Reckitt’s Dettol Pro Solutions – Dettol’s business-to-business offering – has announced it is partnering with the UK’s leading hospitality trade association, UKHospitality (UKH), in a bid to restore consumer confidence in the hospitality sector in the wake of the pandemic.
Dettol Pro Solutions aims to help educate and inform businesses on advanced disinfection protocols that will help renew consumer confidence. The newly launched offering will provide hygiene product delivery and training to businesses, and has already partnered in the UK with Hilton hotels, British Airways and Avis Budget Group. The partnership with UKH will see Dettol Pro Solutions leveraging science-based research and thought leadership to support awareness, training and education around hygiene standards for businesses, as well as product delivery and cleaning guidelines.
The partnership comes as the hospitality sector – hit hard by COVID-19 restrictions – begins to welcome consumers to its venues to celebrate the Christmas period, after a rocky festive trading period in 2020. With a 23% forecasted profit increase across the industry by 2022, it is anticipated that this year’s Christmas trading period will be more crucial than ever in helping to revive the sector.
Fears around germs and increased hygiene expectations from consumers – 78% of people are ‘concerned’ about germs while away from home – can be allayed by the brand positioning of Dettol, with 72% of people indicating that they are more confident to be in public places where Dettol partnership is in place.
Kate Nicholls, chief executive at UKHospitality, commented: “Dettol is a well-recognised brand, and as such we welcome this partnership with Dettol Pro Solutions to help rebuild and bolster confidence across the industry and, crucially, consumers. We look forward to collaborating and helping both businesses and their customers to feel safer in leisure spaces through this key trading period and moving into 2022 – with practical guidance, actionable insights, and physical products that can help protect hospitality environments of all types.”
Dr. Lisa Ackerley, director of medical and scientific engagement, hygiene in research and development at Reckitt Global Business Solutions, explained: “I have long collaborated with UKH on food safety and hygiene issues and am thrilled to now be lending my expertise on behalf of Dettol Pro Solutions to drive education on targeted hygiene. I’m excited to continue my work with UKH, supporting guidance and education and driving positive change for businesses and patrons in the sector through a science-led approach to hygiene.”
Jonathan Weiss, commercial director at Reckitt Global Business Solutions, added: “The pandemic has been particularly hard for the hospitality industry, so we’re very pleased to partner with the leading representatives of a sector that employs over 3.2m people to deliver our effective protocols, extending our expertise in breaking the chain of infection to the UK’s unified voice for hospitality. Dettol Pro Solutions offers science-based disinfectant and training protocols tailored to our partners’ businesses to ensure they have a specific solution for hygiene targeting their environment, staff and customers – and so we hope equipping UKH with our insight and recommendations will help restore confidence for consumers as they begin to fully re-engage with coffee shops, hotels, restaurants and more.”
Dettol Pro Solutions has launched in the UK implementing its expertise across four key areas: tailored training and hygiene protocols for businesses; creating effective products that help to kill bacteria and enveloped viruses; innovative global logistics and servicing; and leveraging Dettol’s brand power to help businesses clearly communicate the steps they’re taking to help make their spaces cleaner.
Shortly after its launch in the market, it was announced that the brand was the official hygiene partner of UN climate change summit COP26 – implementing protocols and procedures that helped to keep over 25,000 delegates hygienically clean.
UKHospitality represents nearly 800 operator companies across the hospitality industry and organises a range of events throughout the year, giving the partner the opportunity to network with a wide audience. Dettol Pro Solutions was present at the UKH Christmas lunch on 14 December – attended by 1,200 representatives – as the official hygiene partner, providing hand sanitiser and hygiene guidance to help create a protected environment.