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Adapting to the new normal
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 2
Two guiding principles:
 No Man(ager) is an Island"
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 3
Two guiding principles:
 No Man(ager) is an Island"
Type Stakeholdergroup Salience Key claims in COVID-19
Market-based Owners /Shareholders
/Financiers
High Profits; growth
Customers High Safety and health
Employees High Safety and health, job security
Suppliers Medium Profits; growth
Nonmarket based Governments High Public health, safety
Communities: Local residents Medium Public health, other communitysupport
 Yesterdays drunkenness will not quench todays thirst
(Egyptian proverb)
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 4
Impact of COVID-19 in Travel & Tourism in 2020
Source: https://www.statista.com/topics/6224/covid-19-impact-on-the-tourism-industry/
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 5
Where are we now?
Resolution stage
Recovery stage
Intermediate stage
Emergency stage
Prodormal stage
Pre-event stage
Adapted from Ritchie (2004)
(New) normal state
Repair and reinvest
Restore services
Damage limitation
Prepare for disaster
Prevent disaster
What should we do?
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 6
Adapted from Ritchie (2004)
Resolution stage: Post COVID-19
Recovery stage: Vaccine available
Intermediate stage: Movement restrictions
Emergency stage: Pandemic declared
Prodormal stage: Disease starts spreading
Pre-event stage: Disease detected in Wuhan
Where are we now? What should we do?
(New) normal state
Repair and reinvest
Restore services
Damage limitation
Prepare for disaster
Prevent disaster
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 7
Emergency stage
 Brunel for Business Webinar Business Planning for a Revised
Future (14 May 2020)
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 8
Emergency stage
 Reduce sail:
 Greatest danger:
 Priority:
Stakeholders:
 Owners
 Customers
 Employees
 Governments
 Suppliers
 Communities
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 9
Emergency stage
 Reduce sail: Furlough
some staff, reduce to
minimum services
 Greatest danger: Run out
of cash
 Priority: Generate cash
Stakeholders:
 Owners
 Customers
 Employees
 Governments
 Suppliers
 Communities
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 10
Emergency stage
 How to generate cash
Existing
customers
Existing
Offers
E.g., Advanced bookings
=> Review cancellation policy,
etc.
New
Offers
E.g., Gift cards; educational
services
=> Pricing, Marketing, etc.
New
customers
E.g., Essential workers
=> Sales, Product, etc.
E.g., Long term
accommodation,
Care homes,
Storage,
Address, etc.
Parking,
 Also: more investment or more debt
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 11
Resolution: Normal (or improved) stated
Recovery: Repair and reinvest
Intermediate: Restore services
Emergency stage: Damage limitation
Prodormal stage: Prepare for disaster
Action: Prevent disaster
Adapted from Ritchie (2004)
Resolution stage: Post COVID-19
Recovery stage: Vaccine available
Intermediate stage: Movement restrictions
Emergency stage: Pandemic declared
Prodormal stage: Disease starts spreading
Pre-event stage: Disease detected in Wuhan
Where are we now? What should we do?
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 12
Intermediate stage
Challenges of turning
the Cape:
 Large / Freak waves
 Wind speeds
 Rocks
 Unpredictable cross
currents
 Crew: Illness, mutiny
Key:
 Information
 Understand landscape
 Adaptability
Image source:
https://archive.org/stream/lifeofferdinandm00guil/lifeofferdinandm00guil#pa
ge/211/mode/1up
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 13
Intermediate stage
Information:
 Working group
Stakeholder Perspective
Owner Project leader, knowledge management,internal communication,strategyand
leadership
Accountant Financial management (includingpricing), andhuman resources management
Manager Operations, customer serviceandlogistics
Supplier Image, brandingand external communication
Academic experts MarketingStrategy, customermanagement andconsumer psychology
 Sources:
 Internal  e.g., Employees
 External  e.g., YouGov, McKinsey, OTAs, Industry bodies, papers, 
 Data collection  e.g., Customer surveys
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 14
Intermediate stage
Evolving landscape
 July 1st or later
 Social distancing requirements
 Travel
 Shift to domestic (UK differences)
 Families
 Outdoor activities
 Risk factors: cancellations, staff,
other guests, hotel lay-out, activities
 Cleanliness:
 Importance
 Changing perceptions
Adaptability:
 Extend furlough
 Change layout of hotels
reception; breakfast options
 Change cancellation policy,
website, OTA emphasis,
new offerings; new
partnerships; health checks
 New cleaning products and
routines; communication
and visuals
Brunel University London Brunel for Business Webinar Series  Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 15
Approach
Recognising
Rationalising
Refashioning
Image by Matthew Z. from Pixabay
Brunel University London
Adapting to the new normal

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Canhoto, wei and kourdi brunel webinar series hospitality

  • 1. Adapting to the new normal
  • 2. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 2 Two guiding principles: No Man(ager) is an Island"
  • 3. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 3 Two guiding principles: No Man(ager) is an Island" Type Stakeholdergroup Salience Key claims in COVID-19 Market-based Owners /Shareholders /Financiers High Profits; growth Customers High Safety and health Employees High Safety and health, job security Suppliers Medium Profits; growth Nonmarket based Governments High Public health, safety Communities: Local residents Medium Public health, other communitysupport Yesterdays drunkenness will not quench todays thirst (Egyptian proverb)
  • 4. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 4 Impact of COVID-19 in Travel & Tourism in 2020 Source: https://www.statista.com/topics/6224/covid-19-impact-on-the-tourism-industry/
  • 5. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 5 Where are we now? Resolution stage Recovery stage Intermediate stage Emergency stage Prodormal stage Pre-event stage Adapted from Ritchie (2004) (New) normal state Repair and reinvest Restore services Damage limitation Prepare for disaster Prevent disaster What should we do?
  • 6. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 6 Adapted from Ritchie (2004) Resolution stage: Post COVID-19 Recovery stage: Vaccine available Intermediate stage: Movement restrictions Emergency stage: Pandemic declared Prodormal stage: Disease starts spreading Pre-event stage: Disease detected in Wuhan Where are we now? What should we do? (New) normal state Repair and reinvest Restore services Damage limitation Prepare for disaster Prevent disaster
  • 7. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 7 Emergency stage Brunel for Business Webinar Business Planning for a Revised Future (14 May 2020)
  • 8. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 8 Emergency stage Reduce sail: Greatest danger: Priority: Stakeholders: Owners Customers Employees Governments Suppliers Communities
  • 9. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 9 Emergency stage Reduce sail: Furlough some staff, reduce to minimum services Greatest danger: Run out of cash Priority: Generate cash Stakeholders: Owners Customers Employees Governments Suppliers Communities
  • 10. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 10 Emergency stage How to generate cash Existing customers Existing Offers E.g., Advanced bookings => Review cancellation policy, etc. New Offers E.g., Gift cards; educational services => Pricing, Marketing, etc. New customers E.g., Essential workers => Sales, Product, etc. E.g., Long term accommodation, Care homes, Storage, Address, etc. Parking, Also: more investment or more debt
  • 11. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 11 Resolution: Normal (or improved) stated Recovery: Repair and reinvest Intermediate: Restore services Emergency stage: Damage limitation Prodormal stage: Prepare for disaster Action: Prevent disaster Adapted from Ritchie (2004) Resolution stage: Post COVID-19 Recovery stage: Vaccine available Intermediate stage: Movement restrictions Emergency stage: Pandemic declared Prodormal stage: Disease starts spreading Pre-event stage: Disease detected in Wuhan Where are we now? What should we do?
  • 12. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 12 Intermediate stage Challenges of turning the Cape: Large / Freak waves Wind speeds Rocks Unpredictable cross currents Crew: Illness, mutiny Key: Information Understand landscape Adaptability Image source: https://archive.org/stream/lifeofferdinandm00guil/lifeofferdinandm00guil#pa ge/211/mode/1up
  • 13. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 13 Intermediate stage Information: Working group Stakeholder Perspective Owner Project leader, knowledge management,internal communication,strategyand leadership Accountant Financial management (includingpricing), andhuman resources management Manager Operations, customer serviceandlogistics Supplier Image, brandingand external communication Academic experts MarketingStrategy, customermanagement andconsumer psychology Sources: Internal e.g., Employees External e.g., YouGov, McKinsey, OTAs, Industry bodies, papers, Data collection e.g., Customer surveys
  • 14. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 14 Intermediate stage Evolving landscape July 1st or later Social distancing requirements Travel Shift to domestic (UK differences) Families Outdoor activities Risk factors: cancellations, staff, other guests, hotel lay-out, activities Cleanliness: Importance Changing perceptions Adaptability: Extend furlough Change layout of hotels reception; breakfast options Change cancellation policy, website, OTA emphasis, new offerings; new partnerships; health checks New cleaning products and routines; communication and visuals
  • 15. Brunel University London Brunel for Business Webinar Series Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 15 Approach Recognising Rationalising Refashioning Image by Matthew Z. from Pixabay