ABSTRACT
This chapter explains and discusses the marketing strategies of hotels in the top hotel chains list of Horwath HTL’s European Chains & Hotels Report 2019. Based on semistructured interviews with the managers of these hotels, data were collected regarding the main changes that occurred in these hotels as a result of the COVID-19 pandemic regarding the ways of doing business and the target markets and how they responded to these changes by changing their operational, marketing, and competition strategies. The study shows, as a consequence of the COVID-19 pandemic, though the hotels faced major difficulties, by adapting to the changes in terms of changing operation strategies, markets, marketing strategies, and competition strategies, hotel chains have been able to cope with the changes taking place in the environment. It may be stated that the COVID-19 pandemic has made the hotel chains more cost, competition, and marketing-oriented, hence more resilient.
