Just a couple of months back, things were looking up for the hospitality and tourism industry. Systems were in place to satisfy the travel bug in us, and people were slowly going out again after years of city borders and heightened restrictions.
However, the recent surges of the COVID-19 Omicron variant have forced players to once again approach 2022 with more cautious optimism. For affordable hotel booking platform RedDoorz Philippines, resiliency has defined its road to recovery.
Looking forward to new opportunities, country manager Miguel Capistrano III has put together crucial learnings that will hopefully continue to carry the company and guide its peers towards a better normal of travel.
Look inward into domestic travel.
In Asia, where most tourist-favored places are beaches, mountains, and isolated sites, going granular means going more local. “Economy and budget hotels offer travelers practical and achievable experiences to these locations,” said Capistrano. “As such, these play a key role in encouraging more domestic travel and that can help regenerate local tourism and keep up the country’s GDP.”
Currently, RedDoorz properties are located in key cities across the region and the company has focused on growing more hotel partnerships in tourist destinations and places of interest – from Manila, Cebu, and Davao to Tagaytay, Palawan, Bohol, and Baguio.
Digitization is revolutionizing the travel industry.
“It’s time to look AI in the eye,” Capistrano claimed. Investing in the right technology can dramatically transform your operations and how you connect with customers. For instance, the RedDoorz app allows users to book and pay directly, as well as access more flexible promos and in-demand pricing. This led to more opportunities to engage with customers on a personal level, and that potentially converted to sales. “The more hotels can make traveling easier for customers, the better,” he noted.
RedDoorz also utilizes a tech-enabled management system that creates an algorithm of user behaviors. This allowed its partners to identify patterns that helped maximize occupancy during the pandemic. Last year, the company generated at least 49% occupancy rate for its hotels within the Metros.
Our employees are the heart and soul of our industry.
Millions of Filipinos lost their jobs because of the pandemic but the hotel and travel industry is actively hiring. Capistrano recognizes that there is a big pool of talented hoteliers who would make a viable candidate here or abroad. In fact, Filipinos are exported all around the world for being very hospitable people.
His suggestion to job seekers: “Whether you’re working at a 5-star property or a budget hotel chain, my experience has taught me that it’s all about providing excellent hospitality and going beyond what’s needed. Commit to that and you’ll find yourself back on your feet in no time.”
For employers, as the saying goes: invest in your people, they’ll invest in you. Retaining the best talent and providing continuous training and benefits is just as important as attracting new hires. Capistrano stresses the need to make a difference to our employees. Due to the present situation, they may need to take a pay cut today. However, as the economy opens up, remember to give them back what is due.
Adapt to the growing demands of the market.
“The pandemic has reshaped the way we interact with our stakeholders. Customer demands are ever-changing and it’s on us to keep them interested,” said Capistrano.
Millennial travelers were among the first to go out as soon as they were able to, searching for places that were more colorful, youthful, Instagram-able, hip, and vibrant. So, RedDoorz branched out with the opening of Sans Hotels, effectively transforming into a multi-brand company that suits varying needs. The company plans to continue expanding and open more brands like Urban Views for those who prefer a simple hotel with a minimalist design; or Sunnera, a 4–5-star brand that offers all the amenities of a full high-end hotel.
Be there for one another.
With the support of hotel and government partners, RedDoorz recalibrated its plans and systems to help fellow hoteliers weather the pandemic.
For instance, RedDoorz had already acquired 100 new hotel partners in the past year. Rather than closing down, the company was able to help these independent owners recover through partnership – sharing its resources from digital marketing to operations. RedDoorz also launched the HygienePass certification program that is accredited with the Department of Tourism and Bureau of Quarantine. Through HygienePass, RedDoorz can guarantee that all company-owned and partner properties adhere to the strict implementation of hygiene and sanitation practices. Fellow hoteliers can also access this program and use it for their properties.
Ultimately, Capistrano reminds hoteliers that we are all in this together. “We are in the service business after all – for our customers, partners, and our peers,” he added. By embracing this, it is his belief that the hotel and tourism industry can look forward to 2022 with greater optimism as we adapt to a new reality.
