Hotel Business Management in Support of Customers after Covid-19

Abstract

Abstract

     This academic paper reports the strife of hotel business worldwide to improve the quality of their services for customers at time of intense competition within constraints in keeping operating costs as low as possible. Thai hotel operators have to prepare themselves to cope with digital technology to add value to their products and services guided by effective marketing strategies and activities. Besides, they need to face challenges from the Covid-19 crisis and its subsequent new normal of hygiene safety standards in the hotel industry in the country. The Thai Hotels Association reports the effects from the pandemic on 32,564 registered hotels or 1.63 million rooms available nationwide. Tourist behaviors have changed in adjustment to safety precautions to prevent Covid-19 infection, and so have their attitudes toward the safety standards of sanitation.  More attention is on cleanliness of food and facilities in hotels. This paper reviews (1) adjustments and potential of hotel business in coping with Covid-19, (2) problems or limitations identified in research, (3) handling Covid-19 limitations for expected success, and (4) experience transfer and awareness of adjustments with new normal. It is expected that the issues of concern presented in this paper can shed light on a practical direction for hotel business operations in Thailand at the time of Covid-19 and beyond.

 Keywords: Hotel business operations, hygiene safety precautions, support for customers, Covid-19