سياحة

General market situation Middle East, especially KSA

Tim Cordon, Area Senior Vice President, Middle East & Africa, Radisson Hotel Group

There is no doubt that the past months have been difficult for everyone to watch, with life as we know it completely altering in such a short period. Whilst we have all been greatly affected, we need to remember that adversity makes us stronger and it is also an opportunity to learn to adapt and discover different kinds of business practices. As a leader you do not only need to take care of your business continuity, but also understand what is required to meet the expectations of stakeholders such as business partners, employees and communities. From travel restrictions to the growth of working from home and wild swings in equity and commodity markets, the last year has changed our region. While COVID-19 vaccine rollouts are ongoing, it will be important for Middle Eastern governments to remain proactive and continue to support their economies with pro-growth initiatives to bounce back quickly, be it domestic or international. The vaccinations have been a major source of hope and optimism amongst the general population but also for the leaders across every industry. Looking at it from a domestic perspective, the government of Saudi Arabia has been supporting the industry with a recovery strategy that effectively strengthened the tourism and hospitality sectors, while ensuring all safety and security measures are in place. With that in mind, Saudi Arabia has continued to attract investors across the kingdom and are strongly working towards Vision 2030.

* Is there anything the group is offering companies that is novel ie: elaborating on hybrid/online meetings

In recent months, we have seen the accelerated adoption of technology within businesses. There will always be a need for physical meetings and interactions, but business meetings have moved to a more hybrid set-up, with smaller teams getting together in one location and connecting with others via videoconference, which is a huge opportunity for the hospitality industry. This is why we pushed forward the launch of our Hybrid Solutions. From meetings, seminars, conferences or launch events, Hybrid Meetings offer the perfect solution across the board.

Whilst the future of meetings is yet to be written, the past year has forced many companies to explore work-from-home options, relying heavily on Wi-Fi, streaming, and an increased demand for hybrid meetings. According to the Post Covid-19 Event Outlook Report, an overwhelming 93% of organizers plan to invest in virtual events moving forward and a whopping 76% of planners executed a virtual event in the coming years.

* Many believe corporate travel has changed forever, what does this mean for the industry?

Looking at it from a global perspective there is a huge split amongst the opinions when it comes to business travel rebound. Prior to the pandemic phones and emails were known to only go that far and it was quite common for millions of businesspeople around the globe to get into the plane each day to meet clients, investors and new potential customers. Whilst we believe business travel will return at scale, and global economic growth will generate new demand, future forecasts by various analysts, predict business travel will likely never return to pre-coronavirus levels. I believe it will also depend on the country and its business culture, speaking about the Middle East, where business is largely done face-to-face, I believe the trend of business travel will resume again. After all, human beings are social animals and even in the digital era and communication revolution, we still require some physical connection to be emotionally able to connect and work together.

* Travel and hotel experience in 2021

Moving forward, COVID-19 has not only impacted business travel, but it has also changed the expectations of leisure travellers. Studies show that travellers will be looking for responsible travel options with sustainability being a key priority. We therefore believe that guests will want to pursue quality experiences, while immersing into and discovering new cultures and countries. This could be a great opportunity for evolving countries such as Saudi Arabia. Saudi is a new leisure destination on the global stage and known to be the authentic home of Arabia, boasting a variety of experiences, from the people and their rich culture to the iconic locations around the country, it has a lot to offer.

Like a shaken snow globe, the post-COVID-19 landscape may be as good or even better than before the pandemic. One key opportunity that the tourism and hospitality sector can look to innovate, is capitalising on emerging consumer trends in order to cater to changing needs and demands. From food and travel, to sports and balanced lifestyle, the pandemic has led to new thought processes with the responsibility on us to learn how to effectively implement them. Understanding and responding to consumers’ changing behaviours will be essential to the recovery of the hospitality sector. Organizations will need to reimagine the customer experience and re-engage with customers to build and maintain their trust.

* The new and enhanced role, how can businesses take advantage:

Whilst the recovery from the pandemic would not mean we will all return to the old ‘normal’, we believe there is an opportunity to define a new future which includes sustainability, digital and trust. One of my core beliefs is that regardless of the negative effects that came into being, there are always new opportunities that arise as a result. Those who understand the new definition of ‘normal’, adapt and respond, will be able to benefit from these new opportunities. In this new era, businesses will need to find ways to re-orientate their products, services and communications to fit the Covid-19 landscape. Taking the Middle East as an example, many businesses have rapidly adapted and implemented various options such as contactless payments and double-bagged food delivery, QR code access or remote classes. Moving forward it will be key for local businesses and hotels to cater towards their community and its needs.

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