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Best in Show
Helen Collingborn, Associate Director of the Foodservice & Hospitality division at Speed Communications looks at how hoteliers can maximise the current staycation trend into September and beyond.
UK staycations are having their moment in the sun – this is especially true in hotspots such as Cornwall with increased demand for ‘coast and country hotels’. It seems visitors can’t get enough of hotels in staycation destinations.
The pent-up demand from lockdown and challenges of travel abroad is giving hoteliers an opportunity to start to recoup lost venues from the last few months and could bring a £24bn boost to the economy. However, with restrictions meaning many can only open at reduced capacity and with pupils soon set to return to school, a drop off in stays is a dark looming shadow that can’t be ignored. While the Government’s quarantine policy is discouraging international visitors, attracting a domestic audience will be more crucial than ever.
What can be done to ensure that September isn’t a ghost town for hoteliers?
The competition within the industry is arguably the highest it has ever been and all brands need to look for opportunities to innovate. Although there are some challenging times ahead, there are many opportunities to be had for those who keep one step ahead of competitors. By identifying marginal gains you can make now to stay ahead of the game will stand you in good stead for the coming months.
 UKH Consumer Survey – Undertaken by CGA (June 2020)