Since the onset of the pandemic, international travel has lagged behind domestic travel. Between vaccine mandates and COVID-19 testing requirements that varied from country to country, traveling internationally was simply too challenging for many. For luxury hotels around the world that depend upon international visitors, the impact of the pandemic was significant. However, as we witnessed, crisis does breed innovation, and it has been remarkable to watch our properties work tirelessly to drive business, while maintaining superior guest service.
Winning with personalized services
Fast forward to June 2022. The Biden administration announced it would no longer require travelers to show proof of a negative COVID-19 test before flying to the U.S. The mandate lift has helped boost international travel. According to the U.S. Travel Association, lifting the COVID-19 international travel testing mandate will motivate nearly 5.4 million visitors to travel to the U.S. and could generate an additional $9 billion in travel spending this year. With hotels looking to make up for lost revenue, innovation is key.
As mentioned, crisis breeds innovation, and the upper-upscale and luxury segments are leading in that category. However, hotels that reduced staff and supplies amid the pandemic are now attempting to quickly hire and ramp up operations to ensure they can deliver the excellent customer service they are known for providing. Considering that international travel is now returning, it’s imperative that U.S. hotels plan accordingly and optimize operations.
Our WorldHotels properties have been laser-focused on curating unique offerings and experiences that meet the expectations of today’s sophisticated traveler. Drawing inspiration from their destination, these hotels are implementing new spa treatments, food and beverage offerings and locally sourced activities that will enrich the guest experience. We know our guests want a great breakfast, access to health and wellness, locality and an exciting design.
Hotels and brands within these segments that think innovatively—and master personalization—will be better positioned to earn international travel business and repeat bookings. If your property has made upgrades or changes, and adapted well to meet the increased demand, then it’s essential to showcase that to a guest: make it known, make it visible and build traveler excitement.
Exceeding luxury traveler expectations
According to the World Travel & Tourism Council, inbound international flight bookings to the U.S. are surging since the lift of the COVID-19 testing mandate. Popular destinations such as South Florida (e.g., Miami/Fort Lauderdale) are welcoming more visitors from South America. San Francisco, Chicago and New York City are seeing an increase in bookings from travelers based in the U.K., Canada and Europe.
As U.S. hotels in the upper-upscale and luxury segments prepare for this booking surge, there are obstacles to overcome. One of the biggest hurdles is the labor challenge—many of the employees that hotels lost during the height of the pandemic have moved to new industries, and there’s a huge need to fill empty positions.
With international travelers coming from all over the world, many properties are eager to find associates who speak multiple languages and have luxury hospitality experience. Delivering elevated personalized service helps differentiate our segment. Combine digital capabilities—in a way that doesn’t impact guest touchpoints—with tailored guest service and the upper-upscale and luxury segment will maintain guest satisfaction, which will lead to bookings.
Don’t forget bleisure
While international leisure travel is returning, corporate travel still lags slightly behind 2019 numbers. Global organizations have yet to resume to full-scale business-related travel. We are, however, experiencing a steady demand for international bleisure (leisure and business) travel. With companies overseas implementing a hybrid work model, guests are extending their vacations and working remotely.
After two years of restricted travel, those jumping on the bleisure trend are seeking full-service hotels and resorts that offer amenities and services to appease their needs. Large and clean working spaces, modern rooms with integrated technology, restaurants with locally sourced menu items, a fully equipped gym and outdoor activities are among the top amenities that bleisure travelers want to experience. We expect this trend to continue through end of year and beyond.
International visitors will play an instrumental part of our industry’s recovery. We are seeing strong travel demand throughout the summer, which will begin to soften as we look further ahead to the fall and winter months. We’ve come a great distance since the pandemic onset, and it’s exciting to see our industry return, but there’s still a long way to go. We must maintain guest satisfaction, deliver personalized services and cater to bleisure travelers. It’s time to win back the international luxury traveler.
Ron Pohl is president of international operations for BWH Hotel Group and president of WorldHotels.
