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Vendor Updates

Sabre Hospitality Solutions (CRS and other solutions)

2020 Summer
Southlake, Texas

There's no denying the current world-changing pandemic has brought the travel industry to a screeching halt. We've seen a once-in-a-lifetime near-total stoppage of tourism, owing to travel bans, hotel, and cruise ship quarantines and grounded flights in many regions of the world. But the early glimpse of demand recovery in APAC fuels us, in the Americas, with optimism.

In Europe, consumers are starting to envision their next trip as countries move to relax lockdown restrictions. How can hoteliers emerge from the current crisis, building on the key lessons learned from the past and articulating a plan for the road to a strong recovery? Travel will be back, and we expect hotels will lead the recovery for the tourism industry, with local travel at the helm.

Other trends we predict include leisure travel returning before business, domestic before international, shortened lengths of stay overall and Millenials and the Gen Z population venturing out before Boomers and Gen Xers. When strategizing the approach to revenue management, sales and distribution, successful tacticians’ function in a preopening mindset, rather than a closure or recession mentality.

Thinking like a preopening hotel allows you to approach decisions and strategies differently and more aggressively. The next 60 days will likely be the most important and consequential in determining the future success of your property. Embrace this opportunity to challenge existing norms and align expectations and intended results. In order to be successful in the long run, hoteliers must sell their way out of this crisis. This requires an investment in people and maintaining visibility in key marketing channels.

Consider the following to reach shifting demographics:

People – Nothing is more important than returning and retaining leaders in sales and revenue management who can strategize what it will take to win.

Digital Marketing – Be first back in the game and focus spending on things like SEO, meta and brand paid search. Social – Understand the target audience, listen to their inspirations and tailor your messages.

Local – The first signs of recovery will be hyper-local. Double down on local marketing and getaway sites like TripAdvisor, T/A Business Listings, TravelZoo, Groupon Getaways.

GDS Media – As business travel returns, compliance with company T&E programs will be vital. Travel agents will be more relevant than ever; reach them through preferencing products like Sabre Spotlight to ensure first-page search visibility.

Sales – Update business plans to target new business segments. Focus on changing target markets, updating marketing campaign calendars, redefining group strategies and enhancing travel agent commission incentives. Undoubtedly, travel will return.

Families will vacation again. Business travelers will see customers again. Meetings will fill ballrooms again. Now is the time to look outside our industry’s plight and take confidence in our mobile and social-driven world, which promises a strong return of the hospitality industry. Now is the opportunity to prepare and to lead its return.

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