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Hotels roll out new initiatives designed to boost reservations and cash flow

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May 6, 2020 at 2:00 p.m. EDT
Parrot Key Hotel and Villas in Key West, Fla., is one of several properties around the world offering gift cards and other initiatives that provide the industry with a much-needed cash flow and travelers with the promise of a future stay. (Courtesy of Parrot Key Hotel and Villas)

Travelers are experiencing a double whammy of urges: They want to plan a trip and support businesses struggling during the coronavirus pandemic. To help them achieve both missions, the hotel industry has been rolling out initiatives that offer minimal risk and maximum benefits.

Gift cards and added-value promotions are not new to the hotel industry, but the latest incentives are finely tuned to the current crisis. The programs help the properties stay solvent while providing restless travelers with the promise of a future vacation — plus some extra spending money.