Given the current scenario of a travel-limiting pandemic, the hotel industry is experiencing a period of impasse and difficulty.
Employment is almost inexistent, and expenses are weakening the sector’s businesses day by day, forcing employers to cut staff salaries, and in the worst case to reduce the workforce while waiting for the situation to improve.
As we have seen in the previous article, history teaches us how tourism has always recovered with determination and development in the face of difficult circumstances. Nevertheless, the world of hospitality is going to face many consequences caused by this situation, even when the health emergency is restored. Some people will start to travel again, others will potentially be more fearful of sitting in a hotel restaurant or staying somewhere other than home. Future and numbers are now both uncertain. The only thing that is certain is change.
On the one hand, the transition process is a challenge, on the other hand, it represents a great opportunity.
Instead of standing by and waiting, now is the time to ride the wave and emerge successful.
The only companies that survive change are those who are quick and agile in adjusting their strategy to an unstable environment.
An example is represented by companies that used to sell directly to the customer and are now using an e-commerce platform in order to adapt to the needs of a new market; and this will possibly remain their main sales channel in the future, thus radically transforming their business model.
It is from such situations that several brands have disappeared from the market. Blackberry could not keep up with the advent of the touch screen, just as Polaroid, which was previously unrivalled, fell because it did not pay attention to the coming of digital cameras.
Change needs to be well observed, and speed is an essential requirement for maintaining the position in the market and growing.
How can hospitality businesses ride this wave and not be overwhelmed?
- Identify what will be the key requirements for the future. A business that was previously characterised by service, handshakes and hugs will be more marked by a focus on safety. There will be a greater need for digitised tools, such as contactless credit cards, or menus that can be accessed by electronic devices. Along with these requirements, it is important to define the new skills needed by staff, such as reskilling in the use of new technologies.
- This is a key moment for training, which has already started to include the use of online platforms where no physical meeting is possible. Retraining staff is essential to be ready at the time of return with new skills as well as quick problem solving, the ability to work in a team, and a focus on impeccable service. Obviously, these tools will not be able to replace the interaction that takes place between two or more people, but they will allow a continuous focus on staff in difficult moments. Familiarity with a hybrid approach, part face-to-face and part digitized, will also be useful in the future, when for various reasons it may be not so easy to attend a meeting. The post-pandemic period will require a new business model, a skilled and trained staff is already a major advantage.
- New tools for new times. People are spending more time on social networks, so interacting with your audience through them is a great way to keep the relationship. Creating contests and advantageous promotions to be used “without a time limit” will reward the loyalty created with regular customers and attract new ones for the future. Now is the time to create virtual tours of the facility to introduce yourself to the public. And why not create some content in which staff interact directly with the public? Perhaps a cooking lesson with the chef or a cocktail preparation with the barman?
- A cohesive team is a strong team. Interaction between leaders and staff at this time is important as it will create a supportive environment for the present, and a better context for the future. Organizing trainings and activities, even remote ones, where all staff get to know each other and share experiences, will foster bonds and improve the business environment. The hospitality industry is primarily people-based, and the current situation does not preclude taking care of them through the tools available today.
- Commitment to society is more important now than ever. Active accommodation and catering establishments can contribute to the community. Providing beds for medical staff, or handing out surplus food to those in need, is a small gesture that helps a lot.
Although this time has brought the tourism industry to a stop, it is important not to stand still and do today what could not be done yesterday, and what will not be possible to do tomorrow.
Using this time for creating new skills, for teaching, for getting closer to staff is a great opportunity, as ‘you are always too busy’ to invest in this kind of activity in normal times.
Innovation is the creation of value that comes from the need to find new solutions to a relevant problem.
The concept of resilience is a key issue to think about. It refers to the ability to deal positively with challenging events. In other words, it is the ability to absorb a shock and come out stronger.
- Which are your own values?
- How can you adapt to a situation of uncertainty?
- How can your resources make you thrive a changing market?
The presence of solid foundations is to be taken into serious account, but it is important that these solid foundations are not too heavy to glue you to the past.
Be agile.
Martina Guizzardi
Content editor
Hospite – The Italian Hospitality Academy