TRENDING
SOCIAL
DISTANCE /
SOCIAL
BRANDS
SOCIAL BRANDS
ARE ADAPTING — NOT JETTISONING — THEIR APPROACH IN THE COVID-19 ERA .
Contributed by MEGAN ROWE
A handwashing station at the Bellagio in Las Vegas
Never underestimate the human urge to connect with other humans . That basic need is what many hotels are counting on as they begin to welcome guests in the midst of a pandemic . It ’ s especially relevant to brands whose identities emphasize social interaction , but so is the need to operate responsibly — to protect the staff as well as the guest .
“ There ’ s a human need to mix , mingle , see and be seen , flirt , interact . I don ’ t think COVID will do anything to seriously damage that need ,” says Piers Schmidt , founder of the Luxury Branding consultancy . The hip factor and the living room nature of social brands is part of their DNA , the quality that drives reservations and builds a buzz among locals . How will that look when social distancing , masks and sanitation protocols crash the party ?
The answer : different , but not drastically so .
Crowd control , a primary concern , can be tackled from a number of angles — limiting the number of guests in a space will naturally allow more social distancing . Hotels with open restaurants can control the guest count by requiring reservations ; bar access can be limited to hotel guests . Lobbies can still fulfill a need to connect , but safely , without major changes .
RE-ENGINEERING FOR SAFETY Hilton , with lobby-centric brands like Tru and Embassy Suites , plans to engineer distancing through layout tweaks . “ We envision the creative use of existing furniture , planters and reorganization of existing architectural screens or shelves within our hotels as the best
14 hotelsmag . com July / August 2020