Morocco’s Hotel Industry Seeks Recovery Strategies Amid COVID-19 Crisis

It is first necessary to proceed with a revision of rates and the commercial offer in order to prepare the recovery under better conditions, said Zineb Jabri, revenue management consultant, during this webinar. It will also be important to review the positioning on the local market, according to the requirements of Moroccan customers, most of whom have already traveled abroad, she specified.

According to the expert, the recovery of the sector will also depend on the restoration of the attractiveness of the hotel sector for employees, which implies a review of management in order to keep them in their positions in the hotels. In this case, it will be, according to Jabri, to restore confidence with the staff, after this difficult period of almost total cessation of activity, having led to technical unemployment for many employees.

Hoteliers should reduce their costs to the maximum, while ensuring to maintain the quality of service, estimates for his part Mohamed Daoudi, Hotel General Manager at the Atlas Hospitality group, adding that they would also benefit from diversifying their services to increase their revenues. "Domestic tourism must be permanently integrated into our commercial approaches in the future given its contribution to the resilience of the sector," he stressed.

As for Assil Bernossi, expert in hotel marketing and digital strategies, he invited hoteliers to get closer to their customers, both physically and on social networks in order to best satisfy them. Hoteliers must have a curious and proactive attitude in order to recover quickly, he advised.