What hotels and restaurants should definitely NOT be doing during the COVID-19 shutdown

3 months ago, I was planning the New Year. My marketing was going to be awesome, I had hotels, restaurants and architects waiting for me to photograph their projects and I was flying high! Then March arrived and a microscopic bug called Corona. And the world went mad. Overnight thousands of pounds of work was wiped off my books. I saw close friends in the hospitality industry lose their jobs. I saw their restaurants and hotels, businesses they have put their heart and soul into, be forced to close.

I saw people panic buying food and toilet rolls. Empty supermarket shelves. And even an old lady mugged in the supermarket car park for her weekly groceries. I saw empty streets in London. Closed tube stations. And suppliers raise prices for hand wash by exorbitant amounts.

I saw the government promise to pay 80% of workers who have been made redundant pay. People dancing in the the empty streets (and still keep 2 metres away from each other.) Doctors and nurses working themselves to exhaustion. Displays of disgusting behaviour and absolute kindness. It's been quite a week.

But this isn't anywhere near ending.

In a week that has seen every single restaurant, bar, club, gym and social gathering area be forced to close. There are a huge amount of people who are fearful of what is going to happen to their businesses. They have had to lay off staff. They still have expenses but there is no money coming in. And they are scared. Scared of the unknown. Because right now we just don't know how long this shutdown is going to last. 3 weeks? 3 Months? A year? This is the hardest bit for all of us.

What SHOULD you do during the shut down?

Before I start talking about what you may be doing to your business during this time. Let's look at what I believe you should be doing as a human and a part of society.

Kindness. Compassion. Empathy. In some instance these seem to be the first qualities that disappear. Remember, when this crises is over, people will remember if you hiked up your prices, held them to impossible contracts, kicked them out of their homes whilst making them redundant. People will also remember if you took time to talk to them. If you tried to help them and showed kindness. These are the businesses that I believe will thrive in the post-Covid landscape.

Many business owners spend so much time working in their business that they don't spend any time working ON their business. Things like taking bookings, organising staffing, ordering ingredients, chasing invoices, etc. take up so much of their time that there just is not the time to work on new recipes, marketing, etc.

Well, now is the time to do that!

You now have free time! Spend this time tidying up your property. Try creating new recipes for your guests for when you open again. Have a good hard think about how you can cut costs, maximise profit and make your property better when you reopen.

Now, I think I know something else you are thinking about, and that is the one thing you should NOT be doing during the Coronavirus shut down and that is.... 

Do NOT cut your marketing budget now!

I am pretty sure that you have thought of saving money by cutting your marketing costs. I totally get that. I am currently going through that same thought pattern. What is the point in marketing if people won't be buying for potentially another 6-8 months?

Well, remember what your product is. And remember where your prospective clients are. Right now.

As a hospitality business, you sell experiences. You are where people go to relax, have fun and reconnect. You also fulfill bucket lists and give people something to aspire to.

While things are tough and millions of people are stuck at home for weeks on end they will be planning what to do when this all ends. They will be researching holidays, restaurants and experiences. They may even be making enquiries now for Christmas. We all need something to look forward to when this period ends. 

YOU need to be the place they find.

Your marketing in this period does need to change. You are no longer showing guests that you have rooms available. We all know you do. Now you are building desire. You want to be showing guests what is to come. And all your Social advertising should be showing this. Get you voice heard and let your personality show through. Show your kindness and build that relationship now.

Keep that marketing going for as long as you possible can.

Hospitality Photography

This blog really was not going to end on a sales note. But I just wanted to share this with you.

As cash flow is a problem for you all right now. And you need to be marketing and throwing new content out. I want to help you. So I am offering a shoot now, pay later scheme to everyone.

In simple terms, now your venue is empty. Get me in there to photograph it. Not just your venue, how about your new menu you've been planning? Let me know what you would like photographed. I will send you an estimate (with a COVID discount). If the price sounds good, I come in and photograph it all. As soon as editing is complete, you use the images in your marketing. Simple. Payment can happen when this crises is over and you able to pay. All I ask is that my expenses are paid now and that is it.

Yes, it is a risk to me. As despite this, your business may still be unable to open. In which case I have lost out on that income. You may also choose to ignore paying me as I have left this open ended. I get that. But I am hoping that what I said in the beginning of this rambling post works. Kindness, compassion, empathy. I want to show kindness and help you out, and hopefully you will do the same by paying once this is all over. 

Should you wish to take me up on this, simply drop me a message and we can get the ball rolling.