From 'agents of change' to 'victims of change'
Change is the encapsulation for disruption. That being said, at the heart of change is the view of interrupting what the norm is to bring in a new desired state. According to the Cambridge dictionary, change is “an interruption in the usual way that a system, process, or event works”. Therefore, based on this definition, the concept of disruption is that whenever there is a change to the norm as we know it to be, that is disruption. It can be managed or not. If well managed, it can be termed as change management, If not managed; it can lead to unexpected situations.
In the pre-pandemic world as we knew it, business ‘gurus’ exhorted leaders and managers to be the ’agents of change’. All that changed when the coronavirus descended and made us all ‘victims of change’. The ‘change’ was not planned or intentional…nor was it desired.
We are all fully aware of the destruction COVID-19 has caused and a lot has been said and written on the never before experienced agony it has to caused humanity and businesses worldwide. However, as always, there is hope and those who can overcome this challenge, without letting the boat sink, will not only weather the storm, but eventually reach the safety of the closest harbour.
Without dwelling more on what has come to pass, the question, rather two questions (admittedly there are many others as well), spring to mind, namely :-
First of all, there is the need by those who want to stay ahead of the pack to blunt the ‘sea of identical’ offers leading to commoditizing.
A survey done by ‘Siteminder’ revealed that nearly 40% of those who participated indicated interest in seeking places that offered ‘wellness packages’. This makes a compelling case for those ‘Wellness & Spa’ hotels to lure the ‘stressed-out’ crowd with an imaginative menu of plans or offers, etc.
Another opportunity is to fan the flame of loyalty: Canines are very loyal to their owners; fans are fanatically loyal to their sports team. But do your customers feel this same way towards your hotel or restaurant? Nows the best time to find out…
Remember, telling customers that your property is safe to visit and communicating all the safety protocols/measures you have initiated is not ‘differentiating’. Everyone’s’ duplicating the same message; only those who articulate it better will stand to gain more attention. Basically, this is what hoteliers have chosen to do with what they are being given...and that’s going to be standard.
Prior to COVID-19, you were a hotel company that had safety protocols. Today, you are a safety company that has a hotel/s and unless you get thinking like a visionary and make some innovative moves, you will be just that – a safety company.
In 1994, Andy Grove, founder of Intel, said: “bad companies are destroyed by a crisis, good companies survive the crisis; but great companies are defined by a crisis”. Make sure your hotel is part of the latter.
Shafeek Wahab – Editor, Consultant, Trainer, Ex-Hotelier.
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