The context faced by online travel agencies (OTAs) during the pandemic is nothing short of dramatic. During the state of emergency, marketing communications have proven essential to maintain emotional ties with online communities even though sales have plummeted to zero. This study analyses the social network communication strategy during the worst days of the crisis of two OTAs specialized in selling flights and in distributing activities, excursions, and guided tours at the world's top tourist destinations. This qualitative study, based on the observation of online activity and personal interviews with marketing managers, shows how to respond to a crisis, maintain brand identity and strengthen the support of the online community. With the help of the community and co-creation processes, the sector has been able to reinvent itself and new services have emerged. From selling flights, one of the studied OTAs has now changed to planning trips around the regions.

大流行期间在线旅行社 (OTA) 面临的环境非常戏剧化。在紧急状态期间，营销传播已被证明对于保持与在线社区的情感联系至关重要，即使销售额已暴跌至零。本研究分析了两家 OTA 在危机最糟糕的日子里的社交网络传播策略，这些 OTA 专门从事销售航班以及在世界顶级旅游目的地分发活动、短途旅行和导游服务。这项定性研究基于对在线活动的观察和与营销经理的个人访谈，展示了如何应对危机、保持品牌形象和加强在线社区的支持。在社区和共同创造过程的帮助下，该部门已经能够自我改造，并且出现了新的服务。从销售航班开始，其中一个被研究的 OTA 现在已转变为计划在这些地区周围的旅行。