September 24, 2018 · Stuart Butler

Fuel Hotel Marketing Podcast: Episode 95 – What Hotel Marketers Should Do During A Disaster

You may have heard about the 6 P’s of being prepared, “Proper Planning Prevents Piss Poor Performance.” From a hoteliers perspective, the 6 P’s mean creating a plan for how your organization will react in times of trouble. In a disaster, you will not have time to think creatively and properly address the situation. You must create a comprehensive plan before disaster strikes.
Your property likely already has a well-crafted operational disaster plan detailing exactly how and when the staff goes into action to prepare your hotel. You already have redundancies for power, security, and so on. Therefore we will not go into detail on any operational level disaster planning. Instead we will look at what you need to do from a marketing and communications perspective.

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Read the full article on how your hotel can prepare for disaster  at

  • On Site Content
  • Email Communications
  • Social Communications
  • PPC and Meta Search Management
  • PR Outreach
  • Guest and Community Assistance


  1. Be flexible with your policies
  2. Communicate with your staff and across all communication channels constantly and consistently
  3. Appoint a single media spokesperson and have all inquiries routed to that person
  4. Stick to the facts and be concise
  5. Show sincerity and empathy and look for opportunities to help


  1. Wing it – you need to have a plan
  2. Speculate or sensationalize
  3. Assign blame or show emotion
  4. Use the situation to self-promote
  5. Ignore questions

From Episode: Fuel Hotel Marketing Podcast: Episode 15 – How to Deal With a Social Media or PR Crisis
The 5 “A’s” Of A PR Crisis (credit to Forbes)

  • Assess. Calmly, despite the stress, identify the issue and determine the best course of action.
  • Admit. If you were at fault (or worse, lying) admit the transgression quickly and directly
  • Address. Specifically address what you are admitting and apologizing for.  Don’t mince words, be direct and succinct.
  • Atone. Make right what you made wrong.  Detail out your plan to ensure (1) you fix the issue and (2) layout out plan for it to not happen again.
  • Adapt. Move on a better person or company.  It’s time to begin repairing and rebuilding you social capital

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