Best Practices for Hotel Management Company CROs Responding to COVID-19 - By Kaitlin Dunn, Writer, Hospitality Sales and Marketing Association International (HSMAI)

HSMAI hosted a Hotel Management Company (HMC) Chief Revenue Officer Virtual Roundtable on March 25 that focused on the impact that COVID-19 is having on hotel revenue optimization. In addition to discussing key indicators they are using to track how the hospitality industry is doing, HMC CRO participants shared their best practices, lessons learned, and ideas for preparing to accelerate as quickly as possible. Here are five of their suggestions, presented in their own words:

1) EXPLORE NEW STAFFING MODELS:

“We’re lucky enough to still have 90 percent of our corporate team, but completely redeployed our team into a secure division, a support division, and a succeed division. Succeed is focused on ramping back up — procedures, staffing, strategy plans, markets to proceed with, staffing messaging, communicating with properties. It’s been our main focus.”

2) WORK ACROSS MARKETS:

“We have been focused on a solid post-COVID plan, taking as much information across markets as we can to build that. We’re also synergizing our efforts across markets and sharing knowledge across markets. We’ve been heavily focused on our weekly forecast across all markets, so we’ve come up with a market-level focus for each market as well. We are also gathering a lot of digital information and consolidating it on a common forum.”

3) RECOGNIZE YOUR TEAM MEMBERS’ WORK:

“It’s been exciting to see my team in the field step up. They’ve been sharing what trends they’re seeing, leads that come in. We’re trying to focus on the good things we’re seeing

“We had to lay off a lot of employees last week, but those who have remained showed great compassion and empathy toward those who were furloughed. They’re all having to learn different brands that they never thought they would have to know three weeks ago. This is a great time for cross-training, and they are willing and open to learning.”

4) FOCUS ON RECOVERY:

“Anything that we can put together that’s hopeful or positive looking forward is more important than ever and is better received by employees. I look forward to putting that together for each property.”

“We’re focusing on when we are going to reopen and what happens then, instead of focusing on right now when we’re closed. We’re cross-training our revenue team with other departments who can’t work remotely. We’re also making sure we’re educating teams that discounting isn’t the best way to go.”