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In my post last week, I pointed out how airline and hotel marketing is all set to change. I highlighted examples of how the airline industry is already doing it. Now, hotel chains seem to be heading in that direction. On expected lines, public health and safety is going to be at the forefront of customers’ minds once they resume hotel stays. Hilton has now announced new cleaning standards in order to improve the overall hotel stay experience once customers return.

Enhanced Hotel Cleaning Standards

Hilton’s calling this global program Hilton CleanStay with Lysol protection. Skift reports about the details of the new partnership behind this program. It also highlights how executives at Hilton clearly see this as the new normal in the short term, if not medium or long term. They will continue to assess the program with time and make changes. Marriott and Accor Hotels have also announced similar programs.

Hilton began discussions with RB and the Mayo Clinic three weeks ago, and the team is still working to finalize a training and procurement program to send to hotel operators in May. The goal is to have close to all of the more than 6,100-property Hilton network running with the new program by early June

As I’ve pointed out in previous posts, I book most of my hotel stays with Hilton. I love the ability to rack up points quickly through promotions, welcome bonuses and spending on co-branded credit cards. While this new partnership is on expected lines, it won’t alter my stay patterns drastically once hotels reopen.

The Pundit’s Mantra

As we gradually head back to normal, the travel industry is about to change. Marketing strategy always adapts to consumer demands. Not too long ago, hotel marketing focused on opulence, luxury and on living the ‘good life’. A global pandemic has suddenly shifted habits and customer preferences. Health, safety and cleanliness is now at the forefront and will be for a while.

I won’t be surprised if other hotel chains also follow suit by announcing enhanced cleaning standards. Once customers head back to hotels for regular stays, ensuring their peace of mind will be the top priority of the hotel industry. The key thing to watch out will be whether hotel chains see this as a competitive advantage that makes customers switch to their brand.

What do you think about these enhanced cleaning standards by hotel chains? Do they give you peace of mind or do you think it’s just a temporary branding exercise? Let us know in the comments section.


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