The stages of crisis = the stages of growth
It is important to keep in mind that for hoteliers, and business leaders across all industries, the stages of this crisis closely mimic the stages of growth.
Comfort Zone: Only months ago, many of us blissfully sat in a heightened state of control and security. While no doubt it felt nice, the reality is: for many hoteliers there was no push to refine, innovate, strengthen, evolve and grow.
Fear Zone: And then the rug got pulled out from under us. As you can follow in the graphic, we went from the safety and surety of our Comfort Zone to total fear and unknown. We felt discouragement, a lack of confidence, increased pressure and a whole lot of panic as we looked to the future only to be met by grim forecasts and somber statistics.
Learning Zone: We’ve been forced to stop and think. The initial shock and associated confusion and uncertainty about the extent of this crisis is slowly making way to a better understanding of the implications and opportunities.
Growth Zone: With those in mind, and certain steps taken, hoteliers can reach the point of growth – taking your hotels back off the ground and back on the path for long-term success. So that when the world starts moving again – and it will – your hotel reemerges stronger and more resilient than ever, with new purpose and perspective.
How you can bounce back with your independent & boutique hotel
In this crisis, both people and companies show their true colours. While some are able to find the courage and strength to innovate, plan and act long-term, others struggle to find motivation and new perspective. Here we present opportunities to get you on the path to success, starting at the Learning Zone to the Growth Zone and beyond!
Learning Zone: Acting now on what we already know
Let’s start with what we know. During this Great Pause, people across the world have had the chance to reflect and reassess their priorities. They have different motivations, expectations and needs than they did before, and they’ll put more effort into researching those hotels that tick all their boxes. We are seeing a collective shift in appreciating life’s fundamental values - like health, human connection, hygiene - and this has impacted how and why people travel.
Experts agree that we’ll see a rise in the following trends (= opportunities for you):
1. Radical Localism: We know that in the weeks and months after lockdowns are lifted, those with itchy feet will set out and experience the surrounding world in earnest with an absolute focus on localism - supporting one’s local businesses more in order to benefit business owners and the wider community. With the shift toward radical localism comes a shift in who your target audience is:
- Define the local buyer persona and determine the right products, promotions and offers.
- Adjust your sales and marketing activities in order to accommodate new channels, new messages and new offerings tailored to your new target audience.
- Create staycation packages and perks aimed at those looking for relaxation than exploration (think free parking, spa credits, late check-out, etc.).
- Organise and support community give-back initiatives that guests can participate in.
2. Health, safety and quality: Hygiene practices and cleanliness will continue being of great concern, and motivating factors for travellers as they decide where they want to stay. Therefore, position your hotel as a safe haven committed to guests’ physical and mental wellbeing.
- Provide COVID-19-friendly products like hand sanitizer and face masks. Remember, there are many kind and cool brands out there that produce them and give back to their communities as well.
- Adjust your product and services and shift e.g. to in-room dining, with a focus on healthy and sustainable foods.
- Be empathetic and compassionate to people’s mindsets and put them at ease/diminish their fears. Be open and transparent about the new sanitation procedures you have put in place.
- Give more visibility of the cleaning staff on site and in social media - they are on the front lines to protect guests’ health.
3. Human connection and authentic experiences: After being isolated in our homes, this longing for connection, togetherness and collective experiences will be stronger than ever.Therefore, be sure to put care and empathy at the heart of everything you do.
- Make staying in touch with guests a priority, communicate regularly and openly.
- Make guests feel at home by providing personalised care packages and products in their rooms.
- More than ever, create packages and experiences that are authentic, immersive and unique – and that people can’t find elsewhere.
4. Sanctuaries of peace: This pandemic has instilled fear and stress. When people travel again, it will be to remove themselves from this reality and toward calm, peace, quiet, balance.
- Build out your wellness offerings and create spaces where guests can enjoy moments of peace and silence.
- Offer courses or experiences that connect guests with themselves and their loved ones.
- Make it as easy as possible for guests to explore natural and peaceful surroundings, e.g. through organising private excursions and experiences.
It’s important that you capitalise on the above opportunities, define your new target audience, adjust your product and services as well as sharpen your sales and marketing in order to be competitive and successful in the new world.
Growth Zone: Bouncing back with new purpose and perspective
“Resilience is all about being able to overcome the unexpected.
Sustainability is about survival. The goal of resilience is to thrive.”
Jamais Cascio
So you’ve conquered the Learning Zone. Welcome to the Growth Zone – where real, long-term success happens. Here is where you look inward to refresh your purpose and perspective, and project that out into the world.
Why do we at MA people emphasise long-term? Because what we are learning is that tomorrow is not yesterday, and only those hotels built for resilience will survive. As a boutique and independent hotelier, we recommend you grab this opportunity to define your purpose, discover new perspective and differentiate your hotel from your chain hotel competitors in order emerge even stronger once this crisis has passed.
1. Find purpose and vision
Businesses and people with purpose and vision are much more successful and resilient than those without. Why? Because these businesses have a reason to exist beyond profit. There’s a clear WHY driving them toward their goals, motivating employees and resonating with guests. What does this mean for your boutique and independent hotel? No more finding excuses, but instead, finding purpose and vision.
- Define what the purpose of your hotel is beyond profit. What’s going to drive you and your people in the future? What’s going to attract the new generation of value-driven travellers?
- Review your long-term goals. Do they reflect your purpose and add to your business’ ability to thrive?
- Work together with your team on determining your future vision and strategy. Because at MA people we find that purpose and people drive profit.
2. Position yourself clearly in the market
Once you have found your new perspective, start positioning yourself clearly in the market. In the post-COVID-19 world, people will be more considerate about how they spend their money and to whom they give their money.Travellers will interact only with hotels with which they share similar values, specifically those led by a bigger purpose (we know, a bit repetitive, but believe us – it’s true!). There will be an increased focus on sustainability, social impact and supporting destinations that need the help.
- Create connections with travellers on an emotional level through your sales and communication activities.
- Align messaging with your central purpose and create stories that highlight your uniqueness.
- Develop guest experiences, products and services that tie back to your purpose and add real value to the lives of your guests.
Conclusion
In this new world, we expect less of a cookie-cutter travel mentality; that travellers will no longer want to stay in huge, impersonal hotels but rather invest their time and money in supporting boutique accommodation that combine purpose with caring for people and the planet.
Therefore, there is great hope for our hotelier friends! But take heed – it is only the hotels that are purposeful, authentic, transparent and empathetic to guests’ health, well being and emotional needs that will be the true winners.
We are available remotely during this difficult time to advance you to the Growth Zone, by providing strategic planning, smart solutions and expert advice. We are happy to offer a helping hand.
ke time for prosecco