Keep Communicating: Your Next Steps

By Georgia Ward

Following the latest government announcements and the new restrictions being implemented across the UK, we understand the impact the latest guidelines will have on your operations and revenue streams and the broader impact on consumer confidence, so we have developed tactical advice and opportunities to help strengthen your message and position at this challenging time.  

Communication Priorities – Hotels: 

  • How PPE will be used – update on staff wearing masks and information on how guests need to wear masks throughout the hotel 
  • Table service only guidelines  share clear messaging that there is no option to sit or order at the bar. If there’s a possibility to integrate QR coded menus or app-based ordering to reduce strain on waiting staff, this should be explored 
  • Information on 10pm curfew – explain clearly to guests that the restaurants and bars need to be closed at 10pm, not last orders. We are awaiting confirmation on lounges and resident usage of the bar.   
  • Room service offering – make your room service details more prominent on your website and share information on your in-room food and drinks menu to showcase how guests can still enjoy dining from their room. Highlight new packages and service options as well as relevant imagery. 
  • Track & trace – remind guests that taking their details for track and trace is a necessity and provide clear messaging on what details you will be taking and how they’ll be used 
  • Reservations availability online – update to remove bookings that will surpass the 10pm threshold including different dining concepts e.g. tasting menus. Look at reducing tasting menus and capitalising on new dining times. 
  • Wedding bookings – update wedding messaging with new capacities and share a message that anyone who has a current wedding booking within the next six months will hear from your team to discuss options 
  • Customer bookings – update messaging to say you will be in touch with those who have booked a stay or table reservation and need to reschedule 
  • COVID Secure – make sure your accreditations are prominent, from AIM Covid Secure to We Are Good To Go from Visit Britain 

Opportunities for revenue driving: 

  • Sell bedrooms as office space for those now having to work from home and offer it as a day rate, with further opportunities to upsell on F&B 
  • If not doing so already, set up a local takeaway service of your staple dishes with local delivery or recipe boxes with your local suppliers 
  • Repackage and push for pre-dinner drinks in your bar with specially selected aperitifs 
  • Develop gifts and push existing voucher options – hampers, such as ‘at home’ spa day products, afternoon tea, drink tastings etc. and push voucher bookings for next year 
  • Focus on breakfastbrunchlate lunches and afternoon tea opportunities 
  • Look at your meeting space and identify opportunities for regular bookings from local businesses needing team get togethers under 30 
  • Identify additional add-ons for stays, such as additional facilities including spa (where guidance is followed), discounts with local partners, pre-paid attractions within your offering, upselling of hotel and brand products 
  • Include value-added incentives on advanced bookings or for booking periods that are historically quieter 
  • Create incentives for bookings for longer periods, such as Champagne on arrival, afternoon tea upgrade or use of the spa facilities if not already included in the package 
  • Focus on winter imagery, activities, food and experiences but don’t neglect long lead time bookings for spring and summer 
  • Upsell higher category rooms such as suites and include dining packages 

 

Communication Priorities – Venues & Meetings & Events: 

  • Wedding bookings – update wedding messaging with new capacities and share a message that anyone who has a current wedding booking within the next six months will hear from your team to discuss options 
  • Track & trace – remind visitors that taking their details for track and trace is a necessity and provide clear messaging on what details you will be taking and how they’ll be used 
  • Information on 10pm curfew – explain clearly to event attendees that the venue needs to be closed at 10pm  
  • Availability for small meetings – ensure that information on the latest guidelines and availability for small meetings is presented clearly and prominently on your website, directory listings and social media channels to drive interest. Push for regular bookings from local businesses. 
  • Virtual events offering – highlight your venue’s capabilities to host virtual events, share packages and contact details of your team on your website to showcase your versatility 
  • COVID Secure – make sure your accreditations are prominent, from AIM Covid Secure to We Are Good To Go from Visit Britain 

Opportunities for revenue driving: 

  • Offer a subscription service for companies to book a team meeting each month with you as an opportunity for teams to regularly re-connect and develop 
  • Offer safe and secure hot-desking and remote working facilities for those working from home as a day rate, with further opportunities to upsell on F&B 
  • Develop working from home boxes to send alongside your virtual events offering that will see attendees receive a box of all the materials and tools they need to have a productive event or meeting – tea or coffee options, snacks for fueling, notebook or worksheet etc. 
  • Offer a flexi two-part wedding package that delivers an intimate ceremony for up to 15, followed by wedding party next year/as and when restrictions lift 
  • Offer a virtual concierge service with a dedicated consultant for event planners to discuss the objectives of their event and be given guidance on best solutions, restrictions and set-up options e.g. live, hybrid or virtual 
  • Promote breakfast meeting packages for smaller groups 

For the latest COVID-19 news & resources, click here.

If you would like to discuss the above communication priorities or opportunities with us, please don’t hesitate the contact our team.

 

 

Image credit: https://bluehouseskis.com