Strategic Adaptation of Hotel Business for “New normal” and “Workation Thailand” from the Tourism Authority of Thailand

Abstract

This academic article presented the strategic adaptation of the hotel business to “New normal” and the promotion of tourism in Thailand entitled “Workation Thailand”. This article proposed a guideline for the hotel business adaptation to live with the coronavirus disease 19 (COVID-19) in a new way of life (New normal) during business operations as well as the adjustment and change of business operation’s method to be ready to open up for new business opportunities from the “Workation Thailand” project established by the Tourism Authority of Thailand (TAT). The main mission of TAT was to promote the tourism in Thailand during the coronavirus disease 2019 pandemic situation. Therefore, the strategic adaptation of the hotel business to the ‘New Normal’ practice was highly needed. The strategic adaptation process could be done in 3 steps as follows: 1) Environmental analysis and appraisal 2) Strategy formulation and 3) Strategy implementation. This adaptation will lead to the adjustment, transformation, and addition of service’s patterns to be more independent in workplace style in order to serve the demand of customers from “Workation Thailand” project and the “New normal” practice for sustainability of hotel business in Thailand.