HOTELS AGAINST THE PANDEMIC: THE EUROPEAN WAYTourism has borne the brunt of the pandemic, and with it, suffered the hotel industry. Strangely enough, luxury hotels ended up in a more favourable spot than the rest of the market, but it can be explained with how the social distancing guidelines and hygiene standards had already been an inherent part of their service.
Here is what luxury hotel managers have to say about occupancy rates.
Philippe Perd, general manager of Hôtel du Cap-Eden-Roc: «We opened our doors July the 1st and achieved 70% occupancy. In August – 76%. Normally, 50% of our guests come from the US, this year it’s 8%. Russian guests usually constitute 9%, this year – 1%. 12% usually come from the UK, in 2020 this figure jumped to 25%. From France – 7-8%, but this season it’s 20%. Normally, from June to mid-September, 75% of our guests are regular customers. This year it’s only 20%. It was bizarre for me and my colleagues to not see familiar faces. Our staff had to find out the preferences and habits of our new guests. It’s a whole different mosaic of clients. We didn’t expect there would be so many people”.
«The market has adapted to the lockdown measures”, says Ivan Artolli of Hôtel de Paris in Monte-Carlo. “The number of our clients from the US dropped 59%, from Russia — 62%.
Faraway countries such as Japan and Mexico — a drop of 95%. However, the share of Italian guests has increased by 60%, Swiss by 65%, Benelux and Netherlands — 88%, France by a whopping 170%. We also believe it to be important that we didn’t just lower our rates, which means we kept our client demographic the same, even though 50% of guests were first-timers. The share of families with children has also increased”.
“We didn’t rush to open the hotel as soon as the authorities lifted the restrictions, since there were very little tourists from other countries, so we decided to wait 2 months to assess the situation”, says managing director of The Lanesborough Hotel in London, Marco Novella. “In September we opened just our restaurant. The people who live nearby started coming in.
Everyone has adapted to the new life under the pandemic rules and aren’t afraid of going to public places to dine, however, their wanderlust is still not as strong as it used to be. However, generally speaking, it seems like the situation is under control, because our regular customers started coming back. We didn’t hope to see them so early, but late September to early October a number of VIPs asked to book them a few rooms, and we reopened our hotel for them — and we stayed open”.
As you can see, the luxury hotel segment managed to adapt to the new rules of the pandemic, and clients were happy to come back to their favourite hotels!
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