I have been talking a lot about the pandemic throughout, and its effect on the hospitality industry.
After my last post, a few friends from the industry got in touch with me.
They all had pretty much the same question -
“As COVID-induced lockdowns are lifted around the world, wouldn’t life just go back to normal?”
As bad as I felt about bursting their bubble, the harsh reality is that we may never go back to the world we called “normal”. And that’s not just true for the individual, but also to industries as a whole - especially the hospitality industry,
Yes, closures, lockdown measures and travel restrictions meant that almost everyone in the hospitality industry went through what may be the worst months, or even a year, ever. Financial losses, job instabilities, uncertainties - they’ve all created a flux that has put everyone in a heightened state of stress and anxiety.
Daily routines have been permanently changed, the way we interact, bond and communicate is world’s apart, and even working practices and shopping habits have completely transformed.
And this is why I say, don’t wait for things to go back to normal. Because they never may.
But does that mean it’s all downhill from now for the hospitality industry?
Not at all. In fact, I actually believe the only way to move now is up - as long as the hospitality industry can adapt to these dramatically different trends.
So what areas should you, as someone in the hospitality industry, focus on if you want to adjust to the new needs and demands of the consumer? Here are three that I think hold the key to the industry’s renaissance :
1. Sustainability
Even before the pandemic, the concept of sustainability - reduce, reuse, recycle - had been picking up traction in almost every circle. And now, this conversation is more necessary than ever. Consumer behaviour will be more oriented towards sustainability than ever - with a focus on conscious consumption and minimal waste.
This means, brands that are eco-friendly, responsible and environmentally-conscious are the ones who will find it easier to attract, and retain customers.
2. Consumer Spending Habits
Needless to say, spending habits have changed immensely in the last year and half. And as the pandemic-induced restrictions are being lifted, we can see that these habits are not going to revert to the norm any time soon.
With a limited disposable income, consumers will be even more conscious of what they spend on, not just comparing the cost, but also the environmental and sociological impact of their purchases. And an increased use of the internet has provided them all the information they need, as well as previously unheard of accessibility and services, as well as competitive prices.
This means brands will have to try twice as hard to attract the consumer - which makes focussing on digital marketing, branding and communication even more important.
3. Adaptability
The last, and what I think is the most important aspect that will determine the success of a hospitality brand is how adaptable they are.
Everything from hotel operations and design to health & safety measures and sales & marketing strategies need to be relooked from scratch. Another aspect that is of great significance is people management - because only by holding on to the right staff will you be able to provide the service needed to attract customers.
These are just three of the many areas towards which the hospitality industry as a whole needs to focus. But the work needs to start NOW, if you are to build your brand back up and see success in both the short, and long term.
Because the worst may be over. But the world will never be the same again.
And the only ones who will get to the top are the ones who will change along with this new normal.
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