In this webinar, organised by Brunel Business School, Ana Canhoto and Liyuan Wei share how they are supporting a boutique hotel to adapt to the challenges presented by COVID-19. The hotel's owner, Tim Kourdi, joined the webinar, too, to discuss why he reached out to Brunel, what he is getting from this collaboration, and what it is like to work with academics.

1. Adapting to the new normal

2. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 2
Two guiding principles:
• “No Man(ager) is an Island"

3. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 3
Two guiding principles:
• “No Man(ager) is an Island"
Type Stakeholdergroup Salience Key claims in COVID-19
Market-based Owners /Shareholders
/Financiers
High Profits; growth
Customers High Safety and health
Employees High Safety and health, job security
Suppliers Medium Profits; growth
Nonmarket based Governments High Public health, safety
Communities: Local residents Medium Public health, other communitysupport
• “Yesterday’s drunkenness will not quench today’s thirst
(Egyptian proverb)

4. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 4
Impact of COVID-19 in Travel & Tourism in 2020
Source: https://www.statista.com/topics/6224/covid-19-impact-on-the-tourism-industry/

5. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 5
Where are we now?
Resolution stage
Recovery stage
Intermediate stage
Emergency stage
Prodormal stage
Pre-event stage
Adapted from Ritchie (2004)
(New) normal state
Repair and reinvest
Restore services
Damage limitation
Prepare for disaster
Prevent disaster
What should we do?

6. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 6
Adapted from Ritchie (2004)
Resolution stage: Post COVID-19
Recovery stage: Vaccine available
Intermediate stage: Movement restrictions
Emergency stage: Pandemic declared
Prodormal stage: Disease starts spreading
Pre-event stage: Disease detected in Wuhan
Where are we now? What should we do?
(New) normal state
Repair and reinvest
Restore services
Damage limitation
Prepare for disaster
Prevent disaster

7. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 7
Emergency stage
• Brunel for Business Webinar “Business Planning for a Revised
Future” (14 May 2020)

8. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 8
Emergency stage
• Reduce sail:
• Greatest danger:
• Priority:
Stakeholders:
• Owners
• Customers
• Employees
• Governments
• Suppliers
• Communities

9. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 9
Emergency stage
• Reduce sail: Furlough
some staff, reduce to
minimum services
• Greatest danger: Run out
of cash
• Priority: Generate cash
Stakeholders:
• Owners
• Customers
• Employees
• Governments
• Suppliers
• Communities

10. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 10
Emergency stage
• How to generate cash
Existing
customers
Existing
Offers
E.g., Advanced bookings
=> Review cancellation policy,
etc.
New
Offers
E.g., Gift cards; educational
services…
=> Pricing, Marketing, etc.
New
customers
E.g., Essential workers
=> “Sales”, Product, etc.
E.g., Long term
accommodation,
Care homes,
Storage,
Address, etc.
Parking,
• Also: more investment or more debt

11. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 11
Resolution: Normal (or improved) stated
Recovery: Repair and reinvest
Intermediate: Restore services
Emergency stage: Damage limitation
Prodormal stage: Prepare for disaster
Action: Prevent disaster
Adapted from Ritchie (2004)
Resolution stage: Post COVID-19
Recovery stage: Vaccine available
Intermediate stage: Movement restrictions
Emergency stage: Pandemic declared
Prodormal stage: Disease starts spreading
Pre-event stage: Disease detected in Wuhan
Where are we now? What should we do?

12. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 12
Intermediate stage
Challenges of turning
the Cape:
• Large / Freak waves
• Wind speeds
• Rocks
• Unpredictable cross
currents
• Crew: Illness, mutiny…
Key:
• Information
• Understand landscape
• Adaptability
Image source:
https://archive.org/stream/lifeofferdinandm00guil/lifeofferdinandm00guil#pa
ge/211/mode/1up

13. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 13
Intermediate stage
Information:
• Working group
Stakeholder Perspective
Owner Project leader, knowledge management,internal communication,strategyand
leadership
Accountant Financial management (includingpricing), andhuman resources management
Manager Operations, customer serviceandlogistics
Supplier Image, brandingand external communication
Academic experts MarketingStrategy, customermanagement andconsumer psychology
• Sources:
• Internal – e.g., Employees
• External – e.g., YouGov, McKinsey, OTAs, Industry bodies, papers, …
• Data collection – e.g., Customer surveys

14. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 14
Intermediate stage
Evolving landscape
• July 1st or later
• Social distancing requirements
• Travel
• Shift to domestic (UK differences)
• Families
• Outdoor activities
• Risk factors: cancellations, staff,
other guests, hotel lay-out, activities
• Cleanliness:
• Importance
• Changing perceptions
Adaptability:
• Extend furlough
• Change layout of hotel’s
reception; breakfast options
• Change cancellation policy,
website, OTA emphasis,
new offerings; new
partnerships; health checks
• New cleaning products and
routines; communication
and visuals

15. Brunel University London Brunel for Business Webinar Series – Dr Ana Canhoto Dr Liyuan Wei and Mr Tim Kourdi 15
Approach
Recognising
Rationalising
Refashioning
Image by Matthew Z. from Pixabay

16. Brunel University London
Adapting to the new normal