‘Relying on digital models to build consumer confidence and keep travel on top of mind’
In the current context of the pandemic and lockdown, our marketing communications focus has seen a significant shift from traditional to digital modes with extensive use of social media, not merely as an advertising platform, but also towards inspiring consumers, with active engagement on a daily basis.
Hyper-local communication via WhatsApp and social media is being leveraged by us to maximum advantage. For today’s consumers, digital platforms are increasingly the preferred mode for both information and transaction, and we have empowered our teams with digital models that ensure contactless services to all our customers- via virtual/video interactions, WhatsApp calls, chat, etc.
We are keeping a close and ongoing watch on market responses and trends and accordingly creating our promotional plans. Basis customer feedback and responses to our Holiday Readiness Report, we have created a range of unique products (Workations, Staycations, City Breaks, Affordable Luxury) with inbuilt flexibility like free rescheduling, cancellation 5 days prior to departure etc. coupled with attractive offers like upgrades, child stays free, etc. and communicating these propositions aggressively through digital mediums like our websites, e-mailers, web notifications, WhatsApp etc.
Our holidays business across Thomas Cook & SOTC have reopened in phases post May 4th (177 outlets across 78 cities pan India) together with a unique Virtual Outlets and Virtual Agent Network model to ensure a contactless customer experience basis customer requirement in the COVID environment. Over 100+ new holiday packages have been launched at affordable price points with attractive offers. We’ve been able to tap into the pent up travel demand, clocking bookings for over 1630 customers since reopening - with a focus on domestic and short-haul outbound breaks. Holiday booking run rates for the upcoming festive season right through to summer 2021 have been doubling week on week since June and both brands are seeing a healthy pipeline of enquiries.
The use of audio–visual communication has been a key addition to our digital strategy to communicate with customers seamlessly especially during the lockdown. A strategic combination of communication (emails directly from our senior management together with ongoing newsletter updates) and marketing has been deployed to reassure, build consumer confidence and keep travel top of mind.
Interactive social media initiatives deployed include our Travel Trivia quiz, Travel Memories series, travel photography contests, lockdown recipes by Chef S Johri, a memorable Lockdown Travel Awards- a 2-week long campaign inviting customers to submit their holiday pictures, with awards announced over a live Zoom session with the much loved Boman Irani as host; storytelling sessions with regional influencers like the Marathi star Subodh Bhave, etc.
In addition, we have created a three pronged strategy to benefit customers like affordable pricing, attractive offers and value adds: upgrades from 3 to 4 star and 4 to 5 star hotels, a special loyalty bonus, child stays free for our family segment and finally the flexibility of date changes at zero cancellation till 5 days predeparture; also minimum booking amount, easy payment and EMI options. From a Health and Safety perspective that is critical in the current scenario, our ‘Assured Safe Travel Program’ in partnership with Apollo Clinics was introduced to ensure health and safety protocols at every step in the customer journey; also our COVID-negative certification services – with accredited ICMR labs- simple and convenient with doorstep services and our overseas medical insurance (cover includes COVID-19 related hospitalisation).