With so many vacations cancelled due to the pandemic, it’s safe to say owners, members, and guests probably don’t want to see sales and marketing messages at the moment. Brands that appear opportunistic or deaf to the new normal could end up losing support.

But now is not the time to be silent. Silence sends its own message, and other businesses will step in. Instead, it’s more important than ever to use the platforms available to you to engage with your customers and capture their hearts and minds with authentic messages and support.

Whether you are utilising social media, website blogs, videos or email, your content needs to:

• Connect
• Add value
• Inspire
• Educate or
• Entertain

Elite Business Magazine explains that keeping in contact with your clients with these types of messages, rather than sharing content that only promotes your business, has a wealth of benefits for your resort: 

• Become a trusted, go-to place for positive messaging
• Increase your credibility in the eyes of your customers and prospects 
• Attract those who identify with your culture and values – your tribe 
• Create long-term fans, referrers and repeat customers 
• Raise the profile of your brand with your target audiences 
• Engage customers and inspire prospects. 

More importantly, it also encourages your owners and members to pay their annual fees and outstanding finance. Your owners and members need and appreciate the reassurance that you will be there for them once all this is over – and you can show that you are a confident and strong brand at the same time.

While the hospitality industry has been one of the hardest-hit sectors with spending habits changed in the short-term, this situation won’t last forever. Timeshare owners and points club members will want to return to use their resorts as soon as it’s possible. Remember, what you say and do today will impact your efforts in the long term. 

As Elite Business adds: “Your customers are paying with emotional currency right now. Are you short-changing them or giving them value for money?” 

Of course, like many businesses, you may be experiencing some form of marketing pandemic paralysis. With resorts closed and staff laid off or furloughed, you might think you have nothing to say. But that couldn’t be further from the truth. There’s always something to talk about, including:

• Expert guides and video to the local area.
• Client case studies and success stories.
• Myth-busting and ‘did you know’ features.
• Resort staff news such as birthdays.
• Charitable efforts and community support.
• Refurbishment and upgrade news.
• Thank-you messages from staff.
• Reminders on what facilities and services are available at your resorts.
• Relevant industry news.
• Competitions.

Understandably, things have changed, and your posts, blogs and emails need to reflect this. So, take the time to look at your tone, messaging and intent. You need to stay the course if you have been working towards organic social programmes. Agility PR has some top tips:

• Ensure that your social media team/person is in sync with the overall resort, so the messaging is spot-on. After all, you don’t want to post about drinks at a resort bar if that is currently closed.
• Remove any auto-scheduled posts as content written days or weeks ago will be off-tone and maybe off-message.
• Encourage feedback on posts and blogs before they are issued to ensure they align with the resort’s COVID plan.
• Make sure you have one person actively listening to what is happening on social platforms.
• Scale back or suspend paid follower campaigns and focus on existing followers.
• Consider paid programmes with helpful and relevant content.
• Soften the call to action. 
• Look at your planned content and see if it requires reworking to reflect current conditions.
• Acknowledge individuals and companies making a difference in the world. 
• Work on developing content that offers information, support, a sense of community or a chance to see the resort and catch up with popular staff. Webinars are popular and can be held jointly with a local attraction, for example.

There are many ways to keep your resort front of mind with your owners and members at this time. And while it is tempting to stay quiet, producing regular engaging content and distributing it strategically will ensure your bounce-back to recovery will be faster and more productive. Your owners and guests want to hear from you. It’s time to communicate.

To find out how Merlin Software can support your resort marketing activities, contact Mark Thomas today for a full demo of our marketing module and CRM functionality.