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  • Home
  • MANAGEMENT
    • OTA commissions – can you cut back?

      Top 5 Questions Your Hotel Reservations Team…

      9 hotel pricing strategies you should know…

      An In-depth Guide to Hotel Revenue Management

      Upselling – The New Challenge for Hoteliers…

  • Marketing
    • Hotel marketing | 11 Tips to Kickstart…

      Hotel marketing | Local SEO cheat sheet…

      Digital Marketing: 10 Things Hoteliers Should Be…

      6 Hotel Marketing Trends to try for…

      Top Hospitality & Travel Marketing Trends You…

  • Tips & Trends
    • Mobile-friendly hotel website: what it means and…

      11 Travel terms & Hospitality industry trends…

      5 Tips On How to Target Corporate…

      The 2022 guide to attracting Gen Z…

      7 Awesome Tips To Improve Your Hotel’s…

  • News
    • Thoughtful Thursday: Easily Manage your Booking.com Content…

      STAAH Product Updates June

      The Big Travel Rebound Kuala Lumpur &…

      STAAH Integrates with Situ – a leading…

      Are you making the most of your…

  • Vacation Rentals
    • 7 Tips & Tricks To Make Your…

      Facebook Marketing Tips For Your Vacation Rental…

      Why Guest Screening is important for Vacation…

      Digital marketing for hotels & vacation rentals…

      Don’t let energy bills soak up your…

  • Success Stories
    • Lift in direct bookings & customer satisfaction…

      Hotel Polo Towers Group Maximize Growth &…

      Crescent Spa & Resorts Saw Average Annual…

      KLoe Hotel, Malaysia Boosts Direct Bookings By…

      GCC Hotel & Club, India gains an…

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    • All BLAAH BLAAH @STAAH e-Books Podcast Testimonials Webinars

      BLAAH BLAAH @STAAH with Avijit Arya and…

      STAAH PRODUCT MASTERCLASS – SERIES 2 REVENUE…

      Smart Distribution & Building a Resilient Business…

      STAAH Product Masterclass – Series 1 How…

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      BLAAH BLAAH @STAAH with Tunku Iskandar

      BLAAH BLAAH @STAAH with Jimmy Mistry and…

      STAAH E-Guide: A-go-to-Communication Guide for Vacation Rentals

      STAAH e-Book How To Set Up Your…

      Opening Checklist post COVID-19: Things To Keep…

      EBOOK: BEGINNERS GUIDE TO REVENUE MANAGEMENT

      BLAAH BLAAH @STAAH with Suwamana Wahyu Putra…

      BLAAH BLAAH @STAAH With Matthias Dybing And…

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Hotel recovery strategy: Preparing for a post COVID-19 world

29 April 2020

In a rapidly evolving world, your business needs a recovery plan that adapts to changing customer behaviour.


Once the curves are flattened, what will the world look like? It is likely restrictions in some format will continue – at least till a vaccine is discovered. How will guest behaviour change?
How slow or fast will tourism recovery be? The questions are many; answers are few. Yet, to survive you cannot (and must not) wait for a clear direction to emerge before you respond. Here are some considerations to prepare a business strategy post-COVID-19.

1. Building trust

Mitigating the customer impact of COVID-19 will require steady brand leadership and empathy – learn what it takes to weather the storm and come out ahead on the other side. It is important to put customer safety and wellbeing first – and expressing this through your actions, policies and offers.
Talk to your guests about your health and safety standards, how you have put social distancing into practice in your operations and across your shared spaces. Communicate these practices to build and even re-build your community and their trust. Use all channels available (website, social media, database) to relay your empathy towards your guests’
concerns.

2. Catering to a new marketing mix

Hotel recovery strategy post covid19

Expect a change in the audience you cater you. Not everyone will start travelling as soon as restrictions are lifted – the process will be slow. Business travellers will possibly be the first to start moving around – their needs may be more urgent. Single travellers who are more open to risks are likely to follow with couples in tow. The last segment out of the house will
likely be families, who have a lot of considerations and need greater reassurance around health and safety before they take the plunge. Above all, governments around the world are emphasizing and supporting domestic tourism – re-gear your communications to target the locals and fellow countrymen.
Focus on your existing customer base, but make sure to be agile enough to cater to a more diverse audience. Interview your customers and employees (via Zoom or a similar online video chat tool of course!) to understand your audience and their evolving tastes.

3. Audit your website and its content

Your website should serve as your source of truth – keep it updated and relevant. Provide a list of services open or affected by the lockdown. Make it easy for users to find accommodation and book. Promote your local destination, recommending top activities in the region (free and paid), places to eat, etc.

4. Aligning your marketing and revenue management strategies

marketing and revenue management strategies

When developing your recovery plan, it is important to align with revenue management on rate strategy and parity across channels, direct booking perks, any new offers and packages, and most importantly, a flexible cancellation policy.

5. Preparing your social media channels

social media channels

Social channels such as Facebook and Instagram are equally important sources of information. Make sure you keep these updated. Don’t forget to update your Google My Business listing! Update the facilities and store hours to make your content more discoverable. Use the time you have to create new content – staff tips, recipes shared by your chef, etc. You can create a bank of content that you can share at a future date.

6. Implement a flexible cancellation policy

flexible cancellation policy

People are sitting at home dreaming of the day that this will be over, the day they can travel again. Bookings are still being made for the future. Hotels that have clear cancellation policies and promotional opportunities are the ones that will be able to win these bookings. Promote return bookings, offer guests credit for future stays or create a welcome-back page. You need to win guests’ confidence and a clear, flexible cancellation policy is integral to this.

7. Improve your online reviews strategy

Take this time to go through your online reviews and respond to the ones you have missed out on. If you don’t already have one, create a reviews policy and train someone in your team to manage these, providing them with clear direction and the right tools.

8. Make the most of your free time

Make organisation a priority during this downtime. Audit your marketing assets – from OTA listings to owned channels. Ensure they’re consistent and updated. Are you behind on admin tasks – this might be the right time to catch up on these? Most importantly, salvage what you can from the current situation but push your team to create a robust comeback plan.


Despite the impact of the pandemic, STAAH stands alongside all hoteliers in preparing for post-crisis recovery. Talk to our team about how the STAAH platform can support your recovery and dive into the depth of our team’s industry knowledge for ideas. #standunited.

Hotel recovery strategy: Preparing for a post COVID-19 world was last modified: July 19th, 2021 by staah

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