The COVID-19 pandemic was a seismic event that reshaped industries worldwide, and few sectors were hit as hard as hospitality. Hotels, restaurants, and travel-related businesses faced unprecedented challenges, from closures and staff reductions to plummeting revenue. While the world is gradually recovering, the hospitality landscape has been irreversibly altered.
South Africa’s hospitality industry, in particular, has borne the brunt of these changes. The country’s reliance on tourism, coupled with stringent lockdown measures, dealt a severe blow to the sector. As we navigate the post-pandemic era, it’s crucial to recognise that the industry is still playing catch-up.
Deloitte’s Guest Experience Analysis study in 2017 highlighted how hotels need to tap into guests’ needs to drive loyalty and increase repeat business. The report showed how data-driven strategies can meet new consumer needs and help differentiate brands in this ever-changing marketplace. Key factors that delighted hotel guests and improved loyalty included personalised experiences, seamless technology integration, and exceptional customer service.
In a Deloitte study conducted in 2017 these are the factors that delighted hotel guests and improve loyalty:
Reference: Next-gen hotel guests have checked in. – The changing guest experience.
Deloitte: https://www2.deloitte.com/us/en/pages/consumer-business/articles/hotel-guest-experience-strategy.html
Given the significant changes in human behaviour and purchase decision-making post-pandemic, hotel groups must realign with their guests and targeted customer base and understand what will drive renewed interest in visiting South Africa, but also choosing where to stay.
As stakeholders in this industry, how can hotels and enterprise hospitality partners contribute to a faster market recovery?
Re-evaluate International Perceptions:
We need to rediscover how international perceptions have changed regarding travelling to South Africa for business or leisure.
Analyse Competition from Airbnb and Guest Houses:
What impact do Airbnb and guest houses have as competitors to large hotel groups and how can they differentiate their guest experience?
Gain Fresh Consumer Insights:
We need to thoroughly understand the engagement journeys of international guests with specific hotel chains.
Understand International Guest Engagement:
We need to thoroughly understand the engagement journeys of international guests with specific hotel chains.
Get a closer experience through mystery guests.
Mystery guests can take a in-depth evaluation on how guests are served at particular hotesl
Connect with employees to deliver a better experience
Recognise and enhance the influence employees have in delivering the best guest experience.
By addressing these key areas, South Africa’s hospitality industry can better navigate the path to recovery and build a more resilient future. At REACT, we specialise in helping organisations identify gaps in the full guest engagement journey, from the initial contact to the physical stay. Our employee engagement programmes ensure that all employees and stakeholders are aligned to consistently deliver an optimal guest experience strategy.
