Live Survey Reveals 50 Percent of Hotels Not Planning to Close Properties Due to COVID-19

Knowland, the leader in group hospitality analytics for hotels, convention and visitor bureaus, conference centers and other meeting venues, announced the results of a live survey of more than 700 hoteliers conducted during its informative webinar “COVID-19 Preparing Today for Success Tomorrow.” Knowland’s VP of product management, Kristi White provided insight and guidance during a webinar held on March 25, 2020 

Throughout the webinar, hoteliers were eager to respond to a series of questions about how they were handling the COVID-19 crisis. Questions such as “Is your hotel closed?” and “What percentage of cancellations have you received for the next 90-120 days” were asked in order to gain insight into the current situation.

• Survey reveals “stay the course” mentality – While 70 percent have had 75 percent plus cancellations over the next 90-120 days, 50 percent of participants indicated that they are not planning to close their hotels and were “staying the course” during this time. This may be due to the fact that many hoteliers are hoping the new CARES Act stimulus bill will help keep them from shutting their doors and their teams capable of prospecting business over the next 60-75 days, however approximately 23% of attendees reported that closing their hotel was “under consideration.”

• Pivot and train your sales teams – White advised attendees to evaluate sales team members to determine those that are best qualified to conduct outreach based on compassion and assistance, as opposed to “making the sale.”

• Identify and cater to local market opportunities – The survey also revealed that 50 percent of participants conducted local sales outreach earlier this year, compared to 38% in 2019. Corporate, government and local catering, as well as smaller and regional events and local drive market will bounce back first. Knowland provides key profile indicators such as what businesses have held local events, the history of their performance (such as what they did during the 2008 recession) to help sales teams better identify potential local customers.