As the hospitality industry grapples with market instability and changes worldwide, this viewpoint aims to identify helpful views from a panel of industry experts, to discuss leading action-items for near-term and long-range strategic planning. As the world is currently in the throes of COVID-19; there are an array of uncertainties impacting travel, engagement and finance.

This presents an important opportunity for us to examine, suggest and develop new strategies that foster stronger wellness propositions and public health priorities that support diverse hospitality models. This viewpoint also aims to share thoughts on how companies, stakeholders and developers can make calculated investments and complex decisions in the midst of the current crisis and beyond.

Please provide your view of high-priority initiatives related to the immediate impact on mental health, returning engagement, and guest experiences, underpinning action-planning for value and growth. Please suggest at least one creative, OUTSIDE-THE BOX idea... that reveals the importance of interconnected, multifaceted, wellbeing and health experiences.

Claudia Roth
Claudia Roth
Founder & Managing Director at Soul Luxury

A New Era Gives Birth to New Values
In almost no time, the world has changed beyond recognition. Rapidly and without much prior warning, we all continue to have to learn to adapt to something we can't yet really imagine.

What this pandemic teaching us?
The biggest challenge that the Coronavirus is throwing at us is nobody knows how life will be post-post-COVID. This induces a lot of fear and anxiety or – at the least it seems – frustration, anger and worry. We are living through a collective change, and although restrictions may be lifted, remnants of the trauma – the scare, the grief and the emotional pain – will be there. Most likely, there won't be a 'life as usual' or a 'business as usual' post-COVID. There will forever be the “before” and “after”.

What can I control when everything seems to be out of control?
Is the silver lining that some long-overdue shifts will have occurred in our innermost being?

To know that when something ends, something new begins.
Throughout life, we have experienced that when something ends, something new also begins. Often, though, this process is accompanied by feelings of pain and suffering. That is what makes us resist change, most often. At Soul Luxury we have made it our mission to help individuals and businesses by offering emotional wellbeing solutions to gain a deeper understanding about that societal shift affecting each of us. Health and emotional wellbeing are no longer a commodity for hotels and spas instead it has become a priority for each and everyone.

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