June 16, 2020 – According to the new research, 80% of HSMAI members expect to see signs of hotel recovery in their primary markets by Q4 2020. Still, many acknowledge that hoteliers will need to significantly adapt their business models to capitalize on this according to a new series of eBooks released by Amadeus, an industry-leading provider of hospitality technology solutions, in partnership with global hospitality organizations, Hospitality Sales and Marketing Association International (HSMAI), the Institute of Hospitality (IoH) and the Hospitality Professionals Association (HOSPA).

The study also reveals that 76% of HSMAI members are starting to prospect new types of account business and traveler segments where they were not previously focused. A new global customer segment of travelers is emerging. ‘Generation Clean’ is a new cross-generational segment of traveler who will prioritize health and hygiene when hotel shopping in this new era.

The research also unveils that the key to recovery for some hoteliers will be to branch into new priority markets, given the significant impact that COVID-19 will continue to have on destination choices in the near and mid-term future.

The series looks at the short and long-term strategies hoteliers need to develop over the four phases of recovery, which span local, domestic, continental, and a global reopening. With travel restrictions in place for the remainder of the year, hoteliers will need to strategically plan to re-segment their expected guests and cater their approaches accordingly.

“We believed it was important to partner with Amadeus to bring these recovery playbooks to industry professionals and assist them in charting a course for recovery,” said Robert Gilbert, President & CEO, HSMAI. “Together, we are identifying new ways to handle a new world of hospitality through knowledge sharing, better understanding traveler intentions, observing best practices in parts of the world that are beginning to emerge from the crisis, and implementing new policies and procedures.”

“I’ve taken great hope and a real sense of optimism from the reaction of hospitality operators across the sector,” said Jane Pendlebury, CEO, HOSPA. “Although likely to be much changed, our industry certainly won’t be undaunted by the challenges that face us. Together we’ll come through this crisis stronger and more resilient.”

“We have to think outside the box,” said Peter Ducker, Chief Executive, IoH. “We have to put on hold what was ‘normal’ and create a ‘new normal’ that still delivers the high standards and enjoyable experiences that we once knew.”

“Nobody could have been prepared for a crisis of this magnitude. But what I know is that the hospitality industry is resilient and a people first industry. As a key partner of the industry, we are excited to collaborate with these experts to provide resources that will be useful for hoteliers to build the path towards recovery” said Francisco Pérez-Lozao Rüter, President, Hospitality, Amadeus.

The eBook collection is available now for download on the Amadeus Hospitality website.

 About the Research

Amadeus conducted research in partnership with IoH, HOSPA, and HSMAI and their senior advisory board. Extensive interviews with 49 HSMAI senior board members, hospitality experts from Amadeus, and senior industry leaders took place in May 2020. A global survey was also sent to HSMAI members of which 117 responded with their insight.

 Media Contacts

Grayling Communications, Amadeus.Hospitality@Grayling.com

 About Amadeus

Travel powers progress. Amadeus powers travel. Amadeus’ solutions connect travelers to the journeys they want through travel agents, search engines, tour operators, airlines, airports, hotels, cars, and railways.

We have developed our technology in partnership with the travel industry for over 30 years. We combine a deep understanding of how people travel with the ability to design and deliver the most complex, trusted, critical systems our customers need. We help connect over 1.6 billion people a year to local travel providers in over 190 countries.

We are one company, with 19,000 employees across 70 offices. We have a global mindset and a local presence wherever our customers need us.

Our purpose is to shape the future of travel. We are passionate in our pursuit of better technology that makes better journeys.

Amadeus is an IBEX 35 company, listed on the Spanish Stock Exchange under AMS.MC. The company is also part of the EuroStoxx50 and has been recognized by the Dow Jones Sustainability Index for the last eight years.

To find out more about Amadeus, visit www.amadeus.com or www.amadeus-hospitality.com.

Follow us on: Facebook, Twitter, LinkedIn, and Instagram.


The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Adrian Awards, HSMAI ROC, Marketing Strategy Conference, and Sales Leader Forum.

Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas region. Connect with HSMAI at hsmai.org, HSMAI Facebook, HSMAI Twitter, and HSMAI YouTube.

About IoH

The Institute of Hospitality is the professional body for managers and aspiring managers working and studying in the hospitality, leisure, and tourism industry. We have members working in every sector of the industry and in over 100 countries around the world. Our primary purpose is to promote professionalism through lifelong learning. This is achieved through engagement with hospitality educators around the world, through our knowledge library resources and through a program of professional development events.

We aim to support all our members at every stage of their career and help them reach their full potential. Every part of our broad industry is supported; Managers, students, educators, and suppliers.

Established in 1938, we are managed as an educational charity and our resources include publications, management guides and research, covering both our industry and other management disciplines.

To find out more about the Institute of Hospitality, visit www.instituteofhospitality.org or follow us on social media @IoH_Online.


HOSPA – the Hospitality Professionals Association – is a not-for-profit educational organisation, formed to bring together professionals involved in all things commercial within the hospitality industry in the UK.

HOSPA is recognised as the UK’s authoritative voice in the hospitality industry on financial management, technical accounting issues, as well as the leading arena for debate on investments, hospitality technology developments, revenue management and marketing.

HOSPA’s Professional Development Programmes provide rigorous and relevant education for all those seeking to further their careers in these important functions. It will also be launching its new course in Asset Management in September 2020.

A regular programme of workshops and seminars provides the perfect opportunity for members to continue to develop their knowledge and network with colleagues. HOSPA is on all major social media channels, including Twitter on @HOSPATweets

For more information, visit: www.hospa.org.