We had a tough year for hospitality - and unfortunately - it’s not over!

We could try to hide but they still can see us! And they should! Let's step out from behind the tree! We are the servers, the cooks, cloak lady, dishwasher, event technicians, organizers and the toilet men plus millions more.

We get bread crumbs or nothing when it comes to survival now.

What we have to do now is to stay sane. Not easy. But 2021 will not be much better. Yes people want to get out and travel and hopefully they can. Spain locked down until May 2021? Xmas in Europe? Xmas business as usual is dead!

A lockdown in November?

A lockdown in November in Europe when its dark, rainy and the cafes are closed? Tough to deal for many but tougher for old people, people with less social contacts. Young people - our responsibility - what should they do? Hospitality always gave them an escape room. An event, a concert or just a coffee shop. They closed us down. Let us down - but they also - and more - they let the people down that need us!

2021 - nobody wants to book no nothing. Of course not! In times of total uncertainty?

Braise for a hard winter - learn, develop, appreciate the family around you. We had to be tough in 2020 - we have to be tougher 2021! And we will be! And we should be here for each other!

Author: Stephan Busch, Academic Director at the State University for the Humanities Moscow RGGU, Faculty of Tourism & Hospitality and the Swiss International University earned his Master Certificate in Hospitality Management from Cornell University, USA. He has a diverse experience in launching operations, business development and service training- for hotel and cruise companies in Asia, Europe, Canada and Russia.

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