Hoteliers Adapt, No Longer To Survive But To Thrive

Leaders of major hotel brands speaking at the Annual Hotel Conference said that as the fundamentals of the hotel industry are normalizing, hotel owners and operators are applying lessons learned during the COVID-19 pandemic to strategies to drive demand to their properties and gain market share for the brands.

In a panel, Marloes Knippenberg, CEO of Kerten Hospitality, said hat during the recent years of turbulence, owner needs grew closer to the products her company was providing. “We sell lifestyle and mixed-use [developments]. Soft use was tough to sell before the pandemic, but owners have become more aware of the need for diversification and to look at assets in a different way,” she said.

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