Today, hoteliers are facing a situation where demand for travel is at a very low level. At this moment in time it is tempting to repeatedly send marketing messages, heavy discounts or even “cold” newsletters and promotional emails to your past guests.
However, that is exactly what you should not do in those moments.
What you will need to do instead is show some “humanity” in those difficult moments. Guests will greatly appreciate a more humane message from you that directly addresses them personally.
Why is addressing them personally important?
It builds your relationship with your guests and conveys your feelings on the current situation.You will not sell them anything. In fact the number of new reservations is quite low as travel restrictions are still in place after all.
But your goal is to build trust.
Your guests will greatly appreciate you reaching out in those difficult moments. When the restrictions are lifted, they will be booking with you in the future or talk about you with their friends and family.
Below you will find an email template you can use. Please feel free to copy and paste it if you wish but make sure it is adapted into your own hotel situation.
Dear Jacob,
I hope that you and your family are staying healthy in those difficult times of the Corona virus pandemic.
I am sending this email simply because I would like to know how you are and give you and your loved ones a virtual hug from all our team here in Erofili.
As you already know this devastating Corona virus disease has stricken our country.
Our team is obliged to stay home in order to contribute to the public safety. Teo and Nikos are working from home making sure that they reply to all our guests concerning the Corona virus situation or any other concern and question they might have while spending some more fun time with their families (here you can add some photos of them and families if your employees are comfortable with it)
Our thoughts and minds however, are with the doctors and nurses that are doing a fantastic job to protect us all from the virus.
How are you? How is your situation in your country?
In those difficult moments here in Erofili we have chosen to stay side by side with you, our valued guests. We are going to get through this difficult situation together and I am optimistic that we are going to eventually see the light at the end of this tunnel once again!
Myself and the rest of our team will be very happy to hear your news and how you are dealing with this unprecedented situation that has affected us all.
And of course we always remain at your disposal for any questions or concerns you might have.
I warmly wish you the best for the day, take care of yourself and stay safe!
Kind Regards
George Samiotakis
On behalf of the team of Erofili
A couple of notes for your email template:
1. Notice that in the template I use a more personal tone “I” and I also sign with the full name at the bottom. This makes it more personal and unique.
2. Also note that in the email I refer to specific names and roles. In case guests have been in touch with these members of the team, it might bring them back wonderful memories from your hotel.
3. It is important to showcase in a more personal tone what your hotel is doing to ensure the safety of your team members as well as inform your guests on the current situation. If you are engaging in a support program in your community share it with your guests.
4. Be human and show your feelings. This is a difficult situation for us all. Your guests experience that in their everyday lives and expect the same situation to be present in many countries around the world. Corona virus has stricken us all.
5. Provide a positive outlook. With all this negativity that we have been bombarded daily, positivity might be exactly what a lot of people need today.
6. Finish up by asking your past guest to share with you their own situation and remind them that your team is ready to assist them in case they need anything.
Last but not least, please have in mind that there is no specific number of emails you will need to send to your past guests throughout this pandemic. What you will need to make sure though is to make your emails personal and intended to the right people. If you follow these guidelines staying on-message, your emails will definitely be well received!
If you found the information useful, please share it with fellow hoteliers. In those difficult moments we as hoteliers have to stay together in order to navigate successfully during this Corona virus storm.
If you are new to our blog make sure you download our free hotelier playbook Hotel survival mode: 12 actionable steps that will ensure your hotel business weather’s the Corona virus storm and rises stronger than ever. (include the link on landing page here)
