For every type of travel brand the first few weeks of the coronavirus crisis was taken up with figuring out what to do from an operational perspective.
Reliable and effective customer service was the most important consideration, alongside ensuring partners were in a similar position to assist with difficulties when needed.
In many parts of the industry, brands are in a state of semi-paralysis - not able to restart the business until demand returns as health considerations and government agencies allow it to do so.
Travel startups, perhaps more nimble than their larger peers in the industry, should use this opportunity to take a deep breath, ensure the finances will keep the lights on and think differently.
That's the opinion of Gerry Samuels, a former-founder and CEO of two successful business (Gradient and Mobile Travel Technologies) that sold in 2000 and 2015 to Sabre and Travelport respectively.
He's now in the mentoring world for startups, so is well-positioned to offer some guidance to new businesses that have survived the initial slump in their usual activities but have some time to consider how their businesses will look in the future.
Samuels joins us as our special guest in the latest episode of InPhocus - brought to you this week by PhocusWire's Kevin May and Jill Menze.