The only email worth sending during Covid-19.

Last week I’ve been invited by Antonio Maresca, the Italian MAESTRO in the hotel consultancy field, to attend an online session with a bunch of beautiful Italian hoteliers.

By the time of this video, Italy’s lockdown has been running for 2 weeks already. And no one knows how long it will last.

And for me, being so far away, was also an opportunity to hear from and feel a little closer to my people.

The goal of this call, or online session, was to give and share ideas on how to deal with this situation, what to do, and how to move forward.

As part of my intervention, I suggested hoteliers doing the same thing that I mentioned in the first part of my series Hotels & Covid-19: what NOW, What’s NEXT; What’s NEW.

I suggested them to use to send a newsletter, an email to all their past customers, even those soon-to-become customers who had to cancel their reservation, due to covid-19.

The content of the email, being totally different than any other newsletter they any hotels of the world had sent in the past:

An open letter, an opportunity to share the situation, for what it really is, showing our humanity and vulnerability.

In my post, you can also find an example of this newsletter that I suggested everyone sending.

After my suggestion, one of the hoteliers on the call spoke up, saying that he did exactly that, already.

And the return that he got, in terms of response and customer relationship, was outstanding, both in quantity and in quality.

And since I don’t want you to believe me, I’d rather prefer you to listen to what he exactly said.

The call was recorded and I simply pulled out Nicola’s testimonial. It’s in Italian of course, but I put subtitles so that everyone can understand.

Here it is:

I know, it’s not of any relief, but if we really care about our Guests, and not only what’s in their wallet, this is the time to show up and speak from the heart.

We’re all humans and we’re all on the same boat. Do it, and I guess you’ll be rewarded in the most beautiful way, with emotions and heart-felted words.

Stay Safe & Be Well.



P.S. Here’s the link to the blog post containing an example of email that I would suggest sending to our hotels’ guests.