Improving the Guest Experience Starts Now

The hospitality industry is facing some of the most challenging circumstances in decades, if not ever. After ending 2019 on a strong note, 2020 turned the industry quickly on its head as the pandemic forced lockdowns that closed hotels nationwide. Many months after the pandemic began, the situation is not even close to being back to normal. Nor has the economy fully recovered.

The pandemic knocked hotel owners and operators off course. In 2019, many budgeted for near-term capital improvements. They were then slammed with a swift and drastic decline in demand when the pandemic began. Continued low occupancy has forced owners and operators to shelve planned capital expenditures-and even maintenance investments are off the table. It may be years before hotel owners and operators can return to making the capital improvements they should have been completing when times were good.

At the same time, it may take a while for travel patterns to return to normal and travelers and businesses feel it is safe to travel. Hotel occupancy-especially for full-service hotels-will not return to pre-pandemic levels until travelers are more confident.  How can owners and operators continue to deliver against high guest expectations when renovations, FF&E updates, or technology upgrades simply can't happen right now?

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About the Author

Andrea Stokes joined J.D. Power as Practice Lead, Hospitality in September 2019. She is responsible for ensuring J.D. Power brings relevant and high-quality intelligence to clients in the Lodging and Senior Living sectors. A results driven hospitality professional with extensive experience in consulting, corporate project management, and brand insights, Ms. Stokes provides J.D. Power clients with hospitality industry expertise and thought leadership, as well as expertise in customer experience management. She is skilled at translating data and insights into actionable strategies and businesses cases for hospitality sector executives. Ms. Stokes has strong expertise in marketing performance measurement, CX, and data analytics. She has led teams, overseen $1 million-plus budgets, and executed cross-departmental programs. Andrea Stokes can be contacted at +1 301-529-3368 or Please visit for more information.