Brands
How hotels and private clubs can retain brand recall among customers in times of COVID-19
The impact of the current COVID 19 pandemic on multiple industries is being noticed across the world. In the time of social distancing and home quarantine, travel and hospitality are among the worst impacted sectors! The hospitality industry is highly dependent on tourism which has borne the brunt of the current situation. This has led to multiple cancellations of room bookings, occasion celebration and even general dining, greatly impacting their revenues and raising concerns of possible layoffs post the pandemic crisis.
Private Lifestyle clubs, which offer F&B, activities and event venues, are mostly dependent on members and guests for revenue generation. The current lockdown has impacted not only the footfalls but also the rising cost of maintaining the expensive infrastructure without actual revenues coming in. It has also adversely impacted the members’ lifestyles, who were used to a routine of working out or spending leisure time at the club.
However, once normalcy resumes, club members might want to resume their daily routine and may even do so more enthusiastically than ever. This could primarily be so in case of using the gym and working out, so as to get back in shape and make up for lost time and also to get back to socialising – one of the greatest deprivation in the lockdown. In order to address this influx, clubs would have to be prepared with the following measures:
The clubs will have to ensure
– The club building and facilities are sanitised and there are clear visual indicators of the same to reassure the members of the safety and reiterate the management’s focus on the members’ health and well-being
– They are ready to service their members like never before as they would be visiting the club after a long hiatus and thus need to have a great experience to keep their loyalty intact
– Ensure there is no downtime of any of the facilities as the tolerance levels for the same might be quite low. The members would be raring to use all the facilities available to the same extent as during normalcy or even more
During this downtime, it is also essential to continue to work on brand recall and maintain contact with patrons by sending out e-mailers and through digital medium with social awareness messages and informing them about the efforts taken up by the club. This would help brands to a) resume operations on a high note post the hiatus, and b) have adequate prospective sales in the pipeline to be able to weather the losses incurred.
The digital media is a big boon in the current situation, allowing businesses to stay in touch with their current consumers and lure in prospective customers too as most people are currently resorting to digital media for information and entertainment. Those businesses that can effectively use the same would definitely be able to reap its benefits in the near future once we approach normalcy!
As the markets and the economy finally come back to normalcy, hospitality, travel and private clubs will play an essential role in bringing people back together and share the sense of solidarity in these times of collective grief.
(The author is general manager, The Acres Lifestyle Club & The Fern Residency. The views expressed are his own and Indiantelevision.com may not subscribe to them.)
Brands
Uber launches hotel bookings feature in partnership with Expedia
From hotel bookings to room service at your door, the ride-hailing giant is making its boldest push yet into everyday life
CALIFORNIA: Uber is done being just a taxi app. At its annual GO-GET product event, the world’s leading mobility and delivery platform unveiled a sweeping set of new features designed to plant itself at the centre of how people travel, eat and shop, hotel bookings included.
The headline move is a partnership with Expedia Group that lets Uber users in the United States book hotels directly within the Uber app, with access to a catalogue that will eventually grow to more than 700,000 properties worldwide. Uber One members get 10 per cent back in Uber One credits on all hotel bookings and savings of at least 20 per cent on a rolling list of more than 10,000 hotels globally. Vacation rentals from Vrbo, Expedia Group’s home-rental brand, will be added later this year. The partnership is expected to expand beyond the United States. From June, Uber rides will also be integrated directly into the Expedia app, with push notifications sent to travellers ahead of hotel check-in to book discounted Uber rides for the duration of their stay.
Dara Khosrowshahi, chief executive of Uber, framed the expansion in terms of the modern condition. “Uber is becoming an app for everything, helping people go, get, and now travel all in one place,” he said. “We’re all living through a moment of real cognitive overload: too many apps, too many decisions, too much noise. At the end of the day, our job is to help people reclaim their time, spending less of it managing the logistics of life and more of it actually living.”
Ariane Gorin, chief executive of Expedia Group, struck a similarly ambitious note. “Travel should feel effortless, and this partnership gets us one step closer to offering a seamless traveller experience,” she said. “By connecting our two-sided marketplace with Uber, we’re bringing Uber rides directly into the Expedia app and Expedia Group’s lodging inventory into the Uber app through our Rapid API technology. Together, we’re helping travellers spend less time planning and more time enjoying the journey.”
Beyond hotels, the product announcements come thick and fast. Travel Mode, available within both the Uber and Uber Eats apps, offers curated recommendations on local favourites, tourist destinations, OpenTable restaurant reservations and on-demand delivery to hotel rooms. Uber One International means the membership programme now works globally, allowing members to earn credits on rides abroad that can be redeemed once back home. A new Shop for Me feature lets users request items from any store, even those not listed on the app. Eats for the Way allows riders in select cities booking an Uber Black or Uber Black SUV to have a drink or snack waiting for them in the car. Voice Bookings, powered by artificial intelligence, lets users book a ride conversationally, without touching their phone. And a redesigned One Search bar consolidates results for places, food and items across the entire Uber platform in a single query.
Uber has now logged more than 72 billion trips since it launched in 2010. The question it is now answering is what comes after the ride. The answer, apparently, is everything else. Whether users want a hotel in Paris, a coffee in the back of a car or a snake plant from the local garden centre, Uber would very much like to be the one to provide it. The app economy’s land grab has a new front-runner.
NOTE: The image used is AI generated and only for representational purposes.
