The COVID-19 pandemic has lead authorities from many countries to adopt crucial protective measures such as wearing face masks, lockdowns and social distancing. The purpose of the present study was to explore the relationships among the protective measures against virus handled by hotels with financial risk perception, customer attitude, satisfaction and behavioral intention. The study also calculates the mean comparison across the demographic variables of hotel customer satisfaction and behavioral intention. Results reported a significant contribution of the protective measures implemented by Chinese hotels against COVID-19 on financial risk perception, and a customer attitude. It also demonstrates significant and positive interaction with customer satisfaction and behavioral intention. However, financial risk perception and customer attitude did not show effects on satisfaction, while they had effects on behavioral intention. The results suggest that protective measures are an important aspect of encouraging people to visit hotels safely and continually. •Protective measures and its role are explored in the hotel context.•Financial risk perception and attitude are considerably influenced by protective measures against COVID-19.•Demographic characteristics are of importance in explicating customer approach responses to a hotel.