How Will the Hotel Industry Recover From COVID-19?

JLL | July 31, 2020

Hotels were hit fast and hard when the pandemic began to spread. What’s next for the sector? If Hollywood writers had written the script for how fast and hard the hotels industry was hit by COVID-19, most producers would have laughed them out of their office. Nearly overnight, many hotels went from “no vacancy” to “high vacancy.” But even before that, disruption had upended the sector. From Airbnb to VRBO and others like them, many outside forces were pushing dramatic change on the industry. Guests wanted an experience, not just a room. As Gilda Alverado-Perez, CEO of JLL’s Hotels & Hospitality Americas, tells James C...