More visible security measures is just one of the ways to ensure guest safety, says Prof. Rohan Gunaratna, head of the International Centre for Political Violence and Terrorism Research. "International hotels frequented by Westerners in conflict zones, or countries adjacent to conflict zones, are becoming second embassies," he tells GlobeSt.com. Failure to understand the threat and creatively harden international hotels could lead to loss of life, property and business, he says.

Take for example the Marriott Islamabad, which was destroyed when a truck bomb exploded and killed more than 50 people on Sept. 20. In a report about the attack, Gunaratna said this hotel was the world's most protected, having withstood at least two other terrorist attacks since 2004. However, even with more than 60 security officers protecting the 290-room hotel, the attack was still mostly successful.

Despite these losses, there is a spirit in the hospitality industry to fight back. A Marriott spokesman says tells GlobeSt.com that his firm is still proceeding with strong pipeline growth in markets such as the Middle East and Asia, including India. In the Middle East alone, the company expects to expand its current portfolio of properties from 26 to 65 by 2011. "The Middle East is not only a rapidly expanding center of commerce, but also a thriving tourist destination," said J. W. Marriott Jr., chairman and CEO of Marriott International, in a statement in April.