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The future of hospitality | The pandemic is driving changes to customer behaviour
Consumers’ embrace of 
digital accelerates
COVID-19 lockdowns have seen 
Canadians work, shop, socialize, and 
entertain themselves online more 
than ever; some for the very first time. This is likely to not only increase their 
comfort with digital technologies and 
experiences, but their appetite for them 
as well. As provinces ease restrictions, 
many Canadians will remain concerned 
about exposure to the coronavirus 
and will be open to new technologies 
such as self-check-ins and check-outs, 
touchless payments, app-based services, 
augmented or virtual reality, and more. For hospitality organizations, this should 
be seen as an invitation to innovate and 
invest in digital technology. Consumers may be slow to return 
to old habits and crowds
Canadians are undoubtedly pleased to 
see governments take the first steps 
toward reopening the economy in the 
“new normal.” But the hospitality sector 
shouldn’t expect a swift return to full 
houses, Las Vegas’ huge reopening 
crowds notwithstanding.4 For one thing, 
authorities are likely to maintain strict, 
if evolving, rules on venue capacity, 
physical distancing, and more in an effort 
to ensure that reopening doesn’t spark a 
new wave of viral infections. But consumers themselves 
may be reluctant to return to their 
old habits. Nearly half (47 percent) of 
Canadians are concerned about their own  
physical well being, and 58 percent are 
concerned about the health of their  
family. Only 15 percent of Canadian 
consumers say 
they feel safe attending 
in-person events; 34 percent 
feel safe going to a restaurant, and 
29 percent feel safe staying in a hotel.5 
Canadian consumers may want to go  
out for dinner, a night at the casino, or 
a sports event—but many still don’t 
believe it’s safe to do so. To persuade 
consumers to return, the hospitality 
sector must ensure it delivers a clean, 
safe experience and effectively 
communicate this to consumers. Travel?