Written by Sarah Cade at Avondata
To say hoteliers have had a tough time over the past 18 months is a tremendous understatement.
Lockdowns, social distancing measures and travel restrictions have combined to create something of a perfect storm for hotels and the wider hospitality sector – turning a profit has become harder than anybody could have envisaged at the start of 2020.
However, the industry is admirably resilient. According to recently gathered statistics, tourism is the fastest growing industry in the UK and is expected to grow at 3.8% a year until 2025, accounting for 10% of the nation’s jobs. And by this time, the sector will be contributing more than £257 billion to the economy annually.
Staycations have defined the summer season, rising in popularity due to affordability, the hassle-free nature of travel and abundance of native scenery that is still, arguably, underappreciated.
As 2021 moves into its final quarter, hotels need to take advantage of this renewed interest in domestic tourism.
Many workers will have accrued large amounts of annual leave that will need to be taken before the year is out, meaning there are opportunities to be had as we enter into what has traditionally been the toughest period for hoteliers.
This is not to suggest times will not continue to be tough, however. Indeed, hotels will need to be proactive by broadening product offerings and optimising efficiency to build long-term resilience.
Below we outline a few steps that should be considered.
Refresh physical spaces
Now is the time to think about refurbishing key areas such as bedrooms, bathrooms and communal spaces – this need not be an expensive undertaking, and even simple tasks such as deep cleans and painting can have a transformative effect.
How can hotels add value to the guest experience? Simple ideas include introducing offers (e.g. for drinks or food), in-room gifts and special menus or themes.
Likewise, what attractions are in the nearby area that guests may want to visit? Partnering with key venues to offer collaborative discounts could help to generate new business. Sporting events, such as the ongoing football season, could also bring additional footfall to your area – try reaching out to travelling supporters and/or their clubs.
Get digitally smart
Hotel stays are increasingly turning into technologically driven experiences, from booking and checking in to room service ordering and reviewing.
Those hoteliers that embrace digital solutions such as online reservations and ordering, and outreach campaigns to encourage positive reviews and return custom, have a much greater chance of navigating through the off-season period successfully.
And be smart with your communication drives. Segmenting your guests by type and length of stay, among other variables, will enable you to send them personalised offers and point them towards more relevant add-on experiences. Young families, for example, are likely to have different needs to someone travelling on business.
This summer has demonstrated the resilience of the UK’s hotel industry, which has had to endure enormous challenges in recent times.
While the tentative signs are that the tourism trade will recover thanks to pent up demand and a staycation boom that looks set to last into next year, it is important for hotel operators to take the necessary steps to ensure their offering is as competitive as it can be.