James Mason, CEO of Welcome to Yorkshire, appeared across the BBC in the past few days to urge hospitality businesses in the north to prepare for 'Day One'.
In interviews on BBC Breakfast on May 17th and on BBC Radio Humberside's David Burns show on May 18th, he explained that different hospitality premises might be given permission to reopen at different times - but Day One is coming for all.
Speaking to Radio Humberside local legend Burnsy, he added that the two key words for hospitality marketing right now are 'confidence' and 'trust'.
'Day One is coming'
"We know that Day One is coming for everyone. If you're a bed & breakfast owner you can prepare your messaging, you can make sure that your marketing is right and say 'Listen, if you're concerned about having breakfast down in a common room, maybe we can deliver to your bedroom,' etc."
- James Mason, CEO Welcome to Yorkshire, BBC Radio Humberside, May 18th 2020
The date when lockdown is lifted may differ for different businesses - for instance, outdoor venues like campsites and caravan parks could find they are allowed to open ahead of more confined spaces like hotels and guest houses.
But the day is coming and it's important for hospitality marketing in Yorkshire and across the north of England to be ready to capitalise on any opportunities that lie ahead.
COVID-19 Opportunities for Yorkshire Hospitality Marketing
As lockdown is lifted, there will be considerable opportunities for hospitality marketing in the north of England, from the stunning North Yorkshire coastline and North York Moors, across the Peak District and Lake District and even into North Wales.
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| Brimham Rocks by Tim Hill via Pixabay |
This swathe of landscape really is God's own country, as anyone who's taken the Transpennine Express from Cleethorpes to Manchester can confirm.
So what are the opportunities for tourism marketing in the north as we begin to move beyond the strictest phase of lockdown?
James Mason told Burnsy that hospitality business owners have several options:
- Add value instead of deep discounting prices - for example, offer bookings for longer 'weekends' of up to four or five days.
- Extend the usual summer season by taking bookings well into the autumn, regardless of whatever the weather brings.
- Focus on the domestic 'staycation' market as international tourism is likely to remain at very low levels for some time.
He added that some businesses have clear benefits for potential holidaymakers, including self-contained self-catering holiday lets, caravan parks and campsites where social distancing might be easier to maintain.
Key Messages for Northern Tourism Marketing
Remember the two key words - Confidence and Trust. Many tourists right now are uncertain but as restrictions start to ease, a scenic break will give many a welcome chance to recharge their mental batteries.
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| Ribblehead Viaduct by Tim Hill via Pixabay |
Hospitality marketing messages need to be clear and confident. Make sure your messaging is part of a joined-up COVID-19 strategy, whether that needs to involve staff training, PPE, more frequent cleaning of your premises and so on.
Be clear about social distancing, and give your customers the ability to observe it. If you are seen to be taking things seriously, your guests are more likely to put their trust in you.
Finally, be ready to adapt your messaging in the months to come, either in response to renewed restrictions on movement and socialising, or hopefully to capitalise on any further opportunities as they arise.
Mr Mason added: "We've got to push the message out - whether it's on BBC local radio, or in the press, or on the Welcome to Yorkshire social channels - that there is so much to do on your doorstep... Say it, live it, and do it."
