Industry Update
Opinion Article 8 May 2020

Asia Pacific Hotel Industry Sentiment Survey Response (COVID-19)

By Hok Yean Chee, Regional President of HVS Asia Pacific and Chariss Kok Xin, Manager with HVS Singapore and Peggy Lee, Analyst with HVS Singapore

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Hok Yean  CheeHok Yean Chee
Chariss  Kok XinChariss Kok Xin
Peggy  LeePeggy Lee

The purpose of the questionnaire is to gather responses on the impact of COVID-19 including the measures taken during COVID-19 and in preparation for post COVID-19 in the hospitality industry across Asia Pacific.

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Key Highlights

Most Impacted Factors During COVID-19

Common Measures During COVID-19 (>80% of the surveyors)

  • Reduce Shift/Work Hours
  • Freeze Hiring
  • Encourage Employees to Take Annual Leave
  • Reduce Operational Hours of F&B Outlets
  • Suspension/Delay of Capital Expenditure
  • Temporary Closure of Other Facilities in Hotel
  • Allow Flexibility for all Hotel Bookings (Full Refund/Credits/Waive Rebooking Fees)
  • Reduce Operational Costs

Common Measures In Preparation of the COVID-19 Recovery (>60% of the surveyors)

  • Staff Training/ Retraining
  • Decreased Outsource Manpower/Part-Timers
  • Market Stay Packages
  • Public Relations Efforts
  • Change in F&B Sales Strategy

Profile of Respondents

  • Operators at both property and corporate levels
  • Private and institutional property owners

Q1: Luxury Hotels - To what extent do you think that these factors affect your hotel during COVID-19? Rate the following factors from 1 to 5, with 1 as "least impact" and 5 as "most impact".

Q1: Upscale Hotels - To what extent do you think that these factors affect your hotel during COVID-19? Rate the following factors from 1 to 5, with 1 as "least impact" and 5 as "most impact".

Q1: Midscale Hotels - To what extent do you think that these factors affect your hotel during COVID-19? Rate the following factors from 1 to 5, with 1 as "least impact" and 5 as "most impact".

Q2: What are the measures taken during COVID-19?

Q3: What are the measures taken in preparation of the recovery?

Q4: What are the new management and operational strategies post-COVID-19?

Room Department

  • Focus on driving occupancy post-COVID first before room rates

Marketing

  • Focusing and targeting recovering markets (i.e. Asia, Leisure)
  • Redirect marketing efforts to local or regional markets
  • Increase marketing efforts to stay relevant in the market
  • Increase marketing efforts to corporate accounts
  • Focusing on promotions with packages to drive volume when market recovers
  • Maintain and follow-up relationship with top, regular and new clients

Property-Level

  • Drafting New "normal" operation SOPs and post crisis event calendar for better preparation
  • Delay non-urgent capital expenditure spending
  • Capitalise on available government schemes
  • Scaling down on costs
  • Divert discretionary spending to areas which will have direct positive impact on customer experience such as operations, renovations, technology upgrades and service training
Source

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Hok Yean Chee

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Chariss Kok Xin

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Peggy Lee

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