Hoteliers changing strategy to secure more bookings

The COVID-19 outbreak has not only changed consumer demand but had a profound influence on hotels' business models and the hospitality industry's future, said Dai Bin, president of the China Tourism Academy.

Statistics from Qunar, an online travel service provider, showed that traveler interest in star-rated hotels with quality services and higher safety standards has surged since March.

Consumers who used to be price-sensitive are shifting their focus to safety when choosing hotels, according to Qunar.

As a response, many domestic hoteliers have improved sanitary services and stepped up regulations. Their measures include cleaning public areas more frequently, taking the temperatures of all guests and offering contactless food delivery using robots.

A transformation was also witnessed in hotels' marketing departments.

To dampen the pandemic's effect and stimulate consumption, hospitality industry companies have embraced new marketing approaches such as virtual displays, online room tours, and presales.

For hotels that have suffered cancellations and fewer bookings over several months, online livestreaming platforms have become a driving force for a recovery, Xinhua News Agency quoted industry experts as saying.

Since March, Liang Jianzhang, co-founder of Trip.com－China's leading online travel agency－has hosted 11 live broadcasts in tourist cities across the country to promote luxury hotels.

At Shanghai on May 6, the event attracted 2.74 million views online within an hour and secured more than 80,000 room reservations.

This new strategy helps hotels obtain working capital, boost brand recognition and prepare for a revitalized market, said industry insiders.

The InterContinental Shanghai Wonderland, the world's first underground hotel built in an abandoned quarry, sold 5,000 packages in Liang's live broadcast worth about 15 million yuan ($2.1 million).

Building up consumer confidence is just the first step. Dai suggested hoteliers must continue to launch new products and adjust their business structure and marketing strategies to transition from a low-price-driven recovery to long-term stable trading.