ADAPTATION STRATEGY: STAYCATION FOR THE HOTEL BUSINESS DURING COVID-19 PANDEMIC

Abstract

The purpose of this research was to study the impact of hotel business adaptation and the adaptation strategy for hotel business by collecting data from 3 hotel business operators by in-depth interview for qualitative analysis. The results showed that the number of rooms was around 205 with the average price starting from 2,900 baht. The standard level was 4 stars, and the customer target group was foreign customers. The impact of Covid-19 pandemic on hotel business mostly affected to the hotel business focusing on foreign customers due to the limitation of travelers, whereas hotel business focusing on Thai customers has less affected. Their incomes slightly decreased by 20-30%. Adaptation strategy and guideline as a whole hotel business during the COVID-19 pandemic were to adjust their strategies in terms of products, prices, distribution channels and marketing promotions. They also maintained the service quality of personnel and physical characteristics as the same standards and added on cleanliness. The overall idea of ​​adjusting the business strategy to staycation was an interesting strategy to attract more customers and maintained revenue in such a pandemic situation.