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michael musgrave

The Big Rethink: Michael Musgrave

General Manager, Apex Hotels

Since lockdown commenced in March, hospitality has been among the hardest-hit industries in the UK, and its return much-anticipated.

While our doors at Apex City of Bath Hotel have been closed, we have been working tirelessly behind the scenes to reinvent the customer journey and provide the safest possible environment when our doors open again on 20 July. Bookings are open, and I am thrilled to already see demand for hotel rooms this month – a positive and reassuring start after a challenging few months.

As well as our signature warmer welcome, we want to give visitors complete peace of mind, so our ‘Apex Assured’ commitment outlines exactly how we are approaching cleanliness and safety, as well as ensuring flexibility on bookings and the best possible rates for booking direct.

Bookings are open, and I am thrilled to already see demand for hotel rooms this month – a positive and reassuring start after a challenging few months.

Apex Assured will take every element of the journey into consideration, building upon our already exacting cleaning standards. Like many other hotels, guests will notice more signage, there will be screens in place and, of course, sanitising stations throughout the hotel with social distancing guidance. Guests will also find welcome packs in their rooms with the likes of hand sanitiser and PPE, and antibacterial wipes have been added to our list of essential in-room amenities.

The pandemic has changed everyone’s priorities, and we have enhanced our services to match these, ensuring our guests enjoy themselves and experience the same top-class service they always have while staying safe.

In terms of the wider hospitality sector, I believe that the way we travel has changed and may not return to the way things used to be – but this could be a force for positivity. One major change will be the need to plan carefully when thinking of travelling, whether this be a family staycation or an overnight trip. Essentially, everything will need to be booked in advance from hotel rooms to restaurant bookings which may take getting used to.

The pandemic has changed everyone’s priorities, and we have enhanced our services to match these, ensuring our guests enjoy themselves and experience the same top-class service they always have while staying safe.

We are likely to see more people travelling within the UK and being tourists in our own countries. We expect to see families and couples staying with us from Bath, Bristol and further afield like London, instead of hopping on a plane. Again this is something which we are looking at positively, the city of Bath will benefit greatly and we are thrilled that we are able to play our part.

We certainly can’t wait to welcome guests back to a new and improved Apex City of Bath Hotel. As expected there will be changes – a reduced breakfast offering for example – but we will do our utmost to ensure those staying with us will feel completely comfortable and safe, and we hope they enjoy their well-deserved break.

apexhotels.co.uk

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