The Covid pandemic has impacted the world in every conceivable way and when things return to “normal” one day, cultural behaviors and norms may never be quite what they were. One of the most significant changes has been the shift to an increasingly remote and tech-driven lifestyle with limited human interaction. No industry felt this more deeply than the hospitality industry whose benchmark for quality service is often directly tied to human connection. Hotels were forced to adjust to meet guests' comfort levels - from cleaning protocols to digital check-ins, shutting F&B venues and more.

As the general manager of a luxury hotel in Seattle that opened during the height of the pandemic, I was tasked with facing unprecedented challenges that our industry has never seen before.

Far before being ranked as the #1 Hotel in Seattle on TripAdvisor, awarded best new hotel by USA Today and among the top 10 hotels in the Pacific Northwest by Conde Nast Traveler Readers’ Choice, we had to find ways to keep our guests safe and find a strategy that allowed our brand standards to thrive in the era of COVID-19, while maintaining that human touch and introducing ourselves to the masses.

Two of the early challenges we faced from the beginning was that our brand was relatively unknown in the United States and our brand values, rooted in Korean hospitality relied heavily on face-to-face interaction. We decided from day one that backing away from human connection would not be an option – despite living in a time where most people and businesses were trying to distance themselves.

They say that the first 6 months of a hotel being open lay the groundwork for what is to come, so we knew that we had to quickly adapt or perish. Our entire team placed the utmost importance and attention on making an incredible first impression on our guests, and not being at full capacity allowed us to give those that stayed with us our undivided attention. We really placed an emphasis on our first impressions with the guests.

Finding creative ways to still embrace a connection while maintaining safety protocols and ensuring guest comfort, were key factors to success during a global pandemic. This was a time when people craved human connection most. What we discovered was the extent to which hospitality and respect matter. A core value of Korean Hospitality is respect and the staff of Lotte Hotel Seattle, who we refer to as “family” put respect first, both with guests and one another. Listening and reading our guests allowed us to anticipate their needs and gives us opportunities to curate one-of-a-kind experiences that left a lasting impact. Creative room packages for day-cations, staycations, in room dining and more to offer an inclusive experience for locals was pivotal and beneficial for guests to have a well-deserved vacation – even if it was within driving distance, or, believe it or not, just blocks away from where they live.

Hotels had to learn quickly that while the restrictions created barriers, there was still plenty we could do to bring hospitality to guests. It is undeniable that hotels have gone through major systemic changes due to the pandemic. Front-desk transactions are contactless and restaurants rarely include printed menus, but with all that has changed, so much has stayed the same. At the end of the day hospitality is all about making guests feel more at home than when they are home and providing unforgettable moments even to the slightest gesture. At Lotte Hotel Seattle, every guest is addressed by name. Our traditional Korean bow instilled in our brand ethos becomes a signature of the property and subtle hand gestures such as showing direction with both hands, never pointing to contacting guests before arrival to arrange personalized services and even cleaning guests’ valeted cars before they are returned upon check-out, are just a few little moments that have left a lasting impression on our guests in the past year.

Having a human connection while maintaining a distance requires emotional intelligence which is something we look for when hiring for the hotel. Personally, I have seen so many first-hand accounts of emotional intelligence turning a hotel stay into something that sticks with a guest forever. When my own team discovered an upcoming guest was blind, we took the liberty to create a welcome card and menu written in brail to ensure the guest was able to experience the same level of personalized service as other guests. To our surprise, the guest had never experienced this before proving that hospitality led with empathy is always important and something that makes a lasting impression, especially during such an uncertain time.

2020 has been challenging for every industry, and hospitality is no exception. Yes, we may be playing by new protocols, and navigating uncharted territory but if we continue to innovate, and remain authentic to our hospitality roots, we can not only survive, but thrive amid this crisis. We are now more prepared than ever for shifting tides, but it looks like there are brighter days ahead. It was a long year but there is a silver lining to it all – and that is focusing on the little things may make the biggest impact.