At the moment, two things are publicly debated: First of all, there is the notion that the economic damage caused by the extensive protective measures cannot be accepted much longer. Even the leading virologists agree with this. They are also the ones at the centre of the second discussion, which is about developing scenarios for the period after the shutdown. In the midst of this it seems clear that there will be no quick return to normality. On the contrary, everything looks more like a gradual easing of restrictions. The virologists also assume that borders will remain closed for the time being to prevent the arrival of sick people from other countries. The most important thing, however, is the announcement by Kekulé, as well as Germany's most featured virologist Christian Drosten and their colleagues that social distancing and security precautions will remain in place for months to come. The wearing of breathing masks should then become the norm for everyone, as should intensive hygiene labelling and the avoidance of large crowds.
What does this mean for hotels?
For hoteliers, of course, all of this means that people will spend most of their holidays domestically. But it also means that overnight guests will be sensitised to the risk of infection at their holiday destination for a long time to come. In case of doubt, they will rather book the hotel that credibly informs them that it complies with certain safety standards. In this regard two questions arise:
To answer the first question, we would like to suggest starting points to deal with in the next days and weeks. This list is certainly not exhaustive and open to additional suggestions, which we would be happy to share here. The answer to the second question revolves around the keyword content marketing. Here, too, you will find some possible starting points below.
Starting points for new security standards according to Corona
For all measures always remember that it not only protects your guests, but also your employees and they are your most valuable asset, especially in the service sector.
Communicate, communicate, communicate - content is now even more "King"
Remember again: If in doubt, guests will rather book the hotel that credibly informs them that it complies with certain safety standards. This is where the topic of "content marketing" comes into play. With his 1996 statement "Content is King!" Bill Gates pointed out how important content is for the internet. Today there is more truth to it then ever. Basically, content means everything that is shared on the Internet in terms of substance and value, i.e. any text, image, audio and video data. Content marketing, in turn, is a marketing approach that aims to address and convince users with high-quality content instead of clumsy advertising. And this is exactly what is currently important. In order not to miss the crucial moment, you should start to create helpful and interesting content for your existing and future guests now. This way, you can put a special focus on all the protective measures you have taken and how you care for the health of your guests and employees. So create blog posts, video messages or image series that you can share through your social channels, hotel website and newsletter. These can be subjected to any of the above-mentioned starting points for new security standards according to Corona. Creativity is limitless, as long as authenticity is maintained. The list of possibilities is also endless, but here are a few suggestions: