Getting to the Heart of Marketing in Times of Crisis
By Christian Gonzalez Regional Director of Sales & Marketing, Rosewood Hotels Mexico Region | June 07, 2020
The swift and shattering impact of coronavirus on our industry has been a tremendous blow, reaching us in every country. Being ordered to stay at home is necessary and difficult, leaving those of us in travel and tourism to face the question: how do we navigate these challenging times? There are immediate concerns about health and safety, occupancy and operations, that must be addressed right away.
But, there are also lingering questions about the great unknown. How long will this last? How can sales and marketing be relevant and sensitive to how we are living during this crisis? How do we stay connected when we are socially distant? What is the right way to communicate now?
For us at Rosewood Mayakoba, having an emotional connection with our community, whether it be guests, associates or our local community at large is part of our DNA It's why guests return year over year and employees have been a part of our family for decades. That loyalty and longevity is what we must protect even when we cannot physically be together.
To bridge the physical distance between us and to bring a bit of light hearted entertainment and distraction from the isolation of quarantine we turn to social media as an essential tool that allows us bring a little bit of life in Mexico from our home in Rosewood Mayakoba to our guests, wherever they may be. We've started "Closer, Whatever the Distance," a series of videos showcasing different members of our team sharing their respective areas of expertise so that you can learn how to make delicious, healthy food from our Chef Juan Pablo Loza or how essential oils can help you sleep better. By offering authentic and heartfelt communications, we are able to maintain an emotional connectivity despite the distance.
Fostering that connectivity is what Travis Montaque writes about in his AdWeek article, noting that 70% of users who feel a connection to a brand spend twice as much as those who don't. He shares that, according to Harvard Business School professor Gerald Zaltman, 95% of our purchasing decisions take place in the subconscious mind, which is overseen by our emotions.