The travel and hospitality industry were among the hardest hit industries during the pandemic. For Malaysia, a country that boasts a thriving travel and tourism economy, this led to adverse circumstances. In the first nine months of 2020, tourism receipts plunged 80.9% to RM12.6 billion from RM66.1 billion [1] .That said, the opening of the country’s borders on 1st April 2022 signals hope for the tourism industry. While the tourism and hospitality industry are on their road to recovery, both these businesses are grappling with new business realities. Fewer business travelers, newer no-contact preferences and higher overall expectations are a few of the factors that will continue to shape customer experience within the leisure, travel and tourism industry in the region. From contactless services such as payments and digital room keys to more outdoor activities, to being assured that trips can be changed or cancelled without losing money, wooing today’s traveler will require a focus on o
