This study analyzes the current status of the hotel industry and new trends under the current COVID-19 situation, and then specializes in the hotel's own unique services for survival and builds a safe and sustainable system. We would like to present a sustainable marketing strategy and management and operation plan to respond. First, Product development and promotion according to changes in hotel trends.First of all, it is necessary to develop various products for domestic customers that can expand the market through targeting the domestic market and strengthen competitiveness. Second, reinforcement of non-face-to-face service using unmanned technology. In the hotel industry, technology for applying non-face-to-face services is gradually commercialized, and at the same time, it is necessary to think about providing safe face-to-face human services suitable for hotels. Among hotel human services recognized by hotel customers, we will actively introduce non-face-to-face services as soon as possible for service processes that do not require simple repetitive tasks or unnecessary personal contact, so that hotel customers can receive differentiated face-to-face services from before COVID-19. Third. The scope of hotel business diversification, which was carried out during the COVID-19 period, is expected to further expand. Business diversification to improve short-term performance can lead to a loss of hotel brand image and poor management. Therefore, the direction of business diversification should be focused on the brand and core competencies of the hotel, and the diversification strategy and marketing plan should be established according to the clear goal setting of whether the purpose of the business is sales, brand, or improvement.