Data shows hotel recovery in 2022
Hotels are on the road to recovery.
According to Amadeus Demand360 data, hotel occupancy is up from 2020 and global hotel occupancy peaked at 60% in July 2021, nearly doubling 2020 performance for the same month .
These may not be 2019 numbers, but they represent a big improvement over 2020.
The summer travel season appears to have mingled with the fall, with Europe and China seeing increased demand in September.
After reviewing the data, Amadeus compiled concrete ways for hospitality professionals to create and execute recovery plans in four key areas: sales, marketing, revenue management and operations.
Adapting marketing plans and taking a longer view is one suggestion.
In fashion now
According to Amadeus, “by regularly evaluating key market metrics (such as booking lead time and preferred channels), hoteliers will be able to understand when and how to communicate with guests in order to build long-term loyalty.”
Hoteliers need to monitor local market conditions and have a wide range of strategies to deal with a dynamic situation.
Amadeus research has also shown that bookings are shifting from more direct bookings during the pandemic to travelers returning to OTAs and GDS channels.
Amadeus recommends keeping a close eye on the competition for changes in their distribution strategies.
âCombining proactive email marketing campaigns with personalized ads and promotions across paid search, display, social media, SEO, metasearch and GDS will keep a hotel highly visible on channels where travelers and travel agents search and book, âsaid Paul Barron-Amadeus Hospitality. .
Automation and contactless technology will be essential as customer expectations have changed.
According to Amadeus, 20% of hoteliers worldwide who have implemented daily opt-out cleanings and say they plan to keep it in place for the long term. In its global survey, 30% of hoteliers are the most enthusiastic about the acceleration of new contactless technologies to improve the customer experience.
These provide convenience and confidence for customers traveling during the pandemic and beyond.
While traditional business travel has not made a significant comeback, there are a few strategies hoteliers can turn to.
Sales teams can target trends such as bleisure or seek to position their properties as a prime location to host meetings for remote teams or for local businesses that have closed offices.
Hoteliers should also highlight their Covid-19 protocols to ensure guests feel safe.
While challenges remain in the hotel space, the data suggests positive trends for the future. Fifty-three percent of survey respondents expect pre-pandemic occupancy levels to return in 2022.