Preparing for the Next Disaster

Shaun McCorry
10/27/2025

We all remember where we were in 2020 when we heard that this “coronavirus” was a bigger threat than we first thought. Then, the unthinkable happened: The world began to lock down. Five years on, it seems that travel and tourism are stronger than ever, but they’ve fundamentally changed, adapting to a new world that isn’t always predictable.

In 2020, we saw drastic changes in the types of destinations vacation rental guests chose—tiny mountain towns we’d barely heard of replaced New York and Miami as hotspots—and we welcomed many new visitors who’d never tried vacation rentals before, looking for a safe and private space to stay with their families. For most managers, cleaning became the most important part of their operations, a complete upheaval in protocols reflecting the understanding that our guests’ safety was our responsibility. Some businesses, unfortunately, didn’t make it, and many of us saw our careers taking a new path, whether thanks to remote work allowing us to travel more or the decision to seize new opportunities in a post-COVID world.

One positive that came out of the pandemic, in my opinion, is that property managers are now far more equipped to tackle crises. The global pandemic was a crash course in adaptability, teaching us how to stay nimble, proactive, and resilient. Today, we’re more prepared for any challenge that’s thrown our way. Here’s what we’ve learned.

Emergency Plans Aren’t Just a Nice-to-Have

Before COVID-19, a disaster plan was reserved for property owners who happened to be in a particularly weather-ravaged area. Now, whether your property is in a hurricane zone or if the worst that’s ever happened is a brief rain shower, property managers understand that we have to be prepared for any eventuality—and that means having a robust plan.

If you don’t have a disaster plan in place, start by figuring out what the worst-case scenario is. What are the most terrible things that could possibly happen (barring a zombie apocalypse)? If you’re prepared for the worst, anything less will be a walk in the park.

Once you’ve worked out what could happen, it’s time to bring your operations team together and figure out who will do what in each of these scenarios. Make sure you have a backup plan, too; for example, if your designated first-aider is on vacation, who’s next up to give CPR?

Technology to the Rescue

Of course, you might not be on-site if a disaster strikes. That’s where we need to bring technology in. Smart devices can now do more than adjust thermostats—they can provide real-time alerts about conditions in the property, or even break-ins. With alerts set up to notify the right person, you won’t have to worry about not having staff in each property.

Adapting Properties

If there’s a common threat in your area, such as frequent flooding or hurricanes, it’s definitely worth investing in upgrades like hurricane shutters or backup generators, ensuring that your property is prepared for emergencies. In these heavily affected areas, it’s often hard to get property insurance, so defenses can also save you money in the long run.

Proactive Communication

It’s not worth having an emergency plan if you don’t tell anyone about it. Make sure that every member of your team knows exactly what they and your guests need to do in all the emergency situations you come up with, and train them on how to communicate the plan to guests. Remember that guests are there to enjoy their stay, so while they do need to know what to do in the event of an emergency, don’t go into too much gory detail. Just reassure them that a plan is in place, and your staff knows what to do.

Pivoting Your Marketing to Guests Is a Superpower

When the pandemic hit, demand disappeared overnight. Then, when it slowly started to return, it looked very different. Big cities like New York saw their visitor stream dry up, while drive-to rural or mountain destinations like Big Bear Lake, California, and Pigeon Forge, Tennessee, boomed as guests looked for somewhere to stay with their families away from the crowds, enjoying nature after so many months locked up.

Adapting to changing visitor trends means pivoting your marketing with intention, something that requires real skill.

Travel marketing used to just mean sharing a few beautiful photos of a beach and an all-inclusive deal for a travel agency to put in a brochure for anyone who happened to walk in.

But now, a few things have changed. We’re not just selling to families wanting a beach vacation anymore; travel agencies have given way to online travel agencies, and many guests book their transport, accommodation, and activities separately. Not to mention that it’s rare to see a printed brochure anymore—most travel bookings are done online.

All of this to say: Choose your ideal client profile(s) wisely, and make sure you’re marketing to them. If it’s families, showcase the features that will make kids happy on your listing. If it’s young couples, consider social media marketing. Influencer marketing and user-generated content make all the difference for younger guests.

Independence from OTAs

Back in 2020, many property managers learned the hard way what it means to build your house on someone else’s land. OTAs were quick to issue blanket refunds, leaving property managers out of pocket and unable to contact guests to rearrange bookings. This was a real wake-up call for those who weren’t owning direct bookings.

Today, the relationship between property managers and OTAs is less about dependence and more about partnership.

Direct Booking Renaissance

From user-friendly websites to email campaigns converting past guests into repeat visitors, it’s hard to find a medium to large property management company that isn’t investing in a strong direct booking strategy. While it’s rare to get 100% direct bookings, a diversified channel strategy means that not all of your eggs are in one basket, and you’re less at risk if one channel makes a bad decision.

Guest Connection Matters

When guests book directly, we have the chance to build genuine relationships. This means more upsells, repeat visits, and better preparation for crises, whether personal or larger. Guests who know your name are far more loyal than those who can’t even remember the listing title on Airbnb.

The New Normal

Emergencies, whatever their form, are no longer “what ifs” but a real part of our lives. And while the unpredictability is daunting, it’s also oddly empowering.

We’ve become planners, innovators, and problem-solvers. From practical disaster preparedness to targeted marketing and better guest experiences, we’ve learned a lot from adapting to COVID-19, and that puts us in great standing for the next disaster. The short-term rental industry is truly adaptable, and that’s a superpower.

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