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O impacto do Covid-19 no setor hoteleiro português: uma análise operacional
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Resumo(s)
A pandemia de Covid-19 provocou um colapso económico global, comparado ao de pandemias e crises económicas mundiais anteriores, como a Gripe Espanhola e a Grande Depressão. Assistiu-se a um impacto generalizado em vários setores de atividade, afetando sobretudo a atividade turística. Face à dimensão da crise, governos e bancos centrais conjugaram esforços implementando várias medidas de apoio à economia.
Este estudo tem como objetivo analisar os efeitos da pandemia no setor hoteleiro português (consequências operacionais e financeiras) e a sua recuperação, identificando as medidas implementadas e avaliando o seu sucesso, do ponto de vista dos gestores e dos clientes. Pretende-se ainda averiguar eventuais alterações no padrão de consumo dos clientes.
Metodologicamente, foi adotada uma abordagem mista, qualitativa e quantitativa, combinando entrevistas semiestruturadas a gestores de três unidades hoteleiras representativas de diferentes tipos de turismo, com questionários realizados a 220 clientes da hotelaria portuguesa. Foi assim possível analisar de forma integrada as perspetivas e perceções do lado da oferta e da procura, proporcionando uma compreensão mais abrangente do fenómeno.
O estudo mostra que a pandemia exigiu uma resposta rápida, obrigando à implementação de medidas de adaptação operacional, modernização, reforço das práticas de higiene e reestruturação financeira. Apesar das dificuldades, a flexibilidade operacional demonstrada e a gestão de imprevistos permitiram uma recuperação gradual da atividade hoteleira, embora nem todas as medidas adotadas tivessem sucesso.
Do lado da procura, assistiu-se a uma redução do número de viagens e do tempo médio de permanência em hotéis durante a pandemia. A maioria dos inquiridos valorizou sobretudo o reforço das medidas de higiene; já a implementação de serviços mais tecnológicos registou níveis mais modestos de aceitação e contribuiu menos para a sensação de segurança; quanto às condições comerciais, a maioria considerou justo o preço cobrado, mas as condições de cancelamento/remarcação não foram vistas como suficientemente claras/vantajosas. Foi ainda possível encontrar pontos de convergência e divergência entre gestores e clientes.
De uma forma geral, o setor demonstrou uma notável capacidade de adaptação, evidenciando a importância da flexibilidade operacional, da digitalização/inovação e da confiança do cliente como fatores determinantes para a sustentabilidade futura do setor.
The Covid-19 pandemic caused a global economic collapse comparable to previous pandemics and worldwide economic crises, such as the Spanish Flu and the Great Depression. There was a widespread impact across multiple sectors of activity, particularly affecting the tourism industry. Given the magnitude of the crisis, governments and central banks joined efforts by implementing various measures to support the economy. This study aims to analyse the effects of the pandemic on the Portuguese hotel sector (its operational and financial consequences) and its recovery, by identifying the measures implemented and assessing their success from the perspective of both managers and customers. It also seeks to determine potential changes in customers’ consumption patterns. Methodologically, a mixed qualitative and quantitative approach was adopted, combining semi-structured interviews with managers from three hotel units representative of different types of tourism, and surveys conducted with 220 customers of Portuguese hospitality establishments. This approach allowed for an integrated analysis of perspectives and perceptions from both the supply and demand sides, providing a more comprehensive understanding of the phenomenon. The study shows that the pandemic required a rapid response, forcing the implementation of measures aimed at operational adaptation, modernization, strengthened hygiene practices, and financial restructuring. Despite the challenges, the operational flexibility demonstrated and the ability to manage unforeseen events enabled a gradual recovery of hotel activity, although not all measures adopted proved successful. On the demand side, there was a decrease in the number of trips and the average length of stay in hotels during the pandemic. Most respondents valued, above all, the reinforcement of hygiene measures; however, the implementation of more technological services showed lower levels of acceptance and contributed less to the feeling of safety. As for commercial conditions, most customers considered prices fair, but the cancellation/rebooking policies were not perceived as sufficiently clear or advantageous. It was also possible to identify points of convergence and divergence between managers and customers. Overall, the sector demonstrated a remarkable capacity for adaptation, highlighting the importance of operational flexibility, digitalization/innovation, and customer trust as key factors for the sector’s future sustainability.
The Covid-19 pandemic caused a global economic collapse comparable to previous pandemics and worldwide economic crises, such as the Spanish Flu and the Great Depression. There was a widespread impact across multiple sectors of activity, particularly affecting the tourism industry. Given the magnitude of the crisis, governments and central banks joined efforts by implementing various measures to support the economy. This study aims to analyse the effects of the pandemic on the Portuguese hotel sector (its operational and financial consequences) and its recovery, by identifying the measures implemented and assessing their success from the perspective of both managers and customers. It also seeks to determine potential changes in customers’ consumption patterns. Methodologically, a mixed qualitative and quantitative approach was adopted, combining semi-structured interviews with managers from three hotel units representative of different types of tourism, and surveys conducted with 220 customers of Portuguese hospitality establishments. This approach allowed for an integrated analysis of perspectives and perceptions from both the supply and demand sides, providing a more comprehensive understanding of the phenomenon. The study shows that the pandemic required a rapid response, forcing the implementation of measures aimed at operational adaptation, modernization, strengthened hygiene practices, and financial restructuring. Despite the challenges, the operational flexibility demonstrated and the ability to manage unforeseen events enabled a gradual recovery of hotel activity, although not all measures adopted proved successful. On the demand side, there was a decrease in the number of trips and the average length of stay in hotels during the pandemic. Most respondents valued, above all, the reinforcement of hygiene measures; however, the implementation of more technological services showed lower levels of acceptance and contributed less to the feeling of safety. As for commercial conditions, most customers considered prices fair, but the cancellation/rebooking policies were not perceived as sufficiently clear or advantageous. It was also possible to identify points of convergence and divergence between managers and customers. Overall, the sector demonstrated a remarkable capacity for adaptation, highlighting the importance of operational flexibility, digitalization/innovation, and customer trust as key factors for the sector’s future sustainability.
Descrição
Palavras-chave
Adaptação operacional Covid-19 Entrevistas Hotelaria Hospitality Interviews Operational adaptation