The impact on COVID has been devastating across the globe, with the travel and hospitality industry suffering more than many others. So what do luxury hotels need to do to return to profitability quickly when they re-open?
While there may be significant ‘pent up spending’, particularly among high net worth individuals, hotels may need to work harder than ever to encourage previous guests to return or attract new guests. Increased costs from additional hygiene measures coupled with reduced demand as people travel less for business and pleasure as well as having to reduce capacity, means that making profit may be a real struggle.
Your core proposition
In the luxury hotel market time doesn’t stand still. New hotels are being built and many luxury hotels have taken the opportunity to undertake refurbishment projects.
Others have focused on increased demand for in-room facilities, whether that is Peleton bikes or the technology required by business travellers to work remotely. Adapting is the key to survival in the luxury hotel market as in any other. Even if you haven’t been able to change your offering significantly, being aware of how guests needs have changed, and where there are new opportunities, will help you to recover quickly.
Customer Experience
Customer experience has always been at the heart of the luxury hotel proposition and a key driver of customer loyalty. However, as global travel starts to recover, unless you have made a concerted effort to focus on keeping in touch with your most valuable customers over the past year, it may feel as though you are starting from scratch. New approaches may be needed and your previous marketing plan may no longer be relevant.
People – your most valuable asset
People are the cornerstone of the hotel industry and your staff have been key to delivering an exceptional experience. If staff have been furloughed, made redundant or left, you need to have a strategy to ensure that you have the right culture and processes in place. Your management team need to have the leadership skills to enable your hotel to recover quickly and return to profit as soon as possible. Your team members need to represent your hotel in a consistent way with the skills and confidence to communicate effectively and provide the high level of service your guests expect.
Free resources from Jane Smith Training
At Jane Smith Training we have developed a checklist to support luxury hotels when they reopen to ensure they can recover as quickly as possible, encourage previous customers to return, attract new guests and have the culture, supporting systems and processes in place to ensure they can deliver the high level of service and outstanding experience their guests expect. We are also offering a free Touchpoint Review and report worth £250 highlighting what you are doing well but also any areas for improvement.
With over 35 years’ experience in the hotel and travel industry, Jane Smith is one of the leading consultants and trainers in the industry. Jane offers a number of training workshops and skills development programmes which are bespoke to each organisation. These include:
- Leadership
- Account Management and Relationship Building
- Selling Skills and Sales Managers
- Negotiation and Customer Service
- Upselling
- Coaching and Business Development
- JST at home to help you manage remote teams effectively.
Download the 6 Steps to Profit checklist here
Request your free Touchpoint Review by emailing Jane Smith Training or complete our contact form here.
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