TAF PUBLISHING

This paper examines the business strategies employed by the hotel industry during the COVID-19 pandemic from 2021 to 2022. The study conducts a systematic review and adopts Teece's concept of 6S sub-constructs (SAFETY, SCAN, SYSTEM, SUPPORT, SPREAD, and SPEED) derived from dynamic capabilities. It analyzes 76 online articles focusing on two prominent hotel chains: Intercontinental Hotels Group and Marriott. The findings highlight several key points. Firstly, stringent cleaning protocols are essential to ensure the safety of guests and employees. Secondly, incorporating new technologies and automated systems enhances contactless customer experiences, enables proactive risk scanning, and facilitates the tracking of pandemic-related contact-tracing data. Thirdly, knowledge management integration plays a vital role in providing relevant training and equipping staff with up-to-date knowledge of evolving cleanliness and safety regulations. Fourthly, implementing flexible booking and cancellation policies and offering accommodations for medical staff exemplify the concept of "true hospitality for good." Lastly, top strategies for generating additional revenue include launching food and beverage delivery services and finding innovative ways to utilize indoor spaces while ensuring safety. The new normal presents managerial and policy implications for businesses in the hotel and tourism industry, necessitating their adaptation to radical and dynamic environments.