A Reshaped and Redefined Strategy for Recovery Post-COVID-19 for the Tourism Industry – Dubai | Part 1
COVID-19 hit the world in March 2020 and caused a pandemic. Like many parts of the world, the pandemic impacted Dubai’s economy, because Dubai is so dependent on trade and tourist activities.
In June 2020, Dubai lifted movement restrictions, and economic activity has started to resume and is gradually picking up. However, all citizens need to continue to follow the precautionary measures that are put in place to help curb the spread of COVID-19.
With the world starting to open back up, it’s time to focus on how to get your business back in shape and even get ahead of the competition. If you haven’t done it already, your initial business plan should be scrapped. Companies have to rethink, not tweak, their business models and strategies. Your plan B should be in progress with plan C ready in standby.
In this blog, I will focus on an innovative approach and provide strategic recommendations for all businesses, especially in the travel and tourism industry and hospitality sectors, ranging from the luxury to the economy segments.
A Turnaround for the Travel and Tourism Industry
The global travel and tourism industry is facing massive job and revenue losses after being hit hard during the COVID-19 pandemic. Surveys indicate that instead of growing comfortable with air travel, more people are becoming skeptical about it. Globally, air travel is down more than 85% from a year ago, according to industry figures.
On a positive note, although corporate travel is not expected to pick up until a mid-next year, travel managers have been working diligently to prepare for its return. Here are some essential considerations as they plan for recovery in the business segment.
An Innovative Approach and Strategic Recommendations
- Understand the new duty of care and travel policies.
- Understand the new customer behavior and intent.
- Offer all passengers free coronavirus medical coverage.
- Offer free global coverage for COVID-19 health expenses and quarantine costs.
- Conclude a comprehensive industry/government recovery partnership to collaborate on all aspects of tourism recovery.
- Create a demand through the phases of economic reopening with inspirational and informative messaging that encourages safe tourism and domestic vacation experiences.
- Execute a global marketing and travel trade program targeted at the highest-potential source markets (in terms of volume and value) and intrepid travel consumer segments to reignite international demand.
- Be strategic with your digital marketing efforts, and invest in the right digital marketing channels.
- Localize your content including your website, promotional collaterals, brochures, etc. to target your global audience.
Despite the challenges that the travel industry is facing right now, the industry will get back on its feet. People will always want to travel to visit friends and family or see new or favorite places that they love – it’s just a matter of time and financial stability!
A Rebound for Dubai’s Hospitality Industry
COVID-19 has shaken the hospitality world, and in fact, it’s among the heaviest of those hits due to restrictions. COVID-19 presented new challenges, and set high operational expectations for all of those in the hospitality industry. Fortunately, Dubai has always been a forward-thinking city, and it was first among all the Emirates in the UAE to emerge more robust than ever during and after COVID-19.
In July 2020, with people back to regular working hours and many establishments reopening, Dubai yielded a positive sign towards a long and challenging road to economic revival. We also witnessed some substantial growth in occupancy rates – and this is another positive sign in the rise in demand for luxury serviced apartments and holiday homes particularly booked for staycations.
The economy seems to be slowly improving, and it should be on its road to recovery. The hotel industry needs to reshape its operations post-pandemic from, as an example, remodeling a property to embracing new strategies and approaches.
They should also focus on the local market, which is readily available due to a large number of individuals and families that are interested in staycations. Hotels can use digital technologies to meet social distancing measures and keep people connected. Here are some essential considerations for Dubai’s hospitality industry as they plan for recovery.
An Innovative Approach and Strategic Recommendations
- Ensure the safety and wellbeing of both guests and employees.
- Communicate regularly about changes you make that align with the current government and health authorities’ policies.
- Use technology for the guest-employee interface, provide contactless check-ins and check-outs, and redesign guest flow patterns.
- Redefine the guest experience and create new opportunities.
- Collaborate and create innovative partnerships that could lead to more sustainable hotel operations.
- Create packages that offer free global coverage for COVID-19 health expenses and quarantine costs.
- Ensure a cleaner, less congested guest experience.
- Develop and maintain a health QR code system.
- Develop a flexible cancellation policy.
- Be strategic with your digital marketing efforts, and invest in the right digital marketing channels.
- Localize your content including your website, promotional collaterals, brochures, etc. to target your global audience.
The World Expo 2020 will also provide a considerable increase to Dubai’s economy, and key sectors such as retail, hospitality, tourism and construction industries will benefit from the event for several years to come.
With the appropriate approaches, hospitality sectors ranging from the luxury to the economy segments are on the right trajectory to make a total rebound.
Summary
In summary, Dubai’s economy relies on trade and tourist activities, which should adapt to the new normal due to the COVID-19 pandemic. Businesses should consider an innovative approach and strategic recommendations for the future.
In the next blog, we’ll discuss topics about embracing eCommerce as the new norm, the importance of your marketing budget, and why is it worth investing in high-quality translations.
Reference links
https://www.ittn.ie/news/turning-around-the-travel-and-tourism-industry/
https://gulfnews.com/travel/dubai-is-open-tweets-sheikh-ahmed-1.1592815546686
https://hospitality.economictimes.indiatimes.com/news/speaking-heads/covid-19-a-paradigm-shift-for-the-hospitality-industry/76168281
https://blooloop.com/news/expo-2020-dubai-on-track-coronavirus/ https://www.ey.com/en_ae/strategy-transactions/companies-can-reshape-results-and-plan-for-covid-19-recovery
https://www.spglobal.com/ratings/en/research/articles/200204-coronavirus-impact-key-takeaways-from-our-articles-11337257
