3 Things To Do During Uncertainty (as in right now!)

After speaking with various hotel executives the last few weeks, it’s become clear to me that forecasting future performance is a guessing game. No one knows when it will be safe to travel again and when large numbers of consumers will be getting back on planes to travel for work or pleasure.

What is clear is that demand will return. The desire to be transported to another location with relative ease has, for many people, become part of life. Even during COVID. This is supported by the number of people actively looking at travel destinations, even though conversion numbers languish.

What should hoteliers do right now while we are in the thick of uncertainty?

If you do nothing, it means fear has taken control. Better to follow these 3 simple steps to keep momentum going in a positive direction.

  1. Be aware. Stay in tune with what is happening in the industry by reading trade publications and STR results from the lens of opportunities for your own hotels. Ask your travel partners (both transient and group) what they are seeing and if there are any patterns you can leverage for your hotel.
  2. Once armed with information and data, be nimble and flexible and socialize the idea quickly and effectively. Whether it is an F&B opportunity or additional services, figure out how to operationalize and market it.
  3. Be positive. Yes, our beloved industry has been horribly affected and the financial drain for owners and employees has been huge. The law of attraction means that people, whether they are customers, employees, or lenders, want to be around positivity.

Focus on what you can do versus the unknown of the future. Don’t get caught in the downward spiral of fear. Take control by being aware, nimble, and positive, and then, most importantly, take action!


“The Chinese use two brush strokes to write the word 'crisis.' One brush stroke stands for danger: the other for opportunity. In a crisis, be aware of the danger—but recognize the opportunity.” – John F. Kennedy

“In any moment of decision, the best thing you can do is the right thing. The worst thing you can do is nothing.” – Theodore Roosevelt

Take the Next Step Now

Hire Jo-Anne to:

  • Convert your organization so it can thrive during constant change.
  • Engage a trusted advisor for consultation and recommendations.
  • Kick-start your sales and marketing organization.
  • Remove silos and other barriers to employee productivity.
  • Support your leaders with leadership coaching.
  • Create a healthy organizational culture.

If you would like to hear more, simply reach out to Jo-Anne at
[email protected].

About Jo-Anne Hill

Jo-Anne is an industry expert who founded JH Hospitality Consulting to help hotels around the world dramatically improve revenue and profitability in creative ways. Her strategic thinking, skill, and practical approach to problem-solving come from hands-on experience at companies such as The Ritz-Carlton Hotel Company, Four Seasons Hotels & Resorts, Mandarin-Oriental Hotel Group, Dorchester Collection, and Shangri-La Hotels & Resorts.

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