How can a resort property adapt revenue strategy to best deal with current market uncertainties?

Demand for 2021 is still unpredictable. There is positive news out there so we expect 2021 to be much better than 2020 but again there is a high level of unpredictability in the market.

Everything that we have learnt in 2020 we will need to reapply it in 2021 to be able to quickly change and adapt.

The segments that we have been working on during 2020 they are going to definitely be back. All the focus that we've done on local or national markets needs to be accentuated because those customers are going to definitely be there. If we can add to that some of the previous segments or international travel that will be the icing on top of the cake. But the focus that we had for 2020 will definitely remain in 2021. That means that you need to be able to design a revenue strategy that is able to hit all these segments that we know for sure are going to be there. This is going to be very, very important.

Particularly for resorts it’s all about making clients feel safe, but also providing value. The creative packaging of the hotel value proposition is going to be more important than ever because the competition is going to be fierce and hotels are going to have to remain very smart, very agile and very creative.

We have seen over the last year how hotels have been very inventive around packaging and I actually see that trend moving forward.