WHY THE HOSPITALITY SECTOR IS FOCUSING ON THE DIGITAL PLATFORM MORE THAN BEFORE

As experts note - COVID -19 Pandemic is one it's kind and the worst crisis the world has seen since the end of World War II. Exponential spread of a virus that forced unprecedented chain of decision making by govt across major economies like cancellation of large events to closing international travel to enforcing complete shutdown - has brought forth unprecedented challenges for businesses, something that present work-force across seniority would not have witnessed in their lifetime. Among all, Travel and hospitality has been the worst victim of this crisis.

Even now, as the lockdown restrictions are being lifted and some businesses limping back to operations, the outlook for the hospitality industry recovery still looks not so encouraging considering falling income across the board and low optimism towards the economy. It is difficult not to get stressed when faced with such a severe scale of uncertainty. However, given the resilient nature of the industry (must I say humankind in general, for it is people who run all kinds of business), recovery is almost certain and it is only a matter of time in terms of how soon...

In such a scenario, among many questions that most hospitality entrepreneurs must be faced with - one would be that of marketing. What do you do when the business is not that usual? Where should you spend whatever marketing budget you are left with, how do you engage with your customers. For, people are eager to travel, they will, as soon as the normalcy is back… and as some experts observe, it might trigger a trend of revenge travel. So how do you remain on top of the mind of your customer when the time is right - more important, shouldn’t you nurture the affinity you have with your audience or try to forge one turning this period into opportunity. The question is how?

Before delving further into a suggestion, let us first understand that there has been a major consumer behaviour shift since the onset and further spread of the pandemic. Already increasing internet adoption has further been rocket-fuelled, consumers across segments today are increasingly spending more time on the Internet and their mobile phones. E-commerce ordering, time spent on a social media website, entertainment, games, online news has seen a significant increase. DIY culture is making in-roads more than ever, perhaps consumers too have taken a cue of Atamnirbhar Bharat in a purest sense:) Most notable changes here is penetration of “transactional Internet” to TIER II AND III cities.

Drive suitable digital transformation: depending on the sale and stage of your business, leverage this period as an opportunity to complete digitization of processes/systems that you have always been planning. The use of the term suitable is to refer to transformation in the context of the size, scale and stage of your business. To make it more obviousby the digital transformation I mean from basics like a fully functional website, booking engine, PMS, contactless check-in to implementation of things like Data Analytics and Machine Learning Engine to drive further affinity and boost repeat bookings, up-selling and even new bookings by introducing referral programs among many.

Communicate with your guest: with consumers, “disappearing and appearing again” kind of approach does not work well. You have to remain in constant touch. Engage with the customer with a “we care” kind of message. Devise content and communication strategy focused on the utility needs of the consumers. Use this period to cement your affinity with the consumer.

The plan offers that reflects empathy and care while gives a boost to business: Offers which are designed to incentivise consumers yet it shows them ‘we care’ side of your brands like, refundable bookings, flexi bookings, add ons like a discount on extended stay etc.

Campaigns to tap on future needs: as things come back to normalcy, demand for a certain segment of the business is sure to pick-up. The idea is to plan and grab those opportunities. E.g. offer business conference deals with date flexibility, only day conferences, wedding offers designed to cater to smaller gatherings, large family outings etc.

Reassurance campaign on health and hygiene: ongoing and consistent communication on hygiene and safety standards is a must. Consumers would look at assurance on this front more than ever.

Create a loyalty program: if you have one - build upon it further by offering your guest privileges that are sure to vow to them. If you don’t have one, using this time to build one - right data capturing to customised communication from time to time would go a long way in ensuring repeat business.

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