Crisis Marketing in Hospitality and CRE

During times of crisis, marketing teams are forced to rethink strategies. In this series, we examine how brand leaders across the hospitality and commercial real estate industry are responding to new consumer patterns and quickly shifting social strategies to connect with their target audiences around the world.

Hyatt

American Airlines and Hyatt hotels partnered up to give thousands of NYC frontline workers free vacations. To thank these heroes, over 4,000 employees will receive round-trip flights on American Airlines to Hyatt hotels in select destinations across the United States and Caribbean.

Both companies are also encouraging rewards members to donate their travel miles and hotel perks to first responders at Hyatt.com/thankyou and AA.com. Hyatt added, "we are extending our Friends & Family rate to help all healthcare workers worldwide recharge and reconnect with their loved ones once they are finally able to take a hard-earned break."

Six Senses Hotels: #AtHomeWithSixSenses

Six Senses Hotels shifted their in-hotel wellness experiences online – encouraging people to explore the resilience of their body and soul via  #AtHomeWithSixSenses.

The hospitality brand offers video tutorials ranging from immunity-boosting food to an interactive 10-week junior marine biology class from the Maldives. The hotel is also offering tips to create a comfortable home workspace.

WeWork 

WeWork created a video using user-generated content recorded by their team in support of frontline workers. The company also launched a section on their website sharing WeWork's response to reopening business, including re-designed air filtration systems, sanitization areas, and protecting personal space.

Hilton

Hilton partnered with American Express to donate one million hotel room nights to frontline medical professionals. Hilton also joined forces with Mayo Clinic and RB, maker of Lysol disinfectants, to develop new cleaning protocols as social distancing restrictions ease.

Hilton also launched an at-home series that offers tips to make homes more hospitable, fitness classes for small home spaces, and tips to boost productivity.

After fifty years, the 'secret' recipe for the DoubleTree chocolate chip cookie has been shared by DoubleTree by Hilton, so people can recreate the recipe at home.

Four Seasons: Lead With Care

Four Seasons Hotels and Resorts is collaborating with Johns Hopkins Medicine International (JHMI), the global division of Johns Hopkins Medicine, to strengthen its new health and safety program worldwide, Lead With Care, and provide ongoing, real-time information.

JHMI and Four Seasons established a dedicated Advisory Board for the crisis, bringing together Four Seasons executives and experts from Johns Hopkins Medicine International to guide health and safety decisions using scientific research. 

AHLA: #TakeMeBack

The American Hotel Lodging Association is bringing the industry together with #hospitalityforhope and #takemeback – which invites hoteliers to download and share postcard templates for previous guests to share their favorite travel experiences and hotel visits.

Google Ads Commissions (Per Stay)

For hotel marketers this is a great time to reconsider Google Ads commissions (per stay) option.

Formerly referred to as GHACP - Google Hotel Ads Commission Program, and also known as Pay Per Stay, commissions (per stay) allows hotels to pay only when the guest stay has actually occurred, which removes risk of cancellations and avoids paying for happy clickers that have no intention of actually staying at said hotel.

Once a month, the hotel submits a reconciliation report containing actual guest stays to Google Ads Hotel Center. The bill is then calculated based on the set commission rate for guest stays.

We will update this list as the future unfolds. If you spot a campaign worth mentioning below, please share it with us on social or via e-mail at futureofmarketing@TrueLoyalup.com.