AMADEUS PLANNING FOR HOSPITALITY RECOVERY CAMPAIGN
CHALLENGE
The global shutdown in March of 2020 plunged us all into unknown territory, with no industry more affected than travel. I recognized that any content with sales related messaging during this time would be deemed insensitive. However, we didn’t want to go completely dark on our marketing.
SOLUTION
Under my leadership, the team developed a global, integrated marketing campaign focused on gathering insight from industry experts in every region to provide recommendations for hoteliers as they considered the process of reopening and the phases of recovery that may transpire.
By conducting dozens of interviews with expert members from the Hospitality Sales and Marketing Association International (HSMAI), the Institute of Hospitality (IoH), and the Hospitality Professionals Association (HOSPA), Amadeus provided detailed strategic recommendations to the four main departments in a hotel property. The campaign launch was on June 3, 2020, just as the US relaxed some restrictions around outdoor gatherings.
Check out the ebooks and webinars:
Based on my own personal research, I created the 4 Phase Theory: The Return of Travel, which I developed into an infographic, an article published on Hospitalitynet.org with over 6,000 views, and a podcast episode, which was our highest engaging. As a follow-up, in 2022 I ghostwrote another article for Hospitalitynet.org as well.
RESULTS
In 2020, when overall sales were severely impacted, this one campaign alone managed to contribute:
$2.3M to marketing influenced pipeline
$700K to marketing influenced closed won sales
8,500 ebook downloads
95% of respondents said they enjoyed the ebook content
83% of respondents said they thought the ebook content was relevant or extremely relevant to their company, with the remaining said it was “somewhat relevant”
PHASE 2
The following year, while still very much in the midst of recovery, the team and I refreshed the campaign. We updated the ebook series to reflect changes that had occurred and added new tips and testimonials to the existing content, which had proven to be successful for those who implemented the practices.
Check out the second set of eBooks:
