Dive Brief:

• Marriott International and Hilton Worldwide both announced new cleaning procedures in a move to rebuild trust in hotel stays for once the pandemic subsides, the companies revealed in separate press releases.
• Hilton is partnering with Lysol's parent company RB and the Mayo Clinic to develop new processes and staff training programs for The Hilton CleanStay with Lysol protection program. Marriott is launching a global cleanliness council to develop technology for enhanced cleaning procedures, including hospital-grade disinfectant.
• Similarly, Airbnb announced a new cleaning protocol for hosts, which includes guidance from former U.S. Surgeon General Dr. Vivek Murthy. The Enhanced Cleaning Initiative is Airbnb’s first standardized protocol for cleaning and sanitation.

Dive Insight:

Some countries in Western Europe and certain states in the U.S. have slowly begun to ease lockdown rules and reopen following coronavirus-related shutdowns. As regulations lighten up, consumers may still be wary to travel again as concerns that staying in a hotel or rental home could expose them to infection. The tourism industry wants to get ahead of these fears by overhauling cleaning protocols with the promise that travel can be hygienic.

By creating new protocols, Hilton, Marriott and even Airbnb can demonstrate they are taking consumers' concerns seriously and that they are willing to take cleaning to new levels to prevent the virus' spread. Partnerships with the hotel giants could be a boon for cleaning brands and other household CPG marketers as high demand for extreme cleanliness will likely lead to a number of future partnerships across industries.

These partnerships offer CPGs opportunities for cross-promotions and marketing with hotel partners and may extend to retail stores, restaurants and airlines. As these businesses look for trusted brands to help them offer clean and hygienic spaces for consumers, CPGs could help businesses reach these goals and spur sales and brand trust.

While the CPG space has so far fared well during the pandemic as consumers stock up on household cleaners, many brands in the category have had to pull back on marketing efforts to maintain financial stability and strike the appropriate tone during the crisis. These partnerships could offer the brands a platform to position their brands in a positive way without coming across as too focused on sales.