This is the second and final part of the series. In the first part we discussed the 5 critical mistakes 80% of businesses make in moments like this that ultimately bring them in the brinks of bankruptcy. If you have not already read the first part you can find it here.
In this second part we will focus on what you can do today to safeguard your hotel business and weather this Corona virus storm.
Ready?
Let’s go!
1. Reach out to your most valuable list that of your past guests.
This is the most important asset you have. In those difficult moments your past guests may be your ticket to safe travels through this crisis. Inform them on the current situation or just touch base with them.
There is no specific number of emails you are allowed to send. But remember do not overdo it. Do not bombard them with promotional emails because it can have the opposite effect. If you have a loyalty program in place this is a good time to double down your efforts and see how you can utilize it in the best possible way.
If you don’t, maybe it is a good time to consider creating one.
2. Create a separate page on your website with information on what you do in response to this pandemic.
Future guests are already checking your website as you read this article. They want to determine whether your property is the ideal place for them, so show that you care about your guests and your staff members. Show that their health and safety is a priority for you. A lot of the big brands have done it already. They have announced new cleaning protocols, social distancing measures and adoption on new touchless technology such as online check in and even mobile (digital) key.
It is quite clear so far that especially in the early days after the restrictions are lifted and for at least a year from then, people will still have this fear of the virus. Your job is to show that you have taken all the necessary measures in line with the guidelines of your country.
Having a web page into your official website dedicated to your specific actions to protect your staff members and your guests ensures that your policy in the matter is loud and clear for everyone to see.
This will help you gain some more of those bookings compared to a competitor that has not communicated his policy and response to the situation.
3. Educate yourself
Since we are not able to work as usual, we are left with plenty of time to spare.Except for very much needed family time, hoteliers also need to see this whole situation as an opportunity to learn more and improve their skills.
Invest in your education you will find yourself armed with a new set of skills that will help you successfully navigate your hotel business in the “after crisis” environment.
4. Create deals for those who stay close to your region
There is no certainty when each country will be able to rebound from the Corona virus pandemic.It is highly likely that at least for some time after the reopen travel restriction will still be present for some countries.There might be no or limited flights from those countries prohibiting those travelers from visiting your area and your hotel or b&b.
So for those early days, hoteliers should create deals that will be intended for those who stay in your area and do not need to use the airplane to reach your property.
These people were also restricted at home and some will have the urge to travel a bit in the hotels nearby their area. Your property might be exactly what they need for a few days of holiday.
5. Rethink your direct booking strategy
Those last few years the Online Travel Agents have increased their share in the hospitality industry dominating the online reservations game.The majority of hoteliers nowadays are mainly dependent on the OTAs and the bookings they generate.
Why is this a problem?
In need periods like the Corona virus pandemic we are facing today, the contact information of past guests is a very powerful asset that can be utilized to increase direct bookings.
This crisis has shown with a very profound way that it is time for hoteliers to rethink their direct booking strategy, introducing simple ways to attract more domestic or international travelers through their official website.
An interesting, simple and quite affordable solution is reach more international travelers through translations. I have written an extensive article on why translations is an important part of a bulletproof direct booking strategy. If you haven’t read the article you can find it here.( “3 solid reasons why translating your hotel website is an important part of a bulletproof direct booking strategy)
Do you want to find even more resources on how your hotel business can respond to this crisis?
Make sure to download our free Hotelier Playbook: Hotel survival mode: 12 actionable steps that will ensure your hotel business weather’s the Corona virus storm and rises stronger than ever.
