Navigating Natural Disaster Disruption in the Hospitality Sector: Insights From the September 8, 2023 Earthquake in Morocco

Purpose: This case study delves into the specific hurdles encountered by hotel managers in Marrakech during and after the September 8, 2023 earthquake, alongside the strategies deployed to tackle these challenges. Moreover, it aims to unravel the intricacies faced by risk claims professionals in processing claims and evaluating risks post-earthquake, aiming to formulate suggestions for enhancing disaster risk management within the hospitality domain. Design/Methodology/Approach: Semi-structured interviews were conducted with 27 hotel managers and five insurance professionals in Morocco, all intimately engaged in handling or alleviating the impacts of the earthquake on the hospitality sector. Thematic analysis was utilized to pinpoint key challenges, responses initiated by hotel managers, and insights provided by risk claims professionals. Findings: The study underscores that the earthquake caused significant operational disruptions and financial strains on hotels, resulting in cancellations, revenue loss, and infrastructure damage. Hotel managers responded with prompt evacuation, safety protocols, damage assessment, and customer communication strategies. Risk claims professionals underscored the significance of comprehensive insurance coverage, streamlined claims processes, and advanced risk modeling techniques to mitigate financial risks and bolster disaster resilience within the hospitality sector. Originality/Value: This study furnishes original insights into the challenges faced by hotel managers and risk claims professionals post-seismic event, illuminating the complexities of disaster risk management within the hospitality industry. The recommendations proposed contribute to the formulation of effective strategies and protocols for navigating similar unforeseen events in the future.