Consistent and strategic branding can lead to a strong brand equity, which can add great value and credibility for hotels. Despite the challenges that have unfolded due to COVID-19, now is not the time to put off building a remarkable brand. In fact, it's quite the opposite. You should now be doubling down on your commitment to your brand. READ MORE

From each and every negative comes the potential for a greater and more positive outcome, and we have to find it. Our world has changed as a result of COVID-19 and that should be no surprise to anyone. In an industry which has been decimated in a way that I never thought possible, we must look at ways of rescuing it from disaster. Reinvention has to be the solution, this can sometimes be a painful and bumpy journey, with chances to be taken, and while anything new holds its own element of risk, in the most uncertain of environments we have a unique opportunity to be able recreate ourselves. READ MORE

While the coronavirus pandemic paused travel worldwide, the crisis has not paused wanderlust or human needs for connection. As guests begin to resume travel plans – whether for business or leisure – they will bring new expectations for health and wellbeing with them, from the use of hands-free technology to a connection to the outdoors to a holistic approach to programming. Manny Dominguez, principal at global design firm Cooper Carry, outlines how design-oriented solutions and strategic modifications will usher in the next era of hospitality, where a strong commitment to wellness serves as a new gold standard for the industry. READ MORE

As the hospitality industry continues to encounter pervasive uncertainty and global challenges, making constructive use of this critical period is essential. Despite a natural yearning to pursue confident planning, reopening and immediate recovery; many of these plans are heavily contingent upon new and evolving urgencies. In this article, Mia A. Mackman, principal and founder of Mackman|ES, Spa and Wellness Consulting and HVS Managing Director, provides a thought-provoking silver-lining analysis of what is currently happening and what is yet to evolve in today's health & wellness industry. This article also shares perspectives on new demand cycles, recovery expectations and emerging possibilities through 2024. READ MORE

Hospitality expert and Rancho La Puerta's General Manager Herve Blondel shares his key takeaways in re-opening a destination spa in the wake of COVID-19. Most notably, he discusses the incredibly large focus on wellness (now more than ever) and the importance of providing guests with the ability to reset through customizable options and offerings. Additionally, Mr. Blondel speaks to the importance of integrating enhanced COVID-19 protocols and procedures into the guest experience - maintaining that it is imperative for guests to see the actionable steps in place to keep them safe and confident in their traveling experience, without disrupting their mindset of peace and relaxation. READ MORE