UK: Hospitality Professionals Association (HOSPA) is launching the campaign in a bid to maintain the momentum of the industry’s recovery and to encourage the public to engage with hotel stays.
Earlier this week, England came under tighter restrictions as Prime Minister Boris Johnson announced a 10pm curfew for hospitality venues, and banning events of more than 30 people (bar weddings, which is now capped at 15).
In a bid to revive the momentum of the recovery process as the industry moves into the autumn and winter months, HOSPA is launching the #SleepOverToHelpTurnover campaign with the help of its supporting members and partners.
Jane Pendlebury, CEO of HOSPA, said: “The latest preventative measures are set to squeeze an industry which is already at breaking point. Hospitality businesses simply have no room for any further loss of income and are in desperate need of help. Curtailments on revenue, no matter how seemingly small, have serious knock on effects – from job losses to whole businesses having to close.
“Just this week we’ve seen Whitbread warn of 6,000 job losses,” she continued. “This serves to underline how perilous the current situation is for the industry. The latest restrictions, with restaurants and bars having to close by 10pm, the rule of six and further reductions on wedding guest numbers, all add to the strain and leave many at risk of tipping over the edge.
“We are keen to shout about the measures that hospitality businesses have put in place to make themselves COVID secure. We want to make people aware that, by enjoying a hotel stay and eating in the restaurant, guests will be providing a huge boost to hotels and the UK economy. Given more and more of us are working from home, a change in environment (as well as the opportunity to use up remaining holiday!) is ever more important.
She added: “We see this as a two-way initiative and are encouraging our members and others to incentivise potential guests by offering appreciative extras, such as an inclusive breakfast, complimentary bottles of wine, free WiFi upgrades, car parking, half price cocktails and more to reward those who engage with the #SleepOverToHelpTurnover scheme.”
Tregenna Castle Resort in St Ives, Cornwall, has already expressed backing for the scheme. James Parker, operations director, commented: “The #SleepOverToHelpTurnover initiative is a great idea, which should hopefully help to maintain and extend the much needed support for the hospitality industry. Being located in Cornwall, we’ve been fortunate in seeing high demand since reopening, as people look to secure some form of summer holiday. However, as the seasons change and we move into autumn, this interest is likely to fall away. Encouraging continued support for hotels then will prove essential as we continue to try and make up on the lost ground of lockdown, while also counteracting the impact of the latest measures.”
Managing director of Coombe Abbey Park Limited, which operates Coombe Abbey Hotel, said: “The past few months have been a difficult time for all sectors, but the tourism and entertainment industry has been particularly hard hit. We need to make sure that people are encouraged to return to visit and stay at hotels over the coming months and that Coombe Abbey Hotel is still a staycation destination, even as we approach autumn and winter. The #SleepOverToHelpTurnover campaign is a fantastic way of letting everyone know that hotels are safe, secure and open for business.”
Profitroom, a SaaS supplier to the hospitality industry, are also backing the campaign. Samantha Williams, UK market owner at the company, said: “In recent weeks we’ve seen extremely encouraging signs of recovery across the industry, especially in coastal resorts and popular tourist destinations such as the Lake District. This has been boosted further by the #EatOutToHelpOut scheme. However, this was focused on eateries – but now we’re hoping to generate a boost for hoteliers too. Many hotels, especially those in city centres, are really struggling – with the latest rules adding further burdens. By supporting #SleepOverToHelpTurnover, members of the public will help hotels carry on as they move into a traditionally quieter period, further aiding them in their recovery and providing a vital boost to the economy.”
For those interested in participating in the scheme, email hospa@hospa.org.
