Impact of COVID-19 on Business Strategies and Consumer Behaviour at Hilton Hotel UK

Dissertation proposal on-
“To what extent has the COVID-19
Pandemic Influenced the Business
Strategies and Consumer Behaviour at
Hilton Hotel UK?”
1

Table of Contents
Background to the proposed research .............................................................................................3
Introduction............................................................................................................................3
Research questions.................................................................................................................3
Aim and objectives.................................................................................................................3
Literature review....................................................................................................................4
Research methodology.....................................................................................................................6
Research philosophy...............................................................................................................6
Research approach..................................................................................................................6
Research Type........................................................................................................................7
Research choices ...................................................................................................................7
Sample size.............................................................................................................................7
Chosen data collection............................................................................................................8
Data analysis...........................................................................................................................8
Research ethics.......................................................................................................................8
Timeline .................................................................................................................................9
Determine the budget ..........................................................................................................10
References......................................................................................................................................11

Background to the proposed research
Introduction
In the last year, businesses, including hotels’ operations have been disrupted with the
emergence of COVID-19 pandemic and it is still ongoing. The event has also led to formulation
of strategies that are capable of enabling businesses to weather the pandemic storm. The
COVID-19 pandemic effect has forced many businesses to take some drastic actions including
making some staff redundant so as to reduce the cost of doing their businesses (Borrion, Black
and Mwabonje, 2021). The strategies put in place by businesses are geared towards the
achievement of vibrant operations and and the desire to continue to provide services that meet
that enhance customer satisfaction in the hospitality business sector. To this extent, this research
focuses on the extent to which the COVID-19 Pandemic has influenced the Business Strategies
and Consumer Behaviour at Hilton Hotel UK. Hilton Hotel has been operating in the UK for 101
years. The hotel remains one of the most competitive business in the UK’s hospitality sector in
terms of the business performance and market share. It is important to note that the hotel has
more than 2406 hotels globally with approximately 408,000 rooms. Inspite of the pandemic
episode of the recent time, in 2020, Hilton hotels management devised an effective innovative
strategies to maintain the quality of their services to guests. This research aims to present a
critical analysis of the changes that Hilton Hotels has made in response to COVID-19 pandemic.
Research questions
 What marketing strategies were implemented by Hilton hotel during the Covid-19
Pandemic?
 What is the impact of Covid-19 on consumer buying behaviour?
 How has the Hilton Hotel maintained a strong competitive advantages during the
pandemic?
Aim and objectives
Aim: “To critically analyse the extent to which the COVID-19 pandemic has influenced Hilton
Hotels business strategies and consumer behaviour.”
Objectives:
3

 To analyse the different marketing strategies implemented by Hilton Hotel during the
COVID 19 pandemic.
 To determine the impact of COVID 19 on consumer buying behaviour.
 To investigate how Hilton hotel maintained a strong competitive advantage during the
pandemic.
Literature review
What marketing strategies were implemented by Hilton hotel during the Covid-19 Pandemic?
As per the view of Blackburn and Wright., (2021); It can be argued that businesses in the
UK has been having tremendous challenges in the last year due to COVID-19 pandemic. Many
businesses have shut down as they are struggling to recovered from the impact of the pandemic
(Balckburn and Wright 2021). Due to the nature for past pandemic changes and different
behavioural pattern to analyse strategies and work on the effective organisational point of view.
The emergence of the pandemic compelled many organisations to adopt a virtual working
approach. This has proved to be popular within the UK hospitality business. This seems very
important for the growth for considering effective techniques and analysing strategies are needed
to managing varieties and work as per the attitude of the firm. All is basically related to manage
individual growth more significant approaches which are classify as the different impact of
covid-19. Consumer are responding as per the basis of the management and make suitable
changes for the growth of professional and health professional growth (New consumer
behaviours will transform the industry's future, 2021). All is related to manage objective and
understand the need and make effective changes for personalized marketing strategies for the
growth of the company.
After facing the outbreak of Covid-19, customers can feel the ineffective and
inappropriate changes which are needed to analyse suitable outcome. Furthermore, for this hotel
industry are able to complete the basic need and demand for the more hygiene, cleaning,
sanitization and using effective products. All is helpful for the growth of the company and make
sure for managing effective techniques to work on different techniques. Further, most of the
customer push their old habit and work in the new system. It will be helpful for managing
different growth and make sure for publishing techniques and focus on the health and suitable
changing sector of the company (Cheung and et.al., 2021). All of these are related to work and