Travel's Reopening and Coronavirus Recovery

The global pandemic still impacted Accor's recent corporate restructuring, whether the company sees it that way or not.

It's unlikely economic lockdowns are in the cards for preventing future coronavirus case surges in the U.S., and Marriott CEO Arne Sorenson's defense of "hygiene theater" shows what the business community sees as a viable alternative safety measure.

Making it through the first six months of the pandemic has been the main priority of travel executives. But now it's time to begin looking forward to determine how best to grow your way out of the crisis. Now is the time to be bold — to think bigger and more innovatively given the industry’s reset.

Las Vegas casino resorts are seeking creative alternative revenue streams while convention travel is bottomed out, but it's highly unlikely anything will match the dollars associated with a mammoth, multi-day event.

The lifestyle hotel sector is increasingly crowded with bigger brands, but Dream Hotel Group is one of the few genuinely boutique players left on the field. Independence may be its trump card for brand identity moving forward."

Even if recent occupancy gains are tied to a blip in the holiday calendar, Chinese hotels continue to see a coronavirus economic recovery pattern that is the envy of the world.

Independent hoteliers with smaller back offices could find a third-party company like Blue Canary useful in mapping out heightened health and safety protocols. But it isn't clear if bigger brands with compliance departments will ever find need for outside help on cleaning.

Voco is yet another branded opportunity for independent hoteliers looking for increased distribution, but IHG has to find ways to make the brand stand out in the crowded upscale, lifestyle hotel space.

Boutique hotel companies like Proper Hospitality could be an unexpected winner in the hotel industry race to ink branded affiliation deals with existing hotel owners coming out of the pandemic.

Accor's corporate overhaul is all about recognizing that a localized business strategy may be the only way to grow revenue under an uncertain travel climate with varied geographic responses to the pandemic.