Navigating Travel's Future: My Talk at HSMA's First Online GMM

In May 2020, as the world faced the challenges of the COVID-19 pandemic, I received an invitation that stood out. The Hotel Sales and Marketing Association of the Philippines (HSMA) asked me to speak at their first-ever online general membership meeting (GMM). This wasn't just another webinar; it was a pivotal virtual summit aimed at helping the tourism industry adapt to the new normal. The audience was a virtual "who's who" of the country's tourism sector—decision-makers, strategists, and visionaries all gathered in one digital space. Their presence highlighted the urgency of the event, which came at a crucial time. With travel restrictions and an uncertain future for hotels, the industry was thirsty for guidance, making this meeting a much-needed beacon in turbulent times.

A Roadmap for Travel Recovery: My talk focused on the different phases of recovery in the travel sector and actionable steps hotels can take during each phase. From improving online content during restricted movement to targeting specific customer touchpoints during controlled domestic travel, I laid out a roadmap for recovery. I started by discussing the "Restricted Movement" phase, emphasizing that this period of low activity isn't a time for complacency. Instead, it's an opportunity for hotels to refine their online content, ensuring that they're ready to attract guests as soon as restrictions ease. Next, I moved on to the "Controlled Domestic Travel" phase. Here, I stressed the importance of targeting specific customer touchpoints. With limited travel options, consumers are more discerning than ever, making it crucial for hotels to offer tailored experiences that resonate with local travelers. As we transition into "Full Domestic Travel Recovery," the focus shifts to scaling these tailored experiences to a broader audience.

It's about taking the lessons learned during restricted movement and applying them on a larger scale. Then comes "Controlled Outbound Travel," where hotels should start looking beyond their local markets and prepare for an influx of international guests, albeit in a controlled manner. Finally, I discussed the "Full Recovery" phase, where the travel sector returns to a semblance of normality. However, the new normal will demand heightened safety measures, which brings me to a key highlight of my talk: the absolute necessity of implementing safety initiatives within hotels. In a post-pandemic world, consumer trust is the new currency, and safety is the foundation upon which this trust is built.

A Special Guest: Elevating the Conversation with the former Tourism Secretary: The event took an even more impactful turn when we were joined by a special guest, Ms. Berna Romulo Puyat, the former Secretary of the Department of Tourism. Her presence wasn't just ceremonial; it was a game-changer. She took the virtual stage to share the government's latest safety initiatives aimed at reviving the tourism sector. Her insights provided a governmental perspective that perfectly complemented the industry viewpoints we were discussing. It was a holistic approach to tackling the challenges facing the travel sector, making the conversation not just informative but also deeply comprehensive. Her participation underscored the gravity of the situation and the collective efforts being made at various levels to navigate the crisis.

The Power and Necessity of Resilience: Lessons and Takeaways  

If there's one overarching lesson that this experience—and, indeed, the pandemic—has taught me, it's the irreplaceable value of resilience. It's not just a buzzword or a character trait; it's a lifeline and a cornerstone for survival and success. This speaking engagement, set against the backdrop of a global crisis and a virtual room full of industry leaders, was a vivid reminder of that. Resilience is about more than just weathering life's storms; it's about learning to dance in the rain, to adapt to new challenges, and to keep moving forward no matter the obstacles. In a world that's in constant flux, resilience is your compass, guiding you not just through adversity but towards opportunities for growth and impact.