The travel and tourism industry faces an unprecedented existential crisis, yet is playing its part in tackling the COVID-19 pandemic.

This article outlines some ways the hospitality industry has been innovative in this, transforming vacant hotel rooms into treatment facilities; supporting staff in  closed properties find temporary jobs in sectors such as retail; providing temporary accommodation for rough sleepers; offering free food and accommodation to frontline health workers; donating palettes of food to local foodbanks and charitable organisations; offering vacant hotel rooms to self-quarantining people at a subsidised rate; offering daytime rooms to business workers who need professional space away from their homes; lighting up their hotels and windows in the shape of a heart in a sign of solidarity; and giving personalised gift bags to children and entertaining people in isolation.

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