Clichés to avoid during the current crisis
Clichés to avoid during the current crisis
22 JUNE 2020 7:34 AM

We might all be feeling the strain during these “unprecedented times” of the “new normal,” but that should not have us all making “deep dives” in the “knee-jerk reaction” to return to the “Goldilocks economy.”

The thing about clichés, however slightly annoying they might be, is that they contain more than a grain of truth to them.

The most overused now is the “new normal.” I have seen this used continually since the COVID-19 virus locked us all down, as though being at home all the time has somehow impeded our ability to open the dictionary.

Here are just a few of my findings from emails and news releases sent to me. Please read them while I do a frantic search for the words “new normal” in every article I have written ever, in both normal times and new-normal ones.

The new normal

  • MMGY Ophir Public relations: “Whilst we are all trying to navigate the minefield of the ‘new normal’ …”
  • “One world, one industry, one conversation” webinar: “How hotels are adapting for the ‘new normal’ …”
  • Arabian Travel Network virtual conference: “Technology and the new normal, by Uber …”
  • HRS Group: “Change is the new normal …”
  • Arabian Travel Network virtual conference (again!): “Will hygiene surpass price, facilities and services, in the ‘new normal’ hotel experience? …”
  • Hausmann LLC: “Understanding the new normal of the hospitality construction sector: Experts available for comment, analysis or bylined article …”
  • Les Roches International School of Hospitality Management: “Strategies for the hotel and tourism industry during the “new normal” of COVID-19 …”
  • Arabian Travel Network virtual conference (yes, again!): “… every dollar counts as the hotel industry starts to pull itself out of the hole created by COVID-19. These best practices for a ‘new normal’ …”
  • Independent Hotel Show: “The new normal—Exclusive survey results revealed!”
  • Camino Real Hotels: “Caino Real Hotels will return to the ‘new normal’ with anti-COVID protocol …”

… and literally just seconds after adding this to our pre-publication database, here’s one more:

  • Worldwide Business Research: “What is the new normal for businesses, and what new business models do we need to put in place in order to survive?”

I love the Independent Hotel Show one. What could those results reveal, I wonder? Yes, it is new, although maybe it is not, those surveyed said, and now it is normal, although we seem to remember this from last year, too, they added.

Actually, I very much enjoy the Independent Hotel Show. I once attended a panel at the show on setting up a men’s spa, and at the time I thought, this is so wonderful. I have not heard of a similar panel, and the information was succinct and usable. This is just the kind of thing Hotel News Now needs, I believe, among all our pieces of data, revenue management, transactions and the other aspects of the industry.

So, let’s see what the “new normal” is.

In cooperation with Montgomery Group Labs, the IHS surveyed 2,207 people, a little more than one-third of which came from the hotel industry.

Among the surveys findings, these three jumped out:

  • Seventy-one percent feel it would not impact their decision on a hotel stay if amenities (such as the pool, gym or spa) were not available due to COVID-19.
  • Of those looking to wait it out (before booking hotels and vacations), a large percentage do not feel comfortable anytime soon. Government guidance alone is far from the whole story.
  • “Bar area and restaurant area open. You go away to socialize, not to stay in your room, especially for meals,” one survey respondent commented.

I am suggesting some clichés and pat phrases to use instead of the new normal: “Post-vaccine fervent,” “the unstoppable uplift of pent-up demand,” “stay-at-home vacationers cram three holidays into one as no-travel dam bursts banks,” and “the ‘new normal’ turns out to be not normal at all.”

And for more hotel industry clichés, I turn you towards a 2015 article on Hotel News Now from STR’s Carter Wilson, senior vice president, consulting and analytics.

And the accompanying video mentions black swans … a lot! Oh, the inevitable repetition of it all!

Email Terence Baker or find him on Twitter.

The opinions expressed in this blog do not necessarily reflect the opinions of Hotel News Now or its parent company, STR and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to comment or contact an editor with any questions or concerns.

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