Table 2.

Strategic measures to facilitate recovery of business activity in hotels.

Item	Description
SM1	Maintain investment in digital marketing, improving SEO positioning and strengthening brand image in metasearch engines; update content.
SM2	Redesign advertising messages to orient them to new customer concerns and improve customer confidence (report on safety rules, flexibility in reservations, etc.).
SM3	Design specific campaigns that focus on a local audience (with specific advantages) and expand them to other segments as demand increases (including content such as webinars or frequently asked questions).
SM4	Promote advertising on social networks (Facebook, YouTube, Instagram), as this medium provides virality at a relatively low cost (prioritize audiovisual content such as images or videos).
SM5	Offer specific benefits for regular customers (loyalty club members), such as the possibility of paying at the establishment, accumulating double points on loyalty cards, and extending specific promotions.
SM6	Design offers and packages oriented to the national market, offering additional benefits (e.g., children free, breakfast included) and providing incentives to extend stays: services such as a free spa or upgrades to the next category.
SM7	Improve the terms of free cancellation: permit customers to cancel without penalties if the health situation changes.
SM8	Offer greater flexibility in non-refundable rates to avoid cancellations (e.g., allow customers to reschedule their reservation on another date or exchange it for a pass with no expiration date.
SM9	Offer greater flexibility with entry and exit times, permitting early check-in or late check-out to prevent customers from having to wait on the street or in common areas.
SM10	Encourage direct booking through the hotel's website, offering exclusive advantages (special rates, flexible hours, welcome details, reduced rates for healthcare professionals, etc.).
SM11	Instead of reducing prices, offer customer additional benefits (e.g., local gastronomy gifts, free admission to nearby attractions, etc.).
SM12	Offer a personalized customer service line to prepare and manage customer stays: provide information on local attractions, means of transport, health information, and pre-arrival contacts to inform customers of all measures taken, etc.
SM13	Design specific services aimed at improving the client's "integral" well-being, offering, for example, mindfulness, yoga, or meditation sessions at the hotel.
SM14	Offer customers and local population specific discounts to encourage them to use additional hotel services (e.g., restaurant, swimming pool, etc.).
SM15	Allow check-in and check-out online (or from a mobile application) to avoid waiting and crowding and minimize interaction with staff.
SM16	Provide 24-hour online customer service, such as room service or minibar orders via mobile phone (digital concierge service through WhatsApp).
SM17	Adapt meeting and event facilities to new security protocols, enhancing the digital experience and improving technological infrastructure to support videoconferences and online congresses.
SM18	Minimize the use of paper and digitize activities (e.g., room key available on cellphone, QR devices to access restaurant menus, etc.).
SM19	Collaborate with local entities (agencies, event organizers) to create unique offers and packages that address the local public (closest demand).
SM20	Actively collaborate with other agents in the sector (airlines, DMOs, other hotel companies) to launch joint communication campaigns that strengthen the destination’s image and improve customer confidence.
SM21	Create a contingency plan including protocols and action measures and familiarize all staff and customers with it.
SM22	Create a position "head of health security" to be the expert in charge of coordinating and implementing measures and designing the necessary training for employees in said protocols.
SM23	Develop a specific plan to reduce and control operating costs in the coming months.
SM24	Design a safety and hygiene training plan for staff to help the team adapt to the new scenario; establish controls to ensure that staff follow the new protocols.
SM25	Develop a specific plan for the reduction and control of operating costs in the coming months.
SM26	Train all hotel employees to assist potential unexpected positive cases.
SM27	Promote specific measures to improve hygiene habits and make antibacterial gel stations widely available in companies, institutions, shops, and streets.
SM28	Establish temperature controls to detect potentially infected individuals.
SM29	Provide prepared hygienic material in hotel rooms and common areas, encouraging antibacterial and hygiene gel use (among employees and customers); reorganize common area furniture to ensure appropriate distance and safety.
SM30	Adapt common areas such as elevators, garages, shared terraces, and swimming pools; develop specific protocols to prevent spread of the virus.