Strategic event planning in hospitality: The need to recommit, post COVID

Abstract

This viewpoint suggests that recharging the hospitality industry in post-pandemic world is a critical issue. The author discusses several steps towards having a strategic event plan in place within hospitality establishments, that can strive to regain, and potentially surpass, pre-Covid attendance and profits. These steps include (1) understanding who the guest currently is and who we want to encourage for further visits, (2) knowing the current market and what events might stimulate the attendance, and (3) identifying when an event is needed to boost visitation and profitability. The author also puts forward several research questions throughout the viewpoint.