The hospitality leaders who are prepared to rekindle business with past guests and go above and beyond in building business with new guests will find themselves in a great position to capitalize on recovery.

Like so many industries, COVID has forced the acceleration of digital transformation in hospitality. Offering contactless experiences for guests, automating more processes and even redefining how the work itself is done are necessary for survival.

Hotel brands have found themselves in a uniquely challenging position: As online travel agencies continue to drive a significant share of business, many hotel owners are questioning whether the costs of associating with a brand are worth it.