Purpose - To better understand the impact of COVID -19 on the tourism sector, with a focus on the hospitality industry, and how these changes will affect the sector and business responsiveness. Design - This is research focusing on the COVID-19 impacts on the hospitality sector in Portugal. The study reports in detail how a group of experts perceived this critical situation caused by the pandemic. Methodology - For data collection, a focus group was conducted with six experts in the field. A thematic analysis was conducted to interpret the data and NVivo software was used to organise and define the themes. Findings - Experts emphasised the massive collective dismissals in large hotel chains, the possible loss of 50 million jobs in the tourism sector, and the negative impact on the entire value chain. The low occupancy rate had a negative financial impact, as total revenues in the sector plummeted by more than 70% compared to the previous year. This pandemic required significant adjustments from operations to ensure safe operations. Participants not only stressed the importance of motivating and bringing teams together, but also described strategies to increase employee engagement. Another area of growth during the pandemic was food delivery platforms. Originality of the research - This is the first time research describing economic, financial, organizational, operational, and technological impact of COVID -19 on the hospitality industry. Hopefully these study results will help hotel and restaurant managers better plan their strategy following this pandemic.

This paper verifies the capacity of generative AI (ChatGPT in particular) to design a marketing strategy for a hotel by using the example of a 5-star property in the centre of Lisbon. The indicative solutions and reflexive tactics suggested by Dwivedi et al. (2023) were used to develop the prompts based on which ChatGPT designed the hotel's marketing strategy. The proposed approach incorporates the marketing mix elements, including digital marketing tips, the competitive set definition, a name for a marketing campaign, a logo, identification of an appropriate partner and suggested cross-selling actions. This is one of the first attempts to utilise generative AI to design a marketing strategy for a product/service. The findings of this research verify the previous assumption that ChatGPT can write it!

In the increasingly competitive hotel environment, decision-makers must consider the risks and benefits of remaining independent or affiliating with a brand or consortium. This research sought to understand the level of importance associated with a set of motivating factors considered by Portuguese four- and five-hoteliers as it relates to remaining independent or affiliating. The study results suggest that independent hoteliers rank control over decision making and shorter decision making as most important in remaining independent, and increased sales and more aggressive marketing as most important in the decision to affiliate. Affiliated hoteliers rank shorter decision making and absence of fees as most important in remaining independent, and increased sales, brand value, and more aggressive marketing as most important in the decision to affiliate. Interestingly, independence and freedom were considered less important in the decision to remain independent, by all respondents. We apply Hofstede’s cultural dimensions theory to explain some of the key findings.

Competition in the hospitality industry is fierce and hotels need to enhance guest engagement in order to remain competitive. Building brand anthropomorphism (BA) and personality is acknowledged as a marketing strategy for achieving this goal. More and more, this engagement is taking place online, with hotels’ social media playing a critical role in the process. However, it is acknowledged that there is scarce knowledge on how hotels build BA and personality in online settings. Accordingly, this research aims at examining the implementation of BA and personality in hotels adopting a qualitative approach, by focusing on the study of the case of Lisboa Pessoa Hotel (Portugal) and its use of social media for this purpose. Netnography was applied in the analysis. Results provide evidence that developing BA and personality are strategies with the potential to increase guest engagement. As implications, hotel managers are recommended to attend to the need of humanising their hotel brand. This study is one of the first to examine implementation of hotel BA and personalisation through social media.