10 Steps of Recovery Strategy for HOTELS

By |2020-06-01T18:01:15+00:00June 1st, 2020|Digital Branding|

1. LOOK AFTER YOURSELF

It’s OK to place your well being and mental health far above anything else. More than OK, in fact. It’s imperative.

Research shows that mass layoffs have a profound emotional effect, not only on those left suddenly out of work but on those who remain. Anxiety, sadness, fear, shame… it’s normal to feel all of these things and more.

Keep moving! Exercise at home or go for a long walk in nature. Get enough sleep. Meditate, take a warm bath, write in a journal, paint, listen to music. Try to maintain a positive attitude. Talk to your friends and family

2. RIGHT PROTOCOLS IN PLACE

Keep knowledge about required legal essentials. When the government and health services finally give the go-ahead, it will be time to get back to business. Have a checklist ready, majorly for hygiene & cleanliness. Once you have all the information & confidence of the prepared platform, be ready with a ‘Prevention Plan’, and communicate critical Covid-19 information to all guests and staff.

3. GUEST & STAFF’S: HEALTH AND SAFETY

You will need to reduce points of contact but people entering your property should realize that you care about their health and safety. Demonstrating pro-activeness in this regard will not just keep people safe but take your reputation a long way in the travel community.

4. MAKE A NEW DIGITAL MARKETING ACTION PLAN

Update and Audit Your Website & Online Presence

Build a Communication Strategy

Start a new ‘Social Media Campaign’ :

:- Stay updated on Facebook & Instagram more often than before

:- Create and share lot of Videos

:- Get Back into PPC Advertising

:- Grow your E-Mail list

**We at Fullscoop Digital, as a specific hospitality-based advertising agency, have been helping our clients on few very important parameters :

A. To focus on HYPER-LOCAL MARKETING MODEL

Like, planning Radius Based Digital Promotion Plan – moreover between 25-100 km radius. Dependency on inbound tourism has to reduce, and domestic marketing presence has increased, we plan marketing activities exactly In this direction.

B. Focusing Lot More On – How to Create Useful & Virtual Content

C. Creating More Platforms To Add Value

More options for hotel staff members to add value, who can help people during extended time indoors: Cooking Demos, Homecare, Fitness, Relaxation.

5. EXCEL IN TECHNOLOGY

Focus on Automation. Practically, you may need to prioritize technology and software, which can do the job of multiple people together, and can be reliable. Also – Make sure your processes are as efficient and simple, as possible. Basically it’s a major shift in the hospitality industry – from high-touch guest experience, to no-touch at all.

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6. REVIEW YOUR FINANCIALS

Assess the Impact, and have the contingency Plan Ready. Try to come up with a revenue forecast for the coming months. What’s the estimated downfall? How much turnover can we expect, etc.. Have realistic expectations.

7. OPTIMIZE EXPENCES WHEREVER POSSIBLE

Have smart and affordable Marketing Agency, Shrink on Operations (F&B, Housekeeping) – discounts are ok, but don’t get too low in room rates. Demand will not be related to prices: people will be travelling only when they must and they will choose their hotels based on other factors than rooms being at the lowest prices. Try to offer value-added packages – include a ‘Free Breakfast’, or offer a ‘pay for 2 nights stay for 3’ package. So, this is time when we do not have to fall in trap of heavy discounts, but be high on marketing, it’ll be wrathful to keep footsteps strong. Do remember, This is not a price war and your competitors are not your enemies: you’re in this together because of the virus. We all are!

8. REVIEW YOUR OTA LISTING & UPDATE POLICIES

Go to extent of thinking direct-sales. If ever there’s been an opportunity to showcase what you as a hotel can provide over the OTAs by booking direct, it’s now! Update Your Cancellations Policies. Flexible policies are the new ‘normal’. In this unprecedented situation, you can’t blame the guests for wanting transparent and flexible cancellation and modification policies. In order to maintain ‘Cash Flow’, you can create 2 different products:

  • Advance Purchase – Pay now, 10-20% discount, with a fully flexible modification policy
  • Book now / pay later, and cancel up to 1 day before arrival

9. BE READY TO REINVENT YOURSELF

Consider fully digital check-in options with pre-arrival web check-in or by getting a kiosk at the reception. The guest journey should be smooth, convenient, and pleasant. This will greatly reduce day-to-day friction and you will be able to allocate staff to more important tasks. You could look at implementing an instant communication chat system to enable your staff & guests to easily communicate with the same efficiency of an in person conversation. A chat-bot could be a great way to increase your website’s productivity

10. STAY CALM AND BE FLEXIBLE

Above all – stay calm. You need to prepare for the worst and hope for the best. A positive attitude, more often than not, leads to the right decisions. Combined with the right intent, it will help you become an integral part of an evolving and whole-hearted hospitality ecosystem.

Best luck! 🙂

While you wait for the recovery, this is the time to be ready with a well thought-out ‘Digital Marketing Action Plan’.

Your hotel basically needs a solid communications strategy now, more than anytime before.

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