One key industry that was severely affected by the COVID-19 pandemic was hospitality. Strategies used to prevent the virus from spreading such as social distancing, stay-at-home orders, travel restrictions, and community lockdowns have all resulted in the temporary closure of businesses in the hospitality industry. From restaurants to hotels, almost all businesses in hospitality experienced a sharp decline in revenue and had to brave the economically tumultuous times. The pandemic has also been especially harsh to those who work in the hospitality industry, as reports show that at least 15.9% of the industry’s workers remain unemployed as of January 2021.
But now that the world is slowly recovering from the pandemic, businesses in hospitality are also starting to bounce back. In this post, let’s discuss the important role of communication in helping the hospitality industry recover.
Understanding the role of communication
Businesses in the hospitality industry will have to rebuild a professional relationship with their customers, employers, and stakeholders. Since the pandemic has temporarily forced them to close their doors, most will have to strive to find these connections again if they want to thrive in a post-pandemic society.
One way hospitality businesses can regain the trust of those they transact with is by becoming more transparent and keeping their communication channels open. In addition, it’s also best for businesses to impart how they’ve handled the crisis and detail the steps they’re taking as the world moves on from COVID. Doing so allows businesses to give their customers a full view of how the crisis has affected them, which then encourages customers to build empathy and support a business’ recovery efforts.
Through effective communication, businesses can reinstate the lost trust between them and the customers. They should always listen closely to what their customers have to say with regards to COVID and other health concerns. Businesses can monitor for any sentiment change within their audience by closely observing their communication channels such as email, service chats, and social media pages. Being mindful of what the general public has to say can help hospitality businesses tailor-fit their marketing plan, as well as package their COVID-recovery messages without sounding too desperate, needy, and unprofessional. In addition, good communication can also help boost the confidence of future customers as businesses can make it clear that they take safety precautions seriously.
How to communicate effectively during these precarious times
So how exactly can hospitality businesses communicate effectively during these distressing times? For one, hospitality businesses need to hire the right people if they want to reassure their customers and regain the trust of their investors. Professionals who can help hospitality businesses today are those who are trained in corporate communication. These individuals are responsible for maintaining the reputation and image of an organization, and are involved in planning, organizing, controlling, and leading a business’ communication strategy. When looking for a corporate communications manager there are many qualifications to look out for, with universities tailoring degrees, such as liberal studies, to focus on modern communication methods. Those who take a degree in liberal studies are taught how to communicate effectively, drive culture, and design strategies solve workplace challenges. Hiring these professionals will help hospitality businesses stay true to their brand and inject an understanding, empathic, and accommodating tone of voice — all of which are needed in today’s corporate messaging and advertising.
Another key role that is crucial in helping businesses recover from the COVID-19 pandemic are professionals with good marketing skills. These professionals can help hospitality businesses create engaging and professional marketing strategies that reinforce how an organization prioritizes the safety and security of everyone within the establishment.
Aside from competent employees, hospitality businesses should also have access to an effective messaging platform. This will assist in driving better outcomes for both the business and its customers. With extensive customer profiles, automation features, and omni-channel connectivity, such applications will make it easier to interact with clients, boosting customer engagement as well as business performance.
By now, hospitality businesses should understand the important role communication plays in their journey towards recovery. While we may be on track towards a fully reopened economy, it’s worth noting that nothing is permanent. So, those in the hospitality industry should be quick on their feet to adapt to sudden changes and effectively communicate with their customers, which keeps them in check and not lose their hard-earned trust.
Specially written for Glowing.io
Authored by Ruth Janice
Glowing, Inc. is a leading US-based software company that specializes in AI-enhanced omni-channel guest engagement solutions. We provide some of the world’s leading brands in hospitality and other verticals an intelligent and unified platform to overcome the complexity of in-the-moment messaging and enhance guest experience–helping them win guest satisfaction and loyalty.