The impact of the COVID-19 crisis will resonate for years with varying levels of impact on hospitality brands, depending on several factors—chain scale, location, and demand profiles, to name a few. Despite existing challenges, new opportunities are arising that, with the right technologies, hospitality companies can seize upon and solidify for greater long-term value. Consequently, the hospitality companies that succeed in the near-term will be those that become agile, respond to new consumer behavior, and embrace centralized digital solutions that transform both operations and consumer engagement to those ends.