A Study on the Changes in Marketing Strategies for the Hotel Industry due to the COVID-19 Pandemic

Abstract

A crisis is a state of tension that occurs at an unexpected time and significantly affects business continuity. The impact of COVID-19 shook the whole world and the most affected community is the business community. The hotel industry is among the worst affected industry and has completely gone out of business. The speed with which everything has happened during the COVID-19 pandemic is contrasted by the severe measures that have paralyzed travel. This has given rise to an increase in the number of hotels that have decided to close their doors. Hotels are implementing new techniques to set themselves up for an accelerated recovery, but it is not 'business as normal'. They carve their business and marketing plans around the motif, right from the lockout to the unlock phase, to express new steps and initiatives. Hotels ensure that they hit the right chord with the crowd, from venturing into the food distribution area to providing work and stay packages and revealing concessional deals to organizing simulated activities, among others. A situation of unprecedented instability is generally a good reason for cuts and exceptional measures, as well as new opportunities in the hotel and tourism industry. Hotels are using this time to get organized and look ahead to future recovery by nurturing the relationships with past and future guests. This study highlights various marketing strategies and innovative techniques adopted during the current crisis. The new implementations of strategies made by the hotels are discussed and compared with the old strategies.