The Hospitality Industry in Times of Covid: Changes in Management and Recovery Strategies: A Look from the Hotel Sector in Marrakech

Abstract

Due to the COVID-19 pandemic, the tourism sector worldwide has undergone all kinds of changes, from operational to organizational. This study responds to requests for research on the devastating impact of the Covid-19 pandemic in the hotel industry by analyzing the changes produced by this crisis as well as the management strategies implemented by hotels to counter its consequences in Marrakech. Information collected from in-depth interviews with hotel managers, the analysis of the content of information published by specialized entities and the descriptive bibliographic review from academic sources allowed a diagnosis of these establishments at the most critical moment, identify survival strategies and future prospects. As a result, tourism and hospitality are among the sectors most affected by the pandemic, and hotels continue to devise strategies to reduce costs, strengthen safety protocols and, above all, design new products that meet the new requirements of the guest. Based on these results, this research suggests practical implications for helping hotel managers formulate strategies to create a secure customer experience.