Oye como va…or…here’s how it went down: Many, many moons ago, nearly at the onset of revenue management, I was booking a room for a weekend in Manhattan with a reservation agent for a major brand that will remain nameless. The agent was very hospitable while sharing with me that the rate for Friday night was $275, but for Saturday night it would be $425. I asked if it was the same room. “Yes, of course,” was the reply. I asked if additional amenities would be provided due to the significantly higher rate for the same room at the same location. “No, of course not,” came the reply, adding graciously (or perhaps more gratuitously), “We’re just busy on that Saturday.”
So, karma being what it is…two months later…the same brand inquired by phone if I was available to provide a presentation to its team at its annual conference in March of that year. I replied that March was a busy month but that I did have some open dates. They told me what date they wanted me, and a quick check of my calendar revealed I was indeed available but that I was in high demand that particular week. So I advised them that, yes, I was available on that particular date but that my honorarium for the talk would be 50% higher than my usual rate. There was dead silence. Then, “Is the talk the same length?” “Yes, of course,” I replied. “Will you be doing it more than once for our audience?” “No, of course not,” I replied, while adding, “It’s just that I’m very busy that week.” “You’ve got to be kidding me! Are you seriously telling me that you’re charging us more because you’re busy?” Here’s the funny thing—The people who don’t get it, don’t get that they don’t get it!
In the same vein, this talking point that “people would rather sit home and collect unemployment which is why we can’t hire people in the hospitality industry” isn’t supported by research. Sure, it happens, but it’s not the ubiquitous criterion for not going back to the industry.
Covid-19 provided hospitality employees with a new lens. They became creative. They became entrepreneurs. They sought out opportunities in different industries. And they realized…
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