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As hoteliers continue their steep climb back from the greatest crisis in hospitality history, making sacrifices has been less of a strategy and more of a means for survival. Whether it's laying off employees or fighting tooth and nail for every booking, thus far there simply hasn't been another option.

Going forward in the recovery, however, I foresee sacrifices becoming more and more of a strategic decision and varying from one brand to another. And I don't mean strategies like cutting rates, which will do the opposite of fostering long-term growth and market share.

To truly build a trustworthy brand and establish genuine guest loyalty once travel finally returns to some semblance of normal, here are a few ways to think outside the box when it comes to short-term marketing decisions.

Read the full article at Forbes