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
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