10.34820/FK2/B9WZNG MANGRUWA, RAJIV DHARMA0000-0003-1097-0943(fakultas komunikasi dan bisnis - Public relation and marketing communication) Telkom University Dataverse 2022 doi:10.34820/FK2/B9WZNG/ROKEYQ The COVID-19 outbreak has paralyzed the hospitality industry globally. In Bengkulu, the COVID19 pandemic has an impact on hotel business continuity in line with the government's directive to stay at home. This study examines the opportunities for business hotel business continuity by implementing new protocol standards during the pandemic crisis for hotel businesses in Bengkulu City. This study uses a case study with a qualitative approach using in-depth interviews with managerial positions, literature studies, and government regulations. This study shows that there are new opportunities and expectations of hoteliers with the implementation of the standard protocol of government regulations to wear a mask, wash your hands with soap, and keep a distance to continue business operations. This study will share the experience directly facing the business hotel business operators to maintain business operations in the city of Bengkulu. MANGRUWA, RAJIV DHARMA(fakultas komunikasi dan bisnis - Public relation and marketing communication)