There are forward-looking lessons for leaders adopting newer strategies and measures The Hospitality & Entertainment sector has seen disruptions of colossal proportions. The calamitous stay on travel, lockdowns, movement restrictions, remote work-model coupled with an atmosphere of unprecedented panic has resulted in a sharp deterioration in the sector’s health. Many businesses are finding themselves in an unusual working environment and they don’t know how to deal with the new challenges. The uncertainty around covid-19 is worrying and it is still not clear when the ongoing crisis will end. However, the industry is down but not out! Leaders are already coming together to formulate approaches for the sustainable and inclusive recovery of the trade. Travel or No Travel? The hospitality and travel industries are closely interlinked. The relationship is more obvious in the ‘new normal’ as nothing is the same as before. The good news is that many countries are successfully rolling out and administrating vaccines to their citizens. The world is returning to some degree of normality, but travelers are still concerned about safety issues. We must establish all-important protocols for health & hygiene and adopt cutting-edge technology such as contactless mediums, thermal checks (exit or entry), etc. These measures could help in rebuilding the trust of travelers. You will have to go back to the drawing board! The new travel measures include mandatory testing and self-quarantine. Many businesses have started offering ‘hotel quarantine’ - which is a unique way to earn money during a crisis. The concept of ‘small events/parties’ is gaining momentum as well. We need more of such ideas! –A Humane Approach Resilient leaders understand that recovery is a human and multi-dimensional experience. Specifically, this comes in the form of customer trust and confidence. Businesses must understand changing preferences and behaviors. Most importantly, they should listen, understand, and respond to their customers. This could be a leading engine to the growth that we desperately need in this new era. Most importantly, your business should follow the path of incremental adaption. Be alert and adapt to what is essential to your survival. Newness will Fuel Recovery Tourists are not shying away from visiting remote destinations in small towns or unexplored regions. The intention is to avoid crowded places and explore new places. Simply put, there is an increasing demand for niche offerings. Anyway, there is no dearth of offbeat places that are left to explore. Another concern is the absence of traditional demand generators such as sports events, music concerts, business tours that may not return in the near future. So, you’ll have to re-evaluate your priorities and invest your resources wisely. Facility Management Takes Center Stage The million-dollar question is: what ways will you be able to show the customers that your facility is safe? The focus on Facility Management gets very important. But it is no longer associated with the typical responsibilities of maintenance & cleaning. I am talking about a bigger and more accountable role, which revolves around ensuring the safety & well-being of employees and customers. Old methods don’t work anymore! The seismic changes will lead to better productivity, fewer manual processes, adoption of new technology, automation, and redesigning of the entire property. Multiple Strategies Every market will recover differently. Different countries, states, and districts have different plans and even regulations. So, it is important to understand your customer base and respond accordingly. In addition, the Hospitality & Entertainment industry comprises multiple categories - which can’t be dealt with utilizing a single plan. Conclusion The purpose of this article is not to predict the future. The goal is to prepare you for an uncertain and dynamic time. The Hospitality & Entertainment sector has weathered economic downturns and other challenges in the past and has proven itself to be resilient. Hence, this recovery should be no different. The industry will surely go back to pre-pandemic levels.