With mass vaccination drives worldwide easing the travel restrictions, the hotel industry, including hotel chains, resorts, banquets, and restaurant businesses, is keen on kickstarting a post-pandemic recovery campaign.
Additionally, corporate organizations and audiences long for a return of in-person events unleashing the magic of face-to-face connections that builds B2B relationships sharing a sense of purpose. However, health and safety protocols and social distancing norms restrict hotel venues from carrying out entire capacity operations.
As the hotels pursue full-strength preparations to host events, we examine how the return of corporate industry events affects the hotel industry in the post-pandemic recovery phase.
ADAPTING TO EVOLVING CUSTOMER DEMANDS
Though in-person events have always been the first choice of corporate organizations and prospects, Virtual Events are likely remain integral to organizations’ event strategy even in the post-pandemic era, courtesy the unmatched benefits offered by the digital phenomenon. The gradual return of in-person events necessitates including a virtual element to accommodate prospects’ and marketers’ continually evolving preferences. Additionally, meetings, events, exhibitions, and conferences are enormous businesses that drive significant revenue generation opportunities for the hotel industry.
Thus, a hybrid event model incorporating dual benefits of in-person events with a global virtual audience inspires the hotel industry to reinvent a marketing strategy that caters to the varying customer preferences in the post-Covid world. The powerful and agile hybrid model enables hotels to host large-scale corporate industry events featuring small-scale in-person attendance with a significantly larger virtual audience while still adhering to the health and safety protocols in the post-Covid environment. Various corporate hybrid events include Fireside Chats, Business Meetings, AGMs, Round Table Conferences, Product Launches, Roadshows, etc.
A Global Business Travel Association (GBTA) study estimates the number of hybrid meetings to double in 2021, with 65% of the event professionals showing keen interest in the hybrid model with the return of in-person events.
CUTTING-EDGE TECH INFRASTRUCTURE
A 2021 Marklectic report mentions that 67% of the event organizers face technological challenges to deliver a seamless attendee experience. Thus, the hybrid event strategy imperatives for the hotels include strategic investments in cutting-edge IT infrastructure, including the latest audio-visual equipment, high-speed internet connectivity with large bandwidth, stable WiFi connection, and video conferencing capabilities with an event-friendly backdrop.
HEALTH AND SAFETY OPERATIONAL PROTOCOLS
According to EventMB Research 2020 report, 55% of the event marketers mentioned in-person delegates’ health and safety concerns as the topmost challenge in resuming in-person events.
With a commitment to hosting a Covid safe event, the hotels implement comprehensive health and safety protocols aligning with the international safety standards to meet the in-person delegates’ expectations.
Staggering attendee arrivals and departures, attendees’ temperature check, configuring clutter-free venues, and leveraging outdoor spaces, where possible, allow for safe social distancing norms. Moreover, PPE (Personal Protection Equipment), contactless payment options, QR Codes, replacing printed marketing collaterals with digital documents, self-service counters, or packed meals in place of buffet dining are abundant safety precautions.
Moreover, various hotel chains have collaborated with third-party organizations to create a brand committed to delivering a safe experience environment and becoming an event venue of choice.
COMPETENT WORKFORCE DEVELOPMENT
The hotel industry witnessed inevitable mass layoffs with no business opportunities in the lockdown. As corporate events return, the HR function pursues employee recruitment and full strength training to develop a competent workforce capable of meeting the corporate hybrid event industry demands in post-Covid times.
With cutting-edge technology central to the robust hybrid model, event staffing and recruiting strategies must include adequate investments in industrial training of tech-savvy employees responsible for creating a seamless and immersive attendee experience.
Moreover, as hotel employees resume employment responsibilities post the turbulent Covid gap, the HR function must guarantee a safe work environment, including understanding employee needs and well-being, empathy, flexibility, and adaptability.
SUMMING UP
The PredictHQ research report expects the hotel industry to witness an uneven yet robust recovery worldwide. While the stakeholders are keen on attending in-person events, Covid safety protocols, including social distancing norms, restrict hotels from hosting a full-house attendance. The situation necessitates adopting the twin-powered hybrid model as an effective alternative while abiding by the health and safety regulations.
With the return of corporate industry events in the hybrid format, the hotel industry demonstrates resilience and adaptation to the evolving client preferences. With futuristic investments in state-of-the-art technology framework and adequate staffing and recruiting strategies focussing on creating a Covid safe hybrid event environment, the hotel industry lays the groundwork for much-needed recovery in the post-Covid era.
