We ask the committee: What should hotel marketers learn from Covid-19? When asked, the committee all agreed that, if the pandemic has not done so already, marketers need to learn to be flexible and that goes for the plans put in place and in their ways of working.
Petra Clayton, HMA Chair and Founder Custard Communications The list is endless; how to defend your budget, understanding your audience, repositioning your messaging… It’s been great to see hotel marketers working hard together and sharing insight and ideas. It’s something I love about the marketing profession and the hotel industry and the HMA brings both of these together so well. For many it will certainly have made them more efficient and strengthened their ability to adapt to fluid situations. Ambiguity and changing priorities are often cited as a challenge by hotel marketers and this pandemic has had both. As the industry starts its recovery plans, there will be a revisiting of strategic priorities and looking at strategic threats through the eyes of ‘business readiness’. As marketing leaders, we’ll need to make sure our teams are agile, able and prepared. Just in case. Authored by Andrea McKay for the Hotel Marketing Association