Preparing to reopen | top tips
Planning and researching will become an important part of the holiday experience and we must ensure visitors ‘know before they go’ and are given the reassurance that you’re ready to welcome them.
Digital plays a huge role in the visitor experience. Having a firm grasp of how technology can work for you and being able to use it is a powerful way to save precious time, increase efficiency and, all importantly, grow revenue. We're here to help Scottish tourism businesses brush up on their online marketing – without the jargon.
We know there’s a lot of information out there, so here’s some high-level top tips on the main things you should consider in marketing your business ready for reopening:
Get Tourism Ready
As Scottish tourism businesses begin to plan to reopen as part of phase two and three of the route map to recovery, we’re working with the Scottish Government and industry sector groups to bring you key requirements that need to be undertaken to get tourism ready for restart. How you prepare to reopen as part of the route map to recovery is crucially important. Follow the government and sector guidelines and showcase what COVID-19-safe measures you've taken - for visitors and staff. Showcase your Good to Go safety measures.
There’s a lot to consider and we’ve pulled together the resources available to you. We also have useful information on VisitScotland.com to share with your visitors:
Your digital presence
The majority of people plan and book their holidays online - even more so now with the increased need to book in advance and manage visitor flows in the experience sector. Improve your online visibility to become discoverable and bookable with the right tools. Ensure your website has up-to-date opening hours, lists the COVID-safe measures you've put in place and what else is open nearby. Update your Google My Business listing so that potential customers can find out important information such as contact details and opening hours.
Communicate widely through social media
Social media is a quick way to reach your audience and potential customers with messaging. Use Facebook, Instagram and Twitter to let visitors know when you're opening and what else is open nearby – but there’s a right way to do it. Check to see if there's a local Facebook group for your community so you can spread the word about what's open - if there is, join it and post regularly; if there isn't, start one.
Let visitors know how they can visit your community responsibly and safely e.g. display the visitor charter in your property. And be aware and be sensitive to concerns in your community.
We encourage businesses to share our content on your own channels. View our six top tips for social media to help you build your social media presence and reach more potential customers visiting Scotland. Follow us on social media to see what we’re posting about Scotland:
People are consuming more content than ever, with more time at home browsing the internet for news, current trends, and inspirational stories. Our content team have been working to develop suitable content ideas to support your business and to inspire our potential visitors. We’ve also detailed our own planned activity through the phases of this pandemic, so you can follow the same outline and make use of the activity we're carrying out, when it’s suitable to do so. Find out more on our content sharing page.
Our content page will be updated on a regular basis so that you have the most up-to-date picture and guidance to share any of our content with your own messaging, across your channels. You can also visit our digital media library to download images and video content.
Webinars and online training
Our recorded webinars, cover a range of coronavirus (COVID-19) specific information and research as well as a range of online training from digital skills to customer service. Knowledge and information will help us all adapt to – and shape – the 'new normal' and we’ll continue scanning environments, learning from and sharing with others around the world so that we can provide you with the tools to recover.
Online Travel Agents (OTAs)
OTAs are third party booking websites, which offer visitors an easy to use, one stop shop for comparing their options and booking a trip. As these sites are very popular and often rank highly on search engines, OTAs are an essential tool for reaching new consumers. Read our guidance on working with OTAs with tips including ensuring you update your listings and availability regularly.
We work with journalists all over the world to place inspiring stories and articles about Scotland as a destination. Our aim is to get Scotland onto people's 'must-visit' list. We're looking for news stories and ideas all the time to pitch to media and you're the experts in your local area. Share your ideas with us by emailing firstname.lastname@example.org.