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Short-term strategies must be balanced with longer-term planning, explains Demian Hodari, Associate Professor of Strategic Management at the Ecole hôtelière de Lausanne (EHL). In an in-depth and candid discussion about the future of the hospitality industry, Demian tells David that this crisis is an opportunity for creative disruption. 

He says organisations have no choice but to re-think the way they do things, because many of the hotel experiences we used to take for granted will not be relevant going forwards. As such, Demian says he’s surprised that the only major announcements coming from hotel companies so far have been about hygiene and cleaning standards. While these standards are, of course, important in the short-term, he believes they will quickly become a given and cannot be used as a differentiator – just as airline safety standards are never used as a competitive factor.