Effect Of Covid-19 On The Hotel Industry In The Uk

Effect Of Covid-19 On The Hotel Industry In The Uk

Chapter one- Introduction: Effect Of Covid-19 On The Hotel Industry In The Uk

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1. Introduction/background - a brief explanation of your chosen topic and the background of the company

All business around the world has faced some challenges as a result of the recent pandemic (Sharma and Jhamb, 2020). The construction, hospitality, beauty industries, hotels, and tourism industries have suffered the most. This is due to the hygiene awareness of the customers and the panic related to Covid 19, as a result of which the customers do not have the confidence to stay in the public hotels and are reluctant to come to the hotels by using the public transport. The selected Marriott International has multiple hotels in the UK, but the company is also experiencing post-pandemic problems like lack of customer engagement.

2. Research aim

The research aims to understand the effect of Covid19 on the hotel industry in the UK in 2021

3. Research objectives

To highlight the impact of Covid19 on the consumer behaviour to use the hospitality services

• To explain the significance of online hospitality services to serve the hospitality product to the customer during the outbreak pandemic
• To develop strategies to manage the loss faced by the UK hospitality after the pandemic

4. Define the research problem

In the current scenario, it is not possible to get properly analyzed data on customer demand and needs for the last two years, as no assessment data on customer demand in the business market was published at that time (Shapoval et al, 2021). Apart from this, no new business resolution is known as the business organizations are lagging in terms of financial development. As a result, there are several hurdles to face in compiling the report.

5. Outline the research questions

1. What is the effect of Covid19 on the hotel industry in the UK in 2021?
2. What is the impact of Covid19 on the consumer behaviour to use the hospitality services?
3. What is the significance of online hospitality services to serve the hospitality product to the customer during the outbreak pandemic?
4. What are the strategies to manage the loss faced by UK hospitality after the pandemic?

Chapter two -Literature Review:

1. Effect of Covid19 on the hotel industry in the UK in 2021

Due to the recent pandemic, huge losses have been incurred in the tourism industry, which in turn has caused a lot of problems for the hotel industry (Schreiner and Baier, 2021). As a result, customers are avoiding the use of public hotels and at the same time, the attraction of customers in the travel arena is less than before. For example, hotels belonging to Marriott International are currently going through a business downturn due to the post-pandemic effect.

2. Impact of Covid19 on the consumer behaviour to use the of hospitality services

Due to the Covid 19 pandemic, consumers are now particularly wary of hygiene issues (Schreiner and Baier, 2021). As a result, consumers do not want to physically go to hospitality stores to procure the necessary goods and services. As a result, hospitality stores are constantly unable to provide maximum satisfaction to their customers by providing the required services and products. For example, the Marriott International is still struggling to provide uninterrupted service to its customers due to the post-pandemic effect (Sheth, 2020).

3. Significance of online hospitality service to serve the hospitality product to the customer during the outbreak of pandemic

Providing online services in the field of hospitality marketing is a customer-friendly move, keeping in view the current consumer attitude towards the situation during the pandemic (Yang et al, 2021). In the current situation where customers are particularly health and hygiene conscious, it is possible to provide maximum satisfaction to the customers if the service is provided according to their sensitive attitudes to the changing needs and pReferences of the marketing medium. For example, Marriott International has been able to gain huge popularity through its use of online media in its hospitality business (Zhong et al, 2021).

4. Strategies to manage the loss faced by the UK hospitality after the pandemic

Businesses need to build new business and marketing strategies by prioritizing customer satisfaction (Gursoy and Chi, 2021). In this case, business strategies need to be flexible with the current technology-dependent era and ever-changing government regulations. Personalized services can be provided to customers through the use of Omnichannel Marketing in marketing strategies.

Chapter 3- Methodology:

1. Research Methodology

Research philosophy-The researcher will use realistic types of research philosophy as this is effective for the conduction of critical analysis over the secondary data collected from different books and journals.

Research design-Descriptive research design will be used by the researcher as this will help the researcher to describe the research issue and research question with the most possible solutions (May, et al, 2021).

Research approach-In the current paper the deductive approach will be used by the researchers as this will help the researcher to develop the analytical framework to meet the research objectives.

Data collection-In the current research the researcher will use the secondary data source using the 20 different journals.

Data analysis-The researcher will use the qualitative data collection method in order to analyse the data for supporting the research findings. The thematic process of data analysis will be done to develop the research literature and findings in an appropriate way (Mehta et al, 2021).

The ethical consideration-The researcher will not use the collected data for commercial purposes and the data will be stored using the Data collection Act 2018.

Research limitation-The researchers have faced the issue of limited timeframe ad limited resources to collect the quality data set that can help the researcher to develop the appropriate research findings.

2. Research timeline

Activities	First week	Second week	Third week	Fourth week	Fifth week	Sixth Week	Seventh Week
Define topic	ü
Background research	ü	ü
Methodology type/quality appraisal	ü	ü	ü
Develop the research protocol	ü	ü
Undertake the research/manage the data collected	ü	ü
Code and categorise	ü	ü
Analyse and compare	ü
Conclusion/introduction	ü	ü
Abstract/Contents	ü

Chapter 4-Findings and analysis:

1. Present your findings using tables, charts, and diagrams

Finding 1: The effect of Covid19 on the hotel industry in the UK in 2021

Figure 1:The effect of Covid19 on the hotel industry in the UK in 2021

(Source: Nisar et al, 2021)

The above graph shows that the UK hospitality industry including Marriott International’s growth graph has fallen by -58% during the outbreak of covid 19 (Nisar et al, 2021). This has negatively impacted the continuous development of the hospitality industry in the UK and other countries. 

Finding 2: The impact of Covid19 on the consumer behaviour to use the hospitality services

Figure 2:The impact of Covid19 on the consumer behaviour to use the hospitality services

(Source: Lin and Chen, 2021)

The above graph shows that during the pandemic 10% of total UK consumers stated to avoid in staying hotels because of the outbreak of the disease (Lin and Chen, 2021). This percentage has increased with time and for some time the hotels were restricted to be opened. Hence, the UK hotel industry has faced a huge negative impact on the buying behaviour of the customers focusing on the hotel services.

Finding 3: The significance of online hospitality service to serve the hospitality product to the customer during the outbreak pandemic

Figure 3:The growth in online hotel services during a pandemic

(Source: Gong et al, 2020)

The above graph indicates there are increased sudden demand for online hotel services was faced by the hotel industries in the UK during the covid 19 (Gong et al, 2020). This indicates the UK hotel industry including Marriott International needs to pay more focus to deliver online hotel services as the customers are not capable to travel here and there due to the pandemic situation.

Finding 4: The strategies to manage the loss faced by the UK hospitality after the pandemic

Strategy 1: Increased hygiene	The UK hospitality industry needs such as Marriott International to focus on maintaining better hygiene to ensure the safety of the customers due to the outbreak pandemic (Arzhanova et al, 2020).
Strategy 2: Online services	The hotel industry needs to pay more attention to online services to fulfil the demands of the customers to avoid the journey to buying food and other hotel services (Arzhanova et al, 2020).

2. Analyze and summarize your findings using secondary research methods

From the discussion, it is learned that not only the hotel industry but also the hospitality industry, tourism industry, and other business entities are facing danger due to the recent pandemic (Dube et al, 2021). The main asset of any organization is the customer and the goal of the organization is to provide maximum satisfaction to the customer.

In the current context, business establishments are not able to realize the ever-changing needs and preferences of their customers as customers are avoiding communicating directly with the organization. For all these reasons, companies are unable to satisfy their customers and the customer circle is getting smaller and smaller (Chen et al, 2021).

However, in today's world of technology reliance, businesses can gather information about the needs and wants of their customers with the help of technology. Based on all this information, organizations can increase their customer satisfaction by providing services tailored to the needs of specific customers (Laato et al, 2021).

On the other hand, by providing institutional product or service marketing services through a technology-based online medium, the company can also provide a fancy experience to its customers (Anguera-Torrell et al, 2021). Above all, customer satisfaction is essential for the survival of the organization, and in the current context of the Covid 19 Pandemic, it is possible to keep customers loyal to the organization by providing only personalized service.

Chapter 5 -Conclusion:

Analyzing all the issues discussed, it can be concluded that for any business organization to survive in the post-pandemic situation, it must build a flexible business, organizational management, and marketing strategy keeping in view the perspective, needs, and demands of the customers. At the same time, appropriate steps need to be taken to identify and evaluate the negative effects of the Pandemic on the organization so that the organization can quickly acquire the ability to cope with market competition.

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Reference list

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Arzhanova, K.A., Beregovskaya, T.A. and Silina, S.A., (2020). The impact of the Covid-19 pandemic on consumer behaviour and companies' internet communication strategies. Proceedings of the Research Technologies of Pandemic Coronavirus Impact (RTCOV (2020)), pp.50-57.

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