When Crisis Hits, Double Down on Your Brand

Madeleine Parkin
11/3/2025

With markets trembling from tariffs, guests having second thoughts about traveling, and the high cost of, well, everything, it can be tempting to pause investment and wait out the storm. However, plugging in when others dial back can be just the differentiator your brand needs to thrive during challenging times.

In the face of a crisis, business owners often feel intense pressure to react quickly, without thinking too much about the consequences. Your first instinct is to slash prices, cut marketing, and even let staff go. But rash decisions now could prohibit any recovery later on.

I’m not saying agility is a bad thing. Companies need to be able to make decisions quickly, but that comes down to a pre-existing crisis plan rather than rash decisions. Planning ahead for emergencies means that you’ve thought through your plan of action for when hard times hit while you still have a clear head. This planning also defines who the key decision-makers will be during crises, streamlining processes, and learning from previous situations.

What you do in times of uncertainty could damage your brand long after the situation has passed.

Protecting Your Brand

What is your brand? You might have brand colors or brand voice guidelines, but brand goes far beyond that. It’s what makes people remember your company, what encourages them to trust you, and what makes your business unique.

Your brand is an amalgamation of not just your words, but your actions. And it’s often said that actions speak louder than words. That means that every good experience with guests, staff, or community members adds up to a good reputation. However, a single bad review needs lots of good reviews to recover from the damage.

Your brand is essential not only for encouraging bookings but also for team morale and hiring. Any abrupt shifts away from your brand voice or core values could destroy all the hard work you’ve done building that brand over the years, causing more harm than good.

For instance, if your business focuses on luxury experiences, abruptly discounting prices or compromising service quality to cut costs may confuse or alienate your loyal customers. Your brand represents a promise to your guests, and breaking that promise can irreparably harm guest trust.

So, rather than making any sudden moves, double down on your brand. If your properties are known for exceptional cleanliness, highlight and reinforce rigorous sanitation standards. If your strength lies in personalized service, emphasize the value of the attentive care guests will continue to receive.

Consistent and confident brand messaging builds reassurance during periods of uncertainty. Remember, guests are looking for certainty and reliability—qualities your consistent branding naturally projects.

Action Rather than Reaction

In public relations, a common reaction we see in a crisis is businesses and leaders staying silent. No news is good news, right? Well, not always.

Silence in times of uncertainty can be perceived by customers as instability, or worse, as hiding something. Addressing problems head-on with proactive communication and sharing regular updates about policies, safety measures, or anything else that could impact their stay will help vacation rental managers become trusted voices in their communities and beyond.

As consumers, we are naturally drawn to those who communicate clearly and calm our fears, especially when we feel uncertain.

This is a key differentiator in busy markets—when your competitors pull back on their communications, there’s less noise, giving your messaging more airtime. You don’t have to have all the answers, but openly addressing concerns demonstrates integrity, fosters guest confidence, and strengthens long-term relationships.

Remain Calm and Think Long-Term

Many of us vividly remember those first days of the COVID-19 pandemic when it felt like tourism was completely doomed.

Yet, recovery occurred swiftly in many places, particularly for operators who adapted quickly, focused on local demand, offered flexibility, and communicated their safety measures effectively.

Those who panicked and withdrew often didn’t survive, while proactive businesses thrived. Thinking long-term means evaluating decisions based on their immediate impact and also considering future implications. Exceptional treatment of guests now could lead to repeat visits, valuable referrals, or positive reviews—each strengthening your overall brand.

Your brand is ultimately built through actions, not just promises. Positive interactions with guests, staff, and your community create cumulative goodwill. However, a single negative experience can damage your reputation and require many more positive reviews to recover.

Build Your Future Through Confidence

Even in the anteroom of a crisis, as it feels like we might be at the moment, planning for a crisis is a smart move.

Navigating difficulties effectively requires maintaining your brand integrity, proactively communicating, and strategically thinking about long-term outcomes. By doubling down on your core strengths when others retreat, your brand emerges more robust, trusted, and resilient.

In uncertain times, clear-headed decisiveness and steady commitment to your brand become powerful assets, setting your business up for lasting success.

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