Sri Lankan hotels - think local...act global
It is critical for destinations, in particular tourism-reliant nations such as Sri Lanka, to develop strategic actions to be able to recover from COVID-19. These must be implemented now otherwise it will be too late. Already destinations in which lockdowns are being lifted have begun promoting domestic tourism.
We must be clear on our priorities - protecting our people and looking after their well-being, especially after a long ‘lockdown’. Let’s also get real: as the country begins to reopen; foreign tourists will not come immediately - not until the ‘fear’ of flying associated with the impact of COVID-19 disappears…and that’s going to take a while. Essential stays and business travel are expected to return slowly, followed by the FIT holidaymaker, while group travel will probably take the longest. Obviously, young adults will be the first to venture out.
Thus, promotional activity concentrating on domestic tourism with the initial focus on local and drive-to location travel should be high on the ‘road to recovery’ agenda. Staycations will be first off-the-blocks, while leisure holidays by people with discretionary incomes will gradually pick-up momentum, reinforcing the importance of connecting with the locals.
During the country’s 30 year war on terrorism, and more recently, after the April’19 incident, many travelers encountered increased security measures at hotel entrances. As we learn from those tactics, hoteliers must balance safety measures with a sensibility that helps guests feel welcome and at ease.
The task of reconciling two seemingly contradictory human feelings: a desire for social interaction and an anxiety for safety are daunting. Hotels that can link these two needs without compromising comfort and convenience will be better off. Bigger brands may be perceived as better equipped to convince consumers that they can offer this, over stand-alone hotels.
Locals will rate safety over low offers. Hoteliers too, conscious of the huge disruption caused by COVID-19, must think less about maximizing revenues and shareholder returns, and more on minimizing losses whilst exploring cash-flow opportunities. Savings measures must not come at the expense of service levels.
Guests who visit any hotel through the COVID-19 recovery period deserve better, and if the cost saving measures turn out to be extreme, hoteliers need to be aware that what can be said about their property online, can either enhance or damage their reputation. In these bad times that can be suicidal.
In 2018, the number of local guest nights recorded in accommodation facilities throughout the island was a near 3 million. Interestingly, the distribution of the local rooms nights that year, revealed that the largest proportion of local guest nights (35%), was spent in the South coast, followed by Colombo/Greater Colombo (27%) and Ancient cities (23%) – with these three areas accounting for 85% of total nights local guests spent while traveling. Although the cake is small, this is still something to work on, and if done correctly, everyone can claim a share of the local market.
Finally, something that I’ve seen occur over and over again. Hotels only turn to the local market as a safe port in the storm. When the ‘good times’ return, the locals are pushed aside to become spectators, with foreign tourist cast as the actors. That should not happen. Locals and the community at large, are very much a part of the solution in the theatre of hospitality. So do the right thing - they will remember you for it.
Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Trainer, Ex-Hotelier
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