VERVIEW
Their service and support teams are
proactively monitoring all current
customers’ technology and by way of
remote monitoring can ensure any
issue is resolved with their ongoing
technology and engineering support.
World Cinema are also supporting
properties that are assisting by being
a medical facility or home for medical
personal while continuing to provide
in-room entertainment suitable for
guests.
SUPPORT FOR MEDICAL TEAMS
AND FIRST RESPONDERS
ALHA’s Hospitality for Hope
initiative was created to connect
hotel properties within the health
community and first responders
struggling to find housing and support
during the pandemic. There are over
16,000 hotels signed up for the
initiative, where government officials
will be able to search willing properties
based on geographic location.
Chip Rogers, AHLA president and
CEO: “As an industry of people taking
care of people, the hotel industry is
uniquely positioned to support and
help strengthen our communities
and first responders who are on the
frontlines of dealing with this ongoing
public health crisis. Hotels have always
been an active member of our local
communities, and this time is no
different. AHLA, in partnership with
our partner state associations, are
proud to work on behalf of our member
companies to facilitate partnerships
with federal, state and local
governments to support the health
community during this critical time.”
Hilton and American Express
announced that it will donate up to 1
million hotel room nights to frontline
medical professionals working on
the frontline in the fight against
COVID-19.
“During this crisis, we have seen
so many examples of medical
professionals working in the most
challenging circumstances, sacrificing
their own needs for the greater good.
They truly are heroes,” said Hilton
President and CEO, Christopher J.
Nassetta. “We are honored to extend
our Hilton hospitality to them during
this difficult time.”
They have also made it possible to
donate Hilton Honors Points to
partner organizations responding
to COVID-19. The points will be
converted into cash and sent directly
to the organization.
Most hotels are allowing guests to
cancel existing reservations at no
charge and extending loyalty program
benefits through the end of 2020 and
into 2021.
Marriott and their credit card
partner American Express and JP
Morgan Chase have committed to
provide $10 million in hotel stays
for healthcare workers on the
front line against COVID-19 in
the United States. The initiative is
called Rooms for Responders and is
in collaboration with the American
College of Emergency Physicians and
the Emergency Nurses Association
to match doctors and nurses with
available accommodations at
participating hotels free of charge.
They have also launched the
Community Caregiver Program,
available in the United States, Canada,
the Caribbean and Latin America
to supply significantly discounted
room rates at nearly 2,500 hotels
to first responders and healthcare
professionals at hotels close to
hospitals where they are working.
Hotels that have had to close
temporarily across the globe
have found ways to support their
community, from donating unused
produce and food to various charities,
to providing cooked meals and cleaning
supplies including masks, gloves, antimicrobial
wipes, sanitizers and shower
caps to medical teams. In a sign of
solidarity many hotels are illuminating
their hotel windows with symbols of
love and positive messages.
CARES ACT
The $2.2 trillion CARES Act is the
largest financial support package in the
history of the United States and does
provide some relief for hoteliers, but
according to Chip Rogers, President
and CEO of AHLA , it is limited in
that the legislation limits an SBA loan
to 250% of average monthly payroll.
“This limit will not allow a business
owner to meet both payroll and
debt service obligations beyond an
estimated 4 to 8 weeks,” said Rogers.
“Consequently, it will result in
furloughing the very workers the bill
seeks to protect. Since the measure
reduces debt forgiveness with any
reduction in payroll, hoteliers would be
forced to use the entire loan amount
on payroll, at the expense of debt
service. The harsh reality is that travel
restrictions and mandated business
closures remain in place. The outlook
for the foreseeable future is zero
revenue for most hotels. If a hotelier
cannot make debt payments the
business will go under and the jobs are
lost.”
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