Times are more challenging for the hospitality industry than ever before. It’s a tough time for selling flooring to this sector. New construction is slowing down, and many pipeline projects are being postponed as hoteliers furlough employees including specifiers and designers. Many manufacturers’ existing orders have been put on hold as uncertainty grows about how long the COVID-19 crisis will last and what its ultimate effect will be upon the economy in general and hospitality in particular.
The value proposition of flooring can grow with the times. The primary appeal for hospitality is to help create spaces that differentiate from our competitors by giving that at-home feeling for a better guest experience. The appeal has not changed due to the circumstances of today. There’s already been a trend towards more specification of hard surfaces and especially LVT in hospitality, where it’s moving from public areas into guest rooms and bathrooms. Given that movement, we expect usage to accelerate when travel and mobility are restored. It’s an opportunity for flooring manufacturers to spotlight the relevant benefits of their products, setting the stage for architects and designers to specify accordingly when the market rebounds.