Study the Innovative Business Practices that Hotels have undertaken in Response to the COVID-19 Pandemic: A Case study of Sharm El-Sheikh Hotels

The sudden onset and the accelerated spread thereafter of the COVID-19 pandemic have had a devastating effect on many businesses. The nature of the crisis has meant that the hospitality industry has also been affected severely. There is a pressing need to better understand the utility of these new innovations, and the extent to which they affect firm. This research paper aims at Assessing of technological marketing tools that have been used as innovative idea in response to COVID-19 pandemic. Assessing the innovative managerial process under taken by hotels as a response to Covid-19 pandemic. According to studying the effect of some previous crises on the hospitality industry and the responses that were taken to get out of the situation. Researchers often consider innovation in terms of two ascending tiers or levels. Qualitative method was inducted in Sharm El-sheikh hotels chain-managed five-star hotels by using interviews method in order to assess the impact of COVID-19 on marketing and management. This study concluded that when crises situations like COVID-19 happened they force hospitality companies to change their operating strategies especially in marketing and service management. A number of hotel chains are implementing cost cutting measures including layoffs, reduced salaries, furloughs, and reduced work hours to preserve liquidity. It recommended to use technological tools in marketing specially in customer related department in hotels. Creative managerial process is needed in hotels as innovative after pandemic