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With no income from international tourists, hotel chains have needed the money to provide quarantine facilities. PHOTO: GETTY IMAGES
After Covid, we may never think about hotels that way again, writes Daniel Laufer.
In Australia, New Zealand and around the world, Covid-19 has turned luxury and semi-luxury hotels into quarantine facilities.
Among the four – and five-star hotels that have been reported as temporarily detained include the Sydney Intercontinental, the Marriott, the Hyatt Regency, the Sheraton Grand, the Sofitel Wentworth, and the Novotel Darling Harbor. Auckland’s Rydges, Crowne Plaza, Grand Millennium, Four Points by Sheraton, and Ramada; and Melbourne’s Stamford Plaza, Mercure, Park Royal and Rydges on Swanston.
Governments prefer four- and five-star hotels to small ones because they are large (200 rooms or more) and easier to operate than quarantine facilities.
It’s hard to hold the big international hotels responsible for their participation. With no income from international tourists, they have needed the money.
By taking the money and becoming known as places where people are imprisoned, sometimes cross-infected and fed food ranging from « nice » to « cruel », they run the risk To destroy brands that took decades to build.
This would be done through a process known as associative interference, which makes it difficult to focus on old and relevant information about something because new and less Relevant information becomes tied to it and gets in the way.
A recent memory of something much less glamorous can tarnish a lifetime memories of a brand or experience with luxury.
This can be both on a general level (hotels are no longer a place where I particularly enjoy spending time, not even in five-star hotels) as well as on a certain level (that certain brand that I always associate with quality band, which I now associate with something) are less hearty).
In New Zealand, the names of hotels that are designated as Covid-19 facilities are announced at press conferences, published on an official website and in the media reported.
In Australia it’s more of a hit and miss. Word gets around that the hotels are used, especially when things go wrong, although some are reluctant to confirm their status.
Brands like Intercontinental, Sheraton, Hyatt, Rydges and Ramada might be tempted to experience Corona, the Beer brand to enjoy.
Despite initial concerns, the year ended with intact sales. But its only association with coronavirus was a name.
One way for Covid hotels to lessen the Covid stain is to flood people’s memories with something else – their original positioning as places of luxury.
A massive publicity and PR campaign reinforcing the earlier themes of opulence and quality could over time overwhelm the link with the quarantine and restore the brand image.
After years of trying, Britain’s worst nuclear disaster To tackle, the Windscale power plant and reprocessing facility was renamed Sellafield in 1981.
Tobacco giant Philip Morris became Altria Group in 2003, and that year Adani Mining became Bravus Mining, something of a sort for opponents of the Queensland coal mine Victory meant.
A new name with no ancestry could be better than a familiar one that brings back memories of 2020. – theconversation.com
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