HotelsBoosting brand awareness during the Covid-19 crisis, hotels prove that they can strengthen their positioning for better long-term ROI.

Hong Kong’s quarantine hotels turn crisis into opportunity

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According to a study by CatchOn, A Finn Partners Company, the key to building brand awareness during these times is to adjust service touchpoints and to know what quarantine guests need.
According to a study by CatchOn, A Finn Partners Company, the key to building brand awareness during these times is to adjust service touchpoints and to know what quarantine guests need. Photo Credit: Photo courtesy of CatchOn

Covid-19 brings continued challenges for the hotel industry. With quarantine requirements in Hong Kong of up to 21 days, that challenge deepens over the question of "how do you demonstrate what hospitality means for your brand"?

Hong Kong properties under the quarantine scheme run the gamut from more affordable select-service brands to boutique hotels as well as five-star luxury properties. For these designated quarantine hotels, services may not be able to be delivered in the usual way. The key to building brand awareness during these times is to adjust service touchpoints, according to a study by CatchOn, A Finn Partners Company.

Several Hong Kong hotel operators express their own interpretation of brand loyalty by focusing on the physical and mental well-being of guests during this prolonged stay. Guests are offered in-room fitness solutions that range from exercise bands and yoga mats to stationery bike and treadmill rentals. Allowing guests in-room fitness options, says Ovolo Hotels Founder & CEO, Girish Jhunjhnuwala, was one way of encouraging guests that “quarantine can not only be manageable but maybe even beneficial".

Replicating the outside experience can also help break the monotony of a quarantine stay. Some hotels offer virtual get-togethers during “happy hour”, interacting with each other over complimentary drinks and snacks via the hotel online group.

The CatchOn study also revealed hotels that are able to cater to different dietary menus also shape the brand experience. At the Landmark Mandarin Oriental, Hong Kong, full-board meals include breakfast, a two-course lunch, and a three-course dinner with fully vegetarian alternatives. Other extra steps are to provide a choice between Asian and Western menus.

The study concluded that hospitality companies can build brand love when they think like a quarantine guest, offering next-level “hospitality” that demonstrates compassion and empathy.

From delivering a feeling of physical and emotional support through virtual help desks that respond in a timely, helpful manner, to going the extra mile with unexpected activities for adults and children alike, hospitality with a purpose best maximises brand equity.

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