The hospitality industry is in the middle of a mighty comeback. People are tired of being stuck at home – which means more business for restaurants, hotels, airlines and conference centers. “The hospitality market is way up from this time last year,” says Mickey Wirtz, COO at Wizard Creations (asi/362568). “People are back in their routines.”
10%
Percentage increase in 2021 hospitality market promo sales compared to 2020
(ASI Market Research)
Jay Basaria, founder and CEO of 5 Star Promo (asi/589987) which is based in Orlando, FL, has seen the same increase. “With all of the vaccines and boosters out, everyone is starting to feel better about traveling,” he says, specifically noting that postponed business events are finally locking in bookings.
Still, most buyers have seen their roles shift slightly, whether it’s moving toward purchases of custom websites or figuring out ways to engage potential future customers through marketing initiatives. “We all hate the word ‘pivot,’ but we’ve had to change the way we do business,” says Jill Moore, president at Top 2 Bottom Marketing (asi/601400) in Arlington, TX.
Not everything is back to where it was. Cruise inquiries are beginning to pick up, but revenue and passenger numbers are still greatly below pre-pandemic levels. (COVID outbreaks on ships this winter didn’t help.) Nevertheless, overall there’s lots of positivity. “We’ve seen sales at above pre-pandemic levels,” says Wirtz. “It isn’t easy, but if you focus on the ever-changing marketplace you will catch the wins.”
Product Picks
Tried & True: Luggage
This includes luggage tags as well. People are traveling more now than they were during the pandemic, and they will always need something to identify their bags. “Most people will never buy a luggage tag,” Basaria says. “However, if they receive one, they definitely keep and use it.”
Product Picks
Shiny & New: Health and Safety
Even as states have done away with mask mandates, there’s a continued emphasis on health and safety to make visitors feel comfortable. PPE, sanitizers and other related products will most certainly still have a place. Wirtz notes that as COVID and its variants continue, these products are widely used, and if you can get it in a new color or style, it can often feel like a whole new product.
Three Hot Sales Opportunities
Local Restaurants
At least one pandemic habit — patronizing local restaurants — will continue. “It’s been fun to be able to go to a local Italian place versus an Olive Garden,” Moore says. “There’s always a place for chains, but I’m seeing more people intentionally choose to support local restaurants.”
Reusable Items
Pandemic or not, takeout is huge, Wirtz says, making reusable items a great segment of the market to target. He’s seen luck with items like take-out packaging and cooler bags – anything that can get something from one place to another, whether by delivery service or in a patron’s car.
Uniforms and Apparel Merch
Apparel remains a strong product as uniforms or marketing tools for the business. “We do fun sayings on the back of [restaurant] T-shirts,” Moore says. “Everybody wants to come into the restaurant and get those. They like to support their local businesses that way.”