Overtourism will no longer be a concern
Veronica Villegas Baldwin
Vice President
Kreps DeMaria PR & Marketing
Some say that the current pandemic will trigger radical changes across multiple sectors; do you see this happening in your primary eld? If yes, in which way?
No doubt there are radical changes. People are different because of the pandemic and behave differently. Every industry across the board is working differently and with less people and less resources.
There has never been a time where hotels all over the world have had to close and halt operations. There are little to no opportunities to gain any kind of profitability. We are dealing with the most significant decline in our modern-day history. However, there is a silver lining in all this – light at the end of the tunnel. Establishing a reopening strategy in phases now is key.
The economy will be gradually getting better. We need to now shift our focus from responding to the immediate effects of the COVID-19 crisis to focus on longer-term revival. This pandemic is setting the tone now for future travel and bookings of small boutique properties and villas in remote places in the world. When we start to travel again, it seems reasonable to expect that more people will consider traveling to destinations that offer opportunities to enjoy nature and the outdoors (forest, mountains, ocean and other remote locations), and/or to generally unpopulated areas. Luxury travel will vary, but places with private locations that are ostensibly made for social distancing will most likely do better. When travel restrictions begin to lift at a domestic level, we will probably see a strong demand for destinations that people can drive to and enjoy fresh air a change of scenery. We anticipate people will look for road trip opportunities and crave quiet destinations. Wellness travel will become front and center again as people will want to get outdoors and engage in activities that make them feel healthy.
Which are the two most important disruptions that you expect to take place in the hospitality industry in the years to come due to the current crisis?
- Brands and company identity — what a company does now, will determine its future. Companies that take on a crisis proactively and provide back to the community will end up gaining a new audience and or loyal clientele.
- Overtourism will no longer be a concern at least not for a long time. People are changed from this pandemic and will not want to travel where there are massive crowds, nor will venues and destinations want to host massive crowds either. There will be new restrictions and more stringent capacity levels. What we will probably see more of is robust personalized services and a greater demand for privacy. Coupled with that, will be price adjustments and increases as we rebuild a healthy hospitality industry from ground zero.
We need to now shift our focus from responding to the immediate effects of the COVID-19 crisis to focus on longer-term revival
The Ritz-Carlton Residences, Sunny Isles Beach
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At which pace do you expect travel to make its recovery? Do you expect a quick (V shaped) rebound or something different?
Our lives as we know it have forever changed, therefore the behavior of travelers will change, hence the travel industry will overall also change. It is unlikely to have a V shape recovery. As we reopen slowly across the board it will be a gradual, phased recovery. There will most certainly be pent up demand wanting to travel, but not as many people will be able to travel. It will take time – it’s a new normal.
Which is the key action that destinations can take at this time in order to bene t in the long run (2021 and onwards)?
Right now it would be key for everyone to honor restrictions set by government mandates. If you’re in a position to help support the industry, do what you can. How you respond to the community and the industry today will stay with a company and its brand(s) for the long term if not forever.
It will be during this time that a company or organization will be remembered most. It’s also key right now to continue to market your destination, hotel, product or industry in the most sensitive way and continue to create demand. People will travel again and you want to instill that desire and that dream to travel and enjoy new experiences and cultures. You also want to ensure you keep your brand top of mind, to keep people thinking of you before they can even travel, so when they are ready to do so, they will do it with you.
If you have a restaurant, or a culinary school, it’s a great opportunity to o er virtual experience through Instagram, Zoom, Facebook or Teams. Offer cooking (discounted or complimentary) lessons and host happy hours so guests can enjoy a piece of your hotel or destination at home. It would be good to tie in a local charity so for those who participate in the virtual event can make donations to people in need. It’s also import to plan for the future. It’s the perfect time to plan into 2021. For meetings and groups travel, it’s a great opportunity now to coordinate “Forward Bookings,” for 2021 especially for team building and small to mid-size groups. Meeting planners can often times lock in current rates for future travel. Currently prices and rates have decreased dramatically. But in some regions that are now starting to reopen, you may see price increases in the very near future to ensure smaller crowds.
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