Analyzing the Evolution of Booking Window in UK Hospitality Industry After Covid-19 Pandemic

This research proposal aims to analyze the evolution of booking window in increasing the revenue management of UK hospitality industry after the global pandemic Covid 19. The study will focus on the need of booking window in increasing the revenue management of Savoy hotel at the time of Covid 19 pandemic. The research will be conducted using a survey research strategy and both primary and secondary data will be used for data collection. The sample size will be 20 managers of Savoy.

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
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ASSESSMENT TITLE: Research Project Proposal
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STUDENT ID: (London Met)
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SUBMISSION DEADLINE: 019
I declare that all material in this assignment is my own work except where there is clear
acknowledgement or reference to the work of others and I have complied and agreed to the
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Research Topic/ Research Question:
To analyse the evolution of booking window in increasing the revenue management of UK
hospitality industry after the global pandemic Covid 19.
1. INTRODUCTION.
Research Background:
Booking window in hospitality industry is growing concept after the hit of Covid 19 pandemic. It is the
period between the online reservation and booking made by the tourist and the actual day they check in
the hotel (Masiero, Viglia and Nieto-Garcia, 2020). Revenue management is that analytical application
which is use by the hotel to evaluate or predict the behaviour of their customer.
Aims & Objectives
Aim:
To analyses the evolution of booking window in increasing the revenue management after Covid 19
pandemic: “A study on Savoy hotel”.
Objectives:
 To understand the concept of booking window and revenue management within the context of
hospitality industry
 To identify the need of booking window in increasing the revenue management of Savoy hotel
at the time of Covid 19 pandemic.
 To analyses the benefit gained by Savoy hotel after implementing the booking window concept
in their organisation at the time of pandemic.
Research Questions:
 What is the concept of booking window and revenue management within the context of
hospitality industry?
 Why there is the need of booking window in increasing the revenue management of Savoy hotel
at the time of Covid 19 pandemic?
 What are the benefits gained by Savoy hotel after implementing the booking window concept in
their organisation at the time of pandemic?
Research Hypotheses:
H0 (Null hypothesis): There is no relationship between booking window and revenue management at
the time of Covid 19.
H1 (Alternative hypothesis): There is a relationship between booking window and revenue
management at the time of Covid 19.
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Research Rationale:
The major reason for conducting the above investigation is to acquire detailed understanding on
booking window and revenue management. This research will also helps in attaining two objectives
that are personal and professional. In respect to professional i will be developing various skills in me
such as problem solving skill, communication skill and many more (Webb and et. al, 2021). That on
other hand helps in completing the research in appropriate manner. With respect to professional, this
investigation will build by professional career in hospitality industry by knowing the importance of
booking window.
Scope of Research Study:
The scope of the study is limited as it will only focus on the need of booking window which helps in
generating revenue management for the hotel. Another scope is the data will be covered by limited
participants which will not gathered detailed data about the topic (Webb and et. al, 2020). Apart from
this the current research has also various scopes as it helps the researcher to conduct the study on the
topic and use this investigation to carry out further research in detailed manner.
2. LITERATURE REVIEW:
Introduction to literature review
Literature review is the second chapter in the research which contain the past information about the
topic which is published by many researchers earlier. This section helps the investigator to collect
detailed information about the topic so that aim and objective can be attained accurately.
Concept of booking window and revenue management within the context of hospitality industry
According to the view of Lee (2018), booking window is a similar concept as of lead time in
marketing. Booking window is the period between the booking of the guest and the arrival of the
tourist on the day. At the time of Covid 19 booking window has helped many hotels in revenue
management. Revenue management is the process which analyse the data of the customer which
helps the hotel to predict the behaviour and attitude of their customer prior to check in. During the
global crisis it is very vital to analyse the behaviour of the guest in order to provide safe environment
(Shin and et. al, 2021).
Need of booking window in increasing the revenue management of Savoy hotel at the time of
Covid 19 pandemic
As per the view of Zhang and et. al (2019), the global pandemic is the tough period for the
hospitality industry and it becomes very necessary for them to adopt the booking window concept in
their operation. The first need is it helps the Savoy the amount of business they will likely to do by
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properly analysing the market. Another it helps in providing important information about the guest
behaviour so that they can manage them in good manner. Next need is it helps in creating a good
impression in customer mind about the hotel and makes their booking concept easier at the time of
pandemic (Chakraborty, 2019)
Benefits gained by Savoy hotel after implementing the booking window concept in their
organisation at the time of pandemic
As per the view of Kim and et. al (2020), there are many benefits that are gained by Savoy hotel after
implementing booking window in their functioning. The foremost advantage that they get is
maintaining better customer relationship which is very necessary at the time of pandemic. The
second advantage is it aids in synchronizing the customer data which help them to predict the
necessary information about their guest. One of the advantage that they acquired is managing their
revenue in appropriate manner by seeing the level of Business they will be doing in the upcoming
month (Riasi, Schwartz and Chen, 2019).
Conclusion
From the above literature review it is concluded that booking window has come out to be the most
effective approach at the time of Covid 19 pandemic. Through this Savoy has able to manage their
revenue in effective and efficient manner. At the time of Covid 19 it helps in managing the time
between the guest make a booking and the data they arrive in the hotel.
METHODOLOGY
Research methodology is that part in research which identifies, analyse and interpret the data in
accurate and appropriate manner. There are various sub components of research methodology which
is discussed below:
Research philosophy: It is divided into two parts which are positivism and interpretivism. As per
the current investigation positivism philosophy will be used. This is because it helps in gathering and
using objective data to attain aim and objective (Whicher, Philbin and Aronson, 2018).
Research approach: Research approach is classified into two kinds that are deductive and inductive
approach. In the present investigation, researcher will be choosing deductive approach. It will aids in
testing the existing hypothesise by the help quantitative data.
Research strategy: Survey, systematic literature review, case study, experimental research and
many more are the types of research strategy. As per the current research, researcher will be selecting
survey research strategy as it will gather large amount of data from the wider section of population in
less time and cost (Coombes and Ryder, 2019)
Research choice: There are two types of research choice that are quantitative and qualitative. In the
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present investigation, investigator will be choosing quantitative research method. The reason for this
is it helps in gathering and analysing numerical information which is in number and figures.
Data collection: Primary and secondary are the two data collection types. In current research both
primary and secondary data will be used. Primary data is fresh information collected by respondent
directly and secondary data is the second hand data which is obtained from secondary source. The
tool used for collecting primary data will be questionnaire and secondary data it will be books, online
sites and many other (Shields, 2019).
Sampling: It is divided into two which is probability sampling and non probability sampling. In the
current research, researcher will be choosing probability sampling. This is because it will give equal
chance to the participants to get selected. The sample size will be 20 managers of Savoy (Thomas,
2021).
CONCLUSION
From the gathered data it is concluded that booking window helps in improving the revenue
management of the hotel. During the time of Covid 19 it has provided various advantages to the
hotel which helps them to manage their customer behaviour.
WORK PLANNING
(Gantt Chart, PERT Chart). Presentation of the actual Chart
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REFRENCES AND BIBLIOGRAPHY
Masiero, L., Viglia, G. and Nieto-Garcia, M., 2020. Strategic consumer behavior in online hotel
booking. Annals of Tourism Research. 83. p.102947.
Webb, T., and et. al, 2021. Hotel revenue management forecasting accuracy: the hidden impact of
booking windows. Journal of Hospitality and Tourism Insights.
Webb, T., and et. al, 2020. Revenue management forecasting: the resiliency of advanced booking
methods given dynamic booking windows. International Journal of Hospitality
Management. 89. p.102590.
Lee, M., 2018. Modeling and forecasting hotel room demand based on advance booking
information. Tourism Management. 66. pp.62-71.
Shin, H., and et. al, 2021. The impact of hotel CSR for strategic philanthropy on booking behavior
and hotel performance during the COVID-19 pandemic. Tourism Management. 85.
p.104322.
Zhang, Z., and et. al, 2019. The effect of management response similarity on online hotel booking:
Field evidence from Expedia. International Journal of Contemporary Hospitality
Management.
Chakraborty, U., 2019. Perceived credibility of online hotel reviews and its impact on hotel booking
intentions. International Journal of Contemporary Hospitality Management.
Kim, W.G., and et. al, 2020. How does room rate and rate dispersion in US hotels fluctuate?. Journal
of Hospitality and Tourism Management. 44. pp.227-237.
Riasi, A., Schwartz, Z. and Chen, C.C., 2019. A paradigm shift in revenue management? The new
landscape of hotel cancellation policies. Journal of Revenue and Pricing
Management. 18(6). pp.434-440.
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Whicher, D., Philbin, S. and Aronson, N., 2018. An overview of the impact of rare disease
characteristics on research methodology. Orphanet journal of rare diseases. 13(1). pp.1-12.
Coombes, J. and Ryder, C., 2019. Walking together to create harmony in research: A Murri woman’s
approach to Indigenous research methodology. Qualitative Research in Organizations and
Management: An International Journal.
Shields, M., 2019. Research Methodology and Statistical Methods. Scientific e-Resources.
Thomas, C.G., 2021. Research methodology and scientific writing. Thrissur: Springer.
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