As human beings, we know change is inevitable. They say life is 10% of what happens to us and 90% is how we respond to it. There’s no question the hospitality industry will rebound from this challenging period. And when we do, it would be naive to think everyone will resume life as we knew it. We need to first acknowledge guests will adjust the way they travel and interact with hotels. But we have to go further than just acknowledgment. We must understand, adapt, and respond before the first guests ever (re)crosses our threshold. We need to actively re-instill trust before a guest even considers travel.