As the travel industry slowly sees opportunities to recover, B2B travel companies are looking to market new solutions, collaborate and to help with that recovery. Over the past 18 months, the media landscape has changed, so how are B2B travel companies now able to make their voices heard?
Here, Trudi Beggs at strategic communications agency 8020 Communications highlights some areas to focus on.
Social influencers might have their origins in the consumer world, but the power of influence is more important than ever. Your influencer engagement can come in many forms, particularly as traditional ways of working have been disrupted.
Time-pressed reporters are harder to reach than ever before, so giving them what they want, in the right format has never been more important. Also, with budgets squeezed, publications are increasingly having to prioritise contributions from financial supporters.
In these fast-changing times, it is even more important to know how your brand is perceived by potential customers, so you can respond accordingly.
B2B customers increasingly expect a more personalised buying journey and an emotional connection with your brand. For one of our Mobility as a Service clients, we recently leveraged one of their employees’ personal public transport accessibility challenges to tell a wider story around the client’s technology and how it can help passengers with disabilities.
Stakeholders want to know that they are part of the sustainability solution, not part of the problem. Communicating your sustainability ambitions and how you are achieving them has never been more important. To learn more, 8020 Communications has developed a downloadable guide on how companies can project and strengthen commitment to sustainability.
Things to think about:
The pandemic might have shaken many areas we took for granted, but companies that are able to adapt their communications strategies to this ‘new normal’ will be key players in the travel sector’s road to recovery.
At 8020 Communications, we are proud to be members of the travel community. As travel PR and digital marketing specialists, ABTA Partners and supporters of the industry we are here to help. If you need feedback on your PR plans or a sounding board on a tricky issue, please give us a call or drop us an email anytime. Call us on +44 (0)20 7664 6310, or email us at firstname.lastname@example.org.