Fast technological advancement, combined with effects of the COVID-19 pandemic, has brought about numerous social and economic changes, and imposed challenges to the hotel industry. On the other ...hand, demographic changes, such as population ageing, also affect the demand side of the hotel business. The aim of this paper is to highlight the characteristics of a new business environment, often referred to as “new normal”, and to provide implications for hotel managers how to succeed in such an environment. The study reveals that the “new normal” business context demands changes in marketing approach, riskmanagement and supply chain management. Accordingly, attention is drawn to the concepts of customisation, diversification and agility. Making hotel services accessible to a wider population is considered as a potential for improving hotel performance, as elderly and disabled population represent significant market segment which is often neglected. By orienting towards the needs of elderly, hotel companies proactively respond to emerging demographic changes.
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