Albert Einstein once said that in the midst of every crisis, lies great opportunity. The past few months has presented hoteliers with many opportunities to become more agile and adaptable.
Anuraag Bhatnagar, COO, The Leela Palaces, Hotels and Resorts believes that this global crisis has made everyone rethink their priorities. For starters, it has shifted travellers’ expectations and fundamentally changed human attitudes at breakneck speed, forcing industry stakeholders to respond rapidly. Whether it is ‘isolated wellness breaks’ or ‘hyper hygienic getaways’ it’s clear that whenever the recovery comes, it will bring a new style of ‘normal’.
Bhatnagar believes it is pertinent to come to terms with how quickly things can change and to be ready for it at all times. For instance, the world will start to travel again, though, it won’t be at the flick of a switch.
While the long road to recovery will be slow and bumpy, he points out that hospitality is one of the most resilient industries and will bounce back. While remaining cautiously optimistic that demand will return and sooner than expected, he picks five trends that will take centerstage in 2021.
1. HEALTH AND SAFETY, FRONT AND CENTER
The ‘new normal’ has seen health and hygiene at the forefront of customers’ minds, and hoteliers need to reimagine how they deliver the customer experience in a hygienic, yet human, way. Today, more than ever it has become imperative that they take even more stringent measures to ensure guests and associates feel safe as are welcomed back.
The Leela Palaces, Hotels and Resorts, therefore, launched SURAKSHA in partnership with Bureau Veritas India. This comprehensive program builds on the brand’s existing cleaning protocols and is aimed at elevating sanitisation, hygiene and safety procedures to deliver a safe environment for guests and associates. Â
2. TECHNOLOGY AS AN ENABLER
Health and wellness practices will no longer be a nice-to-have in a post-COVID-19 world. All travellers will expect higher standards to ensure their wellbeing, and digital tools will enable and expand existing ‘no touch’ options.
For example, mobile-first technologies such as contactless payments have been in the market for a few years, with limited adoption. However, recent behaviour signal a spike in adoption as customers become more comfortable with the behaviour and reconsider who and what they come into physical contact with. For travellers and guests, mobile usage will increase throughout the travel journey, from passports and boarding passes, to keyless hotel entry and digital checkout at hotels.
3. MEANINGFUL EXPERIENCES AND PURPOSEFUL LUXURY
Spending in the luxury sector is often based on emotions and feelings rather than rational decision-making process and reasoning. While this unexpected crisis will undoubtedly have strong impact on societies, it is unlikely to affect the very roots of human nature.
After potentially months of isolation, customers are willing to go back to their lives and enjoy luxury services including luxury travel, entertainment, food and beverage and spa services. And while they do, hoteliers should be ready to provide them a safe and welcoming environment where they can continue to enjoy the distinctive experiences and unparalleled service.
COVID-19 might have changed the way we work, interact, shop and spend time but it will not change who we are essentially and what we want from life. Having had time to reflect, people will value authenticity and purposeful values more than ever before. And finally, after months of isolation and anxiety, customers the world over will want to experience life again. Companies which will figure out how to offer experiences instead of services, will lead the way.
Today is the time to build strong brands for the future. And hoteliers must focus on experiences, storytelling around purpose and values, heritage and authenticity to remain relevant to our discerning customers.
4. PRIVACY WILL BE THE NEW LUXURY
The demand for high-end resorts is a clear indication that there is a pent-up need to travel and get out. Hotels and resorts that naturally lend themselves to social-distancing and provide expansive settings such as private pools and private lawns have seen a surge of interest. So, also are private accommodations, like larger suites, villas and residences, where people can gather with family and friends while social distancing from others and yet feel safe.
COVID-19 has brought family, friends and loved ones closer together. People will have an emotional need to travel with people they know and trust and stay where they feel safe. Personal space has become more important than ever before and we as hoteliers must determine how to give travellers personal spaces they feel they can control.
5. GOING LOCAL
Shopping from the local stores, consuming locally grown and crafted products, and traveling locally will become the new norm not just to support the economy but as an act of solidarity. The disruption of supply chains and the dark side of globalisation may give way to small businesses and the return of the gig economy.
