The hospitality industry has been called a reset during the pandemic. Although it was difficult for many hotels in the area to remain open due to strict protocols and lockdowns, some found that this pressure created a climate of innovation and growth. We look forward with optimism to the end of the pandemic. Hotels that attempt to return to pre-pandemic operations or maintain them will fail because the industry and the world has changed. Hotels that have adopted pandemic innovation into their operations will survive the pandemic and thrive in the future. You can do the same. These are some tips to make your hotel survive a pandemic.
Unique Selling Proposition, Regional Travel & Partnerships
Your Unique Selling Proposition (USP) describes what makes your hotel stand out. However, there are still opportunities for everyone. There is no need for us to compete with other hotels in the market. Instead of focusing on what is better than others, let’s shift our focus to what makes us great. Your hotel’s uniqueness is what makes it great. Be clear about your uniqueness. What is it that makes your area so special? Your staff? Your amenities? Your atmosphere? Whether guests are travelling for business or pleasure, they want an experience and not just a place where they can rest their heads.
It’s time for you to discover your unique angle if you’re not certain that you offer something different. Due to restrictions on travel, hotels had to rely on staycation and regional guests more than ever before during the pandemic. We saw that hotels created experiences for locals such as theme and day-use rooms, family stay and play packages, rooftop s’mores, and other appealing services to guests from all walks of life.
By partnering with local partners, hoteliers were able to revive a neglected market. Cross-promotion with adventure businesses, hotels, spas and restaurants to offer vacation packages and discounts, coupons and social media contests promotes the region where you can vacation.
We expect this trend will continue in post-pandemic times. Many people have discovered local delights and are now looking for short-distance family vacations, romantic getaways, or luxury alone time. Your hotel is a popular local recommendation for residents and businesses.
Digital Marketing Personalized
To expand on your USP, you must acknowledge that different benefits can benefit different people. You should identify your customers (personas) using technology.
Social Media has been the marketer’s dream since it allows targeted interest-based ads that deliver measurable results. Google announced in January 2020 that it would no longer allow cookies to be used for retargeting visitors to their web pages with follow-me ads. However, social media advertising allows you to target people interested in specific topics related to your property. This is not a new technology, but it should be highlighted in your hotel’s social media strategy and digital marketing to reach people who appreciate your USP. Instead of reaching as many people as possible with your campaigns, focus on providing highly relevant content to targeted audiences to provide a more personal experience.
A Customer Relations Management (CRM) tool is another way to provide personalized content. It gathers data starting from the moment guests book. Ask them for details that will make their experience better. And tell them why! You might add fields to your booking form for any special requests or the purpose of the trip. If it is a personalized experience, people will be more open to sharing personal information. Integrate your CRM with your property management software to create richer guest profiles.
To communicate COVID-19 protocols and clear arrival messages, pre-stay email was a popular choice among hotels in the aftermath of the pandemic. Clear information about what to expect upon arrival can help ease anxiety for those who aren’t comfortable travelling. Pre-stay emails are a great way to provide personalized information to your guests about your hotel. This can help increase the value of your bookings by upselling amenities and packages. Targeted Upsell Emails can automatically be sent to your property management software via integration.
Your web designer can also personalize: A popup on your website allows visitors to tell you what they are looking for. For example, a family vacation, romantic getaway, friend getaway or peace and relaxation. Once they have selected an experience, you can take them to a page with all the relevant information and rooms. Don’t forget to click the “book Now” button.
Technological Innovations
Some existing hotel technologies were made more relevant by the pandemic. People were more comfortable using technology during the pandemic, whether they were working remotely, shopping online, or staying in touch with family and friends via tech.
Contactless Check-In is at the top of this list. Hotels offered self-check ins for socially distant guests via digital guest registration apps. They also provided online payment and keyless entry integrations to bypass the front desk entirely.
Mobile messaging has made communication with guests much easier and more efficient than ever. Guests can get help from front desk staff in seconds without interacting with them. Using the integrated messaging app with the PMS, periodic messages can also be sent automatically to their phones. Mobile messaging should be relevant and easily accessible. It is an integral part of your overall communication strategy.
Before the pandemic, hotel housekeeping reports were a major advantage in meeting protocols and maintaining guest satisfaction standards. The mobile app allows housekeeping staff to access the status updates and room cleaning schedules from their mobile devices as they work. This improves efficiency and streamlines inter-departmental communication. Specific cleaning checklists for each room ensure accuracy and accountability. Guests expect more thorough cleaning and better sanitation standards. We will meet them right where they are.
The Human Touch
While technological innovation is vital for hotels to survive after a pandemic, don’t forget about your hotel’s human touch. There are many ways guests can communicate with hotels via technology, including text messaging and emails. However, it is important to make sure they feel warm and welcome. Humanizing your post-booking communication is not enough. All communication is pre-stay communication. This includes website content, ads, and marketing emails. You can start thinking of everyone as a future guest (or repeat visitor). A small shift in communication can turn people into guests and help you refocus your content on helping instead of selling. Psychologically, resistance occurs when people feel they are being sold. The natural response to feeling help is to reciprocate.
You can also keep the human touch by looking for ways to delight your guests. This could be done through an intuitive website, with a simple booking system and a complimentary bottle of wine upon arrival. This builds trust and loyalty.
It is important to show your guests that your hotel cares about the community by demonstrating your humanity through social and environmental projects. Be sure to let your guests know what you are doing to make your hotel more sustainable, build loyalty, and help environmentally-minded folks decide where to stay. Sustainability isn’t a trend but a movement that has deep roots in the up-and-coming generations of Millennials and Gen Z.
To thrive post-pandemic, you must celebrate what makes your hotel unique and use technology to provide personalized service. Your hotel’s success does not depend on outsmarting the competition. The times have changed, and there is enough room for everyone. To attract guests, the best way is to invite them to join a flourishing community.