CHALLENGES OF PROMOTION OF HOTEL SERVICES DUE TO THE COVID-19 PANDEMIC
CHALLENGES OF PROMOTION OF HOTEL SERVICES DUE TO THE COVID-19 PANDEMIC

Summary/Abstract: The changes that have taken place in the tourism sector, viewed as a whole, have had an impact on the hotel industry, from the perspective of users of hotel services and those who provide these services. In addition to the fact that tourist activities were at their minimum, and at one point almost completely stopped, there was also the fear of contracting a deadly virus. New circumstances require new strategies, both the provision of hotel services and public appearances, promoting and influencing people to start using hotel services again. In order to influence the existing and new users of hotel services, it was necessary not only to offer new services, different from the competitors, but also to convince people that their health will be preserved during their stay. These circumstances put new tasks before marketing managers, who had to apply crisis marketing in a completely new light due to the circumstances of the pandemic. This paper will present recommendations for the implementation of marketing activities in the new circumstances caused by the COVID-19 pandemic.

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