How to bounce back from Covid19 for Hotel Industry

The COVID-19 pandemic has had a far-reaching effect on businesses and economies around the world with the tourism and hospitality industries amongst the worst hit. However, as lockdown and travel restrictions slowly begin to ease, there is a case to be cautiously optimistic. In this situation, hotels can also play their part to actively take steps to prepare themselves for the period ahead.

Evaluate the Marketing Strategy

While hotels may have had their marketing strategies pretty much nailed down in the past, it is important they analyse and evaluate them afresh; this would also mean taking into consideration the effects of COVID-19 on travellers and what they will be looking for when in search of hotels. Domestic bookings could likely increase during this time and properties can look to tap into that.

By making use of digital marketing, hotels can quickly and cost-effectively target specific demographics in diverse geographic locations. The effective use of social media platforms can also help to draw in potential guests and also keep the brand in the minds of people during this time.

Keep Communication Open

Communication here refers to that between the hotel and guests be it those who have stayed at the property in the past or those planning a stay in the coming months. This is also a good time to properly evaluate the hotel's strategy when it comes to answering reviews; a positive word of mouth and higher ratings will have a big impact on business especially in the post-COVID-19 period. Hotels can go through reviews and answer queries or issues guests have had in the past as well as get an idea about what can be improved.

Highlight Guidelines & Policies

During this time, hotels must highlight their change in guidelines and policies pertaining to how they are going to provide guests with a safe and secure stay. For example, in the Maldives, holiday resorts are already preparing to welcome new visitors and some have published a comprehensive set of procedures that they will be following.

This includes brands such as Adaaran Resorts Maldives which have listed various measures that are now being implemented; temperature checks on guests and staff, sanitisation of accommodation and resort in keeping with health guidelines and emergency protocols to deal with any instance that COVID-19 symptoms are detected. In addition to this, properties that offer flexible cancellation policies for up to 24 hours before arrival will also be able to attract guests; this is because travel during this time is still a bit uncertain and can change in a moment's notice.

Take Time to Improve Website

Hotels can also look to spend time improving their websites. This can include everything from updating content (including health guidelines followed) and pictures / videos to adding or removing web pages to keep in line with what is currently being offered. Depending on the budget, a property can even look at a complete revamp of the site to give it a fresh look and feel. Updating social media pages can also be done at this time along with taking stock of resources such as pictures or videos which can be organised and used accordingly. It will be a good idea to revise and optimise the keywords used on the site where needed as well.

Evaluate Hotel Expenses

Hotels can also look to evaluate their expenses and find ways in which to cut down on costs during this period. A balance must be found where the property does not take away from the guest experience or the well-being of staff while being able to be cost-efficient too. Measures to consider include cross-training staff, introducing initiatives to save energy, assessing if any processes can be automated and reducing the number of times deliveries are needed from vendors.