SALES & MARKETING
IT ’ S NOT ENOUGH TO CLEAN THE ROOM ; HOTELIERS MUST COMMUNICATE HOW THE ROOM IS CLEANED AT MULTIPLE TOUCHPOINTS IN THE GUEST JOURNEY — FROM THE WEBSITE , TO THE BOOKING ENGINE , CHECK-IN , IN-ROOM SIGNAGE , AND MORE .
– KELLY POLING
nomads .” Extended-stay hoteliers should identify and provide solutions for these new and diverse customer segments — and remain flexible in marketing and operations to cater to new demand .
2 . SHIFTING GUEST WANTS , NEEDS What ’ s changed : The pandemic has put an unprecedented focus on guests ’ need to feel safe and well cared for , as cleanliness has become one of the most important reasons guests will book .
Lessons learned : Hotel brands already had robust cleaning processes in place before the pandemic , but they flew under the radar . It wasn ’ t every day a guest wanted to know exactly how their room was cleaned . Now , guests need this information to make a stay decision . It ’ s not enough to clean the room ; hoteliers must communicate how the room is cleaned at multiple touchpoints in the guest journey — from the website , to the booking engine , check-in , in-room signage , and more .
3 . REVISING OPERATIONS What ’ s changed : Communication with guests has become much more essential — whether it ’ s conducting daily check-in calls with guests to ensure their health and comfort , or providing guests with listings of local grocery stores and food delivery services . In a time of peak stress and anxiety , frontline hotel teams had to step up ( even more so than pre-pandemic ) with daily authentic hospitality .
Lessons learned : Extended-stay hotels were wellpoised for creating an environment that feels like a home away from home . The ability to care for guests and make them feel “ at home ” will continue long after the pandemic is over , setting up a massive opportunity for extended-stay hotels to gain share from traditional hotels and alternative accommodations providers like Airbnb . And fortunately , unlike other hotel companies that have been forced to take some dramatic costreduction measures , successful pandemic performance has allowed many extended-stay hotels to avoid any significant staff reductions , continue to take care of and recognize associates for their hard work and commitment , and even continue to financially reward performance to bolster the employee experience .
4 . INCREASING DIGITAL TRANSFORMATION EFFORTS What ’ s changed : The pandemic forced many people to turn to digital channels first . Subpar technology meant a competitive disadvantage .
Lessons learned : Digital channels have become more critical than ever . To convert lookers into bookers , extended-stay hotels need :
• a streamlined booking process , with fewer clicks to make a reservation ;
• a fully responsive user experience that quickly adapts to the customer ’ s device , whether it ’ s desktop , tablet , laptop , or mobile phone ;
• a simplified and welcoming homepage that puts hotel search front and center , with opportunities for brand and promotional messaging ;
• improved hotel search with features including search by current location , airport , address , and expanded points of interest ;
• more effective search results , with the capability to sort results by price , distance and rating , updated map view , and improved integration of hotel photography ; and
• enhanced property pages with increased focus on hotel photography , room merchandising , and deals and offers .
FUTURE-PROOFING FOR SUCCESS The lessons learned from the pandemic have allowed extended-stay hoteliers to remain focused on the future . To continue to enjoy the kind of success that drives occupancy double-digits higher than their counterparts , hoteliers must recognize the need to be adaptable and forward-thinking . With every crisis comes the opportunity to learn , move forward and thrive .
120 hotelsmag . com November / December 2021