Why Hotels Should Reframe The Narrative As They Open Back Up
The other day, I was reading a press release from one of New York's most luxurious hotels. For decades, it's been a bastion of wealth and privilege. I was curious, with the city beginning to reopen, how this particular establishment would approach its messaging to customers.
The release spelled out, in rigorous detail, how the hotel was going to extreme measures to keep guests safe. The staff would all be wearing protective equipment, and patrons would receive their own masks, gloves and hand sanitizer in a branded tote. Rooms would be empty for 48 hours between guests so the staff could deep clean and sanitize.
As more hotels reopen, we're going to see hundreds of press releases just like this one — and I believe each one is going to totally miss the mark. The people who run these hotels think guests want to hear every detail about the precautions that they're taking, but after surveying 1,850 people who frequently stay in hotels, my company has found that this is not the case.
