In 2012, Global Traveler compiled a group of its subscribers to serve as its Globility Board. After an interview and vetting process, the members have served the publication in many capacities: as a focus group for clients, as a resource for articles and, now, to provide thoughts, suggestions and more for the hotel industry as it faces the COVID-19 pandemic and its aftermath.

Below is the second in a four-part series with our Globility Board. They also came together to offer support for tourism boards, airlines and cruises.

On our hotel committee was Steven White, a Los Angeles resident and a consultant with manufacturers in the housewares industry; and Lee Weinstein, who advises companies in the areas of partner and client development with NewbridgeTuring.

White believes people will be anxious to get out and travel, but they will now travel with caution. While hotels are struggling financially, they also need to realize consumers may be as well, so they should entice people with special offers, like free night promotions.

On the topic of hotels as alternative options to home during the shelter-in-place orders, Weinstein noted property owners in areas like the Hamptons are increasing off-season rates (at sometimes more than five times the price) for people looking to hunker down outside of their homes. White thought hotels with cottages, open-air spaces and large hallways should promote themselves as an alternative to staying home. It would offer a change of scenery locally, and special pricing could be offered to locals, like Disney offering codes for California residents. In the same vein, White believes local travel should be promoted.

Even beyond the current situation, the committee believe properties need to look into approved, enhanced cleaning companies, like those who deep clean after floods, to come in and sanitize properties. Hand sanitizer should be available in all rooms and throughout properties.

The committee was in full agreement on frequent-stay programs, that brands should honor last year’s stays for status, and loyal customers should get a do-over this year.

Click here for an update on hotel cancellations and rebooking policies.

What suggestions do you have for the hotel industry in the face of the COVID-19 crisis? Share with us at letters@globaltravelerusa.com.

Along with the Globility Board, we here at FXExpress Publications, Inc. cannot wait to #ComeBacktoTravel, and have you all #ComeBacktoGT, #ComeBacktoTrazee and #ComeBacktoWhereverFamily.