Golden Bay Hotel Apartments
May 19th, 2010
It is no secret that tourism in Greece is currently affected by a number of challenges, primarily due to the financial crisis and its media coverage internationally. The practical problems, like strikes for example, might be creating problems for travellers.
of the Golden Bay hotel in Crete
One of our clients recognised that there was a need that he could meet. The guests at his hotel were worried that due to strikes they wouldn’t be able to vacate their rooms in time. Money, time and accommodation became a worry for them. This is not a time to be passive, this is the time to be active.
Manolis Argyrakis, of the Golden Bay hotel in Crete, is one of the clients for whom we initially wrote the SoMaFusion white paper on Policy and Crisis Communications for the Hospitality Sector. In that document we discuss the needs that will be created due to strike actions and other external factors and how it is important for hospitality sector people to analyse these needs and adapt their services accordingly.
Here is one of the relevant extracts -
In times of crisis, your clients have concerns that are not only practical. Apart from the possibility of bad experiences because of the economic crisis and the impact of the situation – e.g. from strikes – it is likely that your customers are already negatively predisposed towards your services and your country. This leads to distrust and an overreaction to a negative experience that might otherwise not have been deemed so important. To work around this negativity it is important to analyze the fears and insecurities of potential customers and see if you can offer value added services – for example a pickup service from the airport in case of public transport strike. The services offered depend on your business but the key is to have a consistent strategy from the beginning and scenarios which will help you and members of staff to react in a variety of incidents.
Manolis took the advice seriously and he hasn’t regretted it. Many of his guests have been affected either by strike action or by the ash cloud. He instituted a policy according to which no client would be left without accommodation if they couldn’t vacate due to extenuating circumstances.
The Golden Bay example is indicative of how value added services tailored to circumstances can help a business overcome adverse conditions and actually encourage customer loyalty.