3 types of innovative responses to COVID-19 from the tourism industry
As we emerge from lockdown 2.0 into a tiered system that, for many of us, is almost as restrictive, we thought some examples of innovative responses to the impact of the coronavirus might help boost flagging creativity. It’s been a long old year so let’s look backwards for the strength and motivation we need to move forwards!
If you’re searching for fresh ways to boost your visitor attraction’s revenue and maintain brand awareness and engagement, check out these three innovative ways that tourism businesses around the world have reacted to the global pandemic. We’ve included eight specific examples to help inject some real-life inspiration into your next brainstorming session.
1. Virtual tours with a live twist
Early in the pandemic, Visit Faroe Islands turned to remote-controlled virtual tours in the hope that the experience would “bring you joy and inspiration during these challenging times – and we, of course, hope to welcome you in person once you are free to travel again.”
Locals donned a camera and put themselves under the control of a virtual visitor, via an app, for two minutes. They could be made to turn, walk, run or even jump! Tours took place for one hour, twice a day, and could be in kayaks, on foot, on horseback or even in a helicopter. (Pity any Islander made to jump on the spot for two minutes!)
TakeWalks, a small-group tour company that operates across 13 cities, is facilitating live virtual tours. Led by an expert historian and researcher, the Titanic-themed virtual tour of Cork Harbour (the Titanic’s last port of call) is packed with touching stories of Irish immigrants who crossed the Atlantic in search of a better life. The guide shares personal photos and an account of his meeting with the last living survivor of the Titanic. Virtual visitors can ask questions as the tour takes place. It’s an effective formula; the reviews are packed with comments such as “I hope to visit Ireland again in the future, this time with a stop in Cobh (and hopefully a Walks in-person tour).”
Visitor Attraction takeaway: Live virtual tours are a great way to spread excitement and stoke the desire to travel. VA’s already running tours, or with an interesting story to tell, could take a similar approach. Think live virtual tours with expert-led Q&A sessions, private virtual tours where the virtual visitor chooses the route, virtual tours combined with live or pre-recorded lecture series, or live introductions to accompany animal adoption gifts.
2. Pop-up takeovers
Stadt, a hotel in Lidkoping, Sweden, responded to the dire downturn in bookings by opening up hotel rooms as private dining spaces for two to 12 diners. Guests place their orders by phone, which makes social distancing easier. There’s a 2-course menu and sittings last for two and half hours, with the option to extend to an overnight stay “if your date is successful one.”
Meanwhile, innovative pubs have created the concept of ‘pub desking’, offering remote workers the chance to graft from the bar. For £10, punters at The Bull’s Head near Orpington can bag a socially distanced table by a plug socket, wi-fi access, lunch and unlimited tea and coffee.
Visitor Attraction takeaway: Depending on which tier your attraction is in, you could consider similar pop up-style schemes to boost revenue. Turn over catering teams and unused indoor and outdoor spaces to private dining experiences for up to six people. You could offer themed dining experiences, too, perhaps catering for small, private Christmas gatherings. Or you could convert a space into an indoor or outdoor pop-up cinema for private hire, make it available for local clubs, or fill it with socially distanced work stations and facilities for remote workers.
3. Same product, fresh delivery
Vineyards and breweries had to pivot quickly to try to make up for lost income from cancelled tours and tastings. Sussex’s Kingscote Estate started offering a click and collect service, while across the county line in Kent Westerham Brewery shifted to Zoom for virtual beer tasting sessions. The sessions proved a great way to entertain and engage with customers, while the convenient home delivery and drive-through click and collect services became the lifeblood of the brewery.
Fans of Japanese sento public baths can get their fix via virtual onsen experiences. Arima Onsen’s VR experiences recreate the relaxing sensations of hot springs through recorded videos best viewed via VR headsets – the type used for gaming. The immersive experiences incorporate falling cherry blossom petals and the sounds of running water and bamboo swaying in the breeze.
Tourism businesses are also increasingly turning their attention to gift voucher opportunities, either via their own websites or by joining national projects. Vouch helps support local businesses so buyers can be sure they’re purchasing a voucher for an experience conveniently close to the recipient.
Visitor Attraction takeaway: While they’re all about helping people relax, making lives easier and putting the focus on a more positive future during these stressful times, these offerings-with-a-twist also help maintain brand awareness, and encourage people who have never visited before to plan a trip as soon as life allows.
