As the hospitality industry begins to plan for recovery from COVID-19, marketing professionals across the globe find themselves in uncharted territory. In many cases, they are juggling the complex task of balancing limited resources, fluctuating economic conditions, and new traveller expectations with the right amount of communication and empathy.
Some key trends in the hotel business:
1. “Generation Clean”
As well as classifying travellers by Millennials, Gen X, or Baby Boomers, let’s welcome “Generation Clean” – a new cross-generational segment of travellers who will prioritize health and hygiene when hotel shopping post COVID-19. (Hospitality Net)
In a survey of HSMAI (Hospitality Sales and Marketing Association International) members, 38% believe a change in health and safety will be the most significant trend we’ll see during crisis recovery, and a further 47% also see this as the most impactful long-term trend.
2. Digital domination
A greater dependency on mobile and internet during lockdown has led to an even greater adoption of all things digital. For consumers, this has caused a change in the way information is consumed, with more time spent on social media than ever before and new trends emerging, such as the popularity of short videos on platforms like TikTok and Instagram. (eMarketer)
As a result, marketers are faced with different ways of marketing to and interacting with consumers.
3. Experience over convenience
The influx of online events now available is a clear indication that the experience economy is here to stay. After months of confinement, consumers will focus on trips that deliver meaningful experiences. (Skift)
Hotels have an opportunity to build packages for different traveller types, from the solo adventurer, couples, groups – and beyond – that appeal to this need.
- Helen Radic, HSMAI Marketing Advisory, Board Member APAC: “Previously, New Zealand was not a key market for our property in Australia. Now that it’s one of the first markets that may offer booking potential, we are taking the time to understand booking behaviour and buyer personas and build strategies around this.”
In partnership with the Hospitality Sales and Marketing Association International (HSMAI), the Hospitality Professionals Association (HOSPA), and the Institute of Hospitality (IoH) Amadeus specialists have created a series of Hospitality Recovery guides across four key functional areas – Sales, Marketing, Revenue Management, and Operations. To help hospitality professionals find a “new normal,” together, they interviewed global industry stakeholders, conducted market surveys, and pulled from the Amadeus Group expertise to provide what will be actionable guidance to plan hospitality organization’s recovery and reopening efforts. A series of eBooks looking at the trends and forces shaping the industry are available here.
All images: Amadeus
The International Congress and Convention Association (ICCA) announces the Türkiye Tourism Promotion and Development Agency (TGA) as the association’s first Destination partner in Europe. Destination partnerships are one of ICCA’s most exclusive opportunities for ICCA members. Türkiye will benefit from strategic development initiatives aimed at raising the country’s profile within the association meetings industry. It will also gain enhanced visibility in the ICCA community. The one-year partnership indicates ICCA’s endorsement of Türkiye as a premier business event destination for Europe and the global industry.
26th Moscow International Travel & Tourism Exhibition was organized on 12-14 March, 2019 at Expocentre. TOHOLOGY visited Mitt-2019 and prepared a photo coverage of the exhibition and events of business programme.
There is no wonder that Dresden is not only one of the largest cultural centres in Germany, but also the industrial city. The proof of this fact is the transparent factory of Volkswagen which was opened in 2001.
Waldorf Astoria New York is an official New York City landmark. It was the first hotel to offer room service. This hotel has played host to more than two dozen of famous films, including the romantic comedy “Serendipity”.