An Informal, Anecdotal Forecast for Full Recovery

Everyone has their own forecast for the recovery. From HSMAI’s weekly Customer Insight reports contributed by industry partners, to the Hotel Recovery 2020 project, to performance metrics from numerous travel media and consulting companies — there is no shortage of speculation and analysis about when hospitality might find its way back from COVID-19.

In addition to offering valuable data, forecasts are useful because they give you a sense of how people are feeling at a particular moment in time. With that in mind, HSMAI asked participants at its latest round of virtual Executive Roundtables — for chief sales, marketing, revenue, and digital officers — to share when they anticipate their business returning to pre-COVID levels. The six programs for brand and hotel management company (HMC) executives were held from June 23 to July 7, during which time widespread images of people aggressively flouting social distancing over the Fourth of July weekend dealt a blow to reopening efforts across the country.

Polling results from HSMAI’s Executive Roundtables are by no means scientific, but these informal, anecdotal impressions are still interesting. You can see the consensus from the first program (June 23) to the last (July 7) tip from 2021–2022 to sometime after 2022, which jibes with recent forecasts from STR and other groups:

Brand Chief Digital Officer Executive Roundtable, June 23, 2020:

HMC Chief Digital Officer Executive Roundtable, June 24, 2020:

Chief Marketing Officer Executive Roundtable, June 25, 2020:

Brand Chief Revenue Officer Executive Roundtable, June 30, 2020:

HMC Chief Revenue Officer Executive Roundtable, July 1, 2020:

Chief Sales Officer Executive Roundtable, July 7, 2020:

For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Recovery Resources page.

Categories: Revenue Management, Forecast
Insight Type: Articles