Resumo: This paper aims to analyse the effects of the COVID-19 crisis on the accommodation sector, the measures taken, prospects and future strategies. A multiple-case study methodology was used to examine 10 establishments located in the province of Huelva (Spain), from March to June 2020. An electronically self-administered questionnaire was sent to managers. Additionally, a thematic analysis was carried out to compare the messages posted on social media in the same period of 2019 and 2020. The results showed that those establishments belonging to large chains have diversified their strategies to obtain better chances of success. Also, reactions to the COVID-19 crisis appear to differ according to type of accommodation. An important change in the online communication strategy during lockdown in relation to the same period in 2019 was observed. The different themes of the messages were not only in different proportions, but so too were the levels of engagement expressed in each one. This work provides a snapshot of the effect that the present economic shutdown is having on the Spanish tourist accommodation and contributes to the thematic social media strategies deployed by the accommodation sector in situations of natural disasters or pandemics.
