news
Hotel News
World’s tallest hotel opens in Dubai 2024
The Ciel Tower hotel will soar 365 metres into the sky with 82 floors of luxury suites and serviced residences.
Hotels & Resorts
Accor Announces Global Launch of Its All-Inclusive Collection
Accelerating its expansion in the fast-growing market with a unique platform of multi-branded luxury and premium offers.
Hotel news
Ambitious Plans for Spectacular Scandic Holmenkollen Park
Modernised hotel reopens with 376 rooms and room for 1,200 conference visitors.
Changing of the guard
Peter King
to depart after 11 successful years.
hotel news
Hotel Sustainability Basics Launched at Leading Industry Summit in Manila
Set to drive responsible travel and tourism and to help every hotel address and improve their environmental impact.
hotell news
Scandic to Open Third Hotel in Tromsø
New hotel planned for 2025, with 305 rooms on 12 floors in the new Vervet area.

Global Business Travel’s Landmark Sustainability Study Reveals
What It Will Take to Get to a Greener Future.
Covid-19-Award
Double gold for Austria Center Vienna
at German Stevie Awards
The man, the myth, the legend
Patrick Delaney Honoured With Hall of Fame Award
Travel trade veteran receives 2022 Hall of Fame award at annual AIPCO conference.
hotelnews
Scandic Kiruna
first commercial enterprise to open in new city center.
RSS
rss_icon
Links
How Does a Destination Recover from Covid-19?

At the end of the Cretaceous period, 66 million years ago, an asteroid hit what is now the northern tip of Mexico’s Yucatan Peninsula. The impact triggered extreme global cooling, wiping out the dinosaurs and forcing evolution in a new direction. It’s an event analogous with the effect Covid-19 will have on the global travel market. Landscapes will change, and as those unable to adapt become extinct, new products will emerge.

 

We know what that landscape will look like, and what you need to do not only to adapt, but to thrive.

 

Phase 1: REPORT

Covid-19 has plunged the world into a new Dark Age that is turning anxious eyes to whatever lights are shining. Be one of the brightest lights by acknowledging not only the love and concern your clients have for your product, but also the curiosity that engaging reportage can engender in those who’ve yet to visit.

 

This is not the time to sell, but an opportunity to report: openly and honestly, like a letter from home. Regular bulletins throughout Phase One offer the opportunity to improve existing relationships and establish new ones - by recognising the isolation felt by those under domestic lockdown across the world, and their desire not just to escape, but to connect with people undergoing similar duress in places that made some of their happiest memories. Pictures, videos, case studies and interviews with ordinary people bundled into a three-minute read will offer clients a privileged insight into life at your home, strengthen connections and, crucially, create the yearning to visit.

 

The voice you use to articulate this message is key. To be credible, it can only be utterly honest. Counterintuitively, this is no time for committee-crafted corporate messaging. Rather, your letters from home should be warm, chatty, informal and empathetic. We can write them for you.

 

Phase 2: REASSURE

When travel restrictions are lifted we will move into the global damage assessment stage. Destinations, services and infrastructure will be in a post-war state: a mixture of ruin and opportunity. Your candid reporting of true stories from the front line during Phase One will have created an essential sense of tension and jeopardy, and now is the time for resolution. We study and learn from the triumphs and errors of destination marketing, from the Caribbean post-Maria, fiercely maintaining your honesty while reassuring travellers that you’re open for business and managing expectations in a positive way. e.g. Naxos hasn’t been bombed back to the stone age by a wave of Covid-related business collapses. Instead, it offers a return to the Aegean idyll of an era before mass tourism. And we need to understand what post-Covid travellers want: rest, recuperation and relaxation. The chance to be with family, to heal and to give thanks. So let’s look at what assets we have to meet those needs and push them to the front of the stall. We can do that for you.

 

Phase 3: REINVENT

Phase Three is future-focused. We need never speak of Covid again as we pick up the story the pandemic eclipsed. Lockdown has given us pause to see the ills of society and time to kick our addictions to that which we always knew was wrong. Instagram, AirBnB, overtourism – arguably viral infections in themselves – may have no place in the future of travel. Many destinations, through lack of vision, will revert to that level of marketing, but the disease has presented the world with opportunities to change: to become healthier, more mindful and caring. Remember Greta? The flu may have gone but climate change is still here, and with the reset button having been pushed on the travel industry, here’s a divine opportunity to drop bad practice – the jet-fresh oysters; the aircon; the heli transfers – and become leaders of the travel revolution. We can take you there.

 

By Sofia Panayiotaki, PRM (PR MEDIACO) CEO