Is what you said what you still want to say?
It’s quiet. Not a lot of guests in the house (if you’re open). And we’re all dealing with a new current reality and the promise of one down the road that's going to look a lot different.
So use the time to get ready for it. One smart thing to do, we think, would be to take a hard look at your Brand Promise and whether or not it's a relevant position going forward. Maybe it needs a bit of a refresh, what with all that's happened.
This is probably especially true for anybody who does a lot of groups business. That’s not going to dry up completely, but it could be a long time before it is what it was. And in the meantime you’re going to have to do something to take up the slack.
A refreshed Brand Promise you can build into your marketing messages will be a valuable tool in attracting the extra transient business you’re going to need.
"We used to specialize in meetings but nobody’s having meetings right now, so we have lots of room for you” isn’t going to do the job.
But beyond groups, travel habits are going to change and you would do well to put some effort into figuring out if and/or how that affects your hotel or resort and how you may need to refresh your Brand to stay in the game.
We're not advocating change for the sake of change. Maybe your Brand Promise is still on point and maybe not. Could be, you just need to change what you’re saying about yourself. What we're saying is you’d be smart to take a look. Sooner rather than later.
Hospitality is going to loosen up – eventually. But, like many other industries, it’s probably going to look different when it does. So, is what distinguished you six months ago going to be the same thing that’s going to distinguish you six months from now?
You need to figure that out.
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