It’s no surprise that the travel and tourism industry is facing a huge economic setback amid the global crisis due to COVID-19. This disaster has pushed the industry to cut jobs and forced small-businesses to close their doors. It is estimated that this industry alone will negatively impact the global economy and increase the unemployment rate world-wide. Of the corresponding industries impacted, the airline industry proves to be the most hard hit. Experts estimate that it will take years for this industry to recover. With that being said, the American airline industry has requested a bail-out that ranges from $29 to $58 billion from the U.S. government, but it is unclear if such a bail-out will be granted.
With all this in mind, new strategies must be developed to help counteract the financial damages occurring in the major industry. Companies should consider adapting to the current circumstances by modifying their marketing and advertising strategies. One method that could be used is off-site SEO. Off-site SEO are actions taken outside of the companies direct website to improve ranking and visibility on search engines. For example, utilizing multi-media and social media platforms like Facebook, YouTube, Instagram, and Twitter. Marketers and advertisers should create more meaningful content that persuades consumers to make use of the incredibly low airline ticket prices for future use. They can develop a positive brand image by exploiting the theme of unity in response to COVID-19. A perfect example of this is Emirates’ Do you remember advertisement. This video has wholesome content that conveys a positive outlook, while advertising travel through their company.
Other methods that can be used are display and social advertising. Marketers and advertisers should enhance social media marketing because there is an opportunity to take advantage of the increase in social media usage due to COVID-19. Display advertising can help influence demand, which is the industry’s main challenge to overcome. However, it is in the best interest of the industry to spend more time and resources into social advertising. Social advertising is arguably the most effective avenue to reach a wider audience, which drives leads and revenue.