Being a general manager means having the hard skills, education, and experience to take advantage of technology and the digital resources that make a difference in today’s market. Training staff and being a strong communicator are also part of effectively managing teams as well as showing exceptional emotional intelligence to convey empathy and concern on a higher level. Finally, having the ability to adapt to changes quickly will be one of the most pivotal skills needed to manage the hotel.
Managers will need to be able to make timely and effective decisions and be flexible in dealing with new realities. That means thinking outside the box to find new ways to accomplish things operationally as well as reaching out to guests over multiple channels. Now is not the time to slow your marketing efforts. In fact, it’s a great time to find new ways to reach out and position your hotel for recovery.
All that will likely lead to a few new positions in your organization charts that are responsible for the prevention of risks, control and supervision of cleaning and a department focused on technology and robots that carry out specific functions.
During this downturn, there are some productive things you can do now to position your hotel for the future:
- Review your marketing plans and take stock of your current content. Can some of your videos, FAQ’s, blogs, and infographics be re-purposed for other channels? Are you taking advantage of social media where most of your potential guests are engaged?
- Record new videos for future use. Consider interviewing your staff or recent customers as a resource for insider info for future media releases and social content.
- Enhance your digital marketing by analyzing and targeting your customer base. Who are your target customers and what new segments can you focus on?
- Update your website with new photography that showcases social distancing and other measures you’ve taken to ensure safety.
- Expand your remote working processes using more cloud-based property management systems. It’s possible to control many of your operations at any time from any place.
- Utilize mobile concierge apps which can engage your guests without personal contact. Everything from check-in to meal/service orders can be handled in a no-contact manner.
- Prepare to attract the millennial traveler. They will likely be the first segment of the market to return to travel, taking advantage of low prices and promotions. How can you reach out and engage them?
- Take this time to complete maintenance and upgrades as well as deep cleaning – get all this done now before you get too busy and avoid disruption to visitors.
- Market meal delivery service from your hotel restaurant to locals in the community. Offer special deals or reach out to the community by donating to front-line workers and those in need.
- Respond to reviews promptly and reassure guests consistently. Share your current cleaning routine and disinfecting policies to encourage future bookings.
- Create a plan for handling reservation changes and cancellations. Prompt guests to re-book at another date rather than cancel, waive fees, and consider promotions for local “staycations.”
You’ll need to address the proper health and safety measures and set protocols to ensure the staff is not spreading the infection. Self-service payment systems, no-contact service and order deliveries, hand sanitizer stations, and service/food orders via mobile apps are all part of the new normal.
The use of service robots is on the rise. They can increase the efficiency and productivity of hotel activities and facilitate a more socially distanced model of operation. These new technologies will be a great benefit in the long term as leaders consider how to balance the roles of robots and human employees in the guest experience.
Appoint a Cleanliness Manager to be in charge of all housekeeping guidelines as well as social distancing and attain a certification as a “clean and safe” hotel. Cleanliness will be the new competitive edge for hotels with some seeking certifications (GBAC STAR) to verify their compliance and provide guests “peace of mind.” Update your plan regularly and make it available to all prospective guests to showcase your efforts. New guidelines for housekeeping and approved disinfecting products can be found in this recent Hcareers article.
Remember, demand will be less about price and more about safety, cleanliness and value-added packages. Review your room rates, but don’t go too low. This is not a price war right now. If you haven’t already done so, it’s a good time to institute a Revenue Management System to automate “selling the right product to the right customer on the right channel for the right price.” Here’s a list of the top 10 systems according to Hotelminder.com.
At this challenging time, be ready to reinvent yourself and be creative. Offer discounts to those that need to self-isolate from their families or for health professionals volunteering in your area, open your kitchen to delivery services, switch to long-term stays, offer services to local charities or engage the local Chamber of Commerce to see if you can partner with them. If your rooms are empty, these are some ideas to find new revenue as you get as efficient as possible with your operations.
Stay calm and flexible. Things are changing daily and more often than not, a positive attitude leads to the right decisions. Plan for better times ahead.
Are you interested in applying for a hotel general manager position? See the available positions here.