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The future of hospitality | A recovery like no other
Understanding how this behaviour has evolved and responding effectively to those 
changes will be critical to enabling businesses to recover in a post-pandemic economy. Organizations will need to reimagine the customer experience and take deliberate 
action to maintain and build consumers’ trust. They will need to develop offerings 
that reflect the impact of COVID-19 on customers’ health and finances while also 
encouraging them to get out of the house, travel, and spend. As well, hospitality 
businesses will need to manage the operational realities of the new normal, investing in 
technology to help deal with the burden while building a more flexible, agile workforce. In an environment of dramatically lower revenues, high fixed costs, less than optimal 
asset returns, and the need to conserve capital, hospitality organizations will need to 
determine which areas to prioritize and invest in. They will need to find the right balance 
between investment and conservation, one that achieves the highest ROI in the near to 
medium term. Some of these decisions will endure; others may not.