The global hospitality industry has been through every perceivable calamity over the past decades: earthquakes, tsunamis, tornados, major floods, terrorist attracts like 9/11, SARS, global recessions, epidemics and pandemics like SARS, MERSA, ZIKA, swine flu and now COVID-19. After each crisis, the industry came roaring back and I believe it will recover very quickly after the current COVID-19 crisis and will prosper like never before.

Naturally, each region and destination has had and will have its own decline and rebound curves as far as hotel occupancy, ADRs and RevPARs are concerned. Recovery post-COVID-19 will also be unique to each region, destination and property and will greatly depend on a) the underlying economic conditions in each region and destination, and b) the preparedness of each property for the post-crisis period.

This downtime of low hotel occupancies or property closures is the perfect time for post-crisis planning, digital marketing action plan development, product and marketing campaign ideations. The question to the digital marketing community is, which specific action-items SHOULD be included in a hotelier's Post-Crisis Top Three Digital Marketing Action Plan? In addition, please suggest one creative, OUTSIDE-THE BOX idea... something we have not seen yet in hotel digital marketing. Just an idea... big or small.

apaleo GmbH

This World Panel Viewpoint is sponsored by apaleo GmbH
More information

Chad Hallert
Chad Hallert
Chief Digital Officer at Foundry | Marketing Instructor at the University of Nevada
Tim Peter
Tim Peter
Founder & President, Tim Peter & Associates
Loren Gray
Loren Gray
Founder of Hospitality Digital Marketing
Frederic Gonzalo
Frederic Gonzalo
Travel & Hospitality expert. Digital Marketing & Strategy Speaker and Consultant
Max Starkov
Max Starkov
Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Osvaldo Mauro
Osvaldo Mauro
Entrepreneur & Business Developer
Simone Puorto
Simone Puorto
Founder | CEO | Futurist
Larry Mogelonsky
Larry Mogelonsky
Managing Director Hotel Mogel Consulting Limited

Ever hear of a pendulum swing? Finally, revenue managers will have to become real digital marketers, versus simply playing with past data to formulate their plans. This is an exciting, brave new world! What I would like to see is AI-generated marketing programs that look OUTSIDE of travel history, but cross reference psycho-graphics, based upon buying patterns and habits. A few companies have pioneered in this area, but not (yet!) in the travel industry. All consumers leave a huge swathe of digital footprints. The smart (digital) marketers will embrace this as an opportunity to re-tool. A new day for all of us.

Mark Fancourt
Mark Fancourt
Co-Founder at TRAVHOTECH
Margaret Mastrogiacomo
Margaret Mastrogiacomo
EVP, Strategy at NextGuest
Mike Chuma
Mike Chuma
VP Marketing, Enablement & Engagement at IDeaS
apaleo GmbH

This World Panel Viewpoint is sponsored by apaleo GmbH
More information