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We all agree that in today’s highly competitive hospitality market, a unique, innovative and sustainable hotel concept is fundamental to the long-term success of a hotel venture.

At MAp Boutique Consultancy, we define a hotel concept as a strategic and creative outline on how to realise a hotel venture. It pieces together various elements (soft and hard facts) and gives strategic guidance, as well as comprehensive and detailed information. It outlines to all stakeholders HOW the hotel should look and feel, and WHY, based on defined brand values and characteristics. 

Whenever we, MAp, create a hotel concept, we also put sustainability at the heart of it, incorporating our sustainability framework - MAp's 4Ps of Sustainability - to increase revenue, decrease costs and leave a positive impact on the world. 

But why does your hotel concept need to be sustainable? Operating sustainably is becoming a standard practice and a new quality standard for hotels, as hotel guests and other stakeholders, such as employees and business partners, are increasingly becoming more conscious of their impact. 

The definition of sustainability is not as simple as it might seem, however. It is not only about eco-friendly, “green” hotel practices (like water and energy conservation), it's much more holistic than that, touching on social and economic dimensions too. That's where MAp's 4Ps of Sustainability comes in, inspired by the United Nations SDGs and providing a holistic approach to sustainability:

• People - Social Sustainability: The impact your hotel has on People, including your guests, employees, partners and local community members. At the cornerstone of social sustainability is protecting human rights, addressing issues that affect your People, and uplifting and empowering them.
• Planet - Environmental Sustainability: The impact your hotel has on the Planet, ensuring that you protect the world's ecosystems and conserve natural resources for the health and wellbeing of all - now and in the future.
• Profit - Economic Sustainability: The impact your hotel has on economic growth, without negatively impacting the social and environmental aspects of the community – while driving profitability for your hotel.
• Purpose: While it’s not officially one of the pillars of sustainability, Purpose stands at the core of MAp’s sustainability framework. The definition is simple: Purpose is the WHY that drives you to do what you do – and love it!

While most think being a green hotel is enough, it's important to know that the economic and social aspects of sustainability are becoming increasingly important. A great example of social sustainability is Marriott, which successfully trained half a million staff to recognise and respond to signs of human trafficking. Their multi-language online and classroom-based training programme tailored to front office, F&B and housekeeping staff led to a number of young people being removed from compromising situations, since the programme’s inception in 2017. 

We at MAp believe that there are so many benefits for your hotel in implementing sustainability into your operations. Therefore below we share with you our…

• You use your resources more effectively, thereby increasing productivity and lowering costs. Utilities, labour and operational costs are the largest cost contributors for most hotels, and a sustainable operation often helps to address all three – e. g. new environmental technologies can have a positive influence on your guests’ experience (think LED lighting, natural furnishing and natural ventilation).
• You improve your employee morale, motivation and satisfaction. Younger employees, especially, are eager to work for hotel businesses that look past profitability and want to make a real difference.
• You open a dialogue with the wider community and create synergies that benefit both your hotel guests and those who inhabit your surroundings.
• You attract new and more loyal hotel guests, and by communicating sustainability performance indicators, you engage your future guests at the time of booking.
• You improve your brand image, which offers better profits in the long run. In fact, hotel properties that have achieved the TripAdvisor Green Leader status are actually rated 20% higher than other properties, as per Jenny Rushmore, TripAdvisor’s Director of Responsible Travel.

And… the great thing about sustainability is that it’s an evolving process. Step by step, as we like to say at MAp, the best sustainability policies are ongoing ones – therefore enjoy your sustainability journey ;-)

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.

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.

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.