When Crisis Strikes: Your Hotel’s Communication Blueprint

A crisis can hit your hotel without warning – from natural disasters to PR nightmares, security breaches, or health emergencies.

Having a solid crisis communication plan helps protect your hotel’s reputation, maintain guest trust, and minimize financial impact during challenging times.

This quick guide outlines the key elements of an effective hotel crisis communication strategy, with actionable steps to prepare and respond when issues arise.

Pre-Crisis Planning

• Establish a crisis communication team
• Create template responses for common scenarios
• Set up emergency contact protocols
• Define roles and responsibilities
• Maintain updated media contact lists

First Response Steps

Assess the situation quickly and gather accurate information from reliable sources.

Alert your crisis team and activate your communication plan within the first hour.

Designate a single spokesperson to ensure consistent messaging across all channels.

Communication Channels

• Internal: Staff email, messaging systems, phone trees
• External: Social media, website updates, press releases
• Guest Communication: Direct emails, in-room notices, front desk updates

Message Development

Keep statements clear, factual, and empathetic.

Address guest safety concerns first and foremost.

Provide regular updates, even if just to acknowledge that you’re still working on the situation.

Social Media Management

• Monitor all platforms continuously
• Respond to comments promptly
• Post updates at regular intervals
• Share official statements across all channels

Media Relations

Guest Recovery Strategy

• Offer clear compensation policies
• Provide booking flexibility
• Document all guest interactions
• Follow up personally with affected guests

Post-Crisis Actions

Review and document all communication efforts and their effectiveness.

Update your crisis plan based on lessons learned.

Maintain contact with key stakeholders during recovery.

Building a Stronger Future

Create a post-crisis marketing strategy to rebuild confidence.

Implement new safety measures or protocols based on the crisis experience.

Train staff regularly on updated crisis procedures.

Training & Preparedness

• Conduct quarterly crisis simulation exercises
• Update staff training materials regularly
• Practice emergency protocols with new employees
• Document lessons learned from each drill

Legal Considerations

Consult with legal counsel before releasing sensitive statements.

Maintain detailed records of all crisis-related communications.

Review insurance policies and coverage regularly.

Documentation Requirements

• Incident reports
• Guest complaints and resolutions
• Media interactions
• Staff communications

Technology Integration

Implement crisis management software solutions.

Utilize automated alert systems for rapid response.

• Mobile communication apps
• Cloud-based document storage
• Digital guest notification systems

Ensuring Long-Term Success

A well-executed crisis communication plan is vital for maintaining hotel operations during challenging times. Regular updates, clear protocols, and consistent training ensure your team is always prepared to handle unexpected situations professionally and effectively.

Remember that crisis management is an ongoing process – continuously evaluate, adapt, and improve your strategies to protect your hotel’s reputation and guest relationships.

• Review and update plans quarterly
• Stay informed about industry best practices
• Build strong relationships with local authorities
• Maintain open communication channels with stakeholders

FAQs

1. What are the first steps in creating a crisis communication plan for a hotel?
   Establish a dedicated crisis management team, identify potential crisis scenarios, create templated responses, designate spokespersons, and maintain updated contact lists for stakeholders.
2. How quickly should hotels respond to a crisis situation on social media?
   Hotels should respond within 15-30 minutes of a crisis breaking on social media, with an initial acknowledgment and promise of updates, followed by regular communication.
3. What channels should hotels use to communicate during a crisis?
   Hotels should utilize multiple channels including social media, email, website updates, direct guest communication, internal communication systems, and traditional media when appropriate.
4. How should hotels communicate with guests who are currently staying at the property during a crisis?
   Use in-room notifications, SMS alerts, front desk communications, digital displays in common areas, and provide regular updates through a designated information center.
5. What information should be included in crisis communication statements?
   Include facts about the situation, actions being taken, impact on guests and operations, safety measures implemented, contact information for questions, and regular status updates.
6. How can hotels protect their reputation during and after a crisis?
   Maintain transparency, demonstrate genuine concern, take responsibility when appropriate, document all actions taken, engage with media professionally, and implement visible corrective measures.
7. What role should staff play in crisis communication?
   Staff should be trained on crisis protocols, understand their specific roles, know who to escalate issues to, maintain consistent messaging, and be equipped to handle guest inquiries appropriately.
8. How should hotels handle media inquiries during a crisis?
   Direct all media inquiries to designated spokespersons, prepare clear statements, maintain a media contact list, monitor coverage, and provide regular updates through press releases or conferences when necessary.
9. What are the essential elements of post-crisis communication?
   Include status updates, recovery plans, compensation or remediation details if applicable, preventive measures implemented, and appreciation for stakeholder support and understanding.
10. How can hotels prepare their digital platforms for crisis communication?
    Maintain dark sites ready to launch, prepare social media response templates, ensure website can handle increased traffic, and have digital channels properly integrated for consistent messaging.

Author: HotelMarketingWorks