HSMAI Customer Insight: Demand Growth Pace Slows | SiteMnder

Sourced from SiteMinder’s guest acquisition platform, used by 35,000 hotels and connected to more than 400 hotel booking channels globally, the SiteMinder World Hotel Index provides data and commentary for the hotel industry at both a macro and local scale never before seen. In this video, SiteMinder Founder Mike Ford, provides HSMAI insight into the variation in demand trends in different global destinations.

Visit the SiteMinder World Hotel Index for access to real-time data at a global and destination level.

SiteMinder has also recently launched HomeForHotels, created to give every hotelier access to the real stories of other hoteliers through COVID-19, and a lifeline via industry programs that are making a real difference.
The platform has been backed by Airbnb, EasyWay, hotelkit, InnQuest, Oaky, Preno, Protel and RoomPriceGenie as founding supporters. Visit HomeForHotels here and subscribe to the newsletter for inspiring weekly updates.

For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Resources page.

HSMAI Customer Insight: American Optimism about Travel and Visitors Stalls | Longwoods

President & CEO of Longwoods International, provides HSMAI insight into his firm’s latest traveler sentiment survey findings, “News of increasing coronavirus cases in multiple states in the South and West may be responsible for a more cautious outlook by American travelers,” said Amir Eylon.

Full Report

Group Sales in a Post-COVID Marketplace

By Kathleen A. Cullen, Senior Vice President, PHG Consulting

The group sales landscape likely will be very different in the near to medium term. The entire world has watched meetings and events scheduled for the first half of 2020 either cancel or postpone to later in the year, or even move to 2021. The challenge is knowing the best time to rebook. Hotels will need to be agile in pivoting to whatever the new normal looks like.

Approach conversations with your group clients in a transparent and partner-like way, displaying a sense of togetherness, compassion, and care and offering significant flexibility. The following is a list of key items that group representatives are expecting from hotels:

  • Cancellation and cutoff dates may need to be reevaluated for the remainder of 2020 to provide more flexibility in decision timelines.
  • Attrition clauses may no longer be accepted. Hotels will need to think about what is more important — group business at 50 percent of expected size or no group at all?
  • F&B minimums may have to be removed.
  • Room-to-space ratio requirements should be reexamined.
  • Program designs will have to allow for more space between attendees. There may be fewer attendees but the same space requirement to allow for social distancing. Rounds initially planned for eight people may go to five. Think in advance about how to handle groups that are “space heavy” and have an “off-rooms-to-space ratio” in their ask.

Alleviate client concerns in advance by communicating measures your hotel is putting into place before the question is even asked. These groups selected your hotel based on certain services and staffing levels, so it will be important to provide them information on what they can expect now:

  • First, reassure clients that your hotel is open and ready to welcome their groups.
  • It will also be important to address your staffing and planning for groups. Many hotels were forced to furlough much, if not all, of their staff. A natural concern will be who is available to prepare and support clients in advance of their programs. Communicate that staffing — and plan in advance, so clients have confidence.
  • Communicate service adjustments you are putting into place. How will you handle buffet or food stations? Will there be a pass-through cost for these changes?
  • Offer floor plans showing new room setups with social spacing options.
  • Should every table have not just pads and pens but also sanitizer?
  • What about the financial stability of your hotel? A legitimate concern of some clients could be the liability of deposits and the solvency of the hotel. Perhaps reassure them by offering to put deposits into an escrow account.
  • Does your air-conditioning system circulate recycled air or fresh air? If your hotel has been closed for a period of time, the HVAC system should be inspected to ensure that it is free of contaminants.
  • What virtual capabilities and internet strength can you offer for attendees who participate remotely?
  • Communicate the cleaning process, including sharing videos about it. Perhaps offer to put cleaning solutions in the rooms for guests who want the added comfort and ability to do it themselves.

Hotels that alleviate concerns in advance of any questions will provide significant comfort to group clients and have the best chance to secure the business. Give clients what they need. It won’t be about rate — it will be about trust, care, and communication.

Excerpted from New Rules to Be Market Ready, by Kathleen A. Cullen, a new white paper available from HSMAI and PHG Consulting. For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Recovery Resources page.

 

New Research on the Barriers and Pathways to Strategic Innovation

In preparing for HSMAI’s very first Curate event, held in April 2018, we surveyed sales, marketing, and revenue optimization professionals working at our Organizational Member companies about the main challenges facing the hospitality industry. They identified nine, including a lack of innovation — which Curate attendees then chose as one of three priority issues to focus on.

Since then, we’ve regularly focused on innovation as a topic, featuring speakers from inside and outside the industry at subsequent Curate events, interviewing the authors of relevant new books, and more. Our latest resource is a new HSMAI Special Report, Strategic Innovation in U.S. Hotel Companies, featuring original research conducted for us by Ecole hôtelière de Lausanne (EHL). As the industry pivots to recovery in the aftermath of the coronavirus pandemic, this Special Report offers valuable insights into the barriers and pathways to innovation, which will — or should — be a part of every hotel company’s strategy moving forward.

The report offers three key findings:

1. There is little strategic innovation: Innovation in hospitality sales, marketing, and revenue optimization (SMRO) is risk-averse, focused on the short term, and convoluted. It’s big on tactics but light on strategy.

2. Silo thinking impedes strategic innovation: Despite sharing common innovation challenges, there are few synergies across the SMRO disciplines.

3. The solution is personalization and data management: Predictive personalization by means of social media data emerges as the key innovation in data management strategy.

Read the full report to learn even more about strategic innovation as it is, isn’t, and might be practiced at U.S. hotel companies.

HSMAI Customer Insight: The New Guest Wants To Travel Soon | SiteMinder

Sourced from SiteMinder’s guest acquisition platform, used by 35,000 hotels and connected to more than 400 hotel booking channels globally, the SiteMinder World Hotel Index provides data and commentary for the hotel industry at both a macro and local scale never before seen. In this video, SiteMinder’s James Bishop, Senior Director, Global Demand Partnerships, provides HSMAI insight into the new travelers, where they are coming from and where they are going.

Visit the SiteMinder World Hotel Index for access to real-time data at a global and destination level.

SiteMinder has also recently launched HomeForHotels, created to give every hotelier access to the real stories of other hoteliers through COVID-19, and a lifeline via industry programs that are making a real difference.
The platform has been backed by Airbnb, EasyWay, hotelkit, InnQuest, Oaky, Preno, Protel and RoomPriceGenie as founding supporters. Visit HomeForHotels here and subscribe to the newsletter for inspiring weekly updates.

For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Resources page.

HSMAI Customer Insight: Guests’ Safety Will Dictate New Tech Needs | Fuel

This is the fifth release of Fuel’s COVID-19 Consumer Sentiment Study series.  As the U.S. has continued its slow recovery, the study provides trends on how consumers feel about traveling. For this edition, Melissa A. Kavanagh, Director of Analytics, Fuel, provides HSMAI exclusive insights breaking down this data with new focus on a gender breakdown, and a comparison of how Millennials think vs. the group as a whole.

 

Full Report

» Fuel COVID-19 Consumer Sentiment Study Volume 5: Guests’ Safety Will Dictate New Tech Needs

For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Resources page.

HSMAI Customer Insight: Lights Coming Back On In Travel | SiteMinder

Sourced from SiteMinder’s guest acquisition platform, used by 35,000 hotels and connected to more than 400 hotel booking channels globally, the SiteMinder World Hotel Index provides data and commentary for the hotel industry at both a macro and local scale never before seen. In this video, SiteMinder’s James Bishop, Senior Director, Global Demand Partnerships, provides HSMAI insight into where booking is rising the fastest, with several European countries leading the way.

Visit the SiteMinder World Hotel Index for access to real-time data at a global and destination level.

SiteMinder has also recently launched HomeForHotels, created to give every hotelier access to the real stories of other hoteliers through COVID-19, and a lifeline via industry programs that are making a real difference.
The platform has been backed by Airbnb, EasyWay, hotelkit, InnQuest, Oaky, Preno, Protel and RoomPriceGenie as founding supporters. Visit HomeForHotels here and subscribe to the newsletter for inspiring weekly updates.

HSMAI Customer Insight: Americans Say Pandemic Less of a Factor for Upcoming Travel | Longwoods

Amir Eylon, President & CEO of Longwoods International, provides HSMAI insight into his firm’s latest traveler sentiment survey findings, including that 47% of American travelers say the coronavirus pandemic will greatly impact their travel plans in the next six months, down from a peak of 67% on April 1 and the lowest level since mid-March.

 

Full Report

» COVID-19 Travel Sentiment Study- Wave 12: Americans Say Pandemic Less of a Factor for Upcoming Travel

For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Resources hub.