How can a Digital Marketing Plan help to fight the tourism crisis?

The natural reaction during a crisis like this is to back down on all marketing investments while waiting to see how and when the situation is going to get better. While this may produce small savings in the short term, it will have negative impacts in the long run and may delay the return to success when businesses recover again.

This article is focused on tourism, but if we change a few words it can be adapted for another industry. Being such a sensitive subject, we will use more technical terms. If any doubts, you can always send an email to and we will be happy to answer. That said, let’s get down to business!

See how some marketing implementations can help fight the crisis.

Marketing implementations that can help fight the crisis

PPC Advertising

Do not hand over your recovery to OTAs

People still hope to travel within a few months, so direct booking must continue to be the main focus to attract customers. OTAs continue to make bids on hotel brands

Remember that PPC (Pay-Per-Click) ads are only shown when there are relevant searches, so it makes perfect sense to -at least- protect your brand. So if you are the marketing manager of a hotel and stop your online advertising you will be losing your direct bookings which, consequently, have a lower cost than through an OTA. Do not let this happen!

Another advantage of continuous PPC ads is that their text can be updated instantly, allowing you to easily change your message to customers when they search for your brand. You can highlight your action plan during these crises, an advance purchase offer, cancellation policies, etc… thus, making it clear for the guests that they can confidently book for the future.

Under these circumstances, this is our advice:

  • Reduce spending on prospecting campaigns.
  • Continue with branding and Remarketing campaigns.

Learn more about how to increase your conversion rate on this quick guide on Google Ads


With or without PPC campaigns, investing time in an SEO strategy will have benefits in the short and long term. We will put ourselves as an example: we took this opportunity to improve the site and “polish” all the new pages to be sure that they were ready for SEO!

Simple implementations, such as updating or improving the metatags and titles of your home page, allow you to create a specific message for users who are looking for your brand or your services.

Even though these optimizations are not as quickly seen as PPC advertisements, they will run reasonably quickly and will allow you to keep your customers up to date.

Check our quick guide to learn how SEO works


Create an email list for leisure travelers, business travelers and group travelers who have canceled reservations. When this post COVID-19 situations begin to improve, send an email asking those guests to reschedule, then pulling out perks or a welcome courtesy.

It is also important to stay connected with your regular customers during this time. Consider partnering with a relevant cause or charity institution and email some customers suggesting donating something in exchange for benefits and rewards at your hotel that can be used for a future stay. Now more than ever, supporting charities is critical worldwide.

Social Networks

Stay connected to your followers with the most varied content that is related to your business.

Here are some content ideas for social media:

  1. Share a photo of your hotel and ask your followers to share photos of them while they were staying there.
  2. Share recipes from the restaurant’s Chef and challenge people to recreate the dish at home.
  3. Share spa treatments at home, helping people escape and relax.
  4. Share cardio classes or activities at home with your animation team through short videos.

Data Marketing

Data Marketing is the strategy of using customer information to create perfect, segmented audiences, with the nuance of directing your messages in a creative and direct way to the right person. How cool is that?

The increasing quantity and quality of data collected through marketing has been followed by an explosive growth in technologies for production and automation. The final decision is based on data and gives answers to the questions such as whom, when, where, and what is the message, making these responses actionable.

Data analysis can improve the tourism industry

The tourism sector and tourism companies can benefit from data in several ways. Identify marketing campaigns, the offer of packages adapted to the likely interests of visitors, and the decision to bet on countries where the focus will be on winning customers.

These ideas can be of great help in the decision-making process and improve the functioning of the tourism industry. Participants in the tourism sector can now:

  • Make informed decisions based on analysis and data, thus guided by numbers.
  • Identify segments of potential customers at all stages of the planning process
  • They can also increase the efficiency and quality of services.
  • Data marketing can even be used to foresee which new products will work and in what market.

For tourists, data marketing technologies used efficiently can be translated into:

  • Personalized and better offers, adapted to their interests and needs.
  • They can receive enhanced experiences focused on customers and their needs.

Data marketing can be used, not only as a predictive tool to predict future trends but also in real-time to anticipate and respond to tourists’ needs almost immediately.

5 steps to attract customers through Data Marketing

Tourism is one of the most affected areas, and it is recovering with confidence. However, Logrise presents a plan so that you can attract more customers to your business in 5 steps:

  1. Map customers who have already visited with some sociodemographic data—preferably, get in touch with customers who have left a good review
  2. Check what type of customer is on the website to convert (even if there are only a few) and target that group.
  3. Cross the customers who have already passed with the customers who are converting. If there are currently no customers to convert, go to the nearest conversion time and map them.
  4. Attract customers from the identified segments: create email marketing campaigns with promotions; build digital marketing campaigns with low investment but extra segmented because although clicks are more expensive they will have more value; then, scale that strategy
  5. To replicate, to Measure, to adapt – should be the motto. The segments will continue to change, so it is important to adapt.

Check out the main reasons to make a good email marketing strategy to retain customers

Data Marketing Automation

The use of this data, usually in an automatic or semi-automatic way, allows a more optimized strategy. This marketing strategy is more personalized and it’s also responsible for having a positive impact on ROI.

There are some low-cost solutions that will help with this. This is where Amplifier comes in. Based on what has been said here, it is a powerful automation tool that uses Data Marketing, assisting you in your daily strategic decisions and retaining your customers by monetizing your digital data.

The points we leave here are some of the possible strategies to implement with our marketing automation software Amplifier. It is an easy-to-use tool for any business based on artificial intelligence that allows you to map the customers that are currently on the site, identify the best products for them and communicate directly to your customers.

What we can expect from the future is that cities and tourism agents will increasingly use data marketing to their advantage. It will revolutionize what cities offer visitors and residents. With initiatives around the world, smart travel is the way of the future for tourism.

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