Crisis brings opportunity: lessons from COVID-19!

Surviving hotel quarantine, whether for a mandated seven, 14, or 21 days, is no easy feat. But amid challenging times for the hospitality industry, government-enforced hotel quarantine schemes all over the world – perhaps most notably in Hong Kong – have offered opportunities for hotel companies to demonstrate what “hospitality” truly means for their brand.

In Hong Kong, hotels under the scheme run the gamut from more affordable select service brands to boutique hotels such as Ovolo Hotels, Nina Hotels, and Hotel Indigo, as well as five-star luxury hotels including the Landmark Mandarin Oriental, Hong Kong and Kerry Hotel.

While many hotels opt out of offering packages specially curated for quarantine, others that have gone the extra mile are seizing the moment to build brand love and nurture guest loyalty, building a reputation that may stand the test of time – quarantine or no quarantine.
Replicating the outside experience can also help break the monotony of quarantine stay. Some hotels offer virtual get-togethers during “happy hour”, interacting with each other over complimentary drinks and snacks via the hotel online group.

The CatchOn study also revealed hotels that are able to cater to different dietary menus also shape the brand experience. At the Landmark Mandarin Oriental, Hong Kong, full-board meals include breakfast, a two-course lunch, and a three-course dinner with fully vegetarian alternatives. Other extra steps are to provide a choice between Asian and Western menus.

The study concluded that hospitality companies can build brand love when they think like a quarantine guest, offering next-level “hospitality” that demonstrates compassion and empathy.

From delivering a feeling of physical and emotional support through virtual help desks that respond in a timely, helpful manner, to going the extra mile with unexpected activities for adults and children alike, hospitality with a purpose best maximises brand equity.