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A crisis is often needed to make drastic changes and the ongoing pandemic is one of the most challenging crises that the world has faced since the Second World War. The COVID-19 outbreak came in suddenly, swept across the world and changed us in an unprecedented way – not only our businesses but even the way we live.

The final HFTP Europe Hangout of the year made a few requests of its participants: wear some fun holiday garb, bring your sense of humor, tell a few stories about how 2020 put everyone through the ringer – and, on a lighter note, share what we hope for in 2021. It was a valuable reminder that we all must continue on with optimism and determination until we can finally emerge and prosper on the other side.

I have been thinking about this topic for some time. Especially now in 2020 with the social unrest in this country and elsewhere in our world I think it’s time to speak up. For me, that means offering what I think is a path to an improvement in the way we look at and see each other. It comes from my experience in hotels, from the culture I grew up in, inside the hotel world, and at home.

When I read posts and view memes on social media, it seems that most of us cannot wait to put this year behind us. Indeed, it has been a tough one for all, especially those of us who work in the hospitality and tourism industry. Yet when I sit at my desk writing my last training article of this crazy year, thinking of all the ups and downs I have gone through, I find myself being grateful for 2020, because 2020 taught me how to be even more grateful. This year has made me realize that it is gratitude, more than anything, that nurtures the spirit of hospitality within us all.

Typically delighted by a complimentary beverage in the lobby during check-in, hotel guests of the future might be even more excited to be treated to unlimited hand sanitizer.

While 2019 saw travel companies enjoy continued growth driven by strong consumer demand across the sector, the COVID-19 pandemic and uncertainty surrounding Brexit have caused unprecedented turbulence for the short to medium term outlook.

As part of the Leading Diversity@Wharton speaker series, Dean Erika James and AT&T Senior Vice President and Chief Diversity Officer Corey Anthony spoke with Wharton’s Stephanie Creary about inclusive leadership in times of crisis.

Budgeting season is a time to analyze your hotel’s marketing and technology initiatives from the last year and set a new plan in action to achieve greater success. Today, many sources project that the COVID-19 pandemic will continue to impact the hospitality industry for years to come, which makes budget planning for 2021 even more complex. In light of this, it’s important to have an idea of where the industry is heading and keep forecasted trends for 2021 top of mind when determining how to allocate your marketing dollars.

How can you forecast for meetings, business conferences, weddings and special holiday gatherings like those that take place at Christmas when you have no solid idea what restrictions the future holds? How can you accurately build your budget assumptions if you are not sure when regular business and leisure travel will resume to drive up occupancy rates?

Since the mass adoption of the internet, technology has played a central role in shaping how almost every element of travel is experienced. From smartphones to electronic payments, blogs, social media, chatbots, A.I., ordering and review apps, and even smart luggage, technology has increased the ease and speed at which a holiday can be pulled together, and has been a lead driver in the growth of our industry.