The COVID-19 crisis has turned a multitude of industries on its ear in 2020, but travel marketing has been hit exceptionally hard. What on earth are we supposed to blog about when borders are closed? I read yesterday that a good block of western Europe is in or in the process of going back into lockdown. Welcome to the second wave.
The bottom line is that this is going to be a thing we contend with for a while, and it’s going to affect every possible aspect of life. Many people’s livelihoods are being threatened, and without articles on the top 10 beaches to visit this winter, what else is there to say?
One thing to keep in mind going forward is that most travel blogs are already about education. It’s the marketer’s job to educate people about destinations, activities, places to eat, nightlife in major cities, and more. The point is that you’re already good at educating. Right now, a good move for your blog might be to shift the focus and educate people about COVID-19.
Think about it: The more people know and understand, the more protected they will be. The more protected we all are, the faster the curve will flatten on a global scale. Once that happens, we all get to go back to business as usual. So today, let’s look at a few ways we can harness the inertia of this very serious global crisis. This will accomplish two things: It will make for a healthier public overall, and it will steer us back into a place where we can discuss all the fun things we did before all this.
First and foremost, let’s try to remember one thing and keep it as an undercurrent in all our marketing content: The situation we’re in is, in fact, temporary. Life as we know it will resume eventually, and when that happens, you want to be able to approach an audience that has been plugged in the entire time and ready to receive the kind of exciting and engaging content that is sure to resume once this crisis is over. Here are a few things I’ve been brainstorming about how to make this work …
Lessons from Other Countries and Cultures
Do some research on how other places are managing the COVID crisis. Steer your attention toward places that have the situation more under control than average. This will accomplish two things: It will offer the reader valuable information that they can also apply to their day to day, and it will help them catalog destinations where they feel safe.
I’m ashamed to admit it, but even right now, there are plenty of places out there that are way safer than the United States. It’s a shame we can’t all just pack up and got to someplace like New Zealand. Barring that, how about discussing how they managed to subdue COVID-19? While you might not be able to sway an entire government to do the right thing, you can offer practical advice to people on what they can do as individuals to emulate behaviors that lead to a flat curve.
Don’t make the mistake of thinking that a small group of informed, educated people can’t make a difference. After all, this whole thing started with one person’s ill-fated lunch. Be the voice of reason and advocate good practices based on what other countries and cultures are doing. It will put good thoughts in people’s heads when it finally comes time to book their dream vacation.
Tips for Locals and ‘Staycationers’
There are numerous travel restrictions in place all over the U.S. right now. If you are based here in the States, you have a unique opportunity to educate people about being safe on their staycations or even just dining out. If yours is a localized blog, start giving props to local attractions that get the whole masking and social distancing things right. Articles like “Top 5 Safest Restaurants in Toledo” can help people feel safer about venturing out and also build up the local economy.
I will caution against just writing sight unseen. Be sure that the places you showcase are actually doing what they say they are. Many businesses out there talk a good game, but you get a much different picture of things when you walk through their doors. Always know what you’re recommending, and don’t be afraid to site both pros and cons. Different things are important to different people.
If you can’t case the place yourself, scour the review sites like Yelp and TripAdvisor and look specifically for reviews that mention good sanitary and social distancing practices. You might even want to reach out to the owners and ask if you can interview them about their procedures. Who would say no to a little free and positive advertising?
I’ve talked primarily about restaurants here, but be sure to include other venues, as well, including indoor recreation venues, movie theaters, and other places that people are tending not to patronize right now. In many cases, they have good reason to steer clear, but your blog can be a way of rewarding local businesses who are doing everything right. Describe their procedures in detail to the point where when someone walks into a specific venue on your recommendation, it’s familiar, and they can walk away feeling like they knew exactly what to expect.
The upside to this is that in the course of reviewing responsible entertainment venues, you’ll also be educating people about what the expectations are when they visit. Stress the importance of compliance and make it clear that we all need to work together if we don’t want to be masking up forever. Explain that doing business with local venues that are committed to safety is a great way to help flatten the curve while still being able to enjoy a little bit of fun every now and then.
Traveler Etiquette
Create content that showcases COVID practices in places with open borders. Encourage travel to places that operate with safety at the forefront. Make sure that your readers understand what the expectations will be when they arrive and what to expect in terms of social behaviors. Also, always, always, always, stress compliance. It’s always a good idea to understand local customs, but right now, it is more important than ever to make the people in places we visit feel safe around us. You might want to consider developing content that teaches people how to behave in a COVID-19 environment outside their normal bubble.
So, that’s what has been going through my head about this. I hope you found my advice helpful. If you need more help coming up with great content ideas or getting your travel blog off the ground, all of us at BeezContent are eager to help you crank out some awesome travel marketing content during a time when maintaining readership can be a challenge. Contact us today, and let’s work together to make your travel blog a success!
