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.