Critical success factors for Boracay Island hotels' transition to a better normal: Developing effective business continuity strategies

As the global hospitality industry transitions into a "better normal," hotels on Boracay Island face the critical task of identifying and applying key success factors to maintain their competitive edge. This qualitative study adopted a critical phenomenological approach to explore these factors through the lived experiences of seventeen key informants comprising CEOs, presidents, owners, general managers, and consultants. All participants were accredited by the Department of Tourism and purposively selected on the basis of specific criteria: a minimum of three years of professional experience, direct involvement in crisis management, and active participation in their organization’s transition to the postpandemic context. Data were collected via a researcher-developed interview guide through unstructured interviews conducted between August 1 and October 31, 2022. The study focused on 3–5-star hotels in Boracay. Thematic analysis, guided by Braun and Clarke’s six-phase framework, was used to analyze the data. The findings revealed six critical success factors: diversification of services and markets, organizational adaptability, safety-centric operational transformation, integration of digital technologies, collaborative recovery efforts, and strategic business adaptation. The informants acknowledged the essential support provided by the government but also emphasized the ongoing challenges associated with adjusting to new health protocols, guest expectations, and sustainability practices. In response, many hotels implemented resilient operational frameworks, embraced technological innovations, and fostered partnerships within and beyond the industry. These strategies have been pivotal in navigating uncertainties and maintaining service quality. In conclusion, Boracay hotels have demonstrated a commendable capacity to adapt and thrive amidst industry shifts. To sustain their momentum, it is recommended that hotels continually innovate, strengthen diversification strategies, and develop unique offerings that appeal to a broad range of travelers. Such proactive efforts will enhance resilience, ensure operational relevance, and position Boracay’s hospitality sector for long-term success in the dynamic “better normal.”