Rebounding amidst the pandemic
For Cygnett Hotels and Resorts, their number one priority at this point is the health and safety of their staff, guests and everyone associated with them. Sarbendra Sarkar, Founder & Managing Director, Cygnett Hotels and Resorts feels that the pandemic has rendered fear in the hearts of people, crippling them to step out and travel free again. So, the very first strategy is to calm this fear and make the guests as well as staff comfortable.
The recovery of the hospitality industry will bank heavily on the sector adapting to the new normal. Things we need to understand that ‘Work From Home’ or remote working options are here to stay and businesses will look to work with localised supply chains and vendors. Every aspect of life like shopping, eating, working is going to be digital. Also, the government will continue to lay travel restrictions depending on the situation at hand, until a vaccine is found.
Thus, it is vital for the hospitality business to constantly observe the changes and indicators like Government directives, customer sentiments, local situations, etc. and be prepared with multiple scenarios. Sarkar says, “Three things I feel will help towards recovery are constant and consistent communication with the domestic or local target audience. Secondly, data collection and analysis where one has to keep a close look on your target customer’s online behaviour. This could help you understand where and when to convert a potential booking and the last one is to ensure your property is ‘Guestready’ with all protocols in place as post this crisis; health; hygiene and safety will be a top priority across all businesses.”
To instill trust and confidence in their customers, Cygnett hotels have implemented the following strategies:
Deployed an all-inclusive safety program, Health & Safety Assured
This program adheres to all rules and guidelines set by the World Health Organisation as well as the local and central health agencies. They have implemented these across all their properties to ensure a consistent and comfortable experience for all their guests.
Launched a campaign-We will travel again
This campaign highlights and communicates the safety measures that they have initiated; emphasises their contactless check-in/check-out policy, the QR coded menus and their contactless food experience.
Amplified communications efforts by further primping digital marketing platforms
Highlighting their messaging via social media platforms; communicating with guests and potential guests personally via personalised calls, e-mailers and online chat mechanisms. Additionally, they have now started Whatsapp marketing and reach out to their customers and encourage them to do the same.
Implemented social distancing and contactless protocols:
• Rigorous training on hygiene and sterilisation protocols, social distancing for all staff.
• Contactless check-in and check out via mobile apps to ensure guest safety and comfort.
• QR code-based menus for a contact-less in-house dining experience.
• Health and immunity-boosting foods in the menus.
“The New Age in the travel and hospitality industry post the pandemic will be remarkably different. It’s hard to make concrete remarks at this point. Everything will depend on how the sector future-proof’s its business: whether it is marketing, sales, supply chain, distribution, booking, or hotel management strategies, etc. One thing is for sure, tomorrow’s travellers will have an elevated expectation of ‘Health, Hygiene and Safety’ when booking a hotel. As the market bounces back, properties that meet top-notch sanitation expectations will be in the best position to benefit from the early demand,” tells Sarkar.
Important to note is that Cygnett Hotels & Resorts, with its thirty-five properties across two countries (India and Nepal), has reopened thirteen of its properties in the North and Eastern parts of India.
“Cygnett Hotels is doing everything in its power to provide the most convenient, safe and comfortable stay for its guests. While meticulous cleaning and disinfecting processes need to be implemented. It is also absolutely necessary to ensure that the guests know the hygiene standards that we are maintaining. For this, we are ensuring clear communication at all customer touchpoints,” assures Sarkar.