Strategies for Managing Transition of Business Toward Post-pandemic Period in the Hospitality Industry

This research aims to analyze the business model transitional phases of the hospitality industry from the COVID-19 pandemic to the new normal period. Most existing research analyzes how companies do business model innovation from normal conditions to the COVID-19 pandemic times, but how companies transition from the pandemic period to normal periods has not received much attention. As a matter of fact, the new normal period after the COVID-19 pandemic will never be the same as the period before the pandemic. Case studies in three hospitality industry companies with an exploratory approach were applied to analyze the transitional phases of the business model toward the new normal. Empirical evidence had identified five phases business survival, fine-tuning and adjustment, market growth, business process redesign, and learning and business resilience. These five phases were not a rigid sequence but were iterative between one phase and another. Thus, managers were required to have the ability to decide whether a business model that was undergoing transition could continue to the next phase or iterate with the previous stage.