Hospitality providers will need to re-think former working
practices and be prepared to adapt to meet the changing needs of customers,
according to a recent webinar from the Hospitality Sales and Marketing
Association International (HSMAI) Region Europe.
During the webinar, HSMAI Region Europe revealed details of
a survey among its membership that showed more than three-quarters of
respondents believe customer experience rather than profitability will be a
core focus for the rest of 2020 and 2021.
Forty-three per cent of respondents said guests will only
stay at hotels if there are strict coronavirus guidelines in place, while 20
per cent believe customers will only book direct with the brands they trust.
Furthermore, 36 per cent said a “contactless” stay powered by technology will
be the new standard for hotels moving forward, including during check-in,
check-out and ordering food.
According to HSMAI, August and September are still only
forecast at half the booking numbers of July, but the webinar’s panel believes
this will increase closer to the booking dates in this period. It comes as more
hotels across the UK and Europe continue to reopen as lockdown restrictions
ease.
Corporate travel bookings are also expected to increase from
September, however, border restrictions will dictate demand and pick-up,
according to the association.
Michael Hucho, a member of the HSMAI Region Europe customer
and distribution advisory board, commented: “While the desire to travel comes
back, trust and customer experience are going to be the currencies of tomorrow.
A key success factor will be to focus on customer centricity. To the outside
market, customer relationship management becomes more critical. Digital and
personal interaction with the customer at all touch points before, during and
after the journey is vital to drive direct business… The crisis can be a
powerful catalyst for digital transformation.”