How Resorts and Hotels Are Preparing for Summer Travel

With new marketing strategies and operating procedures, hospitality businesses are welcoming back guests

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Roughly two hours west of Denver, Devil’s Thumb Ranch in Tabernash, Colo., offers all the typical amenities of your average dude ranch: archery, horseback riding, even a zipline.

But that’s not what Devil’s Thumb is advertising. Instead, in the age of Covid-19, it’s promoting the quality of its mountain air.

“Mind, body, spirit and morale will be restored knowing precautionary measures and protocols are in place to ensure your guests’ stay is healthy, relaxing and enjoyable,” Devil’s Thumb wrote in a letter to travel agents, urging them to book clients an escape in the “secluded and pristine Colorado mountain wilderness,” promising “clean, crisp, pine-infused air.”

As the weather gets warmer and the country undergoes the reopening process, resorts and lodges in the American South and in more rural destinations are beginning to ease their restrictions and prepare to welcome back visitors, banking that strong brand identity and an emphasis on cleanliness will allay...

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