Innovation & Strategic Change in engaging with Guests

In these unprecedented times, it is but explicit that Covid 19 will continue to be a strong determinant in the recovery of hospitality, especially in the luxury segment. No one has been immune to the pandemic, with tourism, travel and hospitality being the worst affected in this global crisis. There has been a huge plunge in sales resulting in losses in billions which is unlikely to recover even in 2021. With crawling revenues in hotels, marketing budgets and PR activities too had to be axed to a huge extent.

But as Plato states – Necessity is the mother of invention; marketers’ and Public Relations experts know that whenever there is a crisis, there is also an opportunity. This is the time when most innovative campaigns promoting brands to consumers are created.

Guest Confidence: First steps first, wining back guests’ confidence is priority. With entire operations redesigned with PPE kits for staff, sanitisation of all areas, social distancing norms, compulsory masks and safe status on Arogya Setu app et al– the message of upped hygiene and guest safety protocols had to be communicated through the right channels. 

Digital Presence: Online and digital platforms have taken center stage over print now more than ever. Brands cannot ignore a strong digital presence and relevant digital content to engage its target audience. With the attention span of humans beating that of goldfish, very specific and fitting visual content has to be created mainly in form of short videos. Roseate Hotels & Resorts showcased ‘Care by Roseate’ in 4 different clips covering each aspect which was promoted heavily on social media and digital platforms. 

Innovative Campaigns To Focus On Revenue: Identifying areas that can drive revenues and push them through avant-garde campaigns and promotions - from take-out menus and food delivery services offered by restaurants to drivecation and wellness packages for drivable locations and daycation packages for in-city escape was created to get guests to step out in the new normal and experience the same luxury but with utmost safety standards in place.

‘Work from hotel’ concept followed, drawing guests to utilise rooms equipped with state of art infrastructure as luxe day work spaces.   

Stress On Touchless Hospitality: All the above campaigns would have one thing in common - “Touchless Hospitality” as the new future.

Endorse Responsible Sustainable Luxury: A very interesting change in the consumers’ mindset the pandemic brought was first, the focus on sustainability and second the value system that underpins their luxury goods and experiences buying decision. Being a communications expert, the various steps taken by the brand for ‘Environment Sustainability’ and “Responsible Luxury” need to be correctly highlighted along with the other innovations the organisation did for a seamless experience such as 24X7 live kitchen access. Initiatives like going paperless, plastic free, smoke free, recycling of waste water and even own range of glass bottled water was played up.  

The most important difficult question today is whether organisations should continue to keep their budgets for marketing & PR initiatives at the bare minimum or let the respective PR and Corporate Communication heads to craft suitable strategies aligned with the current times. 

Businesses need PR now more than ever. Though ROI driven activities are being focused on, a good PR story is still significant and more effective than other forms of marketing by key messaging through various media. Public relations create brand recognition, establish consumer trust and engagement. 

Sooner or later, the pandemic will end, being an integral part of the country GDP’s contributor, hotel brands need to realign objectives and strategies, and reinforce their relationship with guests which can best be done through public relations.