It's a tough time for tourism marketers but going dark isn't necessarily required. Here are some examples of campaigns that are striking the proper tone.

As traveler demand has plummeted and the industry works to consider what is next, Skift is taking the value and deep conversations that our forums and summits are known for to a virtual arena with a series of new online summits. Register today!

It took novel coronavirus to see free organic links from Expedia, Tripadvisor, and Booking.com rise in prominence in Google Search. This isn't necessarily a game changer for the online travel agencies at a time when travel demand is in the tank. It's more like a temporary reprieve from the Google World Order.

We are headed into a winter for travel startups. But travel won't be gone forever. And history teaches us that startups are often the first to pinpoint our industry's new direction as we exit a crisis.

Given the circumstances, U.S. airlines are getting good terms from their proposed government bailout. They should be grateful.

Most travel brands aren't doing TV or much of any advertising now because of the pandemic. But for the ones still broadcasting spots, they'd better be very clever in terms of sensitivities, or risk brand damage.

The growing need for quarantine facilities across Asia offers a silver lining for hotels struggling with low occupancies. It goes to show that even in drastic times, opportunities exist.

Until lenders can wade through the $2 trillion U.S. stimulus package and determine valuations, hotel deals will remain on ice. Expect smaller banks to issue the first round of hotel loans on the upswing.

What's it like being the general manager of a luxury hotel during coronavirus? We asked Franka Holtmann, who looks after Le Meurice for Dorchester Collection. She spoke candidly and poetically about her worries, her new workflows, and how she cares for her team.

Many embattled travel firms will appreciate any kind of assistance they can get to ride through the coronavirus storm. And for those who could lend a hand to other players during this crisis, why not? It's a goodwill gesture.