Industry Update: 16.01.2021

Vertical: Hospitality
Type: B2Both
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Hospitality, what are we seeing?

Covid-19 continues to offer a significant challenge to the hospitality sector which is now getting the opportunity to respond with a plan for operating in a post COVID environment. We are seeing fresh demand as the more entrepreneurial operators seek to find a market for their services within the public sector to support Covid-19 response scenarios and the private business sector which is starting to re-evaluate the risk of utilising hospitality by geographical area.

What do these businesses need to do now?

1. Adjust your business targeting

If you are leading the sector with Covid-19 policies, then now is a good time to widen your net and reach out to decision-makers in different target demographics. Their continues to be demand from the Public sector for COVID response scenarios, whilst mid-large and international private sector organisations re-evaluate their post-COVID hospitality policies.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Networking dinners/drinks & Partner Events


Tradeshows and Exhibitions


Awards Circuit


Door to door sales


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Be mindful of your target market’s need as well as their personal reservations and create a confident proposition that makes saying ‘no’ hard for them. Talk about your new Covid-19 approaches alongside your credibility, experience, flexibility and pricing.

4. Revise your messaging

Find that balance between minimising the Covid-19 risks without sounding over officious. Managed well, Covid-19 policies place the emphasis on your staff, not theirs, so their staff can get on with the task in hand, whilst your team can reduce their concerns. In a post-Covid World, buying decisions can be complex, so offer the opportunity to talk about their requirements. Set out attractive commercial terms if able. Cash-flow is a challenge right now.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

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