From my perspective it starts with understanding your target audience, and then you can work on a content strategy and marketing mix around this.
As James mentions, international travel might take a while to rebound, however I think there is an opportunity to work on domestic travel opportunities in the medium term.
If you look at your existing client base today, what does it tell you? Where are most of your customers from (Intnl, Auckland, Wellington, Christchurch or smaller cities)? What are the common characteristics they share? Are they more affluent or cost conscious, more male or female, do you have any insight on how they discovered you, where they found information about your property?
During this time, you might also think about target customer segments based on your persona, and set up customer interviews, perhaps even spending a small amount of funding to ask your ideal customers a number of questions (or you could even call some of your former customers for their insight). Maybe offering grocery or coffee vouchers for 45 minutes of their time would help.
I’d ask questions such as
– how did they find out about your property
– what about it did they love most
– where do they spend their time on social media (FB, IG, TikTok etc)
– what are their favorite websites
– what are their favorite magazines/newspapers etc
– what are ten words they would use to describe your business etc
You can then use this to start forming a persona, on which you can start to dive deeper into the motivations of your customers and craft a marketing mix around this. Ideally this is what should form the basis of your marketing activity, so that you’re spending your marketing dollars where you know it will have the most impact, with the right messaging, at the right time.
I’d also ensure you’ve search optimized your website with the right keywords so that you show up when your customers search for travel ideas. Asking customers what they search, and where they search, and which other companies they considered (or would consider) will help inform your content marketing and SEO strategy.
I hope this helps~