The tourism and hospitality industry is adapting to the new normal, shares Rajan Bahadur while highlighting trends during the pandemic
The Covid-19 pandemic has greatly impacted the whole world and the tourism and hospitality industry is no stranger to this ripple effect. The vast and unforeseen effects of this crisis will be felt for a long while after it is over, especially across the many business from the tourism and hospitality sector.
As one of the world’s largest industries and the chief driver of the economic engines of many nations through tourist trade, the sector was one of the first to be hit and directly. While there is no denying the devastating impact it has had, the industry has shown incredible resilience and innovation in adapting to the new normal necessitated by the pandemic. Overcoming economic crises is not a new phenomenon for it and the industry has evolved to meet the changing needs of our times.
International tourist traffic, MICE (meetings, incentives, conferences, and exhibitions) market and business travel numbers have seen a drop as things have gone virtual or silent on that front. Domestic tourism has helped partially soften the blow. With initiatives such as being “vocal for local” and developing updated guidelines for public transport and hotels, governments have helped restore the travellers’ confidence in traveling within the country. Cultural and medical tourism are slated to see a recovery in India as vaccination rates improve and even before the full scale of COVID-19 recedes.
Role of technology
Technology has played a key role in reinvigorating demand and innovation. From pre-packed and sealed meals to digital customer touchpoints for touchless travel, some developing trends have seen immense growth. The notion of touching grubby menus or interacting with airport kiosks seeming undesirable has meant massive adaptations for the industry. Virtual showcases for art galleries and priceless cultural treasures have meant online cataloguing for people to view these online until they can physically visit, for instance VR and virtual tours of the Louvre in Paris being made accessible globally.
Paradigm shift in standards, protocols and skills
Governments and the health and tourism industry have been working in consultation with science and health experts to develop upgraded standards and practices for the recovery of the sector. Safety and hygiene protocols have evolved massively to keep up the mission of rebuilding trust in physical travel and movement. Far from decreasing jobs, we are seeing the goalpost shift, in terms of upskilling with an appetite for constant change. More frequent sanitisation rounds and strict maintenance of cleanliness are some of the requirements that hotels, restaurants, cruises, airports all have to review.
Changing economic and social norms mean employees will now have to be multi-skilled for various tasks and develop critical skills to potentially open up more career opportunities, rather than preparing for a specific role. They also need to become comfortable with integrating technology into carrying out daily tasks, while staying abreast of new developments.
The crisis is an opportunity to rethink tourism and hospitality for the future. We have learnt that this challenge may open the doors for local tourism, eco-tourism, and sustainable tourism, which have long been part of the discussion but had not taken a tangible shape. India has incredible diversity, geographically, culturally, climatically and it all adds to domestic travel advantages. What we need is out-of-the-box thinking and consistent engagement with the industry to evolve and see how to stay ahead of the curve. The sector is at a crossroads and the measures put in place today will shape the future of tomorrow and years to come.
(The author is the CEO of Tourism and Hospitality Skill Council, an organisation which facilitates and promotes skill-development in the industry.)