While hospitality brands are well accustomed to seasonal peaks and declines in demand, the prolonged stand-still brought on by the COVID-19 pandemic was a rude – if not entirely devastating – awakening. Around the world, citizens canceled trips, tightened their social bubbles, brought their work home for the foreseeable future, and, most importantly, became accustomed to a socially-distanced way of living. At the same time, airport terminals resembled a post-apocalyptic movie set – desolate and quiet. Hotels remained uncharacteristically empty, roads emptied of their usual rush hour traffic, concert venues locked their doors, and weddings, celebrations, and other events were canceled or rescheduled rapidly.