COVID-19 BUSINESS SUPPORTS HUB Leverage Consumer Insights to Drive Demand & Spend
Martina Kerr Bromley Head of Enterprise Development, Fáilte Ireland
Helen McDaid Manager, Enterprise Development, Fáilte Ireland
Aisling McVeigh Oonagh Cremins
PART 1 Messaging & Communication Presented by Aisling McVeigh
OV OVER ERVIEW VIEW ▪ Processing the data and understanding the insights ▪ What do they mean for you? ▪ How to respond by creating meaningful messaging that resonates ▪ Target segments to keep top of mind ▪ Selecting the relevant communication channels based on the target audience
Translating data and insights into meaningful messaging and communications… … that resonate with the key target audience , to drive conversion across multiple revenue streams.
Key Key Em Emerg rging ng Co Consume nsumer r Insi nsigh ghts T To o Co Consi nside der VALUE FOR MONEY HEALTH & SAFETY
KNOW YOUR AUDIENCE AND IDENTIFY THE OPPORTUNITY… WHO IS THE UNCONSTRAINED ADULT AND WHAT ARE THEIR PREFERENCES…
45 + Pre-Family Key drivers = safety, cost and value Key drivers = cost, safety, attractions, value • • Midweek breaks & experiences Weekend escapes & experiences • • Dining options, ease of travelling to Dining options, ease of travelling to • • destination destination Outdoor activities: walking/hiking, gardens, Outdoor activities: swimming, walking/hiking, • • national park, historic house/castle gardens, national park, historic house/castle ‘Holiday motivations (outside of ‘ Those who prefer hotels are looking traditional relax and escape) centre for enjoyment and good food as an around fun and food’ essential part of their holiday.'
Cos Cost & & Va Value lue For For Mone Money y ‘The majority of households have seen or expect to see, a negative impact on their disposable income.’ As a result, the consumer is responding by shopping around for the greatest value rather than the cheapest price. LET’S CONSIDER VALUE V’S PRICE
CREATING YOUR ‘VALUE’ MESSAGE…
What can you offer based on consumer intent, wants and needs? ▪ What makes you different or more desirable than anywhere else? ▪ Why should people choose to stay with you? ▪ What is your promise to your guest? ▪
Highlight USPs ▪ Location ▪ Award winning food, spa, activity or attraction ▪ Complimentary on-site experiences ▪ Breathtaking views ▪ Exclusive access to local hidden gems ▪ Visitor experience, service and culture Emphasize Package/ Experience Value Added Items ▪ Midweek and off-peak offers ▪ F&B bundles / kids eat free ▪ Refreshments included ▪ Complimentary transport / shuttle ▪ Free cancellation ▪ VIP amenity or souvenir gift to take home ▪ Destination led experiences that drive value
Packag Package & Ex & Expe perien rience ce Write rite-up ups - An E An Essen ential tial St Starting arting Poi Point nt *Creativity and innovation are key NAMING & HEADLINE Type of experience, timing, seasonal DESCRIPTION Highlight USPs, added value, accessibility, link to the destination LISTED INCLUSIONS Accommodation, attraction or activity, F&B, spa complimentary value-added amenities, no. of people FROM RATE + CTA Include clear booking & enquiry details TERMS & CONDITIONS
Li Link nk To To Dest stinat nation on Brand Brand & & Th The Dest stinat nation on Sell Sell Position yourself along the route to leverage ‘Day Tripper’ opportunity ‘Day trips still predominate in terms of what consumers are doing as part of a staycation as they offer opportunities to tap into a multitude of experiences. ‘
COMMUNICATING YOUR ‘VALUE’ MESSAGE…
Sele Select cting ng Th The Righ Right Ch Chann annels ls Ba Based sed On On Th The Targ Target Aud udienc nce 55+ ▪ Direct to hotels / accommodation provider ▪ Respond to advertised deals Pre-Family ▪ Extensive research ▪ Booking.com ▪ TripAdvisor (price, 45 rating) ▪ PR
Communicating Your ‘Value’ Message Ensure to drive consistency of ▪ Website (clear and concise offers page) messaging and visual ▪ Social Media communications across all channels ▪ DiscoverIreland.ie & Third-Party Listings ▪ Ezines ▪ PR & Advertising ▪ Radio Scripts ▪ Internal Teams ▪ Visuals
HEALTH & SAFETY…
Let’s Explore The Insights ‘Despite being more likely to engage in the appropriate behaviours, confidence about their safety drops in middle aged consumers.’ ‘Hotels need to continue to focus on safety and the value equation’ ‘Consumers are managing an inner dialogue between logic and their emotions. This causes a create deal of conflict and they have a need to be reassured that they are making the right choices.’
Cr Creat ate Inf nfor ormat mative Me Messaging aging T That hat Pro Provide des Reass Reassur urance ance Health & Safety Procedures (pool, ▪ spa, wetsuit hygiene, attractions) Pre-Booking Details ▪ FAQ Document ▪ Talking Points For Reservation ▪ Team Flexible Cancellation Policy ▪ Be transparent about what the visitor journey & guest experience will look like so that they know what to expect
COV COVID ID-19 19 Safe Safety y Chart Charter Highlight your compliance and stamp across all ▪ guest facing communication Consider online, print and on-site visibility ▪ Website Landing Page ▪ Social Channels ▪
Visually Vi ually Co Comm mmun unicat ate A ‘Safe Haven’? New refreshed imagery ▪ Update regularly ▪ Outdoor seating ▪ Spacious dining areas ▪ Socially distanced set-ups ▪ Avoid showing confined spaces, ▪ tight meeting rooms or large-scale wedding set-ups Housekeeping team ▪
Post-Stay / Pre-Arrival Stay/Visit Visit • Arrival Experience • Guest Satisfaction • Confirmation Email Surveys & Reviews • Communicate Covid- • Plan Your Visit Email 19 Procedures • TripAdvisor (Top 10) • Phone Call • Manage Bookings • Destination Partner • Pre-Booking Feedback Forms • Reinforce Value Add Notification • Discount Off Next • Capture Guest • Pre-Arrival Screening Visit Feedback Upon • Communicate Covid- Check-Out • Ezine 19 Procedures Reinforce the health & safety message throughout. Highlight the COVID-19 Safety Charter stamp wherever possible.
Wh What at you you can can do do no now Complete Package Write-Ups Communicate Internally & Update Guest Facing Channels Update Health & Safety Procedures & Add to Website Complete Covid- 19 Safety Charter & ‘Make It Visible’ Update Content to Reflect ‘Unconstrained Adults’
PART 2 Optimise Revenue & Spend Presented by Oonagh Cremins
To Topics pics Starting point Channel Landscape Price and Price Sensitivity Product & Revenue Opportunities What you can do now
St Start arting g Poi Point nt 1. Leverage the Insights Focus now needs to be on demand generation, leveraging the insights that we have learnt from Jill and the actions from Aisling’s session. 03 03 2. Limited Demand Reality is that limited demand exists for our hospitality product currently. 02 02 04 04 3. Consumer Behaviour Understanding how the insights influence consumer behaviour and effect the booking process. 4. Pricing Understanding the price sensitivity of our consumer. 01 01 05 05 5. Revenue Optimisation Every revenue generating area needs focus, measurement and monitoring to ensure revenue optimisation.
Key Key Ins nsigh ghts rele levant vant to o Reve Revenu nue & D & Distribu bution on ▪ Consumer is cost sensitive ▪ Engaging in In-depth research and planning ▪ Reputation Management is a key influencer in choice of hotel/restaurant/visitor attraction ▪ Channel Shift – Channel landscape moving away from Indirect Booking to Direct Booking especially among the > 45 years unconstrained adults ▪ Lead time has reduced significantly ▪ Leisure segments performing ▪ Agility required to be able to react to uncertain market ▪ Relevant forecasting can only be on a short window forward
Channel Chann l Ma Managem nagement nt – Direct rect ▪ How well prepared are your direct channels to meet this ACTI TION INSI SIGHT increased volume? ▪ Telephone Sales? Transactional vs Operational ▪ Over 45’s unconstrained https://prebook.fotaisland.ie adults – midweek market ▪ Brand website? Visibility of your Covid Safety Charter – are more likely to book ▪ direct with a hotel. https://skelligschocolate.com ▪ https://shop.westporthouse.ie ▪ This is part of the trust ▪ build that is vital to Sequencing of rates? Easy to find packages? convert the booking. ▪ Flexibility of Booking Conditions ▪ Upselling of room types and ancillary spend? ▪ Clarity of pre-arrival messaging around safety and protocols
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