What are the most effective crisis management strategies for accommodations?

1 Assess the situation

The first step in any crisis management plan is to assess the situation and its impact on your business, your guests, your staff, and your stakeholders. You need to gather accurate and reliable information from credible sources, such as official authorities, media outlets, industry associations, or crisis management consultants. You also need to identify the potential risks and opportunities that the crisis poses for your business, such as legal liabilities, operational disruptions, financial losses, reputational damage, or competitive advantages. Based on your assessment, you can prioritize your actions and allocate your resources accordingly.

2 Communicate effectively

The second step in any crisis management plan is to communicate effectively with your internal and external audiences. You need to establish clear and consistent messages that address the concerns and expectations of your guests, your staff, your suppliers, your partners, and your media. You need to use appropriate channels and platforms, such as email, phone, social media, website, or press releases, to reach your target audiences. You also need to monitor and respond to feedback, questions, or complaints that may arise from your communication. The key is to be transparent, honest, empathetic, and proactive in your communication.

3 Adapt to the changes

The third step in any crisis management plan is to adapt to the changes that the crisis brings to your business environment. You need to review and revise your policies, procedures, standards, and protocols to ensure that they comply with the latest regulations, guidelines, and best practices for your industry and destination. You also need to modify and diversify your products, services, packages, and prices to meet the changing needs and preferences of your guests and the market. You may need to introduce new features, such as flexible booking options, enhanced hygiene measures, or virtual experiences, to attract and retain your customers.

5 Learn from the experience

The fifth step in any crisis management plan is to learn from the experience and improve your preparedness and resilience for the future. You need to evaluate and measure the effectiveness and outcomes of your crisis management plan, such as customer satisfaction, employee engagement, media coverage, revenue, or market share. You also need to identify and document the strengths, weaknesses, opportunities, and threats that the crisis revealed for your business, and use them to update and refine your crisis management plan. You may need to conduct surveys, interviews, audits, or reviews to collect and analyze feedback and data.

6 Seek professional help

The sixth and final step in any crisis management plan is to seek professional help if you need it. You may not have the expertise, experience, or resources to handle every aspect of a crisis on your own. You may benefit from hiring or consulting with experts, such as lawyers, accountants, insurers, marketers, or crisis management consultants, who can provide you with specialized advice, guidance, or support. You may also benefit from joining or collaborating with networks, associations, or alliances, such as local tourism boards, industry organizations, or trade unions, who can offer you access to information, resources, or advocacy.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?