Make cleanliness a part of your brand promise to deliver subconscious reassurance for shoppers that your property will be clean, safe, and secure. This will act as both a potential differentiator against the competition and a value-added benefit for guests. To make the most out of your new cleanliness processes, ensure that you’re making your standards clear at all customer touchpoints. But those cleanliness standards need to be made visible or they didn’t even happen from the guest’s perspective. Scrupulous cleaning and disinfecting processes and procedures are of course vital to execute the new cleanliness standards that “Generation Clean” will come to value. Actions to Increase Cleanliness Visibility Make sure your staff is supplied with proper personal protective equipment and following specified procedures to remain safe. Bed scarfs and bedspreads should be washed using the warmest water setting and dried completely. Linens, towels, and clothing may also become contaminated with the virus, so it is important to add disinfectant when washing laundry. To make the process easier, consider using equipment such as electrostatic sprayers, foggers, and misters to make sure hard to reach surfaces are not missed. Disinfectants should be applied during routine cleaning of guestrooms, common areas, fitness facilities, outlets, and meeting rooms. To determine if a product is effective against germs such as the ones that cause COVID-19, review the product label and ensure it states “EPA-approved emerging viral pathogen claims,” or search in the agency’s registered product database. Disinfecting, on the other hand, works by using chemicals. When it comes to housekeeping, there’s a difference between cleaning and disinfecting. Cleaning refers to the removal of dirt and impurities, including germs, from surfaces. They will become a primary consideration in the shopping and booking process, necessitating a new approach to the way we visibly communicate, market, and implement expanded sanitation safeguards. These concerns will begin even before guests arrive on property. Who last stayed in this space? When was the bedding last sterilized? Can I trust that the cleaning and sanitation safeguards referenced by the property have actually taken place? So, in the context of a highly personal setting such as a hotel room, these concerns become greatly amplified, bringing up many questions in the minds of guests. Even in an impersonal setting such as a grocery store, we now wear masks, wipe down carts and baskets, and maintain proper social distancing as much as possible. The current crisis has brought with it a newfound understanding of how vulnerable we are in daily life. First and foremost there will be a singular segment that blurs the lines between travelers and that’s “Generation Clean.”Īs the market rebounds, hotels that best meet new guest expectations for meticulous standards of cleanliness-as highlighted during the shopping experience and evidenced during their stay-will be best positioned to take advantage of upcoming emerging demand. Operating standards for safety, security, and cleanliness will be subject to new, elevated expectations, and marketing practices are going to have to change accordingly. Moving forward, marketing cannot just be focused on groups like Baby Boomers, Millennials, or Gen Xers. ![]() ![]() The marketing strategy for pre-COVID-19 travelers will not work for post-COVID-19 travelers. ![]() To sum up the importance of this dynamic, let’s look at it this way. Health and safety will have a profound influence on the traveler psyche and is consequently what travelers will look for when booking a hotel. How the industry evolves to address the situation and future-proof their marketing, distribution, and hotel management strategies remains to be seen. While global travel markets continue to wrestle with the implications of COVID-19, one thing is becoming increasingly clear – the crisis will have a deep and lasting impact on the industry. By Tim Pelletier, Chief Technology Officer, Hospitality, Amadeusīefore we dive in, be sure to visit our ultimate guide to elevating guest satisfaction full of tips, insights and data points on how to improve your hotel service and ensure optimal guest satisfaction.
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