Jean-Francois Ferret
CEO of Small Luxury Hotels of the World discusses the future of travel
Beyond increased health and safety measures and protocols, what are some of the ways you think the travel industry will be different post COVID-19?
Much will certainly change as the industry starts to slowly recover. Airports, public transportation and communal areas will certainly have a new look and feel to ensure social distancing and new forms of health etiquette.
Small Luxury Hotels of the World (SLH) properties are thankfully poised to make a strong comeback. At SLH, we strongly believe in a future where people explore the world with intention, experience its intensity and protect its integrity – aligning with the shifting travel mindset. Travellers now have a more intent focus on mental wellness, a lean towards trusted brands and of course health and safety as a priority in lieu of booking deals.
We’re also seeing that travellers are itching for a change of scenery and looking predominantly for intimate getaways away from crowds, so boutique luxury properties are ideal for this scenario. In terms of destinations, we’ll see a slow start for local road trips, easing into domestic and regional travel for the first few months and those bigger international trips will be saved for the start of 2021.
“At SLH, we strongly believe in a future where people explore the world with intention, experience its intensity and protect its integrity – aligning with the shifting travel mindset. Travellers now have a more intent focus on mental wellness, a lean towards trusted brands and of course health and safety as a priority in lieu of booking deals. “
Jean-Francois Ferret
CEO, Small Luxury Hotels of the World
From the check-in process to transfers to buffets to gyms and shared pools, what about some specific ways that impact hotels and resorts in particular?
Every aspect of the hotel experience will be altered in some way. Especially as we look at the beginning of the recovery, we’ll see fewer guests allowed at one time, an increase in private or in-room dining and a redesign of communal spaces to meet social distancing requirements.
There will be heightened standards for hygiene and cleanliness, with procedures both back-of-house and in front of guests creating reassurance every step of the way.
What are some of the biggest challenges hotels are facing and what advice do you have to overcome them for others in the industry?
The challenges for hotels are predominantly the daunting perception of and hesitation for travel in this moment. The most important factors right now for any hotel are transparency, trust and clear communication in order to establish trust.
We are currently working to include a “Stay Safe, Stay Small” section on our website, detailing best practices and additional information around COVID-19 precautions which will provide peace of mind for travel advisors and guests.
Our Quality Assurance Department will also be including an additional 136 checkpoints related to health, safety and cleanliness standards to our Mystery Inspection program performed at all 520 hotels each year. In order to verify these standards, we have just signed a partnership with a third-party organization that will independently review the measures implemented in each property and provide an accreditation stamp, added to the SLH Quality Seal. The complete overhaul and heightened standards for hygiene and cleanliness to combat this virus is an intimidating task, but crucial for the safety and security of each guest and staff member.
What do you think businesses in the travel sphere will have to do to regain consumer confidence in travelling?
I find that challenges can be turned into opportunities, and being small allows us to make a big difference. While our member hotels have just 50 rooms on average, we are able to monitor our procedures closely and provide the highest level of personalization and privacy. Our hotels are also a great opportunity for buyouts, allowing intimate groups the chance to enjoy a holiday without worrying about crowds. Rawah Ranch in Colorado, Villa Athena in Agrigento, Italy and Cape Fahn and Cape Kudu in Thailand are great examples of SLH members offering exclusive buyout rates.
Contactless interaction and digitizing procedures are also gaining attention, from new ways of check-in and check-out, requesting for room service and more. In this environment, it is a fine line between the friendly human touch we expect at a hotel versus minimizing interaction to ensure safety. Hotels who manage to achieve the right balance will emerge from this challenging environment stronger.
One of the biggest challenges is the unknowns surrounding when travel will be a go again. How are you handling this?
We are slowly starting to see an uptick in bookings for late 2020/early 2021, which is a great sign of recovery. However, we’ve taken this moment in time to step back and support our hoteliers and travelers during this unparalleled time. We have given thought to what the future might hold and how we will need to adapt and maintain flexibility.
We know that our guests want to continue to be inspired and to feel that they will travel again soon. We aim to offer that inspiration through our newly optimized and personalized website, and most recently through our #athomewithSLH content series. More importantly, we believe that the major change will come from the fact that people will certainly travel less, but better and with a purpose. Our hotels aim to support that purpose.
What have you learned from your member hotels in other regions that could be useful to know?
Being a small, intimate hotel has many advantages and we are seeing this within our portfolio now more than ever. The ability to be nimble and adapt is crucial at this time, and having a strong sense of place allows our teams to do so in an authentic way. As they are deeply rooted within their communities, many of these teams have given back to their staff and local communities in this great time of need. While some of our hotels begin to reopen around the world, each property is approaching this in a conscientious manner.
Do you have anything to add?
We have an enormous sense of gratitude for those around the world who have worked tirelessly in the face of this pandemic. In order to give back to those who put their lives on the line every day, SLH has recently launched our #SLHFORHEROES campaign, a global campaign offering 1,000 room nights to frontline and essential workers who have supported their communities through this devastating pandemic. Submissions to nominate a Hero are now open until June 30th and can be found at www.slh.com.
