The last few months have been a whirlwind – professionally, personally and emotionally – for everyone all over the globe. Doing what we can to keep safe while caring for our loved ones has been most people’s number one priority. The year 2020 will undoubtedly mark a ‘before and after’ in the timeline of our lives.

As we contemplate how the travel industry can recover from COVID-19, there is one thought that buoys my optimism: calamity is often followed by collaboration and social cohesion. Sociologists have observed this time and again in studies focused on communities coping with unexpected tragedies. We’ve seen it during COVID-19, too. Heart-warming stories of people coming together to help each other through the health crisis have been reported all over the globe.

There is no doubt that the travel industry will forever be changed by the events of this year. But in the wake of disaster, I am optimistic that we will emerge more united than ever before. We have many questions to answer: How can we recover and renew the travel industry in a way that was better than before? How can we reignite traveler confidence, trust, and desire for the experiences that only travel can provide? And how can we adapt to the next normal? These are questions that no single person or company can answer.