While this winter travel season is going strong, the U.S. is simultaneously in the midst of what looks to be a tough flu season—one that is expected to affect up to 40 million individuals annually in the United States. This public health concern takes a toll on personal well-being and impacts businesses significantly, with American employers incurring losses exceeding $9.4 billion due to worker absenteeism related to the flu.
The travel and hospitality industries are the ones that feel the effects of this the most. Hotel rooms, no matter how luxurious, are unable to replicate the comfort of one’s home and most travelers lose the proximity to their primary care providers when they get sick. Hence, when guests connect illness and their hotel stay, a business’s reputation takes a negative hit—whether deserved or not.
So where does that leave hotels and their guests? Handwashing is a universally recommended precaution, but it’s not always practical for the traveler. Washing hands every time a traveler touches something can quickly become an inconvenience, let alone the discomfort of dry skin due to excessive cleansing. Moreover, infections aren't limited to airborne transmission, as surfaces can serve as agents for the flu virus (which can linger on plastic and metal for up to 48 hours).
Danger in Our Pockets
Even with these considerations, oddly the most common item that almost everyone owns is the one that is most often disregarded as a bacteria agent—the smartphone. Smartphones are a reservoir for pathogens collected from every surface touched, be it inside a purse, a desk or the inside of a pocket. National Institutes of Health research reveals that smartphones often carry bacteria like staph and E. Coli, making them agents of disease transmission.
Businesses must consider how they can contribute to a healthy environment, especially when it involves disease vectors (like smartphones) that are out of their control. Disinfection should be integrated into the travel experience not as an afterthought, but as a proactive health measure that also improves the customer experience. These measures should be innovative and engaging; they should stand out and encourage the traveler to take those extra steps to avoid diseases and make them feel safer. This should be viewed as an opportunity to create a memorable experience for the customer.
Station to Station
One of the many solutions hotels can deploy to mitigate this flu and COVID season are disinfection stations. These stations are strategically placed in high-traffic areas, like an elevator bank, and are effective in offering multiple ways to prevent the spread of diseases. They can provide smartphone sanitizing wipes, hand sanitizer and ultraviolet light technology. UV technology has evolved from treating wastewater to purifying bottled water and is now adept at safely sanitizing personal belongings.
By integrating effective disinfection measures into their services, hotels and travel hubs can offer travelers a second line of defense against infectious diseases. In doing so, they create a memorable experience and provide a free service that helps them earn the goodwill of their guests, therefore improving the business’s reputation. Such a small yet effective measure can lead to positive reviews and repeat customers.
With flu season approaching, the travel industry faces a dual task and a chance for improvement. By implementing and advertising efficient and creative sterilization methods, the industry can safeguard its customers and develop a culture of health awareness. This approach towards wellness during flu season can establish new hygiene standards in travel and significantly contribute to the well-being of travelers.
Chris Allen is the CEO of iCleanse, creator of rapid UV disinfection stations that provide large-scale, interactive digital out-of-home experiences for customers and advertisers within the hotel, airline, medical and related industries.