The hospitality industry has been one of the worst-hit segments due to COVID-19. Many hoteliers have been struggling to stay in business, some have had to close shop while others have evolved.
Time to buckle up
In times of trouble, it is how we learn to cope that makes us stronger. When survival is vital, making most of what the situation puts us in will help us to stay afloat. The situation is not within our control but you can surely make full use of it and try to weather this storm so that when it is all over, your hotel is still operating, your customers remember you and you can be back to your business operations as before (if not better).
The time to market is NOW
In the time of the COVID-19 pandemic, operations are badly disrupted. That means you are not able to have people taking up rooms. But that does not mean you continue doing what you have been doing or sit back and do nothing. It is time to do something.
- Get into brand-building – Room bookings are currently on the downtrend but that does not mean you are not present. Your customers might not be booking rooms with you but they are definitely on social media. You might not want to sell your rooms for now, but it is a good time to remind them of your presence. When this is over, you will be their top-of-mind.
- Work on your content – This is the time when your customers are more sensitive to what you say or share. Social distancing among your staff, constant sanitization of your premises would all show your commitment to safety.
- Share your stories – This is a good time to share images of your employees with their families or you can ‘bring a piece of the hotel to their homes’. This can be a signature dish you serve in your hotel where you can share the recipe with your customers. It’s a good way for them to always remember you!
- Your take of the ‘new normal’ – This is the time to show what you plan to do once the ‘new normal’ comes around. COVID-19 might be around for a while and that is something you cannot change. Instead of waiting for it to end, show how your hotel will co-exist once life is back. Commit to your customer’s safety with all SOPs communicated, practiced and ready to roll!
- Build your online reputation – This is a good time to start connecting more with your customers or anyone who might be interested in your hotel. Post stories about what is going on right now in your surrounding areas and how it could have been. Let them comment and be sure to respond.
- Don’t sell, at least not yet – Try to avoid or minimize selling your rooms at this point. It has a NEGATIVE effect on your customers. They are all dying to get out and travel and if you start selling rooms, they get turned off!
The hotel and hospitality industry is badly hit, that is a fact! But take this time to get the preparatory work done so that when everything goes back to normal (or the new normal), you are there, ready with rooms and with your customers remembering you in the first instant.
