity and flexible planning
that specialized in safaris to Africa imme- tank” and hyper-local vacation programs. that can pivot to the ever-changing nature
diately shifted gears and created wildlife This is also a time to laser-target past guests of this pandemic, you are certain to weath-
safaris to the U.S. National Parks. Some and visitors who are already loyal to the er this storm too.
cruise lines are reimagining itineraries to brand or destination and trust that they Charles Mardiks is Founder and President
call on smaller, less-crowded or remote will be safe and well looked after by them. of Mardiks PR.
10 JULY 2020 | WWW.ODWYERPR.COMReopening strong digital network informed and ahead of the
Steps travel brands can take as they return to business. news, while also engaging feedback when
applicable, creates a brand loyal community
By Jennifer Baum that will later be more willing to help ampli-
J ust over four months ago, the world Stay nimble in static times: If you’re un- fy and share news on your behalf. There is
endured a tailspin that some of us able to operate at full capacity, take a step also an opportunity to establish an affiliate
saw coming but none imagined would back and identify areas where you have flex- relationship with these like-minded brands
take over so quickly. Our beloved hospital- ibility to adapt and be creative. Oftentimes, to swap content and leverage each other’s
ity industry has been decimated, leaving especially in hotels, food and beverage de- audiences.
thousands of committed employees with- partments offer the opportunity to pivot Adjust your focus on your immediate
out jobs and the future on shaky ground. business models and create unexpected rev- community: As you start to reopen, your
Restaurants and bars closed. Hotels shut- enue streams, as we’ve seen recently with to- biggest ally—and the first segment of busi-
tered. And our world morphed into some- go cocktails and take out only service offer- ness to come back—will
thing unfamiliar. ings. Other great ways to think outside the be your local commu-
These are unprecedented, challenging box include transforming parking lots into nity. This group of lo-
times, words we hear more often than we’d beer gardens until indoor dining is allowed; cal residents, press, in-
like but true nonetheless. The world has offering hotel rooms at a special rate to be fluencers and partners
changed, and the hospitality and travel in- used as individual office spaces; expanding should be the first you
dustry has been enormously affected. This in-room services; and even pop-up burger reach out to with re-
is the new normal, if you can even use the bars or food trucks that bring the dining ex- opening info and the
word “normal.” perience outside the hotel’s walls. first to be welcomed
But hospitality is evolving and flexibility Align with local partners: Taking care of back on property. Also, Jennifer Baum
is key in order to be successful, especially others is what we do in the hospitality in- where and when you
in the immediate future. In recent months, dustry and one major lesson that we learned can, continue to give back through chari-
we’ve seen businesses adapt to stay relevant from this pandemic is that we’re “in this to- ties, volunteering as well as providing local
during the Coronavirus pandemic. Hotels gether.” That includes the recovery phase. I’ll incentives and promotions to show your
opened their doors to healthcare workers likely say this more than once, but your lo- loyalty and support during troubling times.
and patients, restaurants and chefs created cal community is your most important asset Incentivize guests: Travel now poses a
care packages for those in need, and vari- whether you’re in crisis or not. When you clear risk due to required transportation
ous fashion and hospitality brands adapted support your community in a time of need, and potential for exposure. In order for
their business to make PPE masks when they will support you. Align with local part- guests to be inclined to travel, they need
there was a shortage. In June, our agency ners and consider creating an overarching to see an added incentive when booking,
also pivoted to offer three new services to recovery campaign to win back consumer such as a value-add or package deal. These
better serve the needs of our hospitality col- trust, increase audience reach and reinforce types of perks may include a free upgrade to
leagues and to help navigate the road ahead. “open for business” messaging. a villa when booking one of the property’s
Now, as the world starts to reopen and we Get social: Maintaining a consistent social suites, or a travel package inclusive of F&B,
navigate each day and each new challenge media presence and using it to communi- spa, valet and activity offerings.
that comes with this process, it’s more im- cate timely news and updates to consumers Offer private experiences: From aviation
portant than ever to ... is an important step in engaging followers to villas, as well as dining and other experi-
Prioritize PR: Often during times of cri- pre- and post-reopening. Your content can ences, privacy is going to be the most cov-
sis, budgets are tightened, and PR is the entertain and be informative: use it to show, eted amenity in the immediate future for
first to be cut or downsized. However, this not tell, what your brand and team are do- travelers. Make privacy a priority and get
is precisely the time when your communi- ing behind the scenes while you’re not fully creative with both programming and space.
cations team is needed the most. Restor- reopened (e.g. at-home cooking/cocktail If you don’t currently have private villas or
ing and strengthening your brand’s image demos, a short wellness session featuring dining rooms, try transforming unexpected
by communicating with the press, crafting yoga and meditation). Highlight what social locations into secret hideaways that travel-
messaging to past guests, connecting with distancing measures and hygienic practices ers and guests could rent out for an after-
key partners, as well as developing internal you’re implementing to ensure guests’ safe- noon or day, with added-value services to
lines of communications for staff and sales ty. What can people expect from the arrival help attract clientele and boost revenue (e.g.,
teams is essential. process? You can even share old photos and transform an unused event terrace typically
Share health and safety standards: Trav- video content to remind and inspire peo- booked for cocktail events or weddings into
elers are ready to pack their bags and get ple while they make plans to travel to your an escape space with a fully loaded cabana
back out there, but they need to be reas- destination once things get settled. It’s also and butler service).
sured that their health and safety are just as important to give thanks to your supporters Recognize new business sources: Un-
important to you as it is to them. Any and and community whenever you can and your fortunately, for the immediate future, gone
all new health and hygiene protocols should social media channels provide a great plat- are the days of the quick cheap flight and
be listed clearly on your website so potential form to do just that. the last-minute jet-set. As travelers pivot
guests can easily find the information they Maintain your relationships with influ- their focus away from air travel for the im-
need when booking. Language should be encers and content creators: While you mediate future, they’re redefining their idea
approachable, clear and easy to understand. may not have the same budget to work with of “local” and seeing longer road trips as a
If corporate brand guidelines aren’t readi- paid influencers as you did before, this is a way to expand their travel experience. This
ly available, follow local/state templates as good time to tap into existing relationships
needed. and strengthen those ties. Keeping your _ Continued on page 15
WWW.ODWYERPR.COM | JULY 2020 11FEATURE
Why a travel rebound may arrive sooner than expected
The data is in, and Americans are getting ready to get back out on
the road again.
By Julie Freeman
I t’s no secret that the travel and tourism
industry is among the hardest hit by
COVID-19, and we’ll feel those reper-
cussions for a long time. The U.S. Travel
Association has estimated that total travel
sentiment and logistics—but these upward
trends suggest people have moved from just
dreaming about traveling again to actively
listening to messages about booking future
travel and, in some cases, getting in their
spending in the U.S. is predicted to drop 45 cars and starting to travel regionally.
percent by the end of this year, and since With travel restrictions now being eased
the beginning of March, the pandemic has around the globe, we’re leveraging our re-
led to more than $237 billion in cumulative nowned proprietary research and insights
losses for the U.S. travel economy. in a signature “Ready + Set + Go” approach
Numbers like these are demoralizing, but to recovery to help partners across the in- We can measure those data-driven find-
we’re seeing an increasing number of desti- dustry get back on their feet. While it’s true ings against other tools such as social lis-
nations, hotels and attractions opening back that we’re all in this together, every client is tening, which checks the pulse on more
up and providing glimmers of hope, lead- dealing with unique circumstances: varying emotionally-driven conversations across
ing us to confidently say the travel rebound shelter-at-home mandates and transporta- social media platforms.
will arrive sooner than originally expected. tion capacities; different sets of assets they’re Consumers are rapidly
Our research shows the pent-up demand for able to leverage; limited staff and budgets; evolving from feelings of
travel is powerful, and it crosses all demo- and other challenges that make it impos- anxiety and fear to hope
graphics. In fact, 66 percent of Americans sible to create a one-size-fits-all solution. and anticipation, signi-
expect to book their next leisure trip within That’s why we rely on our data to inform our fying that now’s the time
the next six months, and more than half plan strategies through each stage of recovery. to move from top-level
to do so in the next three months, according In a downturn, it becomes important to inspiration to mid-level
to our Travel Intentions Pulse Survey. be judicious about where destinations and consideration. We know
travel brands should spend their money from our research that
on PR, marketing and advertising. As we people are most interest- Julie Freeman
know, domestic leisure travel is recovering ed in hearing messages
much faster than business and internation- about safety and health protocols before
al travel. Within that realm we’ve learned travel deals or value adds. Having such in-
that, right now, Americans are beginning to sights in our arsenal puts us in an enviable
feel increasingly confident about all forms position to create strategic PR plans to carry
of transportation. They feel safest in their our clients across every stage of recovery.
own vehicles, but trust in air travel grew 20 Now that many destinations and brands
percent between May and June. There’s a lot are further into the Ready or Set stages,
more interest in visiting state and national thoughtful campaign messaging is essential
parks, as well as beaches, compared to other to drive both short-term and future book-
typical outdoor gatherings. ings. As travel marketers, it’s incumbent to
move the needle toward the travel indus-
try’s recovery by reimagining travel, find-
Source: MMGY Global Travel Safety Barometer; June 2020 ing new ways to tell the story and utilizing
the latest technology to get people traveling
An important signal of recovery is deter- again:
mining how safe travelers feel getting back • Now that Americans are ready to get
out there. The MMGY Global Travel Safety into their cars and explore, we can leverage
Barometer, a first-of-its-kind measurement road trip content and “nearcations,” health
of travel sentiment, provides insights into and safety tips and information on how to
how safe Americans feel across various cat- support locally owned businesses.
egories of leisure and business travel. The • We’re amplifying outdoor recreation,
newest data shows that perceptions of safety RV and camping stories, secluded retreats
are rising across all sectors as the travel in- and open-air experiences, all of which en-
dustry enters the summer season, and over courage people to explore the outdoors and
the course of a month we saw the needle maintain social distancing on their travels.
move a full 10 points, a strong move in the Our data shows an uptick in confidence • The luxury travel space is ripe with
right direction. On a scale of 0 to 100, con- in hotels and resorts, but overall Americans potential story ideas as high-end travel-
sumer confidence in domestic travel rose currently feel safer in a vacation rental. And ers seek out inspiration such as chartered
from 34 to 44 points, and trust in interna- while cruise bookings into 2021 are surpris- planes, villa rentals, vineyard visits and pri-
tional travel moved from 22 to 32 points. ingly robust, prospective cruisers need to be
We still have a long way to go—both in nurtured with messages of confidence. _ Continued on next page
12 JULY 2020 | WWW.ODWYERPR.COMTravel PR COVID-19 recovery plans
Five insider tips to help the travel industry recover from the
Pick a focal point and lean in
COVID-19 pandemic. By Melanie Brandman You’re excited to re-open and you want to
W
deliver a WOW moment to leave a lasting
ith the world turned upside down first demonstrate to the media why and impression on travelers. While it might be
and the travel industry weather- how these offerings are newsworthy. Spend tempting to think about
ing an unprecedented pause, the time thinking about your client—and how something bold and
path to recovery can seem arduous at times. they relate to what’s going on in the broader new—a grand re-open-
But we can always find a silver lining. We national, regional and local conversation— ing event? a new signa-
see the wave of recent and upcoming re- and identify two or three “Why Now’s” that ture offering?—this is
openings as a chance for hotels, resorts and will anchor your recovery plan. one area in which we
destinations to adopt an “opening” mentali- Re-evaluate your audience recommend looking to
ty and be born anew. While your hotel, resort or destination your past for inspira-
As the saying goes, you’re only new once. might have had an 80 percent/20 percent tion. Distill the essence
This is why many of the world’s leading ho- split of focus on national/international vs. of what makes your ho-
tels, resorts and hospitality clients seek out regional/local pre-COVID, it might be time tel, resort or destination Melanie
travel PR experts as they prepare to reopen. to invert these numbers and focus on trav- unique—whether it’s a Brandman
Having the support of a seasoned luxury elers in your immediate backyard first. This signature arrival experience, a drink at the
travel advisor working behind the scenes to can be a very real opportunity for our travel bar, an evening ritual or that perfect area
curate a seamless—albeit different—travel PR clients, but it requires a pivot in focus. to watch the sunset—and find a way to cel-
experience will be critical. Most important- To accommodate the rise in domestic road ebrate and subtly reinvent that experience
ly, it’s our job to articulate why these mo- trips for our hotel and resort clients, we en- for travelers with safety in mind.
ments and new offerings are newsworthy to courage them to think about their parking Adjust tactics based on the timeline
our trusted media contacts to amplify the policies and ways to attractively package Once a reopening date is established,
message. stays for guests arriving via car. How might your PR team will have a sense of how
Our agency has always believed in pro- their needs be new or different? What will a much runway you have to work with and
viding bespoke service to our clients. We’ve socially distanced welcome experience look what tactics can deliver the biggest impact
earned a reputation as one of the top travel and feel like with guests arriving via car? in that time frame. For instance, if a hospi-
PR agencies, due in part to our customized We’re also advising our international cli- tality PR partner is engaged 30 days prior
and innovative approach, where no two cli- ents to pay close attention to the airlines to reopening, short-lead outlets—such as
ent plans or strategies are the same. Wheth- that service their destination for news newspapers, digital outlets, e-newsletters
er it’s a standalone project, 30-day quick lift about routes resuming and any increased and broadcast—should be prioritized over
or long term strategy, we take pride in our airlift. Lean in on your resources—up- long-lead pitches to national outlets.
ability to develop smart, actionable coro- stream tourism boards are often among the This can be complemented by a short-
navirus recovery plans that will help our first to know about routes resuming—and term social media strategy, whereby the
travel PR clients re-open and get back to focus your PR efforts on the markets who property or destination creatively builds
business, stronger than ever. can now access your destination. excitement and paints the picture of the
And while there’s no “one size fits all” Examine owned assets experience to be had once the doors—or
solution, we’d like to peel back the curtain Does your photography show a bustling borders—reopen. This is where your new
and share five insider tips that guide our lobby, buzzing cafes or patrons elbow-to-el- photography will play a critical role in visu-
thinking to help our clients re-enter the bow at the bar? In the pre-COVID era— ally communicating that your hotel, resort,
market and capitalize on being “new” once where locals at your F&B outlets and a or destination has traveler’s safety in mind.
again. co-working style lobby were all the rage— Now more than ever, it’s time to pull to-
Be sure to ask: “why now?” these same images may now be red flags for gether as an industry and demonstrate the
As travel enthusiasts, it’s easy to get tun- today’s safety-minded travelers. Equally as true spirit of hospitality. You’re only new
nel vision when approaching a hotel, resort important, are you showcasing a diverse again once and we look forward to making
or destination’s coronavirus recovery plan. clientele? If resources permit, use this time the most of this transformative time in the
But remember that in order to achieve your before you welcome guests back to audit travel industry—together.
client’s goals—securing best-fit coverage to your website and social channels and help Melanie Brandman is CEO and Founder of
drive heads in beds and arrivals—we must fill in the content gaps. The Brandman Agency.
TRAVEL REBOUND an instant media trend in the early days ing and cancellation policies.
_ Continued from page 12 of shelter-at-home mandates, is still reso- We anticipate travel will ultimately make
nating with audiences, as is digital content a full comeback, and as it does, the market-
vately led tours. from chefs, artisans and other local influ- place will be more competitive than ever to
• There’s a surge of interest in responsible encers. attract visitors. Clients who stay the course
travel in a post-COVID world, as we con- • For international travel, we know peo- now with focused, proactive and nimble PR
sider how to manage overtourism through ple feel more confident booking at least six programs that leverage insights and build
reduced capacity. months out, so we’re able to target long-lead on timely messaging will keep brand aware-
• “Secondary” cities are getting attention publications to deliver inspiring content. ness high, putting them in the best possible
as consumers look to travel to less-crowded • As the cruise industry returns, it’s essen- position for total recovery.
or closer-to-home destinations. tial to push concrete messages about health Julie Freeman is EVP & Managing Director
• Virtual travel experiences, which was and sanitization protocols, flexible rebook- at MMGY NJF.
WWW.ODWYERPR.COM | JULY 2020 13FEATURE
Roadmap for a 360-degree reopening strategy
Hospitality and travel brands have discovered a way to turn our current crisis into an opportunity, utilizing
social media platforms in an effort to reinvent themselves while engaging and attracting new audiences.
By Jennifer Hawkins
I t seems like ages ago that the travel in- tion it. Remember “screen detoxes?” Well, you provide now has likely changed, so
dustry came to a halt as the world locked connection-starved users are now turning don’t be afraid to dip a toe into a different
down to flatten the curve of coronavirus. to technology to socialize, learn new skills, platform.
Yet, it’s only been four months. Now, with keep apprised of local announcements and Start by identifying where the audiences
local economies reopening and summer tune into the never-ending 24/7 news cycle. you desire to attract spend the most time
shining down on the Northern Hemisphere, What’s more, social media is the first stop for and engage most often. Here’s a quick over-
it’s high time for hotels, resorts, travel op- people to engage with their favorite brands. view of the most popu-
erators and other hospitality-related busi- Worldwide, 44 percent of social media users lar platforms and tips
nesses to reach out and let travelers know say they’re now spending more time on so- to build engagement on
they’re ready to welcome them again, albeit cial media platforms. In March alone, Face- each of them:
with considerations. book saw growth of over five million new Instagram is the dar-
Hotels have long strived to play host to active users, while Instagram gained four ling of consumers and
travelers under all kinds of conditions, but million. Your target audiences are growing tastemakers and reach-
in this time of uncertainty, that role must be online and it’s more crucial than ever to cap- es everyone from Baby
executed with an unparalleled level of atten- ture, inform and entertain them. Boomers to Gen Z.
tion. Guests are eager to resume traveling, As an agency, we’re spreading the word Successful Instagram Jennifer Hawkins
visit their favorite hotels and explore new about upcoming hotel openings to the “tra- accounts unfold like a
destinations. And with this increased de- ditional” travel, food and lifestyle media. brochure with seamless imagery and vocab-
mand, we’re witnessing an incredible trans- But we’re seeing that with things changing ulary in keeping with branding. Be sure to
formation. Hotels are welcoming a new era so rapidly, our hospitality clients are find- emphasize unique selling propositions that
of hospitality, reinventing themselves to en- ing their social media platforms are the best might cater to nervous travelers, and use In-
sure that today’s traveler is safe, and at the way to communicate timely and immediate stagram Live for content to appeal to wan-
same time, having a genuinely enjoyable information—and their followers are re- derlust or a desire for space, such as waves
experience. warding them. crashing on the beach at sunset, or recently
Many hospitality companies have turned When relaying a reopening via social me- acquired selections from the wine cellar.
this crisis into an opportunity, using our dia, keep in mind that everyone has had These moments of travel bliss will help in-
“pandemic pause” to address necessary their own personal experience with the spire your audience to book their next trip
protocols and details—from instituting pandemic. That experience may be ongoing and keep you top of mind.
and training employees on new cleanliness and shaped by local policies in their state, Facebook is beloved by Baby Boomers
techniques and technologies to remodeling so the details you communicate should be and allows for lengthier posts and in-depth
public spaces such as lobbies, restaurants honed for general audiences. People emerg- information. Typical posts that do well are
and pool decks—in an effort to welcome ing from lockdown are likely to be just as articles and items that link elsewhere. Face-
back guests in search of a much-needed cautious as they are excited about travel, so book Live is good for promoting personali-
change of scenery. there’s no need to push them into booking a ties in action: say, the Golf Pro offering tips
For the hospitality brands that dove deep room, table or tour. It’s always nice to offer on sinking a putt on 11, or the Exec Chef
into their local communities and offered some wanderlust travel content to get peo- demonstrating a new dish to go with a per-
assistance to first responders and others ple thinking about their next getaway. fect wine pairing.
who put their lives on the line in the cha- It’s important to be both honest about your YouTube is good for short video content
otic early days of the pandemic, their ini- hopes to draw guests, and realistic about to offer travelers an immersive glimpse be-
tial generosity is paying off in brand equity the pandemic-aware hospitality you’ll pro- fore they commit. Engaging, high-quality
and positive awareness. While we’ve taken vide them with upon arrival. If your resort video is key to conveying your offerings,
notice of the room giveaways and commit- now has socially-distanced seating around though it’s best to keep things under two
ments to loyal staff, not all consumers have. the pool or barriers to separate front desk minutes, as there’s so much else out there.
Without an effective communications strat- personnel from arriving guests, let people According to Forbes, companies that use
egy, many travelers aren’t aware of the in- know about it in a clever way that forms a video content see a 41 percent increase in
credible behind-the-scenes efforts that have connection and sparks a conversation. traffic through web searches compared with
taken place over the last several months, or There are a wide range of social media those that don’t.
the experience that awaits them in this new platforms that travel brands can utilize to TikTok has been on the minds of many
climate. We know from experience that one grow and engage audiences, but the hot- of late for good reason: It’s all about enter-
of the best ways to get the word out about test at the moment—TikTok—isn’t neces- tainment. The platform’s popularity has sky-
your reopening plans is to embrace a smart sarily the best bet for luxury hotels. While rocketed among influencers trying to push
and simple social media strategy from the your guests might be using it while they themselves creatively during the lockdown.
C-Suite down. visit—especially if they have teens with Though you may not want to allocate limit-
Interestingly, with everyone in lockdown them—the platform’s demographic tends to ed marketing and social media resources to
for so many months, one of the many ef- skew very young. While the platforms your a new platform now, you should at least be
fects of the pandemic was the deepening of travel company used prior to the lockdown paying attention. Start by creating a TikTok
users’ immersion in social media at a mo- might seem like obvious choices given their
ment when society had just begun to ques- already established audiences, the content _ Continued on next page
14 JULY 2020 | WWW.ODWYERPR.COMTravelers still plan to hit the road in 2020
New findings suggest Americans may begin traveling again sooner percent feeling most comfortable to visit
than you think. By Holly Zawyer
within the next six to 12 months.
Other survey findings include:
T he COVID-19 pandemic has devas- able spending just as much on a trip as they • Domestic travel will become increasing-
tated many businesses, perhaps none would have before COVID-19. 80 percent ly popular with 83 percent of those surveyed
more visible than the effects it has had of travelers surveyed said they’re willing to looking forward to staying within the U.S.
on the travel and tourism industry. Due to travel for a length of three to seven nights for their first trip post-COVID-19.
mandatory restrictions, the industry has during their first trips post-COVID-19. • Adventure, wellness,
been at a standstill with airlines, hotels and Health and safety protocols are a priori- and bucket list trips
tourism boards around the world scram- ty among travelers. Resort and hotel safety ranked highest among
bling to adjust campaigns while reinventing protocols ranked the highest priority (75 the type of trips fre-
themselves to come out on the other side percent) influencing immediate travel de- quent travelers are look-
prepared to welcome and serve would-be cisions, versus proximity to home (23 per- ing to explore during
travelers in the new normal. cent). The number of COVID-19 cases in a their next vacation.
The good news is people will travel, and destination ranked among the top factors • Top domestic re-
we’ll regain confidence in the travel experi- (63 percent) that would influence travelers gions of interest include
ence again. Zapwater surveyed more than when making their purchasing decision for the West Coast and Holly Zawyer
1,200 U.S.-based frequent travelers about their next vacation post-COVID-19. Southeast.
post-COVID-19 travel to help our clients When travel resumes, U.S. travelers will • A majority of those surveyed travel most
make informed, strategic decisions as the choose to travel by car and plane. Travel by often with family or spouse.
U.S. begins to reopen businesses and allow car will become increasingly more popular, It may feel like we haven’t traveled in a life-
for some travel flexibility. The survey results with 57 percent planning to drive for their time, but one thing we know for sure is that
shed some light on how travelers feel about first trip post-pandemic. Of those surveyed, the desire to travel is stronger than ever. We
future travel plans, which will help agencies 53 percent plan to fly for their first trip post- must continue to inspire travel by generat-
and their hotel and destination clients better COVID-19. 35 percent of frequent travelers ing awareness about re-openings and driv-
prepare to reopen. are very likely to take a short-haul flight ing bookings to help industry partners re-
Travelers are remaining optimistic (three hours or less) for their first trip post- cover. However, it’s also our responsibility to
during the COVID-19 pandemic and still COVID-19. ensure recovery plans reach the right audi-
plan to take trips in 2020. According to the International travel to the Caribbe- ences within the right markets while being
survey, 65 percent of respondents are look- an, Europe and Canada ranked highest mindful of each target markets’ unique situ-
ing forward to traveling again, both inter- for travelers to visit within the next six ation with content that allows your client to
nationally and domestically. 39 percent of months. Internationally, Canada placed stay connected in a positive and meaningful
travelers are hoping to travel within the first first, with over 36 percent of respondents, way.
six months after travel restrictions are lift- the Caribbean ranked second with over 35 Holly Zawyer is Managing Director, Mi-
ed. 56 percent of participants feel comfort- percent and Europe placed third with 33 ami, at Zapwater Communications.
ROADMAP FOR REOPENING business—“What’s your hygiene policy?” REOPENING STRONG
_ Continued from page 14 “Can you advise on cancellations?”—you’ll _ Continued from page 11
have ready and consistent answers.
account for your brand so you can reserve It’s also important to remain transparent gives travel brands a unique opportunity
your brand handle and activate a content on social media. This means don’t delete to reimagine where their “drive markets”
strategy when the time is right. comments (negative or positive). Instead, are, and expand their outreach to include
Twitter holds a special place for messaging respond publicly with the facts and offer more states, towns and cities. And with
on leadership and brand news, but Twitter an invitation to continue the conversation. more time spent behind the wheel, the re-
accounts take time, and if you don’t have that Figure out in advance who should be no- surgence of the radio will be a great way
time, your travel business could miss out on tified to handle crises comments, and who to meet people where they are. A powerful
a lot of other opportunities. Nothing’s more will have final sign off on public responses. radio ad or radio show appearance can ei-
off-putting to a traveler than an abandoned Keep things honest and transparent, and de- ther help persuade people to add a stop on
social media account. fuse situations rather than drag them out on their planned journey or help inspire them
LinkedIn is the platform to build a a public page. And be sure to update your to plan future farther flung trips as they get
thought leadership profile. Best for industry website with new protocols and link the a taste for travel again.
insights, assuming you can post regularly, by COVID-19 FAQ page within your social As we continue to move through re-
which I mean weekly. It’s also a great place media presence for easy access. opening phases and travel rebuilds, there
to see what others in your industry are up to Reopening a travel business in the midst are still a lot of unknowns, and things
and a place to share more formal company of an industry-crushing pandemic is a new can—and will—change in an instant. But
announcements. challenge, but communications pros, just uncertainty doesn’t mean you can’t have a
Once you’ve selected platforms to invest like any seasoned hotel manager, have seen strategy in place, so long as it’s nimble and
your brand time toward reopening, plan their share of crises and know what they’re adaptable. With a plan, you’ll be ready to
your communications strategy. Start by map- doing. welcome wanderlusters in no time.
ping out FAQ documents, so when potential Jennifer Hawkins is President of Hawkins Jennifer Baum is President and Founder of
customers ask pointed questions about your International Public Relations. Bullfrog + Baum.
WWW.ODWYERPR.COM | JULY 2020 15You can also read
