TOP ACTIONS FOR HOTELS
- Stay Front of Mind– “selling “is not the method. Staying present, outreach, clear communication and useful resources.
- Duty of Care Policy– Program Managers & Organizations see this as new requirement of Hotels.
- Formal policy communication & training applying to health & safety.
- Post- GDS, online, Program Managers, Companies and Reservations, Sales, Front Line Associates are imperative.
- Hospital & Hotel communicate & establish relationships now for future ill hotel guests.
- Post Q&A to key health & safety concerns on website.
- Pivot as new directives evolve.
- Reshaping Duty of Care Policies https://www.pegs.com/blog/how-hotels-will-need-to-adapt-duty-of-care-policies-for-the-coronavirus-pandemic/
- Accreditation
- Hire an Accreditation Company and post accreditation in content GDS, online, via RFP’s.
- Collaborate with CDC, WHO and travel bureaus to establish cohesive policy applying to health & safety standards.
- RFP & Business Development
- RFP season is upon us. Program Managers will be more selective than ever and require informed business cases for unsolicited hotels.
- Hotel BT Managers today need to develop strong understanding of opportunity, be front of mind, and develop relationships for compelling business cases to gain interest.
- Teams Hotels have working today need to scale up on skills to address RFP response, and proactively identify and understand the travel need of that target client.
- Proficiency using Lanyon and other online RFP tools and resources.
- Update GDS, Lanyon, RFP System and Website Content with- Duty of Care, and Accreditation.
- Are you Open? Provide Contact While Closed
- Travel Managers are assuming you are closed.
- ” We Are Open” post GDS, online and direct to client communication will impact traveler contribution today and forward.
- Rate Reduction– this WILL NOT be key driver. Hotel preparedness in communicating safety & health measures will drive business.
- Dropping rates will not create new demand. Maintain integrity of rates.
- Understand your position in the market. Don’t set expectations on capturing transient/group you would not have in previous times. Don’t be the weakest competitor and compromise rate -it will not grow business or create demand.
- Cost of room sold will increase with the new health & safety measures. Maintain pricing and train associates to share pricing includes new costs to deliver and policy.
- Panic pricing further out will be a big issue do not do it.
- At MOST current transient discounting should be within 30 days max. Transient booking window stands at 14-30 days at most. Corporate Travel continues to book in same booking window.
- Dynamic rates will be impacted based on how you manage public rates.
- Ensure fixed negotiated rates are built to adjust if your BAR falls below the negotiated rate. Build rate code to be at or select% below BAR in this case.
- Distribution Strategy- Outside 30 days maintain standard transient pricing. Don’t give into discounts like multi night stays and do not lower rate not going to drive demand. Impacts group further out.
- Imagery & Content
- Fresh images of clean rooms, little clutter, white associates clean.
- Food & Beverage- update in-room dining menus and custom order with delivery on arrival minibar offerings with fresh immune boosting, anti-inflammatory menu options. Images of food offerings, new restaurant distancing seating images.
- Feature images and content- in-room exercise amenities; Peloton, Yoga Mat and Bands. Alternatives to using hotel gym.
- Remote guest check in, touchless or ap generated key entry feature images, content.
- COVID19 content. Communicate what your hotel is doing to address health & safety. Creative offerings to appeal to the traveler new norm.
- Update content and images on all channels and website. Include health & safety procedures and services applying to our new norm.