Let’s jump in at the deep end… How did Radisson ride out the storm of Covid-19?
Looking back, there is no question that the tourism and hospitality industry has been one of the hardest hit, leading to the majority of hotels across the globe choosing to temporarily close due to low occupancy or lockdown restrictions. For those that remained open, it’s proven to be a great opportunity to learn to quickly adapt and be flexible to accommodate different kinds of business outside of the norm. We’ve had to consider so many factors from an operational perspective, including repurposing some of our hotels for essential use, adapting new strategies and approaches to secure a strong reopening once tourism restarts, from expanding hygiene, sanitation and precautionary measures to social distancing implementations. Our immediate priority has been and continues to be the safety of our guests, team members and partners. Since the onset of the Covid-19 pandemic, we immediately implemented the recommendations of the World Health Organisation (WHO), and all relevant authorities for country-specific requirements, focusing our efforts and investment on expanded hygiene, health and sanitation precautions, and continue to do so.
And how would you say RHG emerged out the other side of the pandemic?
Looking forwards, our ambitions across the region have remained the same, and we are further accelerating our development. Despite the unprecedented challenges we face, we continue to work closely with our stakeholders to support the business and we have recently announced 15 new hotel signings across EMEA in Q2 of 2020, six of which fall within our region. But our immediate priority has been and continues to be the safety of our guests, team members and partners. Since the onset of the Covid-19 pandemic, we immediately implemented the recommendations of the World Health Organisation (WHO), and all relevant authorities for country-specific requirements, focusing our efforts and investment on expanded hygiene, health and sanitation precautions.
What do you think will be the lasting effects of Covid-19 on tourism?
Well, the impact has been felt across the globe and the expansive scale has been unprecedented, so there are still challenging times ahead, as the world continues to be affected by the pandemic. But I believe there is a real opportunity for brands to stay by and clearly communicate their brand values and positioning to consumers, as they really need to believe in your brand, in your health and safety commitment and trust that you’ll deliver on your promises. So, every day is a new challenge, but Covid-19 has also taught us the importance of being able to swiftly adapt, hence the response time and implementation will be key factors moving forward.
What other lessons have emerged from the last few months?
Looking at the bigger picture, we’ve all been reminded of what is important and that we’re all in this together, regardless of industry of geography. Crucial times like these remind us of the importance of human connections, and it has been key to adapt our communications approach as one unified industry. Brands were also forced to reassess their digital marketing strategies and communicate with their consumers in new ways, as many consumers are spending more time online, for example. We have therefore been more creative with our online presence and have assumed the role of entertainers by sharing inspirational and useful content, especially during lockdown. Social media platforms, which are often cluttered with advertising, are now giving way to online conversations, travel inspiration, cooking tutorials… all focused on uplifting the community spirit and sharing inspirational content.
How do you think the future of travel looks now?
A big part of getting back to business will be assuring guests that it’s safe to resume their travel habits. Moving forward, technology will be key in the revival of travel, with electronic passports, IDs, boarding passes and medical screenings and robot cleaners being deployed. Operations have and will continue to change as we continue to apply the Radisson Hotels Safety Protocol and the recommendations of the WHO and local health authorities. These will change hotel operations, such as check-in, F&B outlets, gyms, spas and more with regards to social distancing, maximum capacity for common spaces etc. Safety and reassurance will be the most deciding factor for travellers, which needs to be front of mind operationally.
In terms of hospitality, what direction do you think it will move in?
We can see that travellers still want to go on holiday, especially after being isolated for so long, but safety has become top priority. Therefore, we believe the post-Covid-19 recovery will be driven by a rebound in domestic tourism. As a result, there has been a staycation trend and it is expected to strengthen in the coming months. Whilst the behaviour or priorities might have changed, people will want to reunite with their families and friends, and for that to happen, many will consider pursuing international travel. In the past weeks, we can see that families and solo travellers have been amongst the first market segments to start travelling and making reservations.
So, bearing all that in mind, how will RHG move forwards to remain reactive to ongoing shifts and demands?
The biggest priority is to ensure the health and safety of guests without compromising the guest experience. For certain travellers, travelling itself might be a concern, so by the time they walk through our doors, we want them to feel reassured that they can enjoy their travel experience from check-in to check-out. In May this year, RHG launched our Radisson Hotels Safety Protocol, a program of in-depth cleanliness and disinfection procedures developed in partnership with SGS, the world’s leading inspection, verification, testing and certification company. RHG also played a leading role in developing the World Travel and Tourism Council (WTTC) ‘Safe Travels’ protocols,
the industry’s global hospitality framework and stamp, to provide consistency to destinations and countries, as well as guidance to travel providers, operators and travellers about the new approach to health and hygiene.
What are guests looking for now post-pandemic?
While location and experiences used to be the main deciding factor, consumers also want to be reassured that hotels are taking their health and safety seriously. The USPs of hotel now focus on the flexibility the guest has in terms of bookings and cancellations, the type of experience the guest will receive and, of course, the safety. This is the reason we have adapted our philosophy to focus on ‘Making Every Moment Matter’ for our guests. With that in mind, we’ve recently launched a set of Staycation and F&B offers across the region. And as travel and tourism begins to return, it has been crucial to add value to the existing offerings, as guests are looking for incentives, such as F&B discounts, free upgrades, added value and booking flexibility. We’ve also seen a lot of reinvented loyalty programmes with increased offers and points to stimulate demand through existing customer bases.
Talking luxury, what role do you think it will now play in the tourism and hospitality sectors?
Despite displays of pent-up travel spending about to happen, people’s travel habits and travel reasons are still bound to change, because many are now re-evaluating the question of priority. I think we’ll see a trend towards sustainability and conscious travel, with health and wellness-related travel itineraries, and those seeking a more peaceful sanctuary away from the crowds. Current studies also show the market has seen an increased interest from customers looking for private luxury villas and experiences. Speaking about once-in-a-lifetime experiences, the group’s first Radisson Collection hotel within Saudi, the Nofa Resort Riyadh –
a safari-style resort with 57 luxury bungalows and villas overlooking Nofa Wildlife Park – has recently also announced the hotel is now publicly bookable exclusively through the website and we can already see a huge demand.
Lastly, put on the map the next developments from Radisson Hotel Group that we can look forward to…
We have just opened Park Inn by Radisson Jeddah Madinah Road and are working towards the opening of the Park Inn by Radisson Riyadh in October. But RHG is not only celebrating the opening of Park Inn by Radisson Jeddah Medinah Road, it is also carving another milestone for the group’s commitment towards balanced leadership, and its drive to improve diversity and inclusion. Maram Kokandi, GM of the hotel, made history with her appointment as the world’s first female Saudi general manager in the hospitality industry.
We’re also getting ready to open our first Radisson Resort within the Middle East, with the Radisson Resort Ras Al Khaimah scheduled to open early next year. In addition, we will also be opening the Radisson Hotel Dubai Damac Hills in January 2021, adding another 481 rooms to the portfolio.