A Research Study to Identify the Post-Pandemic Key Success Factor (KSF) of Hoteliers in Bangkok

Abstract

The insurgence of the COVID-19 pandemic led to the dramatic decline of the hospitality business operation, with over 74% decline in revenue amidst global hotel owners. As of 2021, 20% of the hotels in Thailand experience severe effects of COVID-19 pandemic, and 55% reporting moderately severe effects. Highlighting this challenge, this report attempts to address the research problem by exploring and identifying the KSFs that hoteliers in Bangkok should emphasize on to improve their competitiveness and business performance. An exploratory-qualitative approach is employed in this paper, with the data collected from 4 senior executives and managers of hotels in Bangkok, Thailand. A thematic analysis is approached. The findings of the study indicated that, the key success factors in the post-COVID-19 environment includes (i) health and safety, (ii) technology and digitization, (iii) operation and management, (iv) sustainability and CSR, and (v) guest experience and engagement. Compared to the KSFs prior to the pandemic, new factors are associated with contactless technology, healthscreening for guests and staffs, social distancing measures, food-safety and hygiene, crisis management, and health and wellness offerings as dominant factors to achieve competitive advantage in the field.