As part of post COVID-19 recovery planning, MMGY provided an update on what the “Road to Recovery” looks like for the Myrtle Beach area. MMGY is one of the premier hospitality agencies in the world and has been tracking the impact of the pandemic on tourism at both national and regional levels. MMGY is also the agency working with the Myrtle Beach Area Chamber of Commerce and CVB on the Visit Myrtle Beach brand and research.
Click to view full presentation deck.
Clayton Reid from MMGY provided an update to the Myrtle Beach Area Chamber of Commerce’s Board on April 22, 2020. Following are some highlights and you can also view the presentation deck.
“As an outdoor recreational and drive destination, Myrtle Beach is positioned well to recover and welcome visitors back when the time is right.”
Here’s What We Know
The pandemic’s progression is extremely unpredictable
But what is predictable is that tourism communities will emerge as more important than any other time in recent history
Tourism will be seen as more important by community and government
Drive and regional travel will recover first
Pent-up demand will build from the community out
Families are reconnecting and will want to travel together (and not)
Aggressive marketers will steal share of market
As an outdoor recreational and drive destination, Myrtle Beach is positioned well to recover and welcome visitors back when the time is right
Key Insights
Travel sentiment, activity and spending will return more quickly than may have predicted.
Stay the course and let data lead the way. Don’t allow pressure from “flash” trends dramatically shift your strategy.
Because the industry will come back in a way that’s predictable, marketing tactics will fall back into place.
The industry should also look forward to the emergence of safe travel. Research shows that U.S. Travelers feel safer when traveling in their cars and visiting outdoor locations.
Also, as U.S. leisure travelers begin to venture out, they’ll do so locally and regionally first. Think of it as the emergence of the “Nearcation.”
The Chamber/CVB continues to work with MMGY on the recovery messaging strategy which will be a phased approach: Wait, Ready, Set and Go.
Visit Myrtle Beach is currently engaging with travelers with the “Share Some Sunshine” campaign. As restrictions are lifted, marketing messaging will be tested in regional drive-markets and slowing increased based on data and sentiment. A fully integrated campaign targeting all markets will be launched when people are able to travel more freely, and more businesses are open.
For additional information, visit MMGY’s COVID-19 Resources page.