Ayako NakaiFollow

Author Bios (50 Words for each Author)

In the Past

Two years working as an associate professor

at the faculty of International Tourism Management, Toyo University

Ph.D. from Waseda University

M.A. from Institute of Education, University College London

These days

Interested in strategies of attracting customers in hospitality industry amid the pandemic

Abstract (150 Words)

This study examined the strategies employed by Forbes five-star hotels in Japan to attract customers amid the COVID-19 pandemic. Eight five-star hotels were examined in this study. Data were collected through the official websites of the hotels between August 2020 and February 2021, and the researcher stayed at all of the investigated hotels for a night. Six strategies were identified: (1) emphasizing cleanliness and safety, (2) using signature stories, (3) providing cultural and seasonal offers as the new normal, (4) developing new takeout menus and delivery, (5) recommending staycations and daycations, and (6) improving branded loyalty programs. Five-star hotels maintained high-level services without joining price wars, added exclusive seasonal and cultural guest experiences, developed new takeout foods and cocktails, and utilized signature stories in an effort to cope. Adopting these strategies to increase the satisfaction of guests could secure the future of luxury hotels in Japan and abroad amid the ongoing global pandemic.

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Strategies of Forbes Five-Star Hotels for Attracting Guests in Japan amid the COVID-19 Pandemic

This study examined the strategies employed by Forbes five-star hotels in Japan to attract customers amid the COVID-19 pandemic. Eight five-star hotels were examined in this study. Data were collected through the official websites of the hotels between August 2020 and February 2021, and the researcher stayed at all of the investigated hotels for a night. Six strategies were identified: (1) emphasizing cleanliness and safety, (2) using signature stories, (3) providing cultural and seasonal offers as the new normal, (4) developing new takeout menus and delivery, (5) recommending staycations and daycations, and (6) improving branded loyalty programs. Five-star hotels maintained high-level services without joining price wars, added exclusive seasonal and cultural guest experiences, developed new takeout foods and cocktails, and utilized signature stories in an effort to cope. Adopting these strategies to increase the satisfaction of guests could secure the future of luxury hotels in Japan and abroad amid the ongoing global pandemic.