This study performs content analysis of consumer empirical research dealing with sustainability issues in hospitality marketing literature during the outbreak of COVID-19. Papers published in the Social Sciences Citation Index (SSCI) ranked hospitality journals from January 2020 up to and including May 2021 are reviewed. The total of 46 papers met the search criteria and were subject to content analysis. The reviewed papers are classified based on research topics, variables, and themes; method and study design; data analysis; sample; industry; and location. Consumer perceptions are the dominant research theme, followed by technology innovation, communication and media, consumer emotions and psychological conditions, and other themes. Quantitative research is the main method with online surveys mostly used for study design. Analysis of moderation/mediation is the most frequently employed analytical method, whereas the majority of investigated samples have more than 300 cases. The restaurant industry received the highest attention, followed by hotel and other lodging industries, while the USA and Greater China are the most investigated geographical areas. Research findings are discussed according to the identified research themes and specific directions for future research are provided.

The paper is a research summary of the comparative study, based at the results of the ‘Horwath Hotel Industry Survey’. The study positions the Croatian hotel sector with regard to the hotel industries of competitive countries. The results of the market performance analysis and operative effectiveness show the Croatian hotel sector to be inferior to the respective hotel industries of the analysed countries judging by all the key indicators. Without an activity taking place simultaneously on the national, destination and corporate levels, it will not be possible to achieve any significant market breakthrough or positive shifts in the efficiency of the Croatian hotel industry with regard to its competitors.