We&#8217;re getting a lot of questions about what folks should be doing right now. The challenge is that a lot of properties are down to minimal occupancy and minimum staff,  and marketers are unsure when real recovery will begin or when they should start rolling out campaigns to drive future bookings. Fuel reached out to our friends at Milestone who had written an amazing blog post containing sage advice on how you should be spending your time.
<h2><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></h2>
You can also download <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a>
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/788735467%3Fsecret_token%3Ds-XCUWWhbuvIc&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe>
SHOW NOTES:
Meet<a href="https://www.linkedin.com/in/tammiecarlisle/"> Tammy Carlisle</a> is the Head of Hospitality at Milestone
Original Blog from Tammy: <a href="https://www.linkedin.com/pulse/now-time-tammie-carlisle/">https://www.linkedin.com/pulse/now-time-tammie-carlisle/</a>
1. Now is the time to get your foundation in order. We are all working with less. How can you be more efficient? Now is the time to look at systems, processes and what you do with your day with an eye for improvement.
Many of us put off vitally important tasks because we are &#8220;too busy&#8221;. Now is the time to think about what is important. It could be as simple as creating better segmentation in your CRM, cleaning up your data, or creating better attribution modeling. Or it might be a larger project like creating that new website, changing your PMS or upgrading your Booking engine. Something you&#8217;ve been wanting to do but hadn&#8217;t because you didn’t have the time.
<ul>
<li>quote “In the rush to get back to normal be sure to take some time to think about what you are rushing back to”</li>
<li>Think of your systems</li>
<li>What are the bottlenecks/inefficiencies</li>
<li>Ideas</li>
<li>Create marketing/content calendar</li>
<li>Segmentation in CRM</li>
<li>Run Audits (<a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-103-6-hotel-website-audits-that-will-save-you-from-losing-money/">Fuel Hotel Marketing Podcast: Episode 103 &#8211; 6 Hotel Website Audits That Will Save You From Losing Money</a>)</li>
</ul>
&nbsp;
2. Now is the time to stay positive. I can grumble about the rain or I can grab an umbrella.  But either way, the rain is coming. Focus on the good right now. I work out of an office and travel a lot. Staying home has been an adjustment to say the least. But I am spending more time with my family. Setting up virtual coffee dates with friends, colleagues and clients. I&#8217;m actually spending more time connecting. I&#8217;ve also seen communities come together and do great things. I&#8217;m encouraged by all of the businesses donating to food banks, shelters and hospitals during this time.
<ul>
<li>Daily “positive” briefings – only good stuff, work and otherwise</li>
<li>Weekly happy hour with friends</li>
<li>Virtual coffee dates with clients</li>
<li>Virtual happy hour with colleagues</li>
</ul>
&nbsp;
3. Now is the time to be good to yourself. Self-care is very important but easy to forget. Take a minute to breathe, get some exercise, read a book, or do whatever brings you joy.
This bullet was prompted because a friend asked me the day before I wrote this what I was doing for self-care.  My answer – “does eating count”.
Exercise
<ul>
<li>Walking around the block</li>
<li>Yoga</li>
</ul>
Meditation
<ul>
<li>Monterey Bay Aquarium &#8211;<a href="https://www.youtube.com/watch?v=O7s3BEh8ijI"> https://www.youtube.com/watch?v=O7s3BEh8ijI</a></li>
<li>Headspace / Calm – Apps</li>
</ul>
Read a Book
<ul>
<li>Atomic Habits – James Cleary</li>
</ul>
&nbsp;
4. Now is the time to stay educated. That class you&#8217;ve always wanted to take (virtually of course). The subject you&#8217;d like to become more proficient at. Now is the time to hone your skills and learn new things. My topics of choice &#8211; time management, sales, and sewing. What are yours?
So much free and low-cost content right now
<ul>
<li>Fuel Podcast</li>
<li>This Week in Hospitality Marketing</li>
<li>HSMAI – free content, certification programs – CHDM, CRME, Business Acumen</li>
<li>Moz Academy<a href="https://moz.com/training"> https://moz.com/training</a> &#8211; free until May 31</li>
<li>Sales Gravy – classes as low as $5.00</li>
<li>Dave Ramsey Financial Peace University &#8211;<a href="https://www.daveramsey.com/fpu"> https://www.daveramsey.com/fpu</a> &#8211; 14 day free trial</li>
<li>Khan Academy &#8211;<a href="https://www.khanacademy.org"> https://www.khanacademy.org</a></li>
<li>YouTube</li>
</ul>
&nbsp;
5. Now is the time to get creative. What can you innovate to help your business thrive? I&#8217;ve seen hotels offer day rates for people who can&#8217;t work from home, have a safe place to stay and food locations turn into &#8220;no-touch&#8221; grocery stores &#8211; order online, drive up, pop the trunk and get groceries. Fox turned to iRacing and broadcast a virtual race this weekend featuring many Nascar stars including some that had retired. This fan was very happy to watch.
Restaurants offering gofundme pages and using the money to help feed medical professionals &#8211; $100/10 medical professionals.<a href="https://www.paloaltoonline.com/blogs/p/2020/03/22/these-local-restaurants-are-donating-meals-to-people-in-need-heres-how-to-help"> https://www.paloaltoonline.com/blogs/p/2020/03/22/these-local-restaurants-are-donating-meals-to-people-in-need-heres-how-to-help</a>
Hotels in NYC lodging health care workers
<a href="https://www.bloomberg.com/news/articles/2020-03-30/empty-hotels-pivot-to-virus-battle-as-n-y-lodges-health-workers">https://www.bloomberg.com/news/articles/2020-03-30/empty-hotels-pivot-to-virus-battle-as-n-y-lodges-health-workers</a>
eNascar/iRacing
&nbsp;
6. Now is the time to come together. Yesterday, the entire <a href="https://www.linkedin.com/">Milestone Inc</a> team came together from three different countries and multiple cities to meet and discuss strategies of how to help our clients through this difficult time.
#weareallinthistogether
Network – Reach out to connections – virtual coffee chats 
Teaching us to get connected in a whole new way 
How can you help –
<ul>
<li>Volunteer</li>
<li>Give Blood</li>
<li>Stay Home 🙂</li>
</ul>
&nbsp;
LISTENER FEEDBACK
Hi All,
Been loving the super tactical podcast episodes lately!
Quick question – I’ve read a few places that updating your GMB listing to be “temporarily closed” or just closed aren’t showing in the map, and ranking could potentially suffer. Do you guys have any insight on this? I was considering just doing a post, or potentially just putting in “special hours” (which seems to be super tedious), instead…. I don’t want to hurt our listings for when we do get back up and running. Our hotels are all still open, but this is for all our restaurants and Spa which are currently closed.
Thanks, team!
Emily (Sparrow Hotels)
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Gogle no longer penalizing businesses for termporary closings</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
&nbsp;
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>

Fuel Hotel Marketing Podcast: Episode 142 – Now Is The Time: What Should You Be Doing Right Now (with Tammy Carlisle from Milestone)

In this episode of the award-winning Fuel Hotel marketing podcast, we chat with industry veteran, Kelly Simmons on how her company is tackling the challenges brought on by COVID-19. Kelly gives examples of some of the things Vacation Myrtle Beach has been doing to reduce cancellations and stimulate new business.
<h2><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></h2>
You can also download <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a>
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/787934779&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe>
SHOW NOTES:
Meet <a href="https://www.linkedin.com/in/kelly-simmons-018672107/">Kelly Simmons</a>, Director Of Marketing for Vacation Myrtle Beach. Kelly oversees all aspects of marketing for 14 Myrtle Beach properties.
From Kelly’s LinkedIn:: “Dynamic Leader driving change by inspiring possibility. If I can&#8217;t find a way, I make the way. It might get loud.“
Kelly was Director of Call Center Operations and Revenue for VMB for 7 years where she took an average call center operation and turned it into “Shine Studios”
Despite the Myrtle Beach area being shut down, Kelly and her team aren’t rolling into a ball, they are rolling up their sleeves and are preparing to come out swinging.
Three Things Vacation Myrtle Beach is doing right now to plan for recovery.:
<h3>1. Worry-Free Booking Guarantee</h3>
<h3>2. Turning Cancellations Into Future Stays</h3>
<h3>3. Incentivizing Pre-Paid Vacations</h3>
&nbsp;
&nbsp;
LISTENER FEEDBACK
Long time listener of your podcast here. Whilst listening to episode 137, I was moved by your message about helping each other out in the industry. You mentioned getting in touch if we had anything to share.
So I wanted to send you this guide we&#8217;ve just finished that looks at what (and why) hotels should do on social media during these difficult times.
We&#8217;ve answered all our client&#8217;s doubts and questions on it, it might also help yours.
<a href="https://drive.google.com/file/d/1iAk0lEAQdAqLYpjfTggesouYTPKv_IuD/view" target="_blank" rel="noopener noreferrer">https://drive.google.com/file/d/1iAk0lEAQdAqLYpjfTggesouYTPKv_IuD/view</a>
Keep up the great work with the podcast.
All the best, Jerome. 
JCMT 
http://jcmtagency.com/
&nbsp;
Product of the week: Netgear Powerline Wifi Extender
<a href="https://www.amazon.com/NETGEAR-PowerLINE-1000-802-11ac-Gigabit/dp/B01929V7ZG/" target="_blank" rel="noopener noreferrer">https://www.amazon.com/NETGEAR-PowerLINE-1000-802-11ac-Gigabit/dp/B01929V7ZG/</a>
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Google Offering 340 Million in Ad Credits: 
<a href="https://blog.google/inside-google/company-announcements/commitment-support-small-businesses-and-crisis-response-covid-19" target="_blank" rel="noopener noreferrer">https://blog.google/inside-google/company-announcements/commitment-support-small-businesses-and-crisis-response-covid-19</a></li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
&nbsp;
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>

Fuel Hotel Marketing Podcast: Episode 141 – A Hotelier’s View On How To Market During The COVID-19 Crisis (with Kelly Simmons)

In this episode, we go through some simple changes that your property should be making right now to your local listings. Keeping property information up-to-date, especially as cities are changing their protocols. Updating your local listings like Google My Business, Moz, and Yext accounts is the best way to keep your guests in the loop.
<h2><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></h2>
You can also download <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a>
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/787126360&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe>
SHOW NOTES:
Here&#8217;s the original blog post on this topic:  https://admin.travelboommarketing.com/blog/local-listings-best-practices-during-a-global-crisis/
&nbsp;
Best Practices:
(If you use Moz Local and GMB, update first in Moz as they will push everything to your GMB listing once synced.)
&nbsp;
Hotel Hours:
<ul>
<li>Whether you have temporary hours, closed for through the end of the month, or until further notice you should update your local listings
<ul>
<li>Moz Local &#8211; update Opening Hours section</li>
<li>GMB &#8211; update Special Hours section</li>
<li>Yext &#8211; update Holiday Hours section</li>
</ul>
</li>
<li>You’ll want to update 6-7 days before changes go into effect, when possible</li>
<li>You’ll also want to set a reminder and add updating your property hours to your recovery checklist.</li>
</ul>
&nbsp;
Hotel Description:
<ul>
<li>GMB aggregates your Hotel Details section from an overall online web presence.
<ul>
<li>Update your hotel details &amp; important information online across the board.</li>
</ul>
</li>
<li>Moz Local allows you to update a Short (200 characters max) and Long Descriptions (1000 characters max).
<ul>
<li>Update both as different directories require different lengths.</li>
</ul>
</li>
<li>Yext allows you to update Business Description (750 characters max)</li>
<li>Examples of things to include
<ul>
<li>Due to the current global epidemic we are facing, we have decided to temporarily close to the public. We are open for medical staff and personnel working in nearby hospitals to fight coronovirus. The health and safety of our staff and guests are of our utmost priority. We will keep you posted on our policy changes and on the reopening of our property.</li>
</ul>
</li>
<li>Again you will want to be sure to set a reminder and add updating these sections into your recovery checklist</li>
</ul>
&nbsp;
Additional Property Page Info:
<ul>
<li>Yext features Modules like Announcement Bar, Banner, etc.
<ul>
<li>These are great tools to place updated information including policies, cancellations, property info, etc so that they are front and center</li>
</ul>
</li>
<li>Moz Local features New Posts publishing tool
<ul>
<li>Use similarly to the announcements, etc in Yext</li>
</ul>
</li>
<li>Moz &amp; Yext both feature a tool to leverage Questions &amp; Answers or FAQ List
<ul>
<li>Answer questions pertaining to hotel preparedness, policies, cancellations, etc</li>
<li>Examples:
<ul>
<li>Is [hotel name] open?</li>
<li>What is [hotel name] doing to prepare for coronavirus?</li>
<li>What precautions is [hotel name] taking in regards to room cleanliness?</li>
<li>What are [hotel name] the policies and cancellations in regards to reservations during COVID-19?</li>
<li>Is [hotel name] open for medical staff &amp; personnel?</li>
</ul>
</li>
</ul>
</li>
<li>Revisit all these sections frequently and update as your information changes</li>
<li>Add these sections to update on your recovery checklist</li>
</ul>
&nbsp;
Hotels With Restaurants:
<ul>
<li>Can be leveraged as a source of revenue with delivery and to-go/pick-up options available.</li>
</ul>
Restaurant Hours:
<ul>
<li>Just like for hotel hours, you’ll want to update your restaurant hours as well
<ul>
<li>Moz Local &#8211; update Opening Hours</li>
<li>GMB &#8211; update Special Hours</li>
<li>Yext &#8211; update Holiday Hours</li>
</ul>
</li>
<li>Add update restaurant hours to your recovery checklist</li>
</ul>
&nbsp;
Restaurants Description &amp; Services:
<ul>
<li>Within the Description section of Moz, GMB, and Yext include
<ul>
<li>Temporary operations updates</li>
<li>Whether pick-up only, delivery only, or both services available</li>
<li>Dining area is closed until further notice</li>
</ul>
</li>
<li>Update the Services section within Moz and GMB to include pick-up and delivery</li>
<li>Add updating description and services to your recovery checklist</li>
</ul>
&nbsp;
Restaurant Posts &amp; Modules
<ul>
<li>Within Yext, use those same Modules (Announcement Bar, Banners, etc) with important restaurant info. Keep your messaging consistent.</li>
<li>GMB &amp; Moz offer the Posts feature and similarly to what you’re created in Yext, you can create within these two listings</li>
<li>Examples of suggested content:
<ul>
<li>Updated restaurant info and operations</li>
<li>Pick-up and delivery options while dining area is closed</li>
<li>Special menu for pick-up/delivery</li>
<li>Supporting local businesses like your hotel restaurant</li>
</ul>
</li>
</ul>
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Google Offering 340 Million in Ad Credits: 
<a href="https://blog.google/inside-google/company-announcements/commitment-support-small-businesses-and-crisis-response-covid-19" target="_blank" rel="noopener noreferrer">https://blog.google/inside-google/company-announcements/commitment-support-small-businesses-and-crisis-response-covid-19</a></li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
&nbsp;
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>

Fuel Hotel Marketing Podcast: Episode 140 – Local Listings Updates Best Practices During COVID-19

Now more than ever, the messaging you send your guests is vital to your hotel’s future success. Your hotel messaging could invoke confidence and togetherness or cringe and turn off—you don’t want to be in the latter grouping.
If you plan on reaching out, consider the following messaging tactics. We’ll also include hotels and companies that have the right idea for messaging and promoting to consumers during global adversity.
<h2><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></h2>
You can also download <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a>
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/784060585&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe>
SHOW NOTES:
Here&#8217;s the original blog post on this topic:  https://admin.travelboommarketing.com/blog/hotel-messaging-promoting-during-a-global-crisis/
<h3>1. Instill Confidence in Your Guests</h3>
Let your guests know the health and safety measures you’re taking. Offer flexibility when you can and be clear in your messaging.
<ul>
<li style="list-style-type: none;">
<ul>
<li>Examples include:
<ul>
<li>Lake Buena Vista Resort Village &amp; Spa: The email uses clear messaging that states the benefits of booking direct and offers free cancellation.</li>
<li>The Breakers Resort: Relaxed cancellation policies have been introduced and are clearly stated, so the guest can safely book knowing that if circumstances change, they can make a cancellation and receive a full refund.
<ul>
<li>The new policy change is highlighted using a different font color.</li>
</ul>
</li>
<li>InTown Suites: The website’s homepage includes a banner that clearly states that the guest’s health and safety is the focus.</li>
</ul>
</li>
</ul>
</li>
</ul>
&nbsp;
<h3>2. Lead with Sincerity &amp;  Empathy</h3>
Acknowledge the issue at hand. Let the consumer know that you’re thinking of those affected by the issue.
<ul>
<li>Examples include:
<ul>
<li>Sun &amp; Ski Inn and Suites: The messaging immediately touches on the crisis and speaks to the guests and employees affected by the crisis.</li>
<li>The messaging is open and honest by speaking to the property’s decision to close.</li>
<li>The messaging also leads and ends with a strong message about light being a symbol of “hope, future, and direction”.</li>
</ul>
</li>
</ul>
&nbsp;
<h3>3. Build &amp; Strengthen Your Community</h3>
Winning over followers shouldn’t be the focus here. The focus should be the needs of your community (Guests, employees, local, etc.) to build support and togetherness.
<ul>
<li>Examples include:
<ul>
<li>Grace Bay Resorts: The resort puts the spotlight on their employees.
<ul>
<li> They regularly mention supporting the livelihood and safety of their staff throughout the video message.</li>
</ul>
</li>
<li>The Bouqs Company: The company lists the actions they’re taking to support the partners they work with.
<ul>
<li>They’ve also listed ways you can support your local community during this difficult time.</li>
</ul>
</li>
<li>Niagara Falls Tourism: Started a social campaign called “Niagara Heart of Hope” and started a hashtag.
<ul>
<li>Hotels and casinos in Niagara Falls are lighting their windows with hearts to show signs of hope and solidarity.</li>
</ul>
</li>
</ul>
</li>
</ul>
&nbsp;
<h3>4. Keep Your Destination &amp; What You Offer Top of Mind</h3>
Stay top of mind by sharing resources that followers and guests can enjoy from home. Maybe you host a happy hour? Share drink recipes of your most popular drinks so your followers can make them at home. Create virtual events for classes, discussions, performances, etc. Be an escape for people during this crisis.
<ul>
<li>Examples include:
<ul>
<li>Canyon Ranch: Not only is the messaging uplifting, but the resort also promotes wellness resources that followers can enjoy at home.
<ul>
<li>Nutritional, fitness, spiritual resources</li>
</ul>
</li>
<li>&amp;Beyond Travel: The messaging highlights the destination.
<ul>
<li>&amp;Beyond encourages friendly engagement and shares their favorite destination-themed books, movies, recipes, and music.</li>
</ul>
</li>
</ul>
</li>
</ul>
&nbsp;
<h3>BONUS: Update Your Ad Copy Messaging</h3>
<ul>
<li>Leverage your ad copy to promote stays in the future.
<ul>
<li>Summer stays</li>
<li>Book your next vacation</li>
</ul>
</li>
<li>Consider changing your ‘Book Now’ CTA</li>
<li>Consider testing flexible cancellation policies in your ad text (only if you’re offering flexible cancellations)</li>
</ul>
<h2>COMING SOON:</h2>
<ul>
<li>Marketing During Recovery</li>
<li>Local Listing Updates</li>
<li>Analytics Considerations During A Crisis</li>
</ul>
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>COVID-19</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
&nbsp;
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>

Fuel Hotel Marketing Podcast: Episode 139 – How To Nail Hotel Messaging During A Global Crisis

These are unprecedented times and they call for us to rethink our advertising approach. In this episode, we discuss some simple considerations that you should be thinking about when updating your hotel advertising.
<h2><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></h2>
You can also download <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a>
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/783242851&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe>
SHOW NOTES:
Here&#8217;s the original blog post on this topic: <a href="https://admin.travelboommarketing.com/blog/how-to-adjust-your-advertising-strategy-right-now/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/how-to-adjust-your-advertising-strategy-right-now/</a>
<h2>1. Update Your Negative Keyword Lists Immediately</h2>
<ul>
<li>Be sure you’re NOT spending your advertising dollars on unqualified searches by adding negative keywords like ‘cancellation’, ‘cancel’, ‘covid’, ‘coronavirus’, &amp; ‘corona’</li>
<li>Eliminates people who are looking to cancel or just looking for any information on the virus in your area or at your property, specifically.</li>
<li>Be sure to add these negatives as phrase match to cover any unexpected queries.</li>
</ul>
&nbsp;
<h2>2. Be Mindful of All Messaging and Audit Scheduled Posts</h2>
<ul>
<li>Review all scheduled posts</li>
<li>Your brand’s messaging during this critical time can make or break your advertising efforts.</li>
<li>You could be opening the door to disaster if your team isn’t reviewing and rewriting email copy, ad copy and social media posts.</li>
<li>Ensure that your team is crafting empathetic, helpful messages to potential guests for a lasting impact.</li>
<li>Sending the wrong message could be conveyed as self-serving or insensitive, and potentially turn people off.</li>
<li>Remember, you could be crossing a line that might not have existed a week prior. </li>
</ul>
&nbsp;
<h2>3. Be Mindful Of The Promotion</h2>
<ul>
<li>While providing value may be what people traditionally want, promoting a sale won’t show your true appreciation for the life blood of your business – the guest</li>
<li>Ensure you’re promoting a stay in the future and that your messaging reflects that.</li>
<li>Use psychology to promote the fantasy of travel – specifically, a visit to your destination and property.</li>
<li>You want to be top of mind when they’re ready.</li>
<li>Others are encouraging stay at home messaging. When done correctly, this type of messaging can provide infinite value.  Visit Estonia even used the hashtag #staythefuckhome</li>
</ul>
&nbsp;
<h2>4. Market To Drive Markets</h2>
<ul>
<li>Ensure that your brand is refining geo-targeting on all platforms so that you are actively reaching your drive market.</li>
<li>You should also look at historical data to determine your highest converting demographics within your drive market to maximize ad performance.</li>
<li>Be sure to offer your best rooms available. Extend this as a free upgrade to guests that may still be booking.</li>
</ul>
&nbsp;
<h2>Promote Ways You Can Help Comply With Social Distancing</h2>
<ul>
<li>If your hotel offers ways for people to maintain social distancing while traveling, be sure to communicate that message.</li>
<li>A <a href="https://admin.travelboommarketing.com/mobile-app-digital-key/">mobile app </a>that offers check-in offers limited to no interaction</li>
<li>digital room key allowing guests to arrive and enter their room with limited to no interaction</li>
<li>Promote individual, outdoor activities around your property</li>
<li>Room Service and/or Grab N Go meals</li>
<li>In-room kitchens to avoid groups in restaurants</li>
</ul>
&nbsp;
<h2>6. If you have an on-site restaurant providing take-out, make it known!</h2>
<ul>
<li>If your on-site restaurant is still offering take-out, that could be your only source of revenue right now.</li>
<li>Make sure that your website and local listings are clearly displaying your menu and your online and phone ordering options.</li>
</ul>
&nbsp;
<h2>COMING SOON:</h2>
<ul>
<li>Marketing During Recovery</li>
<li>Hotel Messaging &amp; Promoting During A Crisis</li>
<li>Local Listing Updates</li>
<li>Analytics Considerations During A Crisis</li>
</ul>
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>COVID-19</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
&nbsp;
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a> 
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Fuel Hotel Marketing Podcast: Episode 138 – Adjustments To Consider For Your Hotel Advertising Right Now

137In this episode, the Fueligans chat with Industry Guru, Tim Peter, about his advice for hotels and travel industry businesses who are feeling the shock and pain of the past few weeks. Fuel is here for you as we all try to navigate these stormy waters and adjust to the “new normal”.
<h2><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></h2>
You can also download <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a>
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SHOW NOTES:
Here&#8217;s Tim&#8217;s original post that was an inspiration for this episode:
https://www.timpeter.com/2020/03/03/coronavirus-covid-19-the-travel-industry-how-hotel-companies-can-manage-business-disruption/
<h2>1. Realize that we’re playing Poker, not Chess</h2>
Why is this situation so different from anything we’ve seen in the past? It comes down to uncertainty. Typically, our threats have been more about risk. This is an entirely different game and we need to understand the rules, we need to be adaptable, and we need to focus on the things we know, the things we control, and then make a bet on the rest of it based on our confidence level.
<h2>2. Review your insurance, talk to your bank, and stay informed about government assistance</h2>
Is coronavirus COVID-19 part of your coverages? Are you able to recoup any losses from business interruption insurance or similar? While insurance is unlikely to cover all your costs, they may help lessen any economic burden COVID-19 places on your business. Also, we’re seeing that a lot of banks are being extremely flexible right now. If your biggest worry is that you may not be able to make your next loan payment, go have a conversation and see what help they may offer. Finally, there are new government assistance programs being announced at a federal and state level on a daily basis. Get involved with your local Chamber of Commerce and use them as a resource to help you understand what’s available.
<h2>3. Cut Your Costs Strategically but Ruthlessly</h2>
For many of us, this is an existential crisis. The very survival of our business is hanging in the balance. As you think through ways to cut your spending, do so with an eye on the short term and the long term, and be prepared to consider the things that were unfathomable a few days ago. However, while you’re doing this keep in mind that there is a future and those that are best prepared for the new normal will make the most of the opportunities that present themselves
<h2>4. Don’t cut your rates.</h2>
Anytime business softens, an easy &#8220;fix&#8221; is to offer deeply discounted rates to your guests. The theory behind this action supposes that you can use lower rates to attract attention and steal market share from your competitors. Except that most of the time it doesn&#8217;t work, especially when price is not what’s preventing people from traveling, it’s fear.
<h2>5, Change Your Marketing Thinking not Your Budget</h2>
One cost you absolutely don&#8217;t want to cut is your marketing spend. Yes, you absolutely must monitor and control your expenses during any economic disruption. But evidence shows that travel companies that continue to invest in marketing during a downturn significantly outperform their competitors in both the short and longer-term. Research from Amrik Singh at the University of Denver and Chekitan S. Dev at the Cornell University School of Hotel Administration shows that &#8220;The results of this study show significant differences between winners and losers when measured by top-line indicators (Average Daily Rate [ADR], RevPAR, TRevPAR) and profitability (GOPPAR and NOIPAR). Winners were also found to spend significantly more on marketing than losers… total marketing expenditures are significantly and positively correlated with RevPAR, GOPPAR, and NOIPAR [during a downturn]. This finding implies that an increase in marketing expenditures has a positive effect on revenue and profit.&#8221;
<h2>6. Don’t disappear from social.</h2>
The team at Screen Pilot put together an outstanding set of recommendations on how to effectively be “aware, available, and agile” on social. Many of these include items addressed above such as “encouraging consumer confidence” and using your FAQ pages to reassure guests. But the whole set is excellent and truly worth your time. You can<a href="https://screenpilot.com/2020/03/screen-pilot-social-media-teams-covid-19-recommendations-best-practices/"> check out their advice here</a>.
<h2>7. Keep learning but don&#8217;t burn out</h2>
The current situation requires an adaptable approach to the rapidly shifting marketplace. Anything that helps you keep learning is a good move. Tim’s <a href="https://www.timpeter.com/2020/03/03/coronavirus-covid-19-the-travel-industry-how-hotel-companies-can-manage-business-disruption/">post</a> is a great resource to stay informed. Fuel has also put this <a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/">Master List of Crisis Resources</a> together for folks who are looking for more information.
<h2>8. Help others and Keep Smiling</h2>
While you are certainly hurting right now, there are likely others around you who are hurting as much or more. Be someone who is bringing a little light and levity to the world by sharing your ideas and your talents. The thing we love most about the hospitality industry is the love for others. We need each other now more than ever and we encourage everyone to put on their best smile and help both your local community and the hotel industry as a whole. We will come through this and we will come through it stronger if we do it together.
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>COVID-19</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>

Hotel Marketing Podcast

Fuel Hotel Marketing Podcast: Episode 142 – Now Is The Time: What Should You Be Doing Right Now (with Tammy Carlisle from Milestone)

Fuel Hotel Marketing Podcast: Episode 142 – Now Is The Time: What Should You Be Doing Right Now (with Tammy Carlisle from Milestone)

Fuel Hotel Marketing Podcast: Episode 141 – A Hotelier’s View On How To Market During The COVID-19 Crisis (with Kelly Simmons)

Fuel Hotel Marketing Podcast: Episode 141 – A Hotelier’s View On How To Market During The COVID-19 Crisis (with Kelly Simmons)

Fuel Hotel Marketing Podcast: Episode 140 – Local Listings Updates Best Practices During COVID-19

Fuel Hotel Marketing Podcast: Episode 140 – Local Listings Updates Best Practices During COVID-19

Fuel Hotel Marketing Podcast: Episode 139 – How To Nail Hotel Messaging During A Global Crisis

Fuel Hotel Marketing Podcast: Episode 139 – How To Nail Hotel Messaging During A Global Crisis

Fuel Hotel Marketing Podcast: Episode 138 – Adjustments To Consider For Your Hotel Advertising Right Now

Fuel Hotel Marketing Podcast: Episode 138 – Adjustments To Consider For Your Hotel Advertising Right Now

Fuel Hotel Marketing Podcast: Episode 137 – 8 Things Hotels Should Be Doing About The Global Crisis (with Tim Peter)

Fuel Hotel Marketing Podcast: Episode 137 – 8 Things Hotels Should Be Doing About The Global Crisis (with Tim Peter)

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