According to the new research, 80% of HSMAI members expect to see signs of hotel recovery in their primary markets by Q4 2020. Still, many acknowledge that hoteliers will need to significantly adapt their business models to capitalize on this according to a new series of eBooks released by Amadeus, an industry-leading provider of hospitality technology solutions, in partnership with global hospitality organizations, Hospitality Sales and Marketing Association International (HSMAI), the Institute of Hospitality (IoH) and the Hospitality Professionals Association (HOSPA).
The study also reveals that 76% of HSMAI members are starting to prospect new types of account business and traveler segments where they were not previously focused. A new global customer segment of travelers is emerging. ‘Generation Clean’ is a new cross-generational segment of traveler who will prioritize health and hygiene when hotel shopping in this new era.
The research also unveils that the key to recovery for some hoteliers will be to branch into new priority markets, given the significant impact that COVID-19 will continue to have on destination choices in the near and mid-term future.
The series looks at the short and long-term strategies hoteliers need to develop over the four phases of recovery, which span local, domestic, continental, and a global reopening. With travel restrictions in place for the remainder of the year, hoteliers will need to strategically plan to re-segment their expected guests and cater their approaches accordingly.
“We believed it was important to partner with Amadeus to bring these recovery playbooks to industry professionals and assist them in charting a course for recovery,” said Robert Gilbert, President & CEO, HSMAI. “Together, we are identifying new ways to handle a new world of hospitality through knowledge sharing, better understanding traveler intentions, observing best practices in parts of the world that are beginning to emerge from the crisis, and implementing new policies and procedures.”
“I’ve taken great hope and a real sense of optimism from the reaction of hospitality operators across the sector,” said Jane Pendlebury, CEO, HOSPA. “Although likely to be much changed, our industry certainly won’t be undaunted by the challenges that face us. Together we’ll come through this crisis stronger and more resilient.”
“We have to think outside the box,” said Peter Ducker, Chief Executive, IoH. “We have to put on hold what was ‘normal’ and create a ‘new normal’ that still delivers the high standards and enjoyable experiences that we once knew.”
“Nobody could have been prepared for a crisis of this magnitude. But what I know is that the hospitality industry is resilient and a people first industry. As a key partner of the industry, we are excited to collaborate with these experts to provide resources that will be useful for hoteliers to build the path towards recovery” said Francisco Pérez-Lozao Rüter, President, Hospitality, Amadeus.
The eBook collection is available now for download on the Amadeus Hospitality website.
About the research
Amadeus conducted research in partnership with IoH, HOSPA, and HSMAI and their senior advisory board. Extensive interviews with 49 HSMAI senior board members, hospitality experts from Amadeus, and senior industry leaders took place in May 2020. A global survey was also sent to HSMAI members of which 117 responded with their insight.