On March 1, 2020, when news of the COVID-19 pandemic emerged, it meant an existential threat to the survival of businesses internationally. L’Abode Accommodations, a full-service property management company based in Sydney, Australia that specialized in mid- to high-end luxury vacation homes, was no exception. Virtually overnight, the company experienced an alarming number of contract cancellations. To make matters worse for an industry dependent on vacationers, Australia shut its borders to international travellers. How could L’Abode Accommodations adjust its operating model and strategic and tactical marketing efforts to stop the business from bleeding revenue and profit and to address the staff’s fears of layoffs, as cancellations poured in?
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