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The future of hospitality | Responding to the challenges, seizing the opportunities
SafeEntry helps keep 
Singapore’s hospitality sector 
and customers safe
In Singapore, customers use 
the SafeEntry smartphone app 
to scan a QR code before they 
enter any restaurant, hotel, or 
other venue. The app creates a 
digital diary of each customer’s 
travels and visited locations to 
support Singapore’s contact-
tracing	efforts. Reimagine the 
customer experience 
for a COVID-19 world
The pandemic has fundamentally  
changed the customer experience, and  
it’s likely to stay this way until the virus 
fades, populations achieve herd immunity, 
or a vaccine is discovered. Companies 
have no choice but to reimagine the 
customer experience for the realities  
of this new normal. Make the physical environment as 
clean and stress-free as possible
As the hospitality sector reopens for 
business, organizations must do all they 
can to not only provide a clean space for 
customers but also one that alleviates 
their health-related worries. Authorities 
will continue to require businesses to 
adhere to certain guidelines, but it’s 
incumbent on the organizations to 
implement those rules in a way that  
both fits their business and takes  
away as little as possible from the 
customer experience. All hospitality organizations will want to 
adopt rigorous, frequent cleaning and 
sanitation protocols and require the use 
of masks in public areas. Research by 
OpenTable found that 72 percent of US 
respondents said it’s extremely important 
to see strict cleaning policies in place 
at the establishments they visit, and 
60 percent said it’s extremely important 
to visit places that aren’t crowded with 
other people.8
Businesses welcoming especially large 
numbers of people will likely want to 
introduce temperature checks at entry 
or before service, and possibly track-and-
trace measures. Other actions may vary 
depending on the nature of the business.