If Hollywood writers had written the script for how fast and hard the hotels industry was hit by COVID-19, most producers would have laughed them out of their office. Nearly overnight, many hotels went from "no vacancy" to "high vacancy."

But even before that, disruption had upended the sector. From Airbnb to VRBO and others like them, many outside forces were pushing dramatic change on the industry. Guests wanted an experience, not just a room.

As Gilda Alverado-Perez, CEO of JLL's Hotels & Hospitality Americas, tells James Cook, now they're wanting even more, including the security of knowing that where they rest their head at night will be clean and safe.

About JLL

For over 200 years, JLL (NYSE: JLL), a leading global commercial real estate and investment management company, has helped clients buy, build, occupy, manage and invest in a variety of commercial, industrial, hotel, residential and retail properties. A Fortune 500® company with annual revenue of $20.9 billion and operations in over 80 countries around the world, our more than 103,000 employees bring the power of a global platform combined with local expertise. Driven by our purpose to shape the future of real estate for a better world, we help our clients, people and communities SEE A BRIGHTER WAYSM. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit jll.com.