Hospitality experts look to Q4 for recovery of primary markets

SINGAPORE – A recent survey of Hospitality Sales and Marketing Association International (HSMAI) members found that 80% of global hospitality executives are expecting signs of recovery in their primary markets by 4Q this year.

According to the research by Amadeus, conducted in partnership with HSMAI, the Institute of Hospitality (IoH) and the Hospitality Professionals Association (HOSPA), 76% of hoteliers still acknowledge the need to prospect new types of account business and traveller segments they previously did not focus on, given the significant impact that Covid-19 will continue to have on destination choices in the near and mid-term future.

Notably, the research also spotlighted the emergence of a new cross-generational segment of traveller worldwide – dubbed Generation Clean – who will prioritise health and hygiene when hotel shopping in the wake of the global pandemic.

Some 82% of respondents think that leisure travel will return before business travel, while select service (34%), extended stay properties (21%) and destination resorts (19%) are expected to recover ahead of other accommodation types.

The e-books contain key findings from a research conducted amongst members of the various organisations, looking at the short- and long-term strategies hoteliers need to develop over the four phases of recovery, which span local, domestic, continental, and a global reopening.

The eBook collection is available now for download on the Amadeus Hospitality website.