The CEO of Best Western GB has stressed the importance of revenue management post Covid-19, and revealed plans to support its hoteliers’ recovery, remaining optimistic for a summer reopening.
Rob Paterson, who is the cover star for this month’s Boutique Hotelier print edition, said that the group will be rolling out a number of support initiatives to help its members get back on track when the lockdown lifts, with a focus on finding more cost-efficient procurement methods to help create savings.
He said that the group will initially focus on the domestic market and will aim to ‘capture as much of the staycation market as possible’, while on the corporate side the brand will work with agency partners to ‘attract as much share as possible’.
“Revenue management will be a critical aspect of the recovery,” he adds, “so we will look to fast track our RM technology to support our hoteliers’ recovery.
“Like many businesses, our cash reserves have been depleted by the Covid-19 crisis. We will have some work to do to recover our position and pay down any debt taken on during the crisis. In terms of our future growth, I remain optimistic.”
He says the group, which has gone through a period of impressive expansion over the last 18 months, had ‘ambitious targets’ before the coronavirus crisis and he said he had ‘no reason’ to change those targets.
“If anything, we are more fuelled to achieve them now and demonstrate we can beat this crisis together.”
Paterson added that he is hoping for a ‘strong bounce back’ in June, July and August, but 2020 will remain challenging.
“I anticipate we may not recover our RevPAR position until 2021 or even 2022,” he comments.