Sojern-报告：聚焦亚太地区酒店经营者-2020.5-31页_8mb

报告摘要

Sojern's COVID-19 Webinar Series Summary: Focus on Asia Pacific for Hoteliers

Core Content

Sojern's webinar series provides insights and strategies for hoteliers in the Asia Pacific region to navigate the challenges posed by the ongoing impact of the COVID-19 pandemic on the travel industry. The content is structured around key themes such as current travel trends, recovery indicators, and actionable strategies for marketing and customer engagement.

Key Insights

Current Trends

Search and Booking Decline:
- APAC saw a 40% decrease in search volume from March onwards.
- Southeast Asia was the most affected, with an 84% drop in bookings compared to East Asia and Oceania.
- Singapore experienced the lowest search and booking volumes, with declines of 78% and 90%, respectively.
- Oceania and Southeast Asia saw a 90% decrease in hotel bookings from late March.
- Hotel bookings in Australia, Hong Kong, and Singapore dropped by 90% from April onwards.

Future Trends

Flight Searches:
- February 2021 had the highest search volume in the last 28 days across all sub-regions.
- Search volume in Australia, Hong Kong, and Singapore has been on an upward trend since September 2020.
Hotel Searches:
- East Asia saw a spike in search volume for October 2020, likely due to domestic travel during the Golden Week.
- An upward trend in hotel searches is observed for Australia, Hong Kong, and Singapore, though Hong Kong and Singapore have a flatter curve compared to Australia.

Domestic Demand

Domestic Search and Bookings:
- East Asia and Southeast Asia experienced a 17% increase in domestic search and booking volume from January to April 2021.

Recovery & Strategy

Early Signs of Recovery

To identify early signs of recovery, hoteliers should monitor:

Active cases and death rates
Easing of lockdown restrictions
Government travel policies
Airlines reinstating suspended flights

Flexible Reservation Policies

Incentivize Postponing Travel:
- Offer a 10% discount on future bookings if customers change their travel dates.
Flexible Cancellation Policy:
- Allow customers who booked non-flexible rates to rebook up to 6 months from the original check-in date.

Website Optimization

Improve Navigation and Functionality:
- Ensure the website is user-friendly and provides updated, accurate information.
Enhance Visual Appeal:
- Use desirable images to convey the hotel's offerings.
Fast Page Load Speed:
- Load pages in under 3 seconds and use the Google Speed Test Tool for optimization.

COVID-19 Information Page

Create a dedicated page to highlight safety measures for customers, staff, and the local community.
Explain the hygiene and cleaning program for staff, rooms, public areas, and staff-only spaces.
Reassure future guests about the hotel's commitment to safety.

Cleanliness Program

Millennium Hotels and Resorts introduced a comprehensive cleanliness program to address the concerns of travelers during the pandemic.

Marketing Strategies

Reach Diverse Travelers

Choose Your Audience: Tailor marketing efforts to domestic, regional, and international travelers.
Get Ahead of the Staycation Trend: Promote local travel as a viable alternative to international trips.
Use Remarketing: Engage potential customers through targeted campaigns.

Inspire Dreamers

Leverage Social Media: Platforms like Facebook and Instagram are crucial for reaching potential travelers.
Set the Tone: Use softer call-to-action (CTA) to encourage bookings without creating pressure.

Use Metasearch Platforms

Promote Visibility on platforms such as:
- Trivago
- Wego
- Skyscanner
- Tripadvisor
- KAYAK
- Bing Ads
- Google Hotel Ads