The pandemic has changed the hospitality business globally. There are business opportunities during the COVID-19 pandemic with new-normal adaptations for the sustainability of the hotel industry, which is very important to be explored in Bengkulu. This study aims to find out how the industry takes advantage of the new-normal opportunities from the policies made by the government in the hotel business sector in Bengkulu City during the COVID-19 pandemic. The method used in this research is descriptive qualitative method with data collection techniques of observation, interviews, literature study also interpret and describe existing data concerning the current situation. Primary data was collected through interviews by applying standard and operational COVID-19 to city hotels in Bengkulu which were selected using purposive sampling to ensure that they knew and understood the cases studied, and secondary data were collected from online publications. The results of the study also use validation of the responses of hotel guests visiting from online reviews made about how business hotel operations follow the standard COVID-19 protocol by wearing masks, washing hands where they are available, and maintaining distance.