While the pandemic has changed the hotel guest experience in many ways, it's also reinforced some growing trends that travelers were asking for before COVID-19 reshaped the landscape in both the short term and the long-term.
Greater safety and sanitization protocols, air-purifying systems, grab-and-go meals, self-service options and new technologies are among those trends.
"I believe that the anxieties surrounding potential viral transmission during a hotel stay are not going to go away in the short term. There will be guests that still expect a hotel to have the ability to execute the types of safety protocols that we put in place during the COVID-19 pandemic," said John Collings, director of operations at Boston Harbor Hotel.
Once the virus began impacting the travel industry, hotels implemented new enhanced cleaning protocols, as well as flexible cancellations policies, said David Kong, president and CEO of BWH Hotel Group.
The company enforced social distancing in public areas, installed plexiglass dividers to protect travelers and associates, increased the frequency of cleaning with hospital-grade disinfectant in high-touch guest areas, decluttered its rooms and simplified bedding. It also used electrostatic sprayers, and ozone or UV machines to disinfect guestrooms, gyms and other public areas, Kong said.
Its hotels also adjusted its housekeeping procedures to clean rooms upon check-out or by request. These changes are likely to be long term, based on guest expectations.
In the area of technology, Amy Weinberg, senior vice president of loyalty, brand marketing and consumer insights for Hyatt Hotels Corp., said that nearly all of the brand's properties globally now offer enhanced digital check-in and check-out. Digital amenities being offered through the World of Hyatt app will allow members to bypass the front desk and access their guestroom and other public spaces directly from their smartphone.
For instance, guests have the ability to manage housekeeping scheduling to match their comfort level and preferences, Weinberg said.
"Without having to worry about stopping at the front desk, guests can see their assigned room as well as make changes or receive notifications on upgrades," she said.
Robert Rauch, founder and chief executive officer of RAR Hospitality, said the biggest long-term change to the industry will be the continued emphasis on cleanliness.
"Lots and lots of signage promoting a clean facility will continue for years. Concentration on high-touch areas like doorknobs and elevator buttons as well as sanitizer stations will remain a mainstay feature in lobbies and food areas," Rauch said.
Stacy Brindise, senior director operations and guest experience, Americas, for Radisson Hotel Group, agreed.
"Guests are more focused on cleanliness now more than ever before, which is why it is important that we have consistent programs focused on cleaning and sanitation," she said.
According to the American Hotel & Lodging Association’s state of the hotel industry report, when guests are selecting a hotel, enhanced cleaning and hygiene practices rank as their No. 2 priority, just behind price, Brindise noted.
Guests now expect to know exactly how the hotel is addressing cleanliness as well. When Radisson rolled out its Hotels Safety Protocols program, the company developed an illustrated guide that walks hotels through each of the 20 steps of its safety protocols, and provides the best demonstrated practices, guidance and training resources to implement at its properties.
"Looking at the long-term impact, it seems as though the cleanliness and safety expectations will not go away. It will be important for all hotels to continue focusing on providing safe and clean environments," she added.
Food and Beverage
On the subject of changes to food service, BWH Hotel Group's select-service hotels transitioned from a complimentary breakfast buffet to a grab-and-go option. In its full-service restaurants, QR codes replaced menus and buffets were eliminated, Kong said.
"We are beginning to see guests become increasingly expectant that the grab-and-go breakfasts include a hot breakfast sandwich or have various dietary options, such as a healthy or vegan meal. I suspect guests will soon want to see a more elaborate breakfast offering either served to them or through self-help of single-serve portions," he said.
The biggest changes have been to food and beverage operations within the hotel, said Matt McClelland, executive vice president of operations at Concord Hospitality.
Positive impacts include the wider use of QR codes, which allows for quick, on-the-fly changes and has saved a lot of money in printing costs.
Self-serve offerings, such as allowing guests to dispense their own alcohol, also have created a more contactless experience when needed, he said.
Attuned to Guest Needs
The guest experience has gone through a couple of evolutions since the pandemic emerged in 2020, said Stan Kennedy, chief operating officer of Remington Hotels.
A more sterile environment "that took on somewhat the resemblance of a hospital" became the most important focus, as a way to minimize the spread of the virus. Food offerings were reduced to more of a grab-and-go offering with disposable packages instead of china, glass and flatware. Guest transportation was eliminated or reduced out of concern for being a possible source of spreading the virus.
Limited occupancy in swimming pools and fitness centers became the norm. Daily housekeeping service was reduced to every third day. Many hotels have also moved away from cash handling, due to the possibility of spreading the virus, and accept only credit cards and debit cards as forms of payment. Some of these trends will continue long term, he predicted.
But with all of the changes to the guest experience that are likely to stick around the hospitality industry, being attuned to travelers' needs will be at the forefront for all hoteliers.
"We’ve learned a lot over this past year, but one thing that hasn’t changed is that care is always at the heart of our business, and care continues to be our North Star in our recovery and path forward," Weinberg said.