MARKETING
THE ROAD TO RECOVERY Transition from COVID-19 crisis management to recovery by building your brand community, from the local market out.
The Gatlinburg SkyBridge, Gatlinburg, Tenn.
BY ANDREW BETHUNE, Director of Strategy, Origin
If your responsibilities include marketing, and you’re feeling paralyzed by the uncertainty gripping the aerial adventure industry in the midst of the COVID-19 crisis, you’re in good company. The crystal balls of even the most seasoned marketers are clouded. While each day reveals more information, it also raises more questions about how to transition our marketing from crisis management to business recovery.
18 [www.adventureparkinsider.com]
Little about the future is certain, but it’s clear that travel is one industry that will take the longest to recover. There is a marketing strategy to work with this reality, though: building a brand community from the local market out. TRAVEL: THE PATH FROM CRISIS TO RECOVERY The business world is full of predictions for what an eventual COVID-19 recovery might look like, yet many share a number of similarities. Travel industry research and insights company Arival (www.arival.travel) is typical of many forecasters, and predicts travel will see four phases to recovery: 1. Lockdown. The initial phase, lasting
anywhere from two to four months in most places. In April, when most states implemented stay-at-home orders, travel demand was down to almost zero, at less than 1 percent of 2019 numbers. 2. Easing. A gradual softening of social distancing measures and travel restrictions, limited tourism re-openings, and a slow rebuilding of travel-related businesses. This began in some states in May, and could last anywhere from four to nine months. Arival anticipates demand will grow to anywhere from 5 to 40 percent of 2019 numbers. 3. Returning. With removal of all significant travel restrictions, widespread growth appears as economies recover. This phase could begin any time between this fall and spring 2021, possibly lasting until spring 2022. Travel reaches 40 to 70 percent of 2019 numbers. 4. Recovery. A return to “normal” preCOVID travel behavior is likely to occur by spring of 2021, in the optimistic scenario, and as late as summer of 2022 in the pessimistic view. In this period, demand is forecasted to recover to 70 to 90 percent of 2019 numbers.
Will the aerial adventure industry follow the broader travel industry? Following the Great Recession in 2008—the most recent, and somewhat comparable shock—some sectors of travel and tourism rebounded more quickly than others. This time around, though, the coronavirus effect will be layered on top of the economic downturn and recovery. Regardless, local, drive-up traffic is likely to return first. MOVING FORWARD For those of us in marketing, transitioning from our locked-down state into the easing phase is upon us. During this phase, it is realistic for many operations to expect a significant change both in who we see visiting and how they visit, as people are likely to remain closer to home. Operations that currently serve a local or regional audience with limited ancillary services may maintain much of their current customer base and see a faster return to “normal.” Operations in destination areas with significant tourism infrastructure and a focus on longhaul guests will face larger challenges, though, as it’s reasonable to expect
