CUSHMAN & WAKEFIELD published a report on Batumi hospitality market. According to the report, Most of the hotels have already started planing a post-crisis sales and marketing strategy.
43% of the hotels participating in the survey are working, or have already developed specific guidelines. Their plans are mainly aimed at maintaining competitiveness on the market, retaining existing reservations and attracting new guests.
However, as mentioned before, the primary tool envisioned by the hoteliers as the path to recovery is the pricing strategy. In terms of retention of existing reservations, the hospitality market is also offering special discounts: change dates for later in the season for the same rate as initially reserved.
Those 57% of the hoteliers who haven’t started planning the post-crisis strategy yet believe that it is too early to plan any kind of campaign at this stage, as Batumi’s touristic market is facing major challenges and it is still unclear what specific steps will be taken both in Georgia and in its partner countries populations of which represent the largest share of the tourist market demand (Russia, Ukraine, Turkey, Israel, Azerbaijan, Armenia and the Middle East Countries).
