Amadeus has launched a brand new series of eBooks, in partnership with global hospitality organizations, Hospitality Sales and Marketing Association International (HSMAI), the Institute of Hospitality (IoH) and the Hospitality Professionals Association (HOSPA).
According to their research, 76% of HSMAI members are starting to prospect new types of account business and traveller segments they previously did not focus on. Additionally, a new global customer segment of travellers is emerging – ‘Generation Clean,’ a new cross-generational segment of traveller who will prioritize health and hygiene when hotel shopping in this new era.
“Nobody could have been prepared for a crisis of this magnitude”
The eBooks contain key findings from research conducted amongst members of the various organizations, looking at the short and long-term strategies hoteliers need to develop over the four phases of recovery, which span local, domestic, continental, and a global reopening. With travel restrictions in place for the remainder of the year, hoteliers will need to strategically plan to re-segment their expected guests and cater their approaches accordingly.
“Nobody could have been prepared for a crisis of this magnitude. But what I know is that the hospitality industry is resilient and a people-first industry. As a key partner of the industry, we are excited to collaborate with these experts to provide resources that will be useful for hoteliers to build the path towards recovery” said Francisco Pérez-Lozao Rüter, president of hospitality, Amadeus.
“We are identifying new ways to handle a new world of hospitality”
“We believed it was important to partner with Amadeus to bring these recovery playbooks to industry professionals and assist them in charting a course for recovery,” said Robert Gilbert, president & CEO, HSMAI. “Together, we are identifying new ways to handle a new world of hospitality through knowledge sharing, better understanding traveller intentions, observing best practices in parts of the world that are beginning to emerge from the crisis, and implementing new policies and procedures.”
“I’ve taken great hope and a real sense of optimism from the reaction of hospitality operators across the sector,” said Jane Pendlebury, CEO, HOSPA. “Although likely to be much changed, our industry certainly won’t be undaunted by the challenges that face us. Together we’ll come through this crisis stronger and more resilient.”
Below is a list of topics covered by the four eBooks:
- Planning for Hospitality Recovery – Marketing
- Advice for hoteliers preparing a marketing plan, including relevant data and leading indicators to look out for
- Audience profiles and messaging to appeal to the changing trends and behaviours caused by COVID-19
- Channels and steps to consider in order to retain existing guests and attract demand throughout the different stages of recovery
- Planning for Hospitality Recovery – Sales
- Action steps to maintain sales team motivation and continuity
- Tactical advice to reposition sales strategy and to prospect new group business.
- The key skills needed to navigate a world of digital selling
- Planning for Hospitality Recovery – Revenue Management
- Building a new segmentation strategy according to recovery phases.
- Create a pricing strategy that is flexible, while guarding rates.
- Create new competitive sets based on the changes happening.
- Planning for Hospitality Recovery – Operations
- Tactical action steps and best practices to implement from arrival to departure.
- How operational departments can address physical distancing, sanitation and cleanliness procedures, and provisions of PPE.
- How to enhance the guest experience and achieve trust, while implementing new standards.