Covid-19 ua lilo i ko mākou moeʻuhane maikaʻi ʻole a i ʻole ko mākou hōkū ʻoi loa, hilinaʻi ia i ka ʻāpana o ka hoʻokele waiwai āu e kapa ai i ka home. Inā hilinaʻi kāu ka loaʻa kālā i ka kūleʻa o ka hale hōkele, nā huakaʻi a me nā ʻoihana hoʻokipa, hoʻohoka maoli paha ʻoe.

E hoʻomaka ana i Ianuali 2020, ua loli kēia maʻi i nā ʻāpana o ka hoʻokele waiwai e hiki ʻole ke hoʻihoʻi piha a hiki i ka 2022 a i ʻole 2023. Nānā nā mea nona, nā mea lawelawe, nā luna hoʻomalu a me nā limahana i nā hoʻokahuli huakaʻi nunui, ka hoʻokuʻu ʻia ʻana o nā mokulele kūloko a me nā honua, hoʻopaneʻe a hoʻopau paha i ka nui a me ka liʻiliʻi. hanana - me ka ʻole o ka mana e hoʻopau iā ia. Ke mahuka nei nā kānaka i nā kūlanakauhale a pale i ka huakaʻi i kēia mau wahi ʻoiai ʻo ka pilikia olakino e pili ʻole i ka nui o ke kūlanakauhale akā no nā kūlike ʻole o ke kūkulu ʻana a me ka maikaʻi o ka nohona kūlanakauhale.

Ma mua o COVID-19

ʻO nā ʻāpana ʻoihana āpau e ʻike nei i ka ulu a me ka kūleʻa kālā ma o ka hopena o 2019, a ʻo ka pā wale ʻia ʻana e kekahi mea hoʻomaʻi laha ʻole o ke kumu maopopo ʻole i laha koke i ka lewa. Hoʻomākaukau mākaukau nā ʻoihana mākaʻikaʻi e hana i nā kūlana pōpilikia, ʻoiai ma nā wahi pōʻino nui. Hōʻike ka noiʻi ma hope o ka haunaele e pili ana i nā haunaele e pili ana i ke aniau, ʻaʻole makemake nā poʻe mākaʻikaʻi e huakaʻi i kēia mau wahi i kuhi ʻia, a me ka hoʻohui ʻana i ke kūlana koʻikoʻi o nā hihia, hoʻokau nā aupuni i nā mea hele i kēia mau ʻāina.

Hōʻike nā wānana waiwai ʻaʻole e hoʻi hou ka ʻoihana hoʻokipa multifaceted i ka wā pōkole a kokoke paha e like me ke kāohi ʻia ʻana o ka noi i ka loaʻa kālā, a me ka hōʻemi ʻana o nā loaʻa kālā ma ka like a i ʻole ka hohonu o ka hōʻemi ʻana i ka ʻai o nā huahana huakaʻi / lawelawe. Eia hou, aia paha e hoʻololi i ka noi mākaʻikaʻi mai nā huakaʻi kūwaho i nā wahi kūloko.

Hōʻikeʻia

ʻAno maʻalahi ka ʻoihana hōkele i nā pilikia ʻoiai hoʻokumu ʻia ka hana ma ka noi i loaʻa mai i nā poʻe mākaʻikaʻi. Me ka pani ʻana o nā kahua mokulele, ka hōʻoki ʻana o nā mokulele mokulele, a me nā quarantine, ua liʻiliʻi a ʻaʻohe koi no nā lumi hōkele e hopena ana i ka hōʻemi ʻana o ka noho a me nā loaʻa kālā, ka hoʻemi ʻana o ka hana a me ka hōʻino ʻana o nā waiwai hoʻohana ʻole ʻia, mālama ʻole ʻia.

ʻO kēia mau ʻano loli ke kumu o ka hoʻoponopono hou ʻana i nā kulekele hoʻokoe / hōʻoki, e ulu nei mai ka mea kapu loa i ka maʻalahi. Hoʻohui ʻia, ua pōkole a pōkole hoʻi ka puka hoʻokoe ʻana ma nā ʻāpana mākeke he nui, me nā huakaʻi leʻaleʻa a me nā huakaʻi ʻoihana e ʻimi nei i ka lahilahi o nā uku, nā uku a me nā kulekele hoʻopau

Nā Aupuni: He Pūʻali Maikaʻi?

Hiki i nā hana i hana ʻia e nā aupuni a me nā alakaʻi ʻoihana pilikino ke kōkua a pale paha i ka ʻoihana; Eia naʻe, ʻaʻole i koho ʻia nā luna koho a luna hoʻomalu paha i nā nuances o ka ʻoihana no laila ke koi ʻia o kā lākou hana a me nā hana ma mua o ke kōkua a me ke kākoʻo. He mea koʻikoʻi ia, ma hope o nā pilikia, noʻonoʻo nā pae āpau o ke aupuni i ka hoʻolauna mākaʻikaʻi a me ke kūʻai aku, akā ʻo ka mea nui loa, e kia i ke kulekele pili kālā a me ke kālā, e hiki ai i nā hui hoʻokipa ke hoʻonui i ka likelika a hoʻomau i nā hana.

Hana HEAHA?

E ʻike ana kēlā me kēia hōkele i nā hopena maikaʻi ʻole o COVID-19 ma kāna ʻano ponoʻī. Pehea e pane ai ka ʻona / ka hui hoʻokele i nā pilikia e pili ana i ka hopena o ka hōkele. E ʻike ʻia ka hopena mai ka prism o ka nui, ka mahele, ka franchise a i ʻole ka holo ʻohana.

Hoʻokumu ka Hoteliers i nā waiwai o ka mākeke me kahi māka e mālama pono i nā pilikia me ka ʻoiaʻiʻo no ka mea ʻo nā luna ʻoihana, e hoʻokani nei i kahi kuleana nui i ka hoʻihoʻi hou, e alakaʻi i mua. ʻO kēia mau luna, kuleana no ka hoʻolālā, nā kaʻina hana hou, a me nā alakaʻi no nā limahana, a me ke kamaʻilio ʻana, i kahi kūlana e hoʻoulu ai i nā hana noʻeau i nā hana a paipai i ka hana hou. I kekahi mau hihia, hōʻike maoli paha ka pilikia i kahi huli no ka hōkele, e loaʻa ana nā mākeke hou a me / a i ʻole nā pono hoʻokūkū kū hoʻokahi.

ʻAʻole maʻalahi ka hana

Koi ʻia nā luna o ka hōkele e kamaʻilio a hana pū me nā mea kuleana kūloko a kūwaho hoʻi, hoʻoponopono a hōʻemi paha i nā kumukūʻai holoʻokoʻa, e like me ka hoʻopau ʻana a me ke kūkā ʻana i nā ʻaelike me nā mea kūʻai aku a me nā mea kūʻai aku me ka nānā nui i nā ʻoihana huakaʻi a me nā mea huakaʻi huakaʻi. E hoʻokau ʻia lākou me ka hoʻomohala ʻana i nā kahawai loaʻa kālā hou a me ka ʻike ʻana i nā ʻāpana mākeke hou. Pono nā luna kiʻekiʻe i:

Hoʻonohonoho hou i nā keʻena a me nā papa kuhikuhi e pili ana i nā hana hou e pili ana i nā pilikia,
Kākoʻo i nā limahana e kū i ka pahuhopu o kahi mea hou,
E hoʻolālā a hoʻopili i nā kulekele hoʻopau hou hou aku maʻalahi, ʻoiai ke hoʻololi nei i nā kaʻina hana, nā kūlana a me nā pono e hana ai i kēia maʻamau maʻamau, a
E noʻonoʻo hou i ka hōʻiliʻili ʻana i ka hana a me ka ʻikepili kālā, kālailai ʻana, a me ke wānana e hana pū ai me nā hopena o nā pilikia.

Pono paha nā limahana i nā kaʻina hana hou, nā papahana aʻo e pili ana i ka ʻike olakino a me ka palekana, a me nā pono hana hoʻomaʻemaʻe hou e hoʻohana ʻia ma hope o COVID-19.

Nā Mākeke Target Hou

I kekahi mau ʻāina, ua hoʻokumu ka virus i nā mākeke niche hou no ka noho ʻana o nā hoa a me nā waiwai o Airbnb i komo i loko o ke kiʻi e hoʻomākaukau ana i nā keʻena no ka noho kaʻawale ʻana o nā kamaʻāina i hoʻi i ko lākou mau ʻāina a i ʻole pono e kaʻawale mai ko lākou ʻohana no ka mea o ka mai.

I nā mākeke ʻē aʻe, kūkulu nā mea hōkele a me nā ʻenehana hōkele i kahi papahana ecommerce a i ʻole e hoʻopili pololei ʻana i nā waiwai, e hāʻawi ana i nā lawelawe mālama ola (ie, nā moena a i ʻole nā lawelawe holoi lole no nā limahana lapaʻau a me nā haukapila). ʻOiai he manuahi nā keʻena i nā limahana olakino, uku nā aupuni he nui i nā hōkele no nā hale hoʻokipa, e kōkua ana i nā ʻona / nā luna e uhi i kā lākou kumukūʻai paʻa.

Ma ka US, Hospitalityhelps (Cloudbeds) a me Hospitality for Hope (American Hotel and Lodging Association), ke alakaʻi nei i ka hana. ʻO Intercontinental Hotel Group (UK), Accor (Palani) a me Apalleo, kahi mea hoʻolako ʻenehana ma Kelemania (Hotelheroes), ke hāʻawi nei i ke kōkua. I Polani, ke kākoʻo nei ʻo GK Polish Holding Company i nā limahana olakino a me nā limahana o ka haukapila ma o ka hāʻawi ʻana i nā meaʻai a me nā wahi hōʻoluʻolu ma o kā lākou Hōkele no Medics Foundation.

ʻIkeʻoiaʻiʻo. ʻAʻohe Manaʻo Kupua

ʻO nā alakaʻi o ka ʻoihana e pragmatic loa a ʻo Michelle Russo, ka mea hoʻokumu / CEP o HotelAVE mau pou ma kāna pūnaewele ʻo ia, "… paʻakikī e hilinaʻi i ka ʻike mōʻaukala a i ʻole ke kūleʻa i hala e hoʻokele i nā hoʻoholo e pono ai i kēia lā."

ʻO Chris Hague, ka Luna Hoʻokele Nui no HotelAVE, ʻike ʻo ia, "ʻo ka hapa nui o nā hōkele ka hapanui o nā limahana ma furlough a he nui ka poʻe i hele i nā hoʻokau paʻa paʻa," me ka hoʻomaopopo ʻana ʻaʻole wikiwiki ka ʻoihana. ʻIke ʻo Hague, "Hoʻomau ka loiloi i nā hōkele pani ʻia i ka wehe hou ʻana i nā kumukūʻai / pae hoʻohālikelike me ka nānā ʻana i ka" nalo ʻana o ka emi, "" ʻoiai "ke nānā nui ʻia nā hōkele i ka hopu ʻana i ka koi palena ʻole e kū nei i kēia manawa a me ka hōʻemi ʻana i nā lilo i hiki ke mālama ʻia, ʻoiai e hōʻoia ana i ka palekana o nā limahana a me nā malihini. hoʻomākaukau mua ʻia. Wahi a Hague, "He nui nā mea nona ke loiloi i nā kumuwaiwai koi ʻē aʻe e pale aku ai i kēia ʻino ʻoiai e hoʻohana ana kekahi i ka nohona o kēia manawa i nā hana hoʻoliʻiliʻi kūʻokoʻa a me nā hana hou ʻana."

Hoʻokomo lohi ʻia ka wā i hala i nā puke moʻolelo a ʻo ka manawa kēia e hoʻolālā ai no ka wā e hiki mai ana. Paipai ʻo Hague i nā luna hoʻomalu, "hoʻomohala i nā ala hana no ka leverage ʻana i nā wahi o waho a me nā wahi i ko lākou waiwai"

Kūpono ʻo Hague a ʻike i ka kūpaʻa o ka ʻoihana, ka hana a me ke ʻano o ka hana ikaika - pono nā mea āpau inā e hoʻāla hou ʻia ka ʻoihana. Ua maopopo iā ia, "e hoʻomau ka ʻenehana i ka ʻike ʻana i ka malihini ... a e pani ʻia paha kekahi mau hana e nā lopako. Eia nō naʻe, ke hoʻomau nei mākou e ʻike i nā hana hou a me nā hana hou a me nā hoʻololi ʻana i ka wahi hōkele ʻoiai ke ʻimi nei nā malihini i nā wahi hou aʻe e noho ai. "

ʻO Matt Fairhurst, ka CEO a me Cofounder o Skedulo, ua wānana pū kekahi me ka lohi o ke ola ʻana e like me ka, "nā pilikia i kēia manawa i hoʻokumu i ka skepticism a me ka kānalua o nā mea kūʻai aku, keu hoʻi ma ka manaʻo o ka huakaʻi a me ka hoʻokipa. Kau ʻia nā luna o ka hōkele i kēia manawa me ka loaʻa hou o ka hilinaʻi o ka poʻe kūʻai, kūkulu hou i nā hana a me ka loaʻa hou ʻana o nā kālā i lilo. Paipai ʻo Fairhurst iā ia, "I mea e hoʻihoʻi ai me ka maikaʻi i ka poʻe malihini kipa, pono nā luna o ka hōkele e hoʻopukapuka i nā kaʻina hana ikaika a me ka ʻenehana backend e hōʻemi ana i nā pilikia, hoʻomaikaʻi i nā hana a nā limahana o mua a hoʻomaikaʻi i ka ʻike o ka poʻe kūʻai."

ʻIke pū ʻo Fairhurst, "Me nā lula aupuni e ulu mau nei a me nā kulekele hōkele, hiki i ka poʻe limahana mua ke lilo i luhi a huikau paha, e hopena ai i nā kaʻina hana palekana i hala (e like me ka hana ʻole ʻana i nā makakiʻi a i ʻole nā hoʻomaʻemaʻe kūlike ʻole o nā papa kiʻekiʻe). Pono ka poʻe kipa e hilinaʻi i ka hilinaʻi ʻia o ko lākou palekana a kaulike ʻia nā limahana ma nā kuʻina a me nā kamaʻilio. " Hoʻomaopopo ʻo Fairhurst e pau paha ke kūlike ʻole i nā lawelawe hōkele a me nā kaʻina hana ma ke ʻano he loiloi maikaʻi ʻole a i ʻole he malihini kipa ʻole.

Paipai ʻo Fairhurst i ka hoʻohana ʻana o ka ʻenehana contactless ma ke ʻano he ala e loaʻa hou ai ka hilinaʻi a me ka hilinaʻi i ka wā like e pale ana i nā limahana a koi aku, "Checking - in via QR code, hāʻawi i nā kī kī kīnā ʻole a me nā koho uku contactless," e hōʻemi ana i ka "hoʻopili me nā ʻāpana pili kiʻekiʻe ..."

He mea nui ka hoʻomaʻamaʻa kaiapili e noʻonoʻo ma loko o ka hōkele a aʻoaʻo ʻo Fairhurst i ka nānā ʻana i ka ʻenehana e nānā a palena i ka hiki no nā lumi a me nā wahi kiʻekiʻe ʻē aʻe paha, e like me ka pā, hale ʻaina, hale hoʻoikaika kino, kiʻo wai a me nā wahi leʻaleʻa ʻē aʻe.

ʻO ka mālama ʻana i ke kumukūʻai he mea nui paha ma hope o COVID-19 a me Fairhurst e ʻōlelo aʻoaʻo ana i ka hoʻohana ʻana i nā "haʻina kamaʻilio kūkākūkā" e kōkua ai i ka poʻe kipa e kipa hou mai ana a e noi ana i ka hōʻoia ʻana o ka hoʻāhu no nā lā koi kiʻekiʻe. " rebook i hoʻopau ʻia i nā lumi.

ʻO ka hui ʻo Fairhurst, ʻo Skedulo, ke ʻimi nei i kēia manawa i ka noi ʻana o ka ʻenehana hoʻonohonoho kiʻekiʻe hiki ke hoʻonohonoho pono a me ka naʻauao i ka nui o nā poʻe e hoʻokohu ana a hoʻololi i ka ʻenehana i ka hōkele ʻoihana. Hiki ke hoʻohana i ka ʻenehana e hoʻolālā i nā manawa hōʻea o ka malihini a kaohi i ka helu o ka poʻe i nā hāpai. Hiki iā ia ke hāʻawi i ka ʻike i nā luna o ka hōkele e like me ke koi a ka manawa o ka lā a me ka lā o ka pule, e ʻae ana i nā hoʻoholo akamai e pili ana i nā manawa hoʻomaʻemaʻe kūpono a me nā pono limahana.

Ua kauoha ʻo Jay Stein, CEO o Dream Hotels, i kāna mau luna waiwai e "hoʻopiha i nā kulekele palekana palekana o ka ʻAmelika Hotel a me ka Hale Hōkele ʻAmelika," a ʻo ka hoʻolaha kalepa ʻana no kāna mau hōkele e hoʻokūkū nei i ka hoʻomaʻemaʻe a me ka nohona ʻana me ka pahuhopu o ka haʻi ʻana i ka ʻōlelo olakino a me ka palekana o Dream.

Nānā ʻo Stein i ka ʻenehana ma ke ʻano he mea hoʻomau i ka ʻimi ʻana, "Robots, AI a me nā ʻenehana ʻē aʻe e hoʻomau i ka hana nui i ka ʻoihana hoʻokipa, akā he ʻoiaʻiʻo kēia ma mua o ka maʻi ahulau," e kuhikuhi ana i "check-check-in, iPads for preordering , a me nā polokalamu e kōkua i ka nānā ʻana. ” ʻAʻole manaʻo ʻo Stein i kahi hoʻolālā hōkele hou ma hope o-COVID-19; Eia nō naʻe, hiki ke hoʻololi i nā mea maikaʻi me ka hoʻohui o "nā hoʻomaʻemaʻe lima a i ʻole nā mea maʻalahi e hoʻomaʻemaʻe a holoi"; Eia naʻe, ʻaʻole ia i manaʻo e hoʻomaka ka poʻe kipa e ʻike i nā lumi hālāwai me nā noho paʻa i kūkulu ʻia he ʻeono kapuaʻi kaawale, ʻoiai ua ʻike ʻo Stein he mea nui ka hoʻolālā hōkele no ka hōʻike ʻana i kahi ʻike hōkele waiwai.

ʻO mākou nō naʻe ma laila?

Post-COVID-19 ʻaʻole paha ia e hoʻihoʻi i ke kumu hoʻohālikelike o ka hoʻokele waiwai no ka hoʻoholo ʻana no ka mea ʻaʻohe pono i ka hana ʻana i nā hōkele, nā huakaʻi a me nā koho huakaʻi. ʻO nā koho ma ka wā hea, ma hea a me ke kumu o ka huakaʻi ʻaʻole paha e noʻonoʻo pono ʻoiai ka palena o ka ʻike a me ka ʻike ʻole o ka mea huakaʻi i nā koho ʻē aʻe āpau.

ʻO ka lilo ʻana o ka hilinaʻi ʻole i nā alakaʻi aupuni a me nā ʻāpana pilikino, ka ʻimi ʻana i ka ʻoiaʻiʻo a me ka ʻike kūpono e hoʻopau ʻia ka manawa a me ka ikaika a ma mua o ka hopena i kahi hana GO, e pau me kahi hoʻoholo "kali a ʻike". Ke ala o ka wā leʻaleʻa a i ʻole nā malihini ʻoihana e hana ai i kahi hoʻopaʻa, e launa me nā mākaʻikaʻi huakaʻi a me nā limahana hōkele, e kauoha i nā mea inu ma ka pā a me ka hale ʻaina, a ʻauʻau paha i kaʻauʻau - e hana ʻia nā hana āpau a me nā pilina i kahi mea hou. ʻAʻole manawaleʻa a kūloko paha nā loli, ke kauoha ʻia nei e nā keʻena aupuni, nā loea mālama ola a me ke alakaʻi o ka ʻoihana.

I ka hoʻomaka o nā pilikia nui nā hui i kū i kā lākou mau hana kūʻai aku a palena i kā lākou kamaʻilio kūwaho a kūwaho hoʻi e hana ana i ka pono no nā leka hou a me nā hana i hoʻolālā ʻia e hoʻoponopono i ka ʻoiaʻiʻo hou.

Lohi mālie e wehe hou ana nā kahawai kamaʻilio, akā me ka akahele. ʻO kēlā me kēia ʻanuʻu ma ke alahele, mai ka noiʻi a me ka mālama ʻana i ke kaʻina hana ma o ka ʻike hōʻoia / e ʻike hou ʻia ana.

E like me kā Marshall McLuhan i ʻike ai, "ʻO ka meamona ka ʻōlelo." He aha ka mea i ʻōlelo ʻia, pehea e kamaʻilio ai, a me nā kahawai i koho ʻia - koi ʻia nā mea āpau i ka loiloi a e koʻikoʻi inā ʻo ka pahuhopu ka hoʻokumu hou ʻana i nā pilina me nā mākeke māka. ʻO kekahi mau hōkele me nā malihini kūpaʻa e ʻike i ka leka ʻana me ka nānā ʻana i ke olakino a me ka palekana e ola hou nei me kēia poʻe huakaʻi. No nā hōkele ʻē aʻe, pono lākou e hana hou iā lākou iho no ka mea ua loli nā mākeke ma muli o ka loaʻa kālā, ka hana, ka nui o ka ʻohana a me nā kūlana noho. ʻO ka ʻohana i nānā i kahi waiwai / huakaʻi i mea e hoʻonui ai i ka manawa like, makemake paha i kahi lā hoʻomaha kahi kahi mamao ma ka piko o kā lākou papa inoa makakoho. He aha ka mea e kupu aʻe e lilo i malihini hele hou a e wehewehe ʻia nā demografics a me nā psychographics o kēia malihini.

E kū hoʻokahi kēlā me kēia mākeke, kūloko a kūwaho hoʻi, e pili ana i nā lula, nā kānāwai a me nā rula i hoʻoholo ʻia e nā aupuni i ka hana pū ʻana me nā loea mālama ola. Pono nā luna o ka hōkele e hoʻolālā i kā lākou iho hoʻolālā hou e pili ana i kēia mau koi. ʻO nā hālāwai a me nā papahana hoʻoulu, ke hoʻi mai ka wahi momona no ka hanauna loaʻa hōkele - akā lohi. Pono nā pūʻulu kūʻai e nānā pono i kā lākou mākeke kumuwaiwai a noʻonoʻo i nā ala e pivot ai i nā mea kūʻai aku hou a / a i ʻole nā huahana a me nā lawelawe hou e hālāwai me nā makemake a me nā pono e loli ana.

Kukulu i kahi Ana hoʻohālike ʻoi aku ka maikaʻi

ʻO ia paha ka manawa kūpono e kuni ai i ka pakuhi hoʻonohonoho kahiko a noʻonoʻo hou i ke kaʻina hoʻokele āpau me ka manaʻo e streamlining i nā limahana i ka malamalama o ka haʻalele ʻana, nā hoʻomaha, nā ʻikepili a nā mea kūʻai aku hou a me nā ʻenehana hou e hoʻohuli i nā loli hōkele, mai ka ʻike mākaʻikaʻi a me ka hoʻolauna hōkele. , i nā hoʻokoe, nā kūʻai, nā ʻaina, nā hoʻokipa, nā hana ʻoihana a me nā pilikanaka.

Ke noho nei mākou i kahi manawa o ka pilikia a me ka maopopo ʻole, akā makemake nui e ʻimi i nā ala a me nā mea e hoʻihoʻi ai i ka hilinaʻi i ka wā leʻaleʻa a me ka huakaʻi ʻoihana. Ke ulu nei ka hōkele, nā huakaʻi a me nā ʻoihana hoʻokipa, ke hoʻololi nei i kahi ʻano ʻoihana hou. Ua hoʻololi maikaʻi ʻia ka ʻoihana ma o ka milenio, a e ʻōlelo ai iā Fred Rogers (Mr. Rogers), "ʻO ka manawa pinepine ke manaʻo ʻoe aia ʻoe i ka hopena o kekahi mea, aia ʻoe i ka hoʻomaka o kahi mea ʻē aʻe."

© Kauka Elinor Garely. ʻAʻole hiki ke kope ʻia kēia ʻatikala kope, me nā kiʻi, me ka ʻole o ka ʻae palapala ʻia mai ka mea kākau.

# pūnaehulehu

He aha e lawe ʻia mai kēia ʻatikala:

Economic forecasts suggest that the multifaceted tourism industry will not recover in the short or near-term as demand is tethered to income, and a decline in income results in similar or a deeper decline in the consumption of tourism products/services.
With the closure of airports, the cancellation of airline flights, and quarantines, there has been little or no demand for hotel rooms resulting in decreased occupancy and revenues, the reduction of employment and the deterioration of unused, non-maintained properties.
Hoteliers focused on up-market properties with a brand are likely to handle the challenges efficiently and realistically because professional managers, playing a key role in the recovery effort, will take the lead.