COVID-19 and the accommodation sector: first measures, and online communications strategies. A multiple case study in a Spanish province

The aim of this paper is to analyse the effects of the COVID-19 crisis on the accommodation sector by looking at the measures in place, prospects and future strategies. Using a multiple-case-study methodology, an electronically self-administered questionnaire was sent to the managers of 10 establishments located in the province of Huelva (Spain), between March and June 2020. Additionally, a thematic analysis was performed to compare the messages posted on social media over the same four-month period in both 2019 and 2020. The results showed that those establishments belonging to large chains diversified their strategies to obtain better chances of success. Also, reactions to the COVID-19 crisis appeared to differ by type of accommodation. An important change in the online communication strategy during the lockdown in relation to the same period in 2019 was observed. It was not just the different themes of the messages that were in different proportions, but so too were the levels of engagement expressed in each one. This study provides a snapshot of the effect that the economic shutdown had on Spain’s tourist accommodation and contributes to the thematic social media strategies deployed by the accommodation sector in situations of natural disasters and global pandemics.