Impact of Covid-19 on Hospitality Sector in UK: A Study of Travelodge

This dissertation aims to identify the impact of COVID 19 on the performance and productivity of hospitality industry in UK, with Travelodge as the chosen company. It includes literature review, research methodology, data analysis and findings, and conclusion and recommendations.

Research project
(The impact of Covid-19 on the Hospitality Sector
in the UK)

Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of the topic.............................................................................................................3
Background of the company...................................................................................................3
Research aim..........................................................................................................................3
Research objectives................................................................................................................3
Research questions.................................................................................................................4
Research Rationale.................................................................................................................4
Problem statement..................................................................................................................5
Significance of the research....................................................................................................5
LITERATURE REVIEW ...............................................................................................................6
What is the influence of COVID 19 on the performance and productivity of UK hospitality
sector?.....................................................................................................................................6
What are the challenges faced by Travelodge while managing the performance and
productivity of business in COVID 19?.................................................................................8
To identify the strategies for overcoming the influence of pandemic on the performance and
productivity of Travelodge ..................................................................................................10
Research Methodology..................................................................................................................15
DATA ANALYSIS AND FINDINGS .........................................................................................19
Frequency distribution table.................................................................................................19
Data interpretation................................................................................................................21
CONCLUSION AND RECOMMENDATIONS .........................................................................34
REFERENCES..............................................................................................................................37
APPENDIX....................................................................................................................................39
Questionnaire........................................................................................................................39

INTRODUCTION
Overview of the topic
The present dissertation is based on identifying the impact of COVID 19 on the
performance and productivity of hospitality industry. All the industries have faced challenges in
the tough time of pandemic but hospitality industry is one of the industries that has faced severe
loss in the tough time of pandemic (Sanjeev and Tiwari, 2021). COVID 19 has badly hit the
growth and performance of UK hospitality industry due to which it becomes challenging to
attract and retain the customer towards the brand (Tiwari and Sanjeev, 2021). Hospitality
industry faces severe issues due to pandemic as government-imposed lockdown and travel
restrictions in order to prevent the spread of disease. Pandemic has created a huge impact on the
hospitality companies on the basis of revenue and supply chains (Johnson, Thompson and Paul,
2022). The industry has also taken decision to shut down hotels and restaurants so that they
reduce the impact of COVID 19. Therefore, hospitality industry includes the large number of
employees and customers which increases the potential for exposure to and spreading of
infections (Lim and To, 2022). There are various challenges faced by the hospitality sector in
order to manage the overall performance and productivity of business.
Background of the company
The chosen company for this research is Travelodge, it is a private company that operates
hotels throughout the UK. The brand was founded on 1973 and also considered as UK's largest
independent hotel brand. The mission of Travelodge is to deliver affordable travel for everyone
at low cost which helps in attracting large number of customers towards the brand. Travelodge is
successful as it focuses on improving the standard room product and also use effective revenue
management to optimise the balance between occupancy and rate growth. The values which are
provided by Travelodge are build competency, innovation and teamwork.
Research aim
To identify the impact of COVID 19 on the performance and productivity of UK
hospitality sector, A Study of Travelodge
Research objectives
 To determine the influence of COVID 19 on the performance and productivity of UK
hospitality sector

 To examine the challenges faced by Travelodge while managing the performance and
productivity of business in COVID 19
 To identify the strategies for overcoming the influence of pandemic on the performance
and productivity of Travelodge
Research questions
 What is the influence of COVID 19 on the performance and productivity of UK
hospitality sector?
 What are the challenges faced by Travelodge while managing the performance and
productivity of business in COVID 19?
 What are the strategies for overcoming the influence of pandemic on the performance and
productivity of Travelodge?
Research Rationale
The rationale behind conducting this research is to identify the impact of pandemic on the
overall performance and productivity of UK hospitality industry. COVID 19 has influenced the
growth and performance of hospitality industry due to which it becomes challenging to generate
profit and attract more and more customers (Beckman and Morse, 2020). The pandemic has also
created an impact of the performance of the employees as they were not able to contribute their
best efforts in the tough time of pandemic. The chosen topic provides a great knowledge to
reader by offering them information related to the pandemic and its influence on hospitality
industry. While doing this investigation, the two major perspective of the researcher will be
accomplished. The personal perspective of the researcher will be accomplished as they will learn
more about the influence of COVID 19 on the business performance and productivity. While
collecting the information related to the chosen topic, the skills of the researcher will be
enhanced including presentation skills, analytical skills, research skills and many other skills
which helps in achieving personal perspective. On the other hand, the professional perspective of
the investigator will be attained as they learn about the strategies through which the influence of
pandemic can be overcome from the performance and productivity of business which will be
beneficial in the job role of the researcher. Thus, this study provides detail information about the
impact of pandemic on the UK Hospitality industry along with the accomplishment of personal
and professional perspective of researcher.

Problem statement
The problem which is identified within this research is that company faces various issues
in the tough time of pandemic which creates an impact on the overall efficiency and productivity
of business (Dube, Nhamo and Chikodzi, 2021). It becomes difficult for the hospitality
companies to survive in the tough time of pandemic. This research is helpful in identifying the
problem which are faced by the company in managing the performance of hospitality company
during pandemic situation.
Significance of the research
This research is beneficial as it focuses on providing the influence of pandemic on the
growth and performance of hospitality industry in pandemic situation. The present research is
important for the researcher, company and students. In respect of the researcher, this
investigation is important as it provides information related to the different research methods
which can be used by the researcher in order to obtain the information related to the chosen
topic. The investigator will use this study as one of the secondary sources for accomplishing their
investigation (Jang, Kim and Lee, 2022). On the other hand, this research is also useful for the
students as they can grab the knowledge related to the impact of COVID 19 on the business
performance so that they can use this study for the accomplishment of their academics. This
investigation is also helpful for the companies as they can know the about the different strategies
which helps in reducing the impact of the pandemic on the performance and productivity of the
business. By adopting the different strategies, organisation can mitigate the negative impact and
also improve their business growth in post pandemic.

LITERATURE REVIEW
What is the influence of COVID 19 on the performance and productivity of UK hospitality
sector?
According to the point of view of Panzone, Larcom, and She (2021) hospitality sector of
UK has been hit hard by the Covid-19. It is created high impact on the performance and
productivity of UK hospitality sector which is decreased due to Covid-19. It is decreased the
turnover growth of the UK hospitality sector that is the tough challenge for the hospitality sector.
Covid-19 was the situation which creates many issues and challenges for every industry or
sector. In relation to UK hospitality sector, the impact of Covid-19 affects the hospitality sector
financially, operationally that is reduce the productivity and performance as well. The influence
of Covid-19 crisis is creating many health issues for the peoples which affects the public's health.
The impact of Covid-19 includes high unemployment, governments rules and regulations and
many more. The pandemic situation of Covid-19 decreases the growth of the industry and also
reduce the profitability. It is changing the consumer behaviour towards the industry which is the
loss for the hospitality sector. The impact of Covid-19 affected the sector by government's rules
and regulation which was created for the public's health and safety. During the Covid-19
government created some rules & regulation such as shut down everything including shops,
restaurants, hotels, gym, swimming pools, theme park, movies theatre and many more which is
affected the hospitality sector because they have to follow the rules of government. Covid-19
was the toughest situation because it is spread all over the world. It is destroying the nature of the
environment. The impact of Covid-19 on the performance and productivity of UK hospitality
sector affects effective working of the employees that is the big issue for the industry (Bryson,
2021). changing behaviour of customers reduce the productivity of the industry. The impact of
global pandemic affects the overall industry and its operation which is the biggest issue for the
industry. It was a long-term situation that is affect the industry's turnover and growth as well.
The situation of Covid-19 was the sudden situation which was drastically changed and damage
the industry's function and operation. The impact of Covid-19 directly affects the hospitality
sector performance because there is no effectiveness in the industry. The overall impact of
Covid-19 was negative because hospitality sector hit hard by the global pandemic and it is also
hit its all the area and function. During the Lockdown every person is on work from home which

is impact on the workers well-being and productivity. It is changing the consumer perception
towards the hotel industry because they are required more improved services. Hospitality sector
of UK fallen down due to Covid-19 situation which is the big disadvantage for them. The impact
of Covid-19 required high safety and security and it is not easy to recover it (Salem, and et.al.,
2021). the Covid-19 impact is the negative impact on the UK hospitality sector that is reduce the
productivity and performance of the industry.
As per the view of Maslakçı, Sürücü, and Sesen (2022) the influence of Covid-19 on the
performance and productivity of UK hospitality sector is overall negative because it is creating
many issues for the industry. The Covid-19 situation hits hard the industry and its business
functions and operations. This situation was the difficult situation for every industry and sector
because it is reduced overall growth due to low performance of industries. In relation to UK
hospitality sector, the Covid-19 is created many challenges for the industry which affects overall
growth and productivity. The impact of Covid-19 changed the consumer behaviour and increase
their demand to increase the level of services. The impact of COVID-19 reduced the profitability
of the industry because during the Covid-19, employee is not working properly which missed
their effective performance for the industry. Many people lost their jobs which is increase the
unemployment (Vo-Thanh, and et.al., 2022). Covid-19 is one of the most difficult parts for
everyone because it is reducing overall economy and its growth. UK hospitality sector is affected
by the Covid-19 which reduces its productivity and performance. The situations of Covid-19
impact on the employees and worker which reduced their effective performance. The impact of
Covid-19 crisis is the toughest situation which is spread all over the worlds. It is affecting the
employees, consumer behaviour, performance, productivity, profitability, growth, production and
many more. UK hospitality industry affects by the Covid-19 crisis which is creating issue for
their business performance and productivity. After Covid-19 it is difficult to overcome from the
crisis for the UK hospitality industry. It is the situation where government has taken the
decisions for the public and their health and safety, they making some rules such as lockdown,
shutdown everything which is impact on the profitability of the UK industry. The Covid-19
influence the performance and productivity of the UK hospitality industry because of poor
working of the employees (Criscuolo, and et.al., 2021). During the Lockdown, nobody can go
outside because Coronavirus can affect their health and safety. After the Covid-19 many people
are afraid to go outside from their home so it is difficult for the UK hospitality industry to make

them believe that everything is safe and secure. There is lack of guest in the market which affects
the productivity and profitability of the hospitality industry. These all impact of Covid-19 affects
the performance and productivity of the UK hospitality industry which is the issue for the whole
industry. The crisis of Covid-19 is the difficult situation which directly impact on the business
and reduces its productivity and performance.
What are the challenges faced by Travelodge while managing the performance and productivity
of business in COVID 19?
In the opinion to Shipman, Burrell, and Mac Pherson (2021) there are many challenges
faced by the Travelodge in managing the performance and productivity of business during the
Covid-19. It was the one of the most challenging and difficult situations that was spread in all
over the world. It is the situation where government ruled for the people's safety and health to
closed everything for the while. For overcoming from the situation, government announced
Lockdown where no one able to go anywhere. In relation to Travelodge, they faced many
challenges such as in hiring and retaining the staff, changing in marketing dynamics and trends,
rising the daily consumable cost, housekeeping issues, operational issues, data security issues,
irregular cash inflows, changing the guest expectations and behaviour and many more. These all
challenges affected the overall hotel and its operation hardly. They also faced some financial
issues because during the Covid-19, it is reducing the economy growth and profitability. It is
difficult to face all the challenges suddenly because it is created many barriers. It is difficult to
overcome from the situation for the hotel. It is reducing the number of guest because no one
wants to allow go outside from their home. It is creating many trusts issue in people because they
all are required the hygiene services. It is difficult for the Travelodge to satisfy their guest
because the situation of Covid-19 changed the consumer's behaviour and perceptions. It is
creating the issues in engaging the employees during this situation because it is created the
unemployment. It is reducing the profitability and productivity of the hotel because there is no
high skilled employees and workers within the hotel. During the Covid-19 there is the poor
customer satisfaction because Travelodge hotel failed to satisfy them (Luo, 2021). There are
different people has different demand during the Covid-19 so, it is not possible for them to
fulfilled everyone's needs and wants. These all challenges have been faced by the Travelodge
which affects its operations and functions. Managing performance and productivity in business
during the Covid-19 is so difficult for the Travelodge because there is so many issues and

challenges which are creating barriers to overcome the crisis of Covid-19. This situation was
drastically changed the overall hotel and its performance due to this it is impact on their
profitability and productivity. The situation of Coronavirus reduced the comfort zone of peoples
and it is changing their perception towards the hotel and its services which is the biggest
disadvantage for the Travelodge. It is not easy for them to serve the accurate services to their
guest and fulfilled their needs because during the Covid-19, it is increasing the consumer's
demand (Kassema, 2020). the impact of Covid-19 in managing the performance and productivity
of Travelodge is difficult because there is low performance of employees which is reduce the
hotel growth and performance as well.
As per the point of view of Park, Jeong, and Chai, (2021) there are many challenges
during the Covid-19 situation that is faced by the Travelodge in managing their business
performance and productivity. They faced that there is no public after the Covid-19 situation
because still people are afraid to the Crisis of Covid-19. The Covid-19 situation creates many
financial issues that affects the profitability. There is poor performance of employees which
affects their effective working. The challenge of Covid-19 creates unemployment which is faced
by the Travelodge in employee engagement. They faced that there is many rules and regulation
in order to public’s health and safety which is created by the government. Government
announcing Lockdown and shutdown everything so, they had to shutdown their hotels that
affects on the profitability of the hotel. It is created many trust issues between customers and
hotel’s services because after covid-19, customer change their behaviour and demand and they
want high level services but this is not possible to serve everyone according to their demand.
They faced that there is lack of productivity within the hotel because of poor working of
employees which affects performance and growth of the hotel. They faced that after the
government rules and regulation there is no public or person who wants to stay in the hotel
(Schislyaeva, and Plis, 2021). They faced that there is no effectiveness and profitability in the
hotel. The impact of Covid-19 creating the big challenges to UK hospitality sector which affects
overall functions and operations of Travelodge. These challenges have been faced by the
Travelodge during the Covid-19 where they are failed to manage their performance and
productivity of the business. They faced that there is different type of guest demand. They faced
that consumer wants high quality services including good quality food, hygiene services, neat &
clean everything and many more. During the Covid-19 situation, it is creating huge impact on

the business performance of the Travelodge because it is reducing due to low performance of the
employees. They faced that employee are not working properly and not giving their best for
achieving the goals of the hotel (Mollenkopf, Ozanne, and Stolze, 2020). Global pandemic is the
difficult situation that is faced by every person or company. In context to Travelodge, Covid-19
hits hard the overall hotel’s performance and productivity by reducing the number of customers
or guest. They faced that there are many financial issues because of pandemic. They faced that
many people are not able to come to the hotel because they are still afraid of Covid-19 crisis. It is
creating challenges for the employees because due to Covid-19 many people are lost their job. It
is changing the consumer behaviour and nature which affects on the hotel’s performance because
people are not giving the positive feedback during the Covid-19. The impact of Covid-19
changes the overall system and process of the Travelodge which affects on its business
performance and productivity. These all challenges of Covid-19 is the disadvantage for the hotel
and their services which is faced by its employee, consumers or guest, managers and every
person of the hotel or staff.
To identify the strategies for overcoming the influence of pandemic on the performance and
productivity of Travelodge
According to Sutarto, Wardaningsih and Putri, (2021), during the time of Covid-19, most
of the things have changed from the people to their workplaces. Pandemic plays a major role in
relation to affect the level of productivity and performance in hospitality sector. The company
can also provide support such as financial and psychological support in order to reduce the
adverse impact of the Covid-19. That is why creation of a safe workplace should be the main
priority. That will lead to elevate the level of efficiency and output and in those proper policies
will be provided along with the guidelines (Chanana, 2021). The chosen company has always
taken care of its employees that is why it keeps on checking the workplace and makes sure to
keep it clean that tend to maintain the proper balance at the working environment. Various
meeting regulations were also updated as meetings comprises of various people that could lead to
increase the effect of Covid-19. Along with it, the company made sure that crisis management is
there in the company which main task is to take care of such unforeseen situations. A business
crisis is seen as an occurrence that significantly affects the firm's success and has the ability to
destroy the operations and reputation of the company. Planning for such events is crucial because
they could be internal or external. The process of planning for and handling any stormy or

unanticipated emergency situations that have an impact on the organisation, stakeholders,
customers, and revenue is known as crisis management. As a result, crisis management is seen as
an essential part of any company and numerous external environmental concerns must be taken
into account by all enterprises operating in the hospitality industry. For instance, Covid-19 has
resulted in loss as a result of Covid-19 during any unplanned incident in the year 2020. Modern
digital technology integration and crisis management, particularly in the hospitality sector, are
closely intertwined. As a result of digital transformation, all company divisions must incorporate
digital technology (Gukasyan and et.al.,2022).
As said by Yadav, Kar and Kashiramka (2021), the COVID-19 has a severe financial and
operational impact on the UK hotel sector, which affects productivity and performance. In the
previous time, there have been various issues and crisis that adversely impacted the hospitality
industry. There are various issues which are faced by the chosen company in relation to its
performance and productivity. That is why there are various ways which can be used to reduce
the adverse impact on the company. Such as the company is advised to implement the effective
communication among the employees. Also, the company can also provide flexible working
hours to the employees so that the work can be managed easily. Along with it, the chosen
company is required to make an appropriate budget for the purpose of allocation of numerous
creativities in the workplace transformation. Further, adopting major know-hows will allow the
company in order to transform its way of operating. Due to which the company will be focused
on to bring major changes in the management and also training the employees. Similarly, the
management will be required to build a healthy bond with the employees so that they will
involve and participate in enhance the level of productivity (Mattera, and et.al.,2021). People and
organisations all across the world have had to adjust to new ways of living and working. All
areas were impacted by the pandemic's spread, and the digital transformation is viewed as
complex since it requires a variety of tools, techniques, and software programmes to manage the
company's transformational activities in order to minimise the adverse impact.
The entire universe has been affected as the COVID-19 has changed business practises
and upended the entire world. The families, careers, health, and happiness of everyone are also
suffering as a result. A variety of activities need to be taken in order to lessen the pandemic's
consequences. Due to social distance standards and state-wide lock downs, which had a

significant influence on people's lives, the Covid-19 pandemic has also made the use of digital
technology vital. Business practises have been impacted by COVID-19.
As per the view of Khan, A.R., Piprani and Yu (2022), due to the rising demand from
customers, it would be difficult for them to provide correct services and meet their expectations
at COVID-19. Due to the fact that poor staff performance also hinders hotel expansion and
performance, it is difficult to predict how Covid-19 will affect Travelodge's performance and
productivity. The company must engage with the customers that can be increased by improving
the level of involvement of the customers in the company. As there are various channels which
are available for the company which keeps the customers on the priority. Such priority will lead
to increase the generation of profit and reduce the negative impact on the company due to
pandemic. The company can also focus on making a communication strategy that comprises of
social media too. COVID-19 has had a significant negative influence on the hotel sector in the
UK. The performance and productivity of the hotel business in the UK are significantly harmed
by Covid-19. The decreasing increase in turnover in the UK market is the hardest challenge
facing the hotel industry. Covid-19 was the event that caused a variety of issues and challenges
for any business or industry (Montoya-Torres, Muñoz-Villamizar and Mejia-Argueta, 2021). As
the people are experiencing a variety of health issues as a result of the COVID-19 disaster
globally, which is having an effect on public health as a whole. Some of COVID-19's impact
comprises of high unemployment, governmental legislation and prohibitions, among other
things. Industry growth and profitability have stalled as a result of the Covid-19 pandemic
problem. The change in consumer behaviour toward the sector is a loss for the hospitality
business. Because of COVID-19, the sector was affected by government laws and regulations
that were designed for the general public's health and safety. The Covid-19 government's rules
and restrictions, which demanded that everything be shut down, including shops, dining
establishments, lodging facilities, gyms, swimming pools, amusement parks, theatres, and more,
had an effect on the hospitality business. The company and the management must successfully
complete various tasks in order to deliver good and valuable results. That is why the project
manager must first design the project before properly arranging and monitoring the operation in
order to get the intended outcomes and speed up the company's growth. In that process, due to
pandemic the digital technology has changed the way businesses are run in the current world and
offers the firm several benefits when utilising it.

The pandemic has disrupted the business as a whole thus in order for the company to work
better, Covid-19 has caused a number of implications. Because the pandemic event dramatically
altered people's lives and placed a burden on management. The majority of individuals had
difficulties as a result of it and they will face challenges in a variety of ways as they adjust to the
post-COVID business climate. In order to improve the efficiency of the company's operations,
the malmanagement are accordingly demanding more from the transformation projects.
Additionally, the business has access to a variety of resources and industry knowledge, which
may open up a lot of opportunities. Also, there are many methods to use digitalization to enhance
the overall performance of the organisation. It plays a crucial part in how businesses operate
since the idea of transformative workplace activities is not new, all firms are using this culture to
transform all of their services or operations. The IT department no longer bears sole
responsibility for a successful digital transformation; rather, cultural change is needed throughout
the entire organisation. All these things will generate various ways to reduce the adverse impact
of the pandemic. People and organisations all across the world have had to adjust to new ways of
living and working. All areas were impacted by the pandemic's spread, and in that digital
transformation is viewed as a helpful element and it requires a variety of tools, techniques, and
software programmes to manage the company's transformational activities. Modern technology
that includes things such as social media, apps, and cutting-edge gadgets and is gaining
popularity on a global scale. Customers prioritise enhancing people's quality of life more highly
because they prefer straightforward solutions over complex ones. Because of its linkages to
numerous industries, such as manufacturing, healthcare, government, and retail, the workplace
must undergo a digital revolution (Ngo, Tran and Tran, 2021). As a result, one of the main
objectives of the digital transformation is to enhance the client experience through the use of
cutting-edge technology.
Given that a successful workforce depends on a variety of factors, including technology,
procedures, and management, it can be concluded from the foregoing that workplace
transformation is one of the concepts that every organisation uses to maintain the efficient
running of its operations and activities after the pandemic. The workplace transformation creates
a flexible work environment that enables employees to fully participate to the success of an
organisation. Modern technology is used by businesses during the workplace transformation

process to do tasks quickly and efficiently. COVID-19 was one of the events that had a negative
impact on the organization's operations and activities.

Research Methodology
The researcher will use Saunder’s research onion framework, which has numerous levels, to
organise the collection, evaluation, and explanation of data (Alameeri, Alshurideh, M.T. and
Kurdi, B.A., 2021). The term "research methodology" can also refer to a group of tools used to
gather and analyse the relevant data. It also enables the reader to judge the overall reliability of
the material. In that situation, the procedure includes a variety of data collection tools, in-depth
observations, and statistical analysis. Research methodology is defined as the proper and right
combination of techniques which are used to collect and analyse data on a particular subject,
enabling the reader to judge the overall accuracy of the content. This methodology, which is an
essential part of the research project since it helps the researcher develop the processes for data
analysis, includes appropriate steps for analysing information about a subject. Numerous
methods for data collection, statistical analysis, and general observations are included in these
procedures. Additionally, it will make it possible for the researcher to carry out the subsequent
phases of gathering, understanding, and analysing information-
Research Philosophy
Research philosophy is the main element of the research methodology which helps the
researcher in gathering detailed information in an effective manner. There are two philosophical
systems that make up research philosophy: positivism and interpretivism. Positivism philosophy
is helpful in gaining factual information so that interpretation related to quantitative data can be
done in an effective manner. Whereas interpretivism philosophy is based on deriving qualitative
information in an effective and efficient manner in the selected topic. Both the research
philosophy methods are important for the researcher in carrying out the current research in an
appropriate and scientific manner. In this situation, the researcher will opt for the positivism
philosophy because it is appropriate for analysing and evaluating the quantitative data. Another
benefit is that it takes the applicability of the quantitative data into account (Qiu and et.al.,2021).
This is also considered as a cost effective method in the given time period.
Research Approach
Deductive approach and research approach are phrases that are frequently used in the
research approach. The deductive method will be used by the researcher because it only uses
tried-and-true concepts for estimating and analysing quantitative data. Deductive approach is
beneficial in studying the existing theories and hypothesis in an easy and effective manner so

that detailed information about the selected topic can be attained by the researcher. Whereas
inductive approach helps in testing new theories and hypothesis in an effective manner in order
to maintain content reliability and validity of the collected information on the given topic. In
order to conduct research projects more successfully and analyse concepts and hypotheses, it is
characterised as a planned approach used by the researcher. It is also acknowledged as the most
cost-effective method for enhancing data comprehension and analysis. Knowing when to accept
and reject a hypothesis will be useful for the researcher in achieving the goals and objectives of
the investigation. The primary advantage of the deductive method is that it only examines and
analyses statistical facts and data.
Research Strategy
The current study focuses on the several problems that the selected organisation is now
dealing with, and as part of their research strategy, the researchers will use the case study. The
case study will let the investigator obtain information directly from the source in particular case.
It also has the benefits of being inexpensive and gathering a tonne of information rapidly.
Survey, action research, grounded theory, case study and interview are just a few of the multiple
methodologies available. Survey research strategy is considered as the most suitable method that
helps in collecting correct and authentic data from different number of respondents and their true
view about the topic in order to attain research objectives properly. This is considered as the cost
effective method that help in saving the amount of extra money that researcher spends in getting
reliable information about the given topic for better research on the selected topic. For this
reason, a survey was employed for the current study, and its main advantage is that it makes it
easier to collect data by connecting with data sources (Song and Zhou, 2020).
Research design
It is recognized as the researcher's choice and acts as the basis for market research, in
which the researcher is free to use any procedures that are suitable for the circumstances. It is
also defined as the frameworks selected by the researcher and divided into two groups, such as
exploratory and descriptive. Descriptive research design method is helpful in studying the
variable in the form of quantitative method on the selected research topic so that detailed
information can be gathered. Experimental research design method is used when there are more
two or more variables on the given research topic and exploratory research design is used when
there is only one variable which has been studied in the following research objectives on the

selected topic. The project claims that the ideal architecture is descriptive since it facilitates
precise data analysis. On the other hand, the exploratory design, which will not be employed for
the research, merely focuses on the research difficulties during the early stages of investigation.
Data Collection Methods
The two categories of data collecting are primary and secondary data collection methods.
The main strategy for this study will be used by the researcher to collect raw data related to the
proposed topic. Primary data collection method is used when the investigator wants fresh and
raw data on the particular research topic in an effective manner as this data is not used earlier for
helping in filing information within the questionnaire. Whereas secondary data collection method
is used by the researcher many time and is regarded as used or second hand data on the selected
research topic while carrying out the research on the particular topic. For which the researcher
will develop a questionnaire for so that the 30 employees can provide information. However, a
different process will be followed to access material that has already been made public. We'll use
secondary sources like books, articles, journals, newspapers, and magazines for this (Vahdat,
2021).
Data Collection Instruments
Data gathering devices are the various techniques used to aid research. Tests, inventories,
interviews, and questionnaires are some examples of these. All the data instruments are
important for gathering information on selected research topic but for carrying out the current
research questionnaire will be best suitable method. In the present carried on research,
questionnaire is selected by the researcher because that helps in attaining appropriate and
accurate information on the given topic.
Sampling
The two primary types of sampling are probability sampling and non-probability
sampling. The current study employs probability sampling since all respondents will have an
equal chance of taking part in the study. Probability sampling method is used for providing equal
and fair chance to the respondent in giving right opinion on the selected topic in an appropriate
manner. Whereas non-probability sampling method do not provide fair and equal chance to the
respondents of being selected on the bias basis on the selected research topic. The researcher will
select 30 people from the chosen company for sample. Sampling is the process of collecting data
from the predetermined set of individuals. Random selection is used to pick the respondents for

the sampling, and those selected for the study are given an equal and impartial chance.
Researchers frequently choose probability sampling because it simplifies data collecting by
utilising the random sample method.
Reliability
The conclusions reached from the information were correct because it came from a
reliable source. This knowledge will help in both anticipating the topic and thoroughly
evaluating the outcome. This helps in dealing with the practices in an effective manner so that
better productivity can be gained within the research and in maintaining the reliability and
validity of the content on the selected topic. Maintaining the reliability of the research
information so that their predetermined objectives and aim can be attained in an effective and
efficient manner.
Ethics
The idea of ethics is one of the essential elements used to complete any study job in an
ethical and methodical way. For instance, the researcher must consider a number of research
ethics in light of the study. Including, but not limited to, confidentiality, data protection,
minimization of unfair practises, respect for the individual, informed consent, justice, and many
others. The researcher should follow ethics in a proper manner in order to protect the society in
an effective manner. There are certain different norms, beliefs, morale and values which have
been designed by the researcher in preparing the research study in order to maintain validity and
transparency of the information that is derived. All of these crucial and useful research ethics
ideas will be helpful to the investigator as they complete several activities associated to the
dissertation successfully and morally. This will aid the researcher in reaching the specified goals
and objectives (Yu, Park, and Hyun, 2021).

DATA ANALYSIS AND FINDINGS
Frequency distribution table
Q1) Do you think outbreak of COVID-19 has created unprecedented
challenges over hospitality industry of the United Kingdom?
Frequency
a) Yes 20
b) No 5
c) May be 5
Q2) Do you think, COVID-19 has created an impact on the productivity and
performance of the UK hospitality industry?
Frequency
a) Yes 15
b) No 10
c) May be 5
Q3) As per your perspective, what is the effect of COVID-19 on the overall
performance and productivity of the business within the UK hospitality
industry?
Frequency
a) Reduced growth in the market 8
b) Decreased working efficiency of employees 9
c) Low profitability and productivity 6
d) High employee turnover 5
e) Low occupancy of guests 2
Q4) As per your perspective, what are the different challenges that
Travelodge faces because of COVID-19 pandemic situation?
Frequency
a) Difficulty in assessing workplace 9
b) Keeping existing customers 6
c) Motivating and retaining employees 5
d) Building work life balance 2

e) Going digital for promoting products 8
Q5) Do you think Travelodge has seen decrease in their customer base and
customer satisfaction due to emergence of COVID-19?
Frequency
a) Yes 25
b) No 5
Q6) Do you think advanced technologies have helped Travelodge to deal with
the issues created due to global pandemic COVID-19?
Frequency
a) Yes 15
b) No 15
Q7) According to your perspective, what is the best way used by Travelodge
to deal with the global pandemic COVID-19?
Frequency
a) Adopting social media marketing 6
b) Adoption of crisis management practices 4
c) Using advanced technologies 8
d) Self check-in and check-out 3
e) Implementation of proper refund system 2
f) Inclusion proper discounts, promotions and rates 7
Q8) Do you think that social media marketing assist Travelodge after
outbreak of global pandemic COVID-19?
Frequency
a) Yes 20
b) No 5
c) Can't say 5
Q9) How does social media marketing assist Travelodge after outbreak of
global pandemic COVID-19?
Frequency
a) Posting information about adopted policies of hygiene and sanitisation 9

b) Sharing pictures and videos of hotel 8
c) Sharing positive feedback 7
d) More insights about hotel 6
Q10) According to your perspective, what is the overall impact of social
media marketing on hospitality industry after outbreak of COVID-19
pandemic?
Frequency
a) Positive impact 10
b) Negative impact 10
c) Neutral 10

Data interpretation
Table 1: Outbreak of COVID-19 has created unprecedented challenges over hospitality industry
of the United Kingdom
Q1) Do you think outbreak of COVID-19 has created unprecedented
challenges over hospitality industry of the United Kingdom?
Frequency
a) Yes 20
b) No 5
c) May be 5
a) Yes b) No c) May be
0
2
4
6
8
10
12
14
16
18
20
Interpretation: As per the above gathered data from the graph, it is interpreted that COVID-19
has brings several unprecedented challenges and this affects the performance and productivity of
an organisation within the hospitality industry. This effects the working environment for
employees and this decreases their working efficiency and capability towards achieving the
business goals and objectives in an effective manner. There are 30 respondents that are selected
by the researcher for carrying out the present research and out of them 20 respondents have said
yes and agree with the fact that pandemic has bring down the sales of the company and affects

the overall functioning of the business operations of the business within the hospitality industry.
5 respondents have said no and do not agree with the fact and they do not have much knowledge
about COVID-19 and its overall impact on the services of the businesses. While 5 of them are in
a neutral situation and need time to resolve things in a better way so that better action can be
taken during the time of pandemic so that better productivity can be gained.
Table 2: COVID-19 has created an impact on the productivity and performance of the UK
hospitality industry
Q2) Do you think, COVID-19 has created an impact on the productivity and
performance of the UK hospitality industry?
Frequency
a) Yes 15
b) No 10
c) May be 5
a) Yes b) No c) May be
0
2
4
6
8
10
12
14
16

Interpretation: As per the data gathered from the above graph, it is interpreted that COVID-19
has created an adverse effect on the overall profitability and performance of the business within
the hospitality industry. Hospitality industry is the most effected industry during COVID-19
because this reduces the staying accommodation within the hospitality industry. Due to certain
travel restrictions the travellers are unable to move out of their houses and this makes the
business in attaining less profits in the market. Out of the total of 30 respondents, 15 respondents
have said yes and agree to the fact that they face problem with the pandemic situation that
occurred instantly. 10 respondents have said no and do not agree with the fact and this makes the
business situation difficult because they do not face much problem within the company as it is
short term impact while 5 of them are not sure about the topic and do not agree with the fact as
this diminishes their overall growth of the business in the hospitality industry.
Table 3: What is the effect of COVID-19 on the overall performance and productivity of the
business within the UK hospitality industry
Q3) As per your perspective, what is the effect of COVID-19 on the overall
performance and productivity of the business within the UK hospitality
industry?
Frequency
a) Reduced growth in the market 8
b) Decreased working efficiency of employees 9
c) Low profitability and productivity 6
d) High employee turnover 5
e) Low occupancy of guests 2

0
2
4
6
8
8 9
6 5
2
Interpretation: As per the above gathered data from the graph, it is analysed that COVID-19 has
effected the performance and profitability of the business on a large scale majorly due to travel
restrictions and stay at home order. Out of the total of 30 respondents, 8 respondents have said
that it results in reduced growth in the market as they are not eaning suitable profits from the
customers. 9 respondents have said that pandemic situation has resulted in decreased efficiency
of employees because they are feeling safe while performing their task within the hotel business.
6 of the respondents have said that it majorly impacts the overall performance and productivity
of the business as they are not able to do earn huge profits, 5 respondents have said that it results
in creating high employee turnover as more employees are leaving because of tough employee
retention within the business. 2 respondents have said that it results in creating low occupancy
within the business organisation as customers are scared of getting infected by the virus and this
creates a sense of fear in them.
Table 4: What are the different challenges that Travelodge faces because of COVID-19
pandemic situation
Q4) As per your perspective, what are the different challenges that
Travelodge faces because of COVID-19 pandemic situation?
Frequency
a) Difficulty in assessing workplace 9

b) Keeping existing customers 6
c) Motivating and retaining employees 5
d) Building work life balance 2
e) Going digital for promoting products 8
0
2
4
6
8
9
6
5
2
8

Interpretation: As per the above gathered information from the graph, it is interpreted that there
are several challenges that hospitality industry face during the time of pandemic. COVID-19
impacted the growth and productivity of the business organisation within the hospitality industry.
There are total of 30 respondents, 9 respondents have said they face difficulty in assessing the
workplace in the time of pandemic as they are not able to provide sustain services to the
customers. 6 respondents have said that it is difficult to keep the existing customers for taking
the services of the hotel in the long run. 5 respondents have said that motivating and retaining
employees is a major challenge for hotel managers which results in decreased efficiency and
effectiveness of workers. 2 of the respondents have said that building work life balance is also a
challenge that company face in the time of pandemic as they need to work from their home and
this requires more attention and focus. Whereas 8 respondents have said that going digital for
promoting the following products to the customer through online websites and portals in a easy
manner.
Table 5: Travelodge has seen decrease in their customer base and customer satisfaction due to
emergence of COVID-19
Q5) Do you think Travelodge has seen decrease in their customer base and
customer satisfaction due to emergence of COVID-19?
Frequency
a) Yes 25
b) No 5

a) Yes b) No
0
5
10
15
20
25
25
5
Interpretation: As per the collected information from the above graph, it is analysed that
COVID-19 has resulted in reducing the customer base and customer satisfaction within the
hospitality industry. 25 respondents have said yes and agree with the fact that it results in
declining the number of customers within the business and this affects the overall productivity in
the market. While 5 respondents have said no and do not agree with the fact as some of them do
not have proper knowledge about the pandemic and its affect the performance of operations of
the business. With the reduction of customer base in the hotel business, they do not earn huge
profits which also results in decline in the overall profitability of the hotel in the competitive
market. It is important for the business to develop their services through online marketing so that
each and every customer know about the practices they follow for overcoming the impact of
pandemic.
Table 6: Advanced technologies have helped Travelodge to deal with the issues created due to
global pandemic COVID-19
Q6) Do you think advanced technologies have helped Travelodge to deal with
the issues created due to global pandemic COVID-19?
Frequency
a) Yes 15
b) No 15

a) Yes b) No
0
2
4
6
8
10
12
14
16 15 15
Interpretation: As per the gathered data from the above graph, it is interpreted that technology
play an important role in enhancing the business value and profitability during COVID-19
pandemic situation. With the advancement of technology within the hotel business, it helps in
creating digitalised system so that human touch gets reduced. This helps in boosting the
confidence of customers to avail the services of the hotel as they have less risk of getting
infected by the virus. Out of the total of 30 representatives, 15 representatives have said yes and
agree that technology is useful in dealing with the issues created by the COVID-19 in the global
market. While 15 respondents have said no and do not agree with the fact that they do not agree
with the fact that technology play a very important role within the hospitality industry as this
requires lots of investment to develop better and effective technology in order to achieve high
growth and profitability in the market.
Table 7: What is the best way used by Travelodge to deal with the global pandemic COVID-19
Q7) According to your perspective, what is the best way used by Travelodge
to deal with the global pandemic COVID-19?
Frequency
a) Adopting social media marketing 6

b) Adoption of crisis management practices 4
c) Using advanced technologies 8
d) Self check-in and check-out 3
e) Implementation of proper refund system 2
f) Inclusion proper discounts, promotions and rates 7
0
2
4
6
8 6
4
8
3 2
7
Interpretation: As per the data gathered from the above graph, it is analysed that there are
several ways that hospitality industry can adopt for overcoming the impact of pandemic within
the hospitality industry. It is important for the hotel business to focus on implementing
strategical ways that can help in building a positive working environment for employees so that
they deal with the pandemic situation in an effective way. Out of the total of 30 respondents, 6
respondents have said that adopting social marketing will help in reaching out more number of
customers in the large market. 4 respondents have said that adoption of better and effective crisis
management practices help the hotel industry in dealing with the pandemic situation in a better
way. 8 respondents have said that using advanced technology is the best strategy that help in
improving the functioning of business operations in a more systematic way. 3 respondents have
said that self check-in and check-out is the best strategy that help in increasing the confidence of

customers. 2 respondents have said that implementation of proper refund system within the
business so that customers do not face problem at the time of doing payment. 7 respondents have
said that inclusion of proper discounts, promotions and rates for customers in order to attract
them within the business.
Table 8: That social media marketing assist Travelodge after outbreak of global pandemic
COVID-19
Q8) Do you think that social media marketing assist Travelodge after
outbreak of global pandemic COVID-19?
Frequency
a) Yes 20
b) No 5
c) Can't say 5
a) Yes b) No c) Can't say
0
2
4
6
8
10
12
14
16
18
20
Interpretation: As per the above collected information from the graph, it is interpreted that
social media marketing plays a prominent role in the hospitality industry as it helps in providing
information to the customers by posting certain pictures or videos related to business. Out of the
total of 30 representatives, 20 representatives have said yes about the role of social media
marketing in the hospitality industry because it helps in reaching out more number of customers

and in gaining large share in the market n the time of pandemic situation. 5 respondents have
said no and they feel that social media is not that much important for the business because it
requires more creativity. While 5 respondents can't say anything about the fact and this is
difficult for the business organisation to deal with the situation of the global pandemic in a
productive manner.
Table 9: How does social media marketing assist Travelodge after outbreak of global pandemic
COVID-19
Q9) How does social media marketing assist Travelodge after outbreak of
global pandemic COVID-19?
Frequency
a) Posting information about adopted policies of hygiene and sanitisation 9
b) Sharing pictures and videos of hotel 8
c) Sharing positive feedback 7
d) More insights about hotel 6
0
2
4
6
8
9 8 7 6
Interpretation: As per the above gathered data from the above graph, it is analysed that social
media marketing helps in increasing the productivity and profitability within the hospitality
industry. It is important for the business organisation to post attractive pictures and posts in order
to attract customers towards achieving success in the competitive market. Out of the total of 30

respondents, 9 respondents have said that posting information about adoption of sanitisation and
hygiene policies for reducing the risk of virus in the workplace. 8 respondents have said that
sharing pictures and videos of hotel on the site of hotel in order to provide customers with all the
important details about the hotel and measures they adopt in the situation of global pandemic. 7
respondents have said that sharing positive feedback about the services of the hotel helps in
attracting customers towards availing the services of that particular hotel and this results in
increased success in the hospitality industry. While 6 respondents have said that social media
helps in providing insights and small details about the hotel products and services towards the
customer.
Table 10: What is the overall impact of social media marketing on hospitality industry after
outbreak of COVID-19 pandemic
Q10) According to your perspective, what is the overall impact of social
media marketing on hospitality industry after outbreak of COVID-19
pandemic?
Frequency
a) Positive impact 10
b) Negative impact 10
c) Neutral 10

a) Positive impact b) Negative impact c) Neutral
0
1
2
3
4
5
6
7
8
9
10
Interpretation: As per the above gathered information from the graph, it is interpreted that social
media marketing play a very important role in promoting the services of the hotel towards the
customer in an effective way. Social media marketing is an important tool of marketing because
it helps the hotel industry in gathering correct and detailed information about the hotel ambience
and working structure and staff for better productivity. 10 respondents have said that it creates a
positive impact on the services of the hotel performance and productivity because it helps in
attracting more customers. 10 respondents have said that it creates a negative impact on the
services of the hotel business and this effects the functioning of the business operations. While
10 respondents have neutral impact on the services of the hotel business of social media
marketing.

CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above research, it has been concluded that impact of Covid-19 hits every sector
or industry hard. It is hits hard the business operation and function of UK hospitality sector. The
impact of Covid-19 affects the overall industry which reduced the performance and productivity
of the industry. Covid-19 was the difficult situation that was faced by every sector and industry.
It is creates many health issues for peoples. It is spread all over the world which is affects the
people health & safety. There are many impacts of Covid-19 crisis on the Hospitality sector such
as unemployment, reduce profitability and productivity, lack of consumers and many more. It
has been analysed that influence of Covid-19 impact on the consumers where UK hospitality
industry failed to attract the customers towards their services. Covid-19 had influenced the
performance and growth of the hospitality sector which is become most challenging function to
attract the customer or guest. It was also impacting on the employees performance where they
were not able to contribute their best for the industry's growth. Post pandemic situation was the
toughest situation that is faced by the UK hospitality industry. It was difficult for them to
overcome from the crisis of Covid-19. The overall research of the impact of Covid-19 is negative
because it is creates many challenging issues for the industry. It has been analysed that there are
many challenges that is faced by the Travelodge during the global pandemic which affects on its
business and operation function. The challenges which is begins with the Covid-19 for
Travelodge has to faced the loss because during the Covid-19 situation it creates many financial
issues for the hotel. They has to faced the poor working of the employees because due to Covid-
19 employees are not able to give their best performance which reduced the hotel's profitability,
performance and productivity as well. They faced that there are some rules and regulation to
created for the people's health & safety where they announced Lockdown and shut down
everything, that is the one of the most challenging issue for the Travelodge because it is reduce
its overall productivity. These all challenges affects the hotel and its services which is reduced
the customers as well. It has been analysed that there are many strategies has been adopted by the
Travelodge for overcoming from the global pandemic an for managing their performance and
productivity of business for future growth. They used to provide hygiene services because during
the global pandemic customers only required hygiene services. It was the difficult situation
which is spread in all over the world so they sanitised everything in the hotel to maintain the trust

bond of customers. They used to trained their staff and motivate them to work with effectiveness
and understand the customer value that is helps to increase the customer within the hotel. These
all strategies has been adopted by the Travelodge which helps to increase and manage their
performance and productivity and attract more customers towards the hotel.
Recommendations
There are some recommendation for the Travelodge to manage their performance and
productivity in order to Covid-19 situations. The recommendations will helps to attract more
customers towards the hotel and its services. This will also helps to improve the services and
performance for the positive feedback from the customer. The recommendations will helps to
understand the use of technology to overcome the crisis of Covid-19. The recommendation for
Travelodge are as given below-
 Improve services: improving services and provide better services is one of the most
important role because during the Covid-19, everyone's wants high quality services and
product. So, it will recommended to Travelodge to improve their services and quality to
attract more customers towards the hotel that helps to increase the performance and
productivity of the hotel. By improving services, they can earn more profit and it is the
benefit for the future growth. It will helps to increase the customer experience and
satisfaction as well.
 Provide better & healthy food: provide better and healthy food during the Covid-19 is
play a vital role because Covid-19 situation required healthy and safe everything. So, it
will recommended to the Travelodge to provide better and healthy food to the customers
which helps to maintain their health and safety. It will also increase their experience
towards the hotel and its services.
 Neat & clean everything: during the Covid-19 it is required to neat & clean everything
which helps to maintain the hygiene. So, it will recommended to the Travelodge hotel to
provide neat & clean services to maintain the hygiene within the hotel. They should
sanitise every area of the hotel to maintain and increase the performance of the hotel.
This recommendation will help the hotel to increase the productivity and performance to
attract more customers during the Covid-19. It is also helps to build the trust of customers
towards the hygiene services.

 Trained their staff: training and development of staff and employees is the important
role because they are responsible for the performance and productivity of the industry.
So, it will recommended to the Travelodge to trained and motivate their staff for increase
their performance for effective working. This recommendation will helps the hotel to
maintain the customers satisfaction towards the hotel and its services. It will also helps to
improve the productivity and performance of the hotel.
 Improve productivity & performance: improving productivity & performance is helps
to attract more customers and increase the industry's image and reputation as well. So, it
will recommended to Travelodge to improve their productivity and performance by
motivate the staff of effective working, improving the services and many more. This
recommendation will helps the hotel to increase the number of customers and increase
their image and reputation in the market.
 Use of digital technology: during the Covid-19 technologies are play a vital role to
overcome the crisis. So, it will recommended to Travelodge to use the digital technology
in their hotel. They should use the digital technology by smart rooms, online payments,
per-booking services and many more. So, they should used the digital technology for the
better improvement.

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APPENDIX
Questionnaire
Q1) Do you think outbreak of COVID-19 has created unprecedented challenges over hospitality
industry of the United Kingdom?
a) Yes
b) No
c) May be
Q2) Do you think, COVID-19 has created an impact on the productivity and performance of the
UK hospitality industry?
a) Yes
b) No
c) May be
Q3) As per your perspective, what is the effect of COVID-19 on the overall performance and
productivity of the business within the UK hospitality industry?
a) Reduced growth in the market
b) Decreased working efficiency of employees
c) Low profitability and productivity
d) High employee turnover
e) Low occupancy of guests
Q4) As per your perspective, what are the different challenges that Travelodge faces because of
COVID-19 pandemic situation?
a) Difficulty in assessing workplace
b) Keeping existing customers
c) Motivating and retaining employees
d) Building work life balance
e) Going digital for promoting products
Q5) Do you think Travelodge has seen decrease in their customer base and customer
satisfaction due to emergence of COVID-19?
a) Yes
b) No

Q6) Do you think advanced technologies have helped Travelodge to deal with the issues created
due to global pandemic COVID-19?
a) Yes
b) No
Q7) According to your perspective, what is the best way used by Travelodge to deal with the
global pandemic COVID-19?
a) Adopting social media marketing
b) Adoption of crisis management practices
c) Using advanced technologies
d) Self check-in and check-out
e) Implementation of proper refund system
f) Inclusion proper discounts, promotions and rates
Q8) Do you think that social media marketing assist Travelodge after outbreak of global
pandemic COVID-19?
a) Yes
b) No
c) Can't say
Q9) How does social media marketing assist Travelodge after outbreak of global pandemic
COVID-19?
a) Posting information about adopted policies of hygiene and sanitisation
b) Sharing pictures and videos of hotel
c) Sharing positive feedback
d) More insights about hotel
Q10) According to your perspective, what is the overall impact of social media marketing on
hospitality industry after outbreak of COVID-19 pandemic?
a) Positive impact
b) Negative impact
c) Neutral