To navigate the unchartered terrain that has resulted from the pandemic, there is a palpable need for hotels to re-assess current business practices, and quickly devise new and innovative strategies that safeguard the health and safety of guests as well as employees and, consequently, restore consumer confidence. The objective of this article is to assess the utility of these new innovations by looking at shareholders' perceptions. The empirical application shows that the innovations implemented are seen as effective, although differential effects exist among innovation types. The results could help hotels sustain and expand the innovative responses that work (among which product innovations stand out), and discontinue those that are less effective.

为了驾驭大流行带来的未知领域，酒店显然需要重新评估当前的业务实践，并迅速制定新的创新战略，以保障客人和员工的健康与安全，并因此，恢复消费者信心。本文的目的是通过观察股东的看法来评估这些新创新的效用。实证应用表明，实施的创新被认为是有效的，尽管创新类型之间存在差异效应。结果可以帮助酒店维持和扩大有效的创新反应（其中产品创新脱颖而出），并停止那些效果较差的反应。