The Role of Hospitality in a Time of Crisis
Hospitality is one of the most people-oriented industries in history. Service is offered by people for people, whether at a restaurant, a bar, a hotel, or a short-term rental, and this human touch is what makes it worthwhile.
Before March 2020, the hospitality industry was breaking all growth records in terms of ADR, occupancy, and RevPAR levels, primarily due to an improving economic outlook that propelled business and leisure travel. In Europe, the main challenge at the time was overcoming Brexit in the UK and, for other countries, gaining a portion of the related shifting commercial prospects. However, at the height of the economy, the entire globe came to a halt.
#Hospitalityhelps
Covid-19 massively hit every sector of the global economy, with significant blows to the hospitality sector. When all travel was banned and all hotels, restaurants, bars, and other related businesses, were forced to close for an indeterminate period of time, the world became unpredictable, and everyone - companies and individuals alike - began pivoting to survive.
During the worldwide lockdown, people were either trapped at home or struggling to navigate a deadly virus which nobody understood how to treat. And, while hospitals were running out of beds, the #hospitalityhelps initiative came to life. Hospitality companies began to join the movement, proposing to turn existing properties into temporary field hospitals, healthcare provider residences, as well as quarantine, and social distancing venues. Among the chaos, this was a temporary win-win for governments and some hotels since both needed to plug a hole.
Hotel quarantine room subsidized by the government in Bali. Photo: Ministry of Tourism and Creative Economy
Two Steps Forward, One Step Back?
With an improving situation, hospitality businesses were allowed to resume operations under tight restrictions. Despite the operational limitations, consumers showed their support; restaurants were filled to capacity, and food delivery services were in high demand. Throughout the various travel limitations, leisure travel has been the first to return, with consumers keen to recommence their exploration of the globe. The hospitality industry is now expecting to firmly find its feet with solid steps towards recovery as the number of new Covid-19 infections and restrictions decrease in 2022.
However, the green-shoots of recovery are once again threatened by the unfathomable situation unfolding in Ukraine at the hands of Vladmir Putin – the first war in Europe since WWII ended. Whilst NATO and EU organise sanctions for Russia in a bid to end the devastation, thousands of people are being forced to flee their homes and seek asylum. In times of adversity, solidarity is the one thing that keeps us going.
Poland, previously known to be hostile to refugees, has unexpectedly opened its arms and its borders to its neighbours, providing food, temporary housing and further means of transport. Other neighbouring countries are also assisting in numerous ways. It did not take long until they were joined by the wider international community offering their homes to stay and free meals at their restaurants.
Kindness Must Provail
Soon after, the #hospitalityhelps movement woke again, this time powered by other hospitality organisations such as PKF, HotelSwaps, Museum Booster, among others, having one single goal in mind: to help those in need. During this campaign, hotels can list available rooms and refugees can find them on www.hospitality-helps.org. So far, there are 87 hotels offering a total of 5000 free temporary rooms to Ukrainians on the run, in 16 different countries.
A similar initiative was created by ‘Stay the Night’, a hospitality marketing agency that dedicated a “Hospitality for Ukraine”-section on their website to set up a database of hotels, hostels, and other accommodation providers who are happy to welcome refugees from Ukraine. This directory is being published on an open platform and shared with relevant organisations helping refugees on the ground.
Furthermore, short-term rental services, such as Airbnb, are also making a significant number of properties available for free. Another way individuals are contributing is by booking Ukrainian Airbnb accommodation simply to donate the money, with no intention of staying, while the houses and apartments are utilized as shelters for people in the war zone.
The World Central Kitchen, led by Chef José Andrés, is looking to raise awareness through their #ChefsForUkraine hashtag. Normally, WCK focus on helping people during natural disasters, but they have also been present since the first day of the war. They are serving hot, nourishing meals at several border crossings in neighbouring countries and supporting local restaurants preparing food in various Ukrainian cities. The efforts of this organisation can be supported through donations on their website.
Our industry has the potential to make a difference to thousands of women, men, and children. It is heart-warming to witness that hospitality can be found anywhere, in both good and difficult times. We have made it through a severe crisis, now is the time to give back and help those in need.
Here is a list of other ways to support the People of Ukraine:
World Food Programme: Provides life-saving support to people at risk of going hungry and coordinate the response of the global humanitarian community to large-scale emergencies. (https://www.wfp.org/)
Voices of Children: Provide psychological and psychosocial support to children affected by war. (https://voices.org.ua/en/)
UNICEF: Provides medical aid, food, and psychological support to an entire generation of children that has been traumatized by violence with Russia for the past decade. (https://www.unicef.org/)
International Medical Corps: Dedicated to offering health-care services, psychosocial support, and care to citizens in disaster, disease, and conflict-affected nations. (https://internationalmedicalcorps.org/)
CARE: This international humanitarian organization has set up an emergency Ukrainian Crisis Fund with the goal of providing immediate support for 4 million people. Donations will go toward delivering water, food, supplies, hygiene kits, urgent aid, and cash. CARE notes that its prioritizing supporting women, girls, families, and elderly. (https://www.care.org/)
UAnimals: Ukrainian animal rights organization. They help animals and shelters which suffered from war in Ukraine. (https://linktr.ee/uanimals)
Save Life: Provides analytical and technical assistance to the military (e.g., microchips, radar, engines, and data) to supporting media coverage of the crisis as it unfolds. (https://www.comebackalive.in.ua/)
Sunflower of Peace: Fundraiser distributing backpacks with first aid and medical supplies to front-line doctors, soldiers, citizens, and volunteers. Each backpack includes a variety of first aid supplies and means for survival in extreme conditions for 5 to 10 people. (https://www.sunflowerofpeace.com/)
Author: Clarissa von Wedemeyer
Clarissa joined Hamilton in February 2022 as an Operations Analyst in Madrid.
Prior to joining Hamilton, Clarissa worked in real estate consulting at Savills Aguirre Newman in Madrid. Moreover, during her studies, she has been exposed to the hospitality industry through various international operational and administrative internships, apprenticeships and student jobs. Being Peruvian and German, Clarissa grew up multilingual and has lived in Peru, Germany, Switzerland, Italy and Spain.
She holds a BSc in International Hospitality Management from EHL, with a concentration on Strategic Hotel Investments, Hotel Planning and Development and Entrepreneurship, and a MSc in Real Estate from ESCP Business School with her thesis focused on Sustainable Rooftop Solutions.