Business
HOTEL Business Review
Changing Marketing Strategies Promoting Hotels Post Pandemic
COVID-19 is not quite over but as vaccines’ availability increases and there is relaxation in restrictions on travel and tourism, besides several other constraints there has been noticeable increase in the number of guests visiting hotels and F&B outlets. The occupancy rate of the hotels had also been on the rise. However, since there is still the pandemic fright imbedded in the minds of the people, the marketing strategies of the hospitality industry have changed. Emphasis is being laid on guest safety in all spheres. Hotels have also started employing direct methods of reaching out to prospective guests, in order to economize and offer its services at competitive prices. The industry is also aware that it has to revive all its services, including the F&B and banqueting segments to succeed in this post pandemic period. Ashok Malkani tries to examine the changes in the marketing strategies that the industry needs to make to revive and succeed in the new environment after the pandemic.
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he last two years have witnessed how COVID-19, pandemic life and changes in the traditional workspaces brought about numerous changes in the marketing strategies of the hotel industry not only in India but all over the globe. While working from home during the pandemic some people found that foregoing commute and sending emails from home was welcome, others – especially those sharing small spaces with loved ones – it was not such welcome change. They found it difficult to take a call when every room was occupied by some other member or when there was a racket in the home due to operation of mechanical devices in the kitchen.
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The hotels, which were hard hit due to social distancing and travel restrictions, came up with a bright marketing strategy and began offering a possible solution by repositioning the rooms — in some instances by actually swapping out beds for luxurious desks and comfortable chairs — as picturesque offices in which you could work in peace. And this was offered at a lower rate than the normal room rent! As weeks roll by and restrictions due to the pandemic are eased, several work places have opened their doors to the employees. However, several workers are reluctant to return to the usual office atmosphere and, it is found that money is being invested in spaces
that offer an attractive environment, a bite to eat, and perhaps a bit of socialization. The hotels have realized this and have adopted marketing strategies to promote their properties to this segment of clients. As times change, post pandemic, marketing strategies of hotels have to keep changing continuously satisfy the shifting needs and whims of the people.
Domestic or International Tourists? Since the restrictions over the past few months have relaxed, tourism – both domestic and international – has also received a boost. The marketing policies of hotels have now to take this into consideration and change, to
