How is hospitality reacting to the war in Ukraine?

When people die, and there are wars worldwide, advertising considerations fade into the background. Nonetheless, firms are now confronted with a completely different political agenda than they were a few months ago, and they will need to create answers for both the short and long term. Are they going to continue operating? Are they going to halt any Russian business partnership?

The immediate challenge confronting many international corporations is simple: how to terminate links with industries and companies related to Russia’s ruling government.

How does the hospitality sector answer until now?

“In times of need, the hotel industry has always been one to step up,” Patel added. “The #HospitalityHelps project exemplifies what can be accomplished when people band together to aid those in need.” People want to feel safe. Patel added that they need a place to call home and a roof over their heads while their country is in turmoil,” Patel said. “This is the basic foundation of the hotel industry, and it’s what hotel owners aim for every day: to bring solace and tranquility to individuals who need rest and a safe place to stay.”

Let’s see how some of the giant corporations in the hospitality sector have reacted until now.

Marriott International

Marriott International said it had “supported and will continue to support humanitarian efforts through relief groups, our network of global partners, and our operations, including lodging refugees at Marriott properties in adjacent countries,” according to a statement. Marriott has also set aside $1 million for its associate assistance fund to assist employees whom the war has impacted.

Marriott has closed its corporate office in Moscow and halted the opening of new properties and all future hotel development and investment in Russia to comply with sanctions and applicable regulations. “Third parties own our hotels in Russia, and we continue to assess their ability to stay open.”

Hyatt Hotels Corp.

Similarly, Hyatt Hotels Corp. has halted all development and new investment activities in Russia. “As we hope for a resolution to this crisis, we will continue to review hotel operations in Russia while complying with applicable restrictions and US government directions,” the business said in a statement. “We are assessing how best to support and care for our hotel workers and present customers in Russia, understanding that many individuals in Russia face problems and uncertainty about their future.”

The firm also announced that it was giving refugee lodgings across Europe, shipping supplies to Ukrainians, organizing job transfers for Hyatt employees, and setting up a relief fund for employees in need of necessities, relocation assistance, and care. “We’ll keep going.”

Now let’s focus on Four seasons!

Four seasons hotels haven’t stopped operating in Russia and as many can say, Not reacting is also an answer! The war in Ukraine, and the ensuing humanitarian crisis, have been devastating and have resulted in unthinkable human misery. Four Seasons states that they will do everything to support impacted workers, guests, and partners, as a corporation that considers empathy and compassion among its most essential values.

Four Seasons manages two hotels in Russia on behalf of third-party owners under long-term management contracts as a management business.

They are keeping a close eye on the situation to see if both hotels can continue to operate. Four Seasons has halted its expansion plans in Russia and has no presence in Ukraine.

Until now, they haven’t announced anything about closing their hotels, but on the contrary that they are keeping in touch with their hotel staff in Russia, Ukrainian colleagues, and those directly affected by the conflict, to put their safety first.

Trying to help their employees is also something while we are unsure how this can actually and impactfully help the war itself. They keep in touch with their hotel employees in Russia, their Ukrainian colleagues, and anyone directly impacted by the conflict, emphasizing their safety and security while also giving support and caring.

What are their actual actions?

Four Seasons has made gifts to the International Committee of the Red Cross and World Central Kitchen to aid humanitarian relief operations and people in need. Our hearts go out to the people of Ukraine and all those affected by this heinous and sad conflict.

Let’s think out loud…

Do you believe these hotels should have stayed open in Russia right now? Are you comfortable with Russian people having a vacation in Russian Fours Seasons while Putin does whatever he can to destroy Ukraine? While people are losing their homes and leaving their country forever? My answer is no… Like many other corporations, Four seasons and all the other prominent leaders of the hospitality sector should have reacted differently.

Every company must make its judgment, but my advice is that brands should react to any social issue and stay relevant. And why? Because first, we are people, and then we are businesses, and secondly, because consumers are always watching and are the most prominent judges at the end of the day.

Let’s make better decisions for a better world!