How the hospitality industry reacts to COVID‐19: structural, managerial and tactical factors

Claudio Piga, Giampaolo Viglia, Graziano Abrate*, Francesca De Canio

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

This paper investigates hoteliers’ short-term recovery strategies during the pandemic. Stemming from management crisis theory and the resource-based view of the firm, this article focuses on two environments differently hit by COVID-19, i.e. London and Munich. The findings show that hotels with a more managerial approach have more proactively applied dynamic pricing strategies. When dealing with high severity levels of the pandemic, hoteliers make use of a more streamlined booking
portfolio to cope with the crisis. We provide theoretical implications and actionable managerial levers for hoteliers and the wider pricing community on how to maximize revenues during the pandemic.
Original languageEnglish
JournalJournal of Revenue and Pricing Management
Publication statusAccepted for publication - 4 Nov 2021

Keywords

  • COVID-19
  • crisis management
  • resource-based view
  • short-term recovery strategies
  • dynamic pricing
  • booking tactics

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